A Closer Look at Modern Metallic Effects

With technology — both hardware and software-based — making metallic effects more accessible than ever before, what do you need to know to capture more of this business?

It seems like only yesterday that high-end effects on printed materials, such as foil stamping or metallic finishes, were the stuff of luxury brands. The process to create these effects was costly and time-consuming, so only those with the budget and reach—like high-end cosmetic brands, for example—ever really used them.

But with the explosion of innovation in digital finishing technologies, that has all started to change.

On both the hardware and software side of the equation, metallic effects in printed pieces are more accessible than ever before, opening up the creative floodgates for brands of all sizes and types to use them to stand out. And it’s not just the packaging either—these effects are making their way onto everything from direct mail to brochures to lawn signs and everything in between.

A few advances, in particular, have led to the growth of metallic effects in printing — and will fuel even more significant growth in the coming years.

Innovation Opens Opportunities

First, notes Brian Brooks, manager of the Product Management Group at Roland DGA, while the original digital shift began around 15 years ago with metallic inks—and Roland was a pioneer in the space—“metallic-based ink has become obsolete. Investment and improvement in UV ink and printer technology made it possible to create unique imagery and textural effects that go far beyond yesterday’s metallic ink technology. Such enhancements can significantly increase the value of the final product.”

Metallic media are often used to add a touch of elegance to signage and packaging graphics.| Credit: 24 Hour Signs

In particular, he notes that the advances in UV print technologies have led to the creation of specialty media and substrates that make metallic effects far more accessible. “Utilizing substrates with a metallic sheen can replicate the look of metallic inks. These materials can range from foil, paper, and vinyl to more rigid options, providing a base that naturally reflects light. … Beyond traditional metallic looks, reflective and holographic materials can create dynamic, eye-catching effects that change according to the viewer’s perspective and lighting conditions.”

Mark Geeves, director of sales and marketing for Color-Logic, notes that another hardware innovation has been the improvement of white inks across the board. “White is the new gold,” he says. “There used to be a lot of issues pushing that through the heads, but [with modern white inks], we’ve seen a lot more people switching to printing white ink on reflective stocks. There’s not as much of an issue with agitation and clogging, and it looks better.”

He notes that white inks have gotten easier to run on presses of all types and are “cleaner and brighter," making for a better-looking result on those metallic and reflective substrates. “Whites have gotten better, and everyone is happy about that,” Geeves says. “There is increased opacity, and now you can print on the white and keep that color adhesion. A lot of times now, you have the white, and then print the CMYK on top — there is a lot of fun stuff going on.”

But the innovations aren’t just in the ink, substrates, or hardware. There is also the software to consider, and there have been just as many advances on that end.

In particular, there are some advanced design tools out there now — such as Color-Logic, for example, which is platform agnostic — that can not only help ensure the placement of the effects for maximum response, but they are also getting much better at visually simulating what those effects will look like in the final piece, which is a major hurdle to selling more metallic effects. If the brands and designers can’t picture what it will look like, they are less likely to invest budget dollars toward adding the effects.

RIP software has also improved dramatically, with Brooks noting, “An image is only as good as its RIP. … An effective RIP optimizes the design for specialty media and can create impressive effects by maximizing the impact of the available materials as well as the capabilities of the printer.”

Putting it into Practice

But while talking about the technological advances that make metallic effects more accessible is fine and good, what does it look like in practice?

Metallic effects aren’t just for packaging. Using the effects to create eye-catching wallcoverings can help a brand define a space in new and innovative ways. | Credit: Color-Logic

Houston Sticker, based in Houston, Texas, has seen metallic effects grow in recent years. Roy Garcia, founder, notes, “Our bread-and-butter applications are products that help clients promote and brand their companies, including label printing and QR code stickers. A good 25% of our clients use metallic effects, and some use them heavily.”

Jeff Parker of 24 Hour Signs in Saskatoon, Saskatchewan, Canada, does a bit less, but his applications aren’t the typical metallic jobs you probably think of. He notes, “Our bread-and-butter products are Coroplast and HIP (high impact polystyrene) signs of all sizes. We produce inserts for A-frames, fence signs, and lawn signs. … I would say less than 5% of our applications use metallics.”

