More than just a tear tape

17 April 2009




In the current climate, it is increasingly important that brands stand out on shelf with eye-catching designs and communicate at all levels with their consumers. At the same time, these goals must be achieved cost-effectively.

Tear tape manufacturer Payne believes that packaging must be made multifunctional, in order to meet a variety of branding, communication

and product functionality needs simultaneously. Accordingly, its product development has been focussed on broadening the uses of tear tape through the creative use of design.

Traditionally, tear tape has been seen simply as an easy-opening device. However, printed tear tapes can be ideal for branding and communications purposes since the message is presented and reinforced at the point of opening by the consumer. An example of this is Payne’s Supastrip VDP, variable data tear tape, which has unique codes on its reverse.

“The code is revealed on opening the pack, rather than the consumer having to tear open the entire wrapper or remove the product,” explains Simon Wildash, Head of Marketing at Payne. “Random printing of several million unique codes can easily be achieved at a reasonable cost to stimulate the interest of consumers with imaginative promotions that interact with the brand and enable the capture of consumer data.”

Payne’s Designer Collection employs sophisticated inks, print and design techniques to achieve striking visual effects that enhance a wide variety of packaging styles. The range includes Back2Back, which offers a unique use of registered print to achieve the illusion that the user can see through the tape; Wave Selection, which provides a subtle undulating blend of colours for an eye-catching ‘rainbow’ wave; and the Enamel Collection which offers a range of contemporary colours with a bright gloss effect to create a bold statement.

Tear tape design can also play an important part in delivering pack security. “The integration of security features into its tear tape can give brand owners an important first step towards protecting their products against counterfeiting,” concludes Simon Wildash.




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