Customized Decoration
Customizable packaging decoration for a strong brand presence
Unique packaging designs with 3D effects, lens effects, and color shifts
Packaging is an important touchpoint between a brand and its consumers. It shapes the first impression, conveys the character of a product, and brings the brand identity to life. At the point of sale in particular, packaging plays a key role in how a brand is perceived.
Customizable decorative finishes based on optically variable effects open up new design possibilities. They can draw attention to specific areas, emphasize key design elements, and give packaging a distinctive visual impact.
KURZ SCRIBOS solutions offer a wide range of options that can be tailored to the brand, product, packaging design, and desired visual effect.
Challenges for products and packaging at the point of sale
At the point of sale, numerous products compete for attention in a limited space and within seconds. At the same time, packaging needs to communicate familiar brand elements, convey the character of the product, and stand out clearly from competing products.
The challenge is to strike the right balance. Attracting attention without overshadowing the brand identity, while conveying premium quality without overwhelming the design. For premium products, limited editions, and highly competitive product categories in particular, the packaging surface becomes an important part of the brand experience. Strategically applied decorative effects can highlight key design elements, create visual hierarchy, and reinforce the distinctive character of the brand.
Benefits of customizable packaging decoration
Our customizable packaging decoration solutions use diffraction and fine structures to create captivating optical effects that attract attention and reinforce brand messages. Logos can take on a more three-dimensional appearance, key visuals gain depth, and clearly defined color shifts appear as the viewing angle changes.
The result is packaging that not only stands out but also conveys the character of the product at a glance and creates a distinctive brand presence through a unique interplay of light and color.
The benefits of customizable KURZ SCRIBOS decoration solutions at a glance:
- Greater attention at the point of sale through light, movement, and optical depth
- Higher perceived value through metallized or transparent effects
- Stronger brand perception and recognition
- Visual communication of product characteristics such as shine, freshness, or precision
- Greater interaction through effects that change with the viewing angle
- Individual design options tailored to the brand, product, and packaging design
Solutions for customizable packaging decoration
Depending on the brand, packaging concept, and desired effect, different design options are available. The key considerations are the desired visual impact at the point of sale and how this effect can be integrated into the brand identity.
- Metallized effects create brilliance, crisp contours, and a premium appearance, and can be combined with customized 3D or lens effects
- Colored finishes, such as those from the LUXOR® color range, complement corporate designs, product lines, and limited editions
- Transparent effects create optical 3D or lens effects over the printed image without obscuring the underlying design
- Matte and mirror structures create targeted contrasts and add further material effects
These design options are realized using the KURZ SCRIBOS solutions TRUSTSEAL® Decorate and TRUSTCOLOR®.
Which decorative finish fits your packaging objective?
TRUSTSEAL® Decorate includes customizable transfer products for different design objectives:
- TRUSTSEAL® SFX for holographic 3D effects and key visuals with pronounced spatial depth
- TRUSTSEAL® Lens for targeted lens effects on logos, seals, or indications of origin
- TRUSTSEAL® Tone for understated, elegant surfaces with matte structures and grayscale effects
TRUSTCOLOR® complements the portfolio with precisely defined metallized color-shift effects:
- TRUSTCOLOR® for clearly defined metallized color shifts
- TRUSTCOLOR® SFX for the combination of color shifts and optical 3D depth
The right decorative finish can be selected and tailored to the design, brand, packaging concept, and objective to achieve the desired effect at the point of sale.
A key visual should have a strong visual impact and a pronounced sense of depth
Recommended solution: TRUSTSEAL® SFX
TRUSTSEAL® SFX gives logos, illustrations, and key visuals a striking sense of depth through a holographic effect. The customizable effect creates a pronounced three-dimensional appearance on the flat packaging surface. The perceived depth and light effects change with the viewing angle. The effect is particularly striking when it is integrated into the packaging design from the outset.
