David Savastano, Editor02.20.19
The use of Near Field Communication (NFC) is becoming much more ubiquitous. With Apple finally joining Samsung and the other NFC-enabled smartphones, NFC can reach virtually anyone who has a smartphone, allowing brand owners to communicate with the consumer by connecting them to web sites, videos, loyalty programs and much more.
Diamond Packaging, an award-winning folding carton manufacturer headquartered in Rochester, NY, is no stranger to developing innovative projects. In particular, Diamond creates an annual calendar that serves as a showcase for its talented team. For example, two years ago, the company created an incredible grandfather clock. This year, Diamond Packaging’s team created an eye-catching calendar, full of colorful, intriguing printing and converting techniques from embossing and cold foil to UV and more, with the addition of an NFC-enabled tag created by Thinfilm Electronics.
Dennis Bacchetta, director of marketing, Diamond Packaging, said that the idea to show Diamond Packaging’s NFC capabilities came, in part, from its customers.
“Diamond has received a lot of interest from brands regarding the digital transformation of operations, including connected packaging (anti-counterfeiting, track and trace) and interactive packaging solutions,” Bacchetta noted.
“Based on the emergence of smart packaging and inquiries from our own customers, we wanted to add NFC tags to our calendar as a proof-of-concept; it’s a way to show our customers that their brands can easily connect with consumers through smart packaging,” he added. “And Diamond can help make that happen.”
With the advent of the Internet of Things (IoT), smart packaging has emerged as a viable medium to bridge the gap between the physical and digital worlds. According to SmithersPira, the global smart packaging market is estimated to grow at an annual rate of 7.5% to $7.8 billion by 2021.
“Advances in technology are allowing companies the ability to connect with customers in new and exciting ways to ensure product safety and traceability, protect their brands, promote their brands, and facilitate a more engaging user experience — whenever and wherever they are making purchasing decisions,” Bacchetta added.
With Diamond’s newest calendar, users can simply touch or tap their smartphone at the bottom of the calendar for exclusive content, and touch again for additional content. Android, iPhone XS, XS Max, and XR phones work natively and must be NFC enabled. Older iPhones 7, 8, and X require a free download of the “NFC scanner by thinfilm” app from the App Store.
When the user touches their phone to the NFC-enabled link, they are brought to four different experiences – a “making of” video, a landing page, Diamond’s Instagram page and its website. Bacchetta reported that there are more plans underway for new content throughout the year.
“The first touch takes users to ‘The Making of’ video, where they can take a sneak peek behind the scenes during the design and production of Diamond's 2019 calendar,” he noted. “It is a great way to capture the art and craft of collaborative design and showcase the effort and care of Diamond employees to produce a piece that delights our customers and stands out within the print and packaging industry.
“Subsequent touches take users to a landing page describing the decorative processes used in the production of the calendar (with an offer to receive a free sample kit), Diamond’s Instagram page, and website, respectively,” Bacchetta added. “On four different dates throughout 2019, tapping on the tag will display new content specific to that day (e.g., Earth Day).”
Bacchetta noted that there were some challenges with implementing NFC, beginning with providing instructions on how to use the tags. “This is particularly important to those not familiar with NFC technology, or their smartphone’s ability to read the tags,” he observed. “We provided instructions in the calendar letter on how to use the tag, and for iPhones users, where to download the Thinfilm NFC Scanner app.
“Diamond worked closely with Thinfilm’s engineers and product management specialists in integrating the tags within our gluing lines and getting qualified as a vendor. We also collaborated with their team regarding tag placement, graphics, text, training, and product testing to ensure a positive user experience,” Bacchetta added.
Bacchetta noted that the response to this year’s calendar was excellent.
“This year’s calendar was certainly one of our most popular ever,” he continued. “Feedback from customers has been exceedingly positive. Also, dozens of recipients requested additional calendars after receiving their initial shipment. We have received a lot of interest from users about the NFC tags, including applications to their brand, cost, how they are applied to folding cartons, etc. Diamond is in discussions with several brands about using NFC tags and other smart packaging technologies.”
Diamond sees opportunities to incorporate NFC smart tags and other interactive technologies (e.g., anti-counterfeiting, track and trace) in all of the industries it serves, including personal care (cosmetics, hair care, skin care, fragrance, oral care, shaving), health care, pharmaceutical, nutraceutical, and consumer electronics.
“Smart packaging has emerged due to the needs of companies that seek to ensure product safety and traceability, protect their brands, promote their brands, and facilitate a more engaging user experience,” said Bacchetta.
Making of the 2019 Calendar
Outside of Diamond’s use of NFC, there were quite a few highlights in this year’s beach-themed calendar.
