In general a finish is a process or coating that alters the surface of a material. One key type of finish used on cigarette packs is varnish, an ‘ink’ without pigment. Best in Packaging defines varnish as a transparent liquid coating that is applied to a printed product to either protect it or make it more visually pleasing. Varnishes can be high gloss, semi-gloss, satin, matte, iridescent, opalescent, and soft touch. Varnishes can also be tinted and/or metalicized by adding pigment.
Contrast can be achieved by designing a cigarette package such that a glossy area lies next to an area with lower lustre, and this contrast provides emphasis or creates the impression of depth. 1 As recognized by the tobacco industry, “[Matte and gloss varnish are] used to highlight contrasts effectively with a gloss varnish standing out prominently on a matte background, almost creating an embossed effect with the same colors.” 2
|Overarching Theme||Sub-Theme||Connotative Chains|
|Lifestyle||Luxury / Glamour||Finishes that connote luxury:
|Lifestyle||Gender||In general, it appears that female-oriented packs appear are shinier than packs targeted towards a mixed or primarily masculine audience:
- Best In Packaging. Packaging Dictionary. Available at: http://bestinpackaging.wordpress.com/packaging-dictionary/v/. Accessed July 20, 2011. ↩
- Tuinstra T. Packaging Possibilities. Tobacco Reporter Magazine. Available at: http://www.tobaccoreporter.com/home.php?id=119&cid=4&article_id=11051. Accessed July 20, 2011. ↩