In practice, Parker notes that most of the metallic effects he sees come from printing onto reflective vinyl, “however, we also provide metallic effects by using gloss ink on UV to print over a single color, thereby creating a two-tone color that looks metallic.”

On the other hand, Garcia uses a mix of substrates, coatings, and software design to create the effects that stand out. He notes, “We use our Roland DG TrueVIS LG-640 UV printer/cutter and ECO-UV EUV5 inks to print and cut holographic or metallic substrates. In addition, we often use the printer’s gloss ink to make the print stand out with simulated embossing, achieving maximum detail in these prints. We use VersaWorks software to, for example, bring a floral design to life by highlighting the stems and blooms of individual flowers through simulated embossing. It creates a unique effect that allows us to set ourselves apart in the crowded sticker production marketplace.”

Across the board, there is a lot of agreement that one of the more challenging aspects of getting metallics right is the initial design and file setup. “No offense to printers, but they are bad marketers,” Geeves laughs. “They forget that they have to educate the brands and designers. Where does the designer get those metallic colors in the first place? And here’s the problem — the Pantone guide they all use was printed on an offset press and is not color-accurate. So, forget about the effects; they haven’t even gotten the color right, but that’s all the designers have. What printers have to do is print their own swatch books — either create it themselves or use one from a place like Color-Logic — that will be off the same press the job will be run on, and not only with CMYK, but with all the coatings and effects.”

Garcia agrees with that opinion, noting that the most challenging part of metallic effects for his business is setting up the file. “When you are layering different jobs, you have to pay attention to every aspect of the setup, so you don’t forget to specify a spot color or add a gloss effect. You need to be detail-oriented and ensure you have all the pieces in place for a perfect print run.”

What advice can a wide-format printer interested in adding metallic effects to their repertoire take away from all this?

Demonstrating how metallic effects can be used, Color-Logic created this mock-up poster to demonstrate how it can ensure certain key elements pop and capture attention. | Credit: Color-Logic

“First, find a good supplier that keeps metallic media in stock. Once you begin offering metallic effects, you may find you need to go back to your supplier more frequently,” says Garcia. “Then dive right in. Start making sample prints for your top customers. Make sure you’re posting your work on social media. Take the extra step to help your business stand out by incorporating metallic effects.”

Second, says Parker, “Practice, practice, practice. It’s difficult to get it right, but once you do, there’s nothing quite like it. Metallics, like any other form of decorating, can look amazing if done right. People like ‘bling and sparkle’—it’s just that simple.”

Next, Brooks notes that one thing to remember is having the right partners across the board to support the new application. “At any given time, users are expanding their businesses with new capabilities. When it comes to integrating new technologies and methods into your existing workflow, it always pays to partner with companies … that will be with you every step of the way and committed to ensuring your success. This may not be the cheapest initial option, but the payback will be far greater when you have a ‘partner’ relationship instead of a ‘vendor’ relationship.”

“What you have to do is print,” Geeves says. “Don’t wait for the jobs with metallic effects — show them things they haven’t thought of. Show them you can produce jobs that are unique — people remember those. And the thing about embellishments — like metallics — is that it’s not about the ROI. It’s about the client’s return on response. What does this piece do to differentiate that brand?” He suggests creating unique samples showing off different metallic effects and substrates, even using old client artwork, if possible, to drive home how it can improve the campaign and drive more brand awareness and recognition.

“Using metallic effects really sets your business apart,” says Garcia. “It adds that extra touch that can make a company’s branding and display elements look more professional and upscale. Within our designs, we often incorporate spot white ink on holographic media to highlight certain aspects. It makes the graphics more eye-catching overall.”

With a few design tools and the digital devices they’re already running, any shop can easily add metallic effects to any application or job. All it takes is the creativity to see the ways it can be used for maximum impact and the education to help customers understand that what was once reserved for high-end luxury — and that still screams luxury to every consumer who sees it — can now be part of their own campaigns without breaking the bank.