“Diamond’s 2019 calendar was conceptualized, planned, and produced by the entire Diamond team, and designed by Renee Guercio, one of our talented design engineers,” Bacchetta said. “The ‘Making Waves’ piece originates from a beautiful, hand-drawn pencil drawing. We began discussing themes as early as January, with several layouts fully mocked-up by March. Renee created both the graphic and structural designs for the team to review before a final design was selected.
“The waves theme was originally conceived a couple years ago when we set out to create a cross-sectional view of waves splashing against a tropical beach, but with a twist: to depict the artwork as a mosaic.”
The header and backers were converted utilizing Clearwater Candesce SBS paperboard, cold foiled, and offset printed with Extended Color Gamut (ECG) seven-color process and PMS 541 inks, supplied by hubergroup, as well as DiamondGlitter and DiamondReticulate specialty coatings, aqueous satin coating, and UV gloss coating.
The calendar pages were converted utilizing Domtar Cougar Opaque White Smooth 80# Text and offset printed with UV green ink. Cold foiling was done in-line utilizing the state-of-the-art Compact Foilers CF1000PM cold foil module, which is mounted on the Heidelberg Speedmaster XL 106 offset press. ITW CFS 100 silver cold foil was applied to the header, adding bright metallic effects to the sun and its rays. Cold foil was also applied to the bottom backer (Diamond Packaging), and overprinted with PMS 541 blue ink.
“The 2019 calendar features Extended Color Gamut (ECG) seven-color process printing, cold foiling, UV gloss spot coating, DiamondGlitter specialty coating, multi-level embossing, debossing, and intricate die cutting,” Bacchetta said.
“The header features dramatic multi-level embossed waves splashing against a tropical beach. The waves were enhanced with DiamondGlitter specialty coating, creating a stunning shimmering and tactile effects that promote user interaction,” Bacchetta added. “The sunset was cold foiled and embossed, including each of the geometric color patterns, within the yellow rays, and around the entire outline. The palm trees were multi-level embossed and enhanced with DiamondReticulate specialty coating, which added a subtle texture to the tree trunks.
“The two middle backers feature multi-level embossed fish and seaweed, set against a debossed water pattern,” he added. “The bottom backer features several enhancements, including a multi-level embossed fish and seaweed, debossed water pattern, cold foiled and embossed “Diamond Packaging”, and an NFC smart tag located in the bottom center.”
“The use of seven high-fidelity colors increased the color range and improved transitions between colors,” he added. “The overall design came to life when comparing it to traditional four color process separations.”
Diamond Packaging, an award-winning folding carton manufacturer headquartered in Rochester, NY, is no stranger to developing innovative projects. In particular, Diamond creates an annual calendar that serves as a showcase for its talented team. For example, two years ago, the company created an incredible grandfather clock. This year, Diamond Packaging’s team created an eye-catching calendar, full of colorful, intriguing printing and converting techniques from embossing and cold foil to UV and more, with the addition of an NFC-enabled tag created by Thinfilm Electronics.
Dennis Bacchetta, director of marketing, Diamond Packaging, said that the idea to show Diamond Packaging’s NFC capabilities came, in part, from its customers.
“Diamond has received a lot of interest from brands regarding the digital transformation of operations, including connected packaging (anti-counterfeiting, track and trace) and interactive packaging solutions,” Bacchetta noted.
“Based on the emergence of smart packaging and inquiries from our own customers, we wanted to add NFC tags to our calendar as a proof-of-concept; it’s a way to show our customers that their brands can easily connect with consumers through smart packaging,” he added. “And Diamond can help make that happen.”
With the advent of the Internet of Things (IoT), smart packaging has emerged as a viable medium to bridge the gap between the physical and digital worlds. According to SmithersPira, the global smart packaging market is estimated to grow at an annual rate of 7.5% to $7.8 billion by 2021.
“Advances in technology are allowing companies the ability to connect with customers in new and exciting ways to ensure product safety and traceability, protect their brands, promote their brands, and facilitate a more engaging user experience — whenever and wherever they are making purchasing decisions,” Bacchetta added.
With Diamond’s newest calendar, users can simply touch or tap their smartphone at the bottom of the calendar for exclusive content, and touch again for additional content. Android, iPhone XS, XS Max, and XR phones work natively and must be NFC enabled. Older iPhones 7, 8, and X require a free download of the “NFC scanner by thinfilm” app from the App Store.
When the user touches their phone to the NFC-enabled link, they are brought to four different experiences – a “making of” video, a landing page, Diamond’s Instagram page and its website. Bacchetta reported that there are more plans underway for new content throughout the year.
