Packaging that Stops Traffic
he exciting world of computer games has presented a wealth of opportunity for the use of value-added ﬁnishing processes. As the market continues to grow and companies vie for a prime position on the shelf, creating a visual impact has become increasingly important. Walking down isles of computer games, one can’t help but notice the shine, the glitz, and the richness of Atari’s combination CD packs. No other packaging on the shelf compares. From foil stamping utilizing special holographic and custom foils to embossing, diecutting, UV coating, and printing on unusual materials, Atari has hit the mark and succeeded in creating combo pack cartons that reach its target audience – the impulse buyer.
combination of gold foil stamping, embossing, printing and holographic foil were used. “There are a lot of rainbow foils out there, but we used a double rainbow holographic foil that had more transitions to it,” explained Martin. “The colors shift more often and give more of a sparkle as viewers pass by than the others.” In addition, spot UV and matte varnish was utilized to highlight particular areas.
Targeting the impulse buyer, the release of the gold combination pack was met with great success. “The According to Steve Martin, Director of Creative hard-core Civilization fans Services at Atari, “The Civilization series is buy each new version as it is released, so they are not a major brand for us and we really wanted to give it our target audience. The ones that are interested in a special feel – something different from other ‘gold’ packages done in the past.” The design concept behind gold sets are the impulse or holiday shoppers, so we need to speak to them differently,” explained Martin. “During the “The colors shift more often and give more of a holidays, everything comes out on the shelves at the same time. It’s sparkle as viewers pass by than the others,” very crowed and very competitive,” Steve Martin, director of creative services for Atari. stated Martin. Having a title rank so highly during the busy holiday season speaks to the carton’s visual impact and to the the package was that of an illuminated manuscript importance of the carton’s value-added processes. – like the ornate book covers of long ago with the intricate gold leaf designs. The gold ﬁligree is uniquely created with the combination of hot stamping “Having a title rank so highly during the busy holographic gold foil, overprinting, holiday season speaks to the carton’s visual and then embossing, which produces impact and to the importance of the carton’s a rich, almost austere, look offset value-added processes,” by modern, illuminated angles of refraction. To create a package Steve Martin, director of creative services for Atari. that suggested old versus new, a