Possible applications:
- Logos and brand emblems
- Key visuals
- Patterns and background structures
- Packaging surfaces designed for strong visual impact
- Limited editions
- Product lines
A logo or seal should be specifically highlighted
Recommended solution: TRUSTSEAL® Lens
Sometimes a single accent is all it takes: TRUSTSEAL® Lens gives logos, quality seals, and indications of origin a distinctive lens effect with stereoscopic depth. This allows individual design elements to stand out from the surrounding packaging without overpowering the overall design. The visible application contour can be seamlessly integrated into the design.
Possible applications:
- Logos and brand symbols
- Quality seals
- Indications of origin
- Icons
- Anniversary editions
- Targeted visual focal points
The design should appear premium and intentionally understated
Recommended solution: TRUSTSEAL® Tone
TRUSTSEAL® Tone takes a deliberately understated approach to decoration. Fine grayscale images and strategically placed matte and mirror structures create striking contrasts and an elegant material aesthetic. Rather than creating spatial 3D effects, the focus is on tonality, structure, and subtle reflections of light. This makes the solution particularly well suited to brands that value understatement, precision, and a sophisticated aesthetic.
Possible applications:
- Subtle logos
- Elegant background patterns
- Premium packaging
- Minimalist packaging concepts
- Technically sophisticated branded products
Product variants should be differentiated through color
Recommended solution: TRUSTCOLOR®
Color helps consumers navigate product ranges and recognize brands. TRUSTCOLOR® enhances this effect with a clearly defined metallized color shift in which two colors transition dynamically from one to the other. Four color combinations are available and can be integrated specifically into brand or product-range designs. This makes it possible, for example, to visually distinguish between different product variants. The effect can be customized by integrating it into the respective print and packaging design.
Available color combinations:
- TRUSTCOLOR® A01 – Blue to violet: cool, modern, and elegant
- TRUSTCOLOR® A02 – Pink to green: emotional, fresh, and surprising
- TRUSTCOLOR® A03 – Green to gold: natural, premium, and warm
- TRUSTCOLOR® A04 – Violet to gold: luxurious, sensual, and exclusive
Color shift and 3D effects should be combined
Recommended solution: TRUSTCOLOR® SFX
Two effects in one striking combination: TRUSTCOLOR® SFX combines the metallized color shift of TRUSTCOLOR® with the customizable 3D design capabilities of TRUSTSEAL® SFX. The color shift and 3D effect work together, changing how the design is perceived depending on the light and viewing angle. Together, these two design elements create a distinctive and dynamic appearance.
Possible applications:
- Large-format key visuals
- Premium packaging
- Beauty and lifestyle products
- Limited editions
- Product lines designed for strong visual impact
Printing and application as part of the packaging design
For a customized design, it is also essential to coordinate the decorative finish with the printed image, material, and production process. For this reason, decorative effects should ideally be considered from the very beginning of the packaging design process.
Overprinting and underprinting
The interplay between printing and the transfer product opens up additional possibilities for creating color, depth, and light effects:
- With overprinting, the transfer product is overprinted with translucent color. This makes it possible to create different color schemes and product variants using the same base, adapt them to the respective corporate identity, and integrate them seamlessly into the printed design
- With underprinting, the printed design is positioned beneath a transparent optical effect. The design remains visible while gaining additional depth and light effects
Integration into production processes
Depending on the application and production process, different application methods are available:
- Hot stamping for high brilliance and precise registration of individual images
- Cold transfer for efficient integration into modern printing processes
- Individual-image applications for logos, seals, and key visuals
- Continuous designs for patterns, borders, and large-format brand structures
This makes it possible to combine customized design with efficient industrial production.
Practical examples
How packaging decoration showcases brands
CASAGA®
Bringing a brand story to life
The CASAGA® wine label brings the legend of the Snake Princess of Lake Neusiedl to life in a striking visual design. A custom-developed TRUSTSEAL® SFX gives the central design optical depth, creating a striking effect that changes with the light and viewing angle. Colored overprinting and additional blind embossing complete the design, resulting in an elegant label that leaves a lasting impression.
