The design and decoration of beverage cans may appear, on the surface, to be a straightforward affair, but there is far more to achieving an outstanding result on shelf than simply choosing some pretty shapes and colors. There is also a psychological element to be considered, as design plays a major role in how consumers perceive and differentiate between dozens of packages on display. In addition to brand image, design helps distinguish a craft beer from an energy drink from a canned water or soda, and while this may not be something most consumers are aware of, the subconscious will certainly be taking note.
Fortunately for beverage brands, the can is the perfect canvas for creativity to thrive. The metal substrate offers a near infinite number of shaping and sizing options, while decorative techniques have advanced significantly in recent years. A 360-degree brandable space is waiting for a striking and efficient design, ready to covey a brand’s image with a freedom that is simply not available with alternate substrates. The versatility of aluminum cans makes them an ideal choice for all drinks categories and audiences, and the format continues to increase in popularity as a packaging format around the world.
So, how do certain beverages stand out loud and proud among the competition? Well, if we take beer and other alcoholic drinks as an example, these cans are likely to feature a matte varnish and minimalist designs to appear more premium for a slightly more mature audience, but that does not mean the designs are in any way muted. Cruzcampo is a great example of a successful and efficient promotional campaign involving cans, featuring bright and vibrant images that are accentuated by the natural color of metal under a matte varnish.
Taking full advantage of the can’s 360-degree brandable canvas for its summer campaign, the beer brand commissioned 12 different images to highlight its proud connection to Andalusia. The package also featured our Accents technology, which allows a design to vary on each can in order to create up to 24 unique graphics in a single production run, to deliver a truly memorable and collectible product.
more at source: https://www.crowncork.com/news/all-about-cans/beverage-cans-packaging-1000-faces