Redken Laboratories is built on the foundation of beauty powered by science. Their patented protein technologies are the basis for all of their hair care and styling products, including their new Redken for Men Bulk Up Thickening Spray. They turned to Diamond Packaging to create a counter display that embodies the bold, modern spirit of the brand.

Redken for Men products are infused with the latest technologies to deliver protein reconditioning, a process of transforming the hair's inner structure while dramatically improving its outer appearance. Their new Bulk Up Thickening Spray is a continuation of this concept, building strength into fine, thinning hair with fortifying ceramide. The promotional display needed to convey the energetic strength of the product and grab consumers' attention in the retail environment.

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.

Packaging is a complex and important part in the sale of thousands of products every day. The role packaging plays in our lives begins long before it lands on the shelf of your favorite supermarket or department store but carries throughout the sale of the product. An important element of any package is its structure. Structural design performs many functions including containment, protection, and shelf appeal that all contribute to the success of a product.

Product Containment

One factor that begins to shape the structural design of a package is the product itself. The size, shape, weight, and quantity of product all help to determine the basic structure and board weight that will be used for the package. This information should also include orientation of the product so designers can determine how to properly contain the product using inserts, foam, or thermoform trays. The shape of a product may initiate ideas for the shape of a structure or certain elements within a package, such as a window.

Protection / Transportation

Along with the preliminary design elements determined by the product and how it will be contained comes the important role of ensuring that a product is protected during shipment. Any information regarding the shipping of a package may be helpful in determining the board type and caliper. It also assists in deciding the shape of a package. One that is going through a rigorous shipping environment may have to forfeit a unique shape in order to ensure that the package arrives intact.

Cost

The price point that a customer is trying to achieve for a package is a major consideration that must be included in the design phase of a package. This goal may affect the structure of a carton, such as designing an economical Reverse Tuck rather than the more costly Automatic Bottom. With many board choices available, using a lighter caliper board or recycled material instead of virgin board can cut down on cost. Designers also try to keep in mind the most economical way to lay out a carton for die cutting. If a small adjustment can be made that will allow us to produce two cartons up on a sheet instead of one, that may reduce cost tremendously.

Filling

When designing a carton, it is important to know how it will be filled. Machine filled cartons often have to meet precise specifications to run on certain equipment. All information related to these specifications should be outlined before the design is initiated including size parameters, correct opening position (right hand opening vs. left hand opening), load position (bottom load vs. top load), and opening force. These factors will determine structure size and style, gluing patterns, and line types within a carton.

Shelf Appeal / Innovation

A creative or innovative structure that grabs the attention of consumers will sell a product. This element of shelf appeal is always at the forefront of a designer’s mind each time a new project is begun. Structural designers try to create cartons that may be shaped differently or that perform a unique function, such as the Pull-Tab Design, that bring added value to the consumer. Innovative structures can also be combined with new materials to create an exciting visual experience for the consumer.

All of these considerations, along with years of experience, allow Diamond Packaging’s structural designers to create functional, yet appealing cartons that inform and entice consumers to purchase products.