When it comes to packaging for consumer products, the brighter the better is the rule. Academic research has repeatedly shown that when shoppers enter a store, brands have only a few seconds to grab their attention and packaging with bright, vibrant colours plays a big role in driving sales. The key to making colours stand out is the background on which they are printed – the brighter and whiter the background, the greater the impact of the inks that are applied to it. This helps brands distinguish their products on the shelves and also drives a perception that they are premium goods.
“The key to making colours stand out is the background on which they are printed”
The fibres from recycled board have a naturally distinctive tone and finish. The improvement of coatings allows RDM recycled boards to achieve higher brightness levels and thus improving the quality of recycled boards. Added to this is the fact that it is a material made from 100% recycled fibres, which makes it easier for brands to meet the environmental credentials that consumers demand.
Now, new coating recipes with better pigments are helping us deliver brighter recycled cartonboard, enabling brands and retailers to produce the most vibrant packaging possible with text, logos and images that stand out more sharply. Our GD liner and coated white-lined chipboard (WLC) products have a top coating that creates a smoother, glossier surface that is easy to print on and improves the brightness of the surface. The coating is made of water, pigments and binders. New pigments have been developed that are giving better results and there have been improvements to the way the coating is applied to the board.
Measuring brightness
In technical terms, brightness is measured by the percentage of light that is reflected from the surface of the board, using a daylight filter, to the ISO 2470-2 standard. Above 80% is seen as a benchmark for premium board. At each of our mills we measure each batch we produce because the brightness depends on factors that can differ from location to location, such as the supply of pigment and chemicals for the coating recipe, the structure of the coating layer and the way that the coating is applied.
“Brightness is measured by the percentage of light that is reflected from the surface of the board”
At our Arnsberg mill in Germany, we have now reached a brightness level of 86%. This provides a high reflection of light back to the eye and helps produce eye-popping colours. Our GD liner products – Serviliner and Flexoliner – will be produced to this specification. These can be used as liners of corrugated cardboard to be used in packaging for cleaning products and detergents, displays and point-of-sales packs, and large boxes for items such as televisions and games.
Ultimately, we aim to reach this standard across all of our facilities. At our Paprinsa mill, we have already improved brightness from 78% to 82%, for example. Our products can be used as primary and secondary packaging for food, cosmetics and personal care products, pharmaceuticals and over-the-counter medicines.
It’s all part of our multi-mill concept for continuous improvement in our products. By enhancing the brightness of our recyclable cartonboard, we empower brands to shine on the shelves, proving that innovation and eco-responsibility can go hand in hand.