“The first touch takes users to ‘The Making of’ video, where they can take a sneak peek behind the scenes during the design and production of Diamond's 2019 calendar,” he noted. “It is a great way to capture the art and craft of collaborative design and showcase the effort and care of Diamond employees to produce a piece that delights our customers and stands out within the print and packaging industry.
“Subsequent touches take users to a landing page describing the decorative processes used in the production of the calendar (with an offer to receive a free sample kit), Diamond’s Instagram page, and website, respectively,” Bacchetta added. “On four different dates throughout 2019, tapping on the tag will display new content specific to that day (e.g., Earth Day).”
Bacchetta noted that there were some challenges with implementing NFC, beginning with providing instructions on how to use the tags. “This is particularly important to those not familiar with NFC technology, or their smartphone’s ability to read the tags,” he observed. “We provided instructions in the calendar letter on how to use the tag, and for iPhones users, where to download the Thinfilm NFC Scanner app.
“Diamond worked closely with Thinfilm’s engineers and product management specialists in integrating the tags within our gluing lines and getting qualified as a vendor. We also collaborated with their team regarding tag placement, graphics, text, training, and product testing to ensure a positive user experience,” Bacchetta added.
Bacchetta noted that the response to this year’s calendar was excellent.
“This year’s calendar was certainly one of our most popular ever,” he continued. “Feedback from customers has been exceedingly positive. Also, dozens of recipients requested additional calendars after receiving their initial shipment. We have received a lot of interest from users about the NFC tags, including applications to their brand, cost, how they are applied to folding cartons, etc. Diamond is in discussions with several brands about using NFC tags and other smart packaging technologies.”
Diamond sees opportunities to incorporate NFC smart tags and other interactive technologies (e.g., anti-counterfeiting, track and trace) in all of the industries it serves, including personal care (cosmetics, hair care, skin care, fragrance, oral care, shaving), health care, pharmaceutical, nutraceutical, and consumer electronics.
“Smart packaging has emerged due to the needs of companies that seek to ensure product safety and traceability, protect their brands, promote their brands, and facilitate a more engaging user experience,” said Bacchetta.
Making of the 2019 Calendar
Outside of Diamond’s use of NFC, there were quite a few highlights in this year’s beach-themed calendar.
“Diamond’s 2019 calendar was conceptualized, planned, and produced by the entire Diamond team, and designed by Renee Guercio, one of our talented design engineers,” Bacchetta said. “The ‘Making Waves’ piece originates from a beautiful, hand-drawn pencil drawing. We began discussing themes as early as January, with several layouts fully mocked-up by March. Renee created both the graphic and structural designs for the team to review before a final design was selected.
“The waves theme was originally conceived a couple years ago when we set out to create a cross-sectional view of waves splashing against a tropical beach, but with a twist: to depict the artwork as a mosaic.”
The header and backers were converted utilizing Clearwater Candesce SBS paperboard, cold foiled, and offset printed with Extended Color Gamut (ECG) seven-color process and PMS 541 inks, supplied by hubergroup, as well as DiamondGlitter and DiamondReticulate specialty coatings, aqueous satin coating, and UV gloss coating.
The calendar pages were converted utilizing Domtar Cougar Opaque White Smooth 80# Text and offset printed with UV green ink. Cold foiling was done in-line utilizing the state-of-the-art Compact Foilers CF1000PM cold foil module, which is mounted on the Heidelberg Speedmaster XL 106 offset press. ITW CFS 100 silver cold foil was applied to the header, adding bright metallic effects to the sun and its rays. Cold foil was also applied to the bottom backer (Diamond Packaging), and overprinted with PMS 541 blue ink.
“The 2019 calendar features Extended Color Gamut (ECG) seven-color process printing, cold foiling, UV gloss spot coating, DiamondGlitter specialty coating, multi-level embossing, debossing, and intricate die cutting,” Bacchetta said.
“The header features dramatic multi-level embossed waves splashing against a tropical beach. The waves were enhanced with DiamondGlitter specialty coating, creating a stunning shimmering and tactile effects that promote user interaction,” Bacchetta added. “The sunset was cold foiled and embossed, including each of the geometric color patterns, within the yellow rays, and around the entire outline. The palm trees were multi-level embossed and enhanced with DiamondReticulate specialty coating, which added a subtle texture to the tree trunks.
“The two middle backers feature multi-level embossed fish and seaweed, set against a debossed water pattern,” he added. “The bottom backer features several enhancements, including a multi-level embossed fish and seaweed, debossed water pattern, cold foiled and embossed “Diamond Packaging”, and an NFC smart tag located in the bottom center.”
“The use of seven high-fidelity colors increased the color range and improved transitions between colors,” he added. “The overall design came to life when comparing it to traditional four color process separations.”