PINK KISS®
Transparency meets color shift
The PINK KISS® rosé wine label features a transparent TRUSTSEAL® SFX. It draws attention to the lips with optical 3D depth without obscuring the printed design. Combined with TRUSTCOLOR® A04, it creates a color shift that changes with the viewing angle, further highlighting the central design while integrating seamlessly into the existing label design.
Syoss OLEO INTENSE
Making product benefits visible
The Syoss OLEO INTENSE packaging communicates the oil-based formula at first glance. A specially developed TRUSTSEAL® SFX puts an oil droplet front and center, adding depth and dynamism and turning the product benefit into an emotional visual experience – before the packaging is even opened.
Trusted by global brands
Customizable packaging decoration for a distinctive brand presence
Customized Decoration starts with a clear objective: To strengthen your brand through distinctive, customized decoration and give it a unique presence. Together, we develop a solution tailored to your product, packaging design, and production process – from customized 3D effects and distinctive lens effects to fine matte structures and defined color shifts.
FAQ on customizable packaging decoration
What is customizable packaging decoration?
Customizable packaging decoration uses, among other things, diffraction-based and/or optically variable effects to tailor decorative elements to the brand, design, and packaging concept. These include holographic 3D effects, lens effects, metallized color shifts, as well as matte and structural effects. This gives packaging and labels a distinctive character, highlights key design elements, and reinforces brand messaging at the point of sale.
What design options does customizable packaging decoration offer?
Depending on the brand and packaging concept, different effects are available. Metallized finishes create brilliance, clear contours, and a premium appearance. Colored finishes, such as those from the LUXOR® color ranges, can visually enhance corporate designs, product lines, and limited editions. Transparent variants enable optical 3D or lens effects over the printed image, while matte and mirror structures create targeted contrasts and add further material effects. Depending on the design objective, the effects can be applied as individually positioned images or as large-area wallpaper designs.
What is the difference between TRUSTSEAL® SFX and TRUSTSEAL® Lens?
TRUSTSEAL® SFX enables customized holographic 3D effects and is particularly suited to complex designs and key visuals. TRUSTSEAL® Lens creates a focused lens effect that highlights compact elements such as logos or seals. Both solutions can be individually designed to suit the specific design objective.
What is TRUSTSEAL® Tone suitable for?
TRUSTSEAL® Tone is ideal for packaging where subtle matte structures, grayscale images, and fine interactions with light are used to create a premium material effect – deliberately without a 3D effect.
What is a color shift in packaging design?
A color shift is a metallized color effect that changes with the viewing angle. This creates dynamic color effects that can be used, for example, to distinguish brands or product variants.
Can decorative effects be combined with overprinting or underprinting?
Yes. Different foil formulations are available for common processes and substrates, including variants suitable for overprinting. The most suitable combination depends on the specific application, substrate, and production process. With overprinting, the transfer product is overprinted with translucent color. This makes it possible, for example, to create different color schemes or product variants using the same base. With underprinting, the printed design is positioned beneath a transparent effect. The design remains visible while gaining additional optical depth and light effects.
Which application methods are available?
Depending on the application and production process, different application methods are available. Hot stamping provides high brilliance and precise registration of individual images, while cold transfer can be efficiently integrated into modern printing processes. The most suitable method depends, among other factors, on the packaging material, design, and production process. Both methods allow the decorative element to be seamlessly integrated into the packaging and printed design.
Which industries are suitable for customizable packaging decoration?
Typical applications include wine and spirits, cosmetics and beauty, food, apparel and luxury goods, pharmaceuticals and healthcare, as well as electronics.
When should packaging decoration be integrated into the development process?
Ideally, decoration should be incorporated into the packaging design process at an early stage. Its impact comes from the interplay of material, printed design, color, light, and application method. When these factors are coordinated from the outset, decorative effects can be used strategically to achieve the desired brand impact while also meeting the requirements of industrial production.