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Diamond created a display that instantly draws consumers’ attention. The geometrically-inspired design combines a trapezoid shape with straight lines to convey a sense of dynamic energy. The inverted weight of the main panel contributes by visually communicating the sense of “bulking up”. The fifth-panel structure integrates with the base on which the spray bottle is displayed, encouraging consumers to touch and hold the product. The stunning graphics, which were achieved by offset printing four-color process inks and one special color ink in-line with UV matte varnish, perfectly complements the color of the spray bottle. Diamond also employed frequency modulated (FM) screening to deliver near photographic fidelity from an offset printing process. FM screening is unique in that it varies the number of dots used, as opposed to amplitude modulated (AM) screening, which varies the size of the dot. The 20-micron FM dot eliminates all issues related to screen angles, resulting in smoother vignettes and softer color-to-color transitions not possible with traditional four-color process printing. The result is a product display that delivers impact at hair salons, and asserts an edgy, fashion-forward image for the brand.
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