Decorators enhance appearance and value of glass containers and tableware

Technical advances have enabled glass decorators to increase efficiency, quality and ensure regulatory compliance while producing attractive tableware patterns and containers that enhance the perceived value of cosmetics, beverages and other consumer products. Some of these advances will be examined during SGCDpro’s seminar session on "Glass Decorating Options and Innovations" at Glassman 2000 in Pittsburgh, May 3.

Glass packaging greatly enhances the marketability of a product, as a container that features a permanent decoration attracts consumer attention and induces trial by conveying an image of quality. For many products including perfumes, alcoholic beverages and iced teas, the container’s appearance is critical to market success.

Glass decorators have many options to create a quality image for their product. In the past, screen printing equipment makers have engineered decorating machinery that is faster, more efficient and able to handle multiple-color jobs in one cycle. Efforts continue by these equipment engineers to further enhance decorator screen printing options by making equipment even more user friendly.

Frosting and sandblasting options are also popular with marketers who seek to create a premium image for their products by enhancing container decoration. Such techniques are especially popular in the cosmetic and liquor markets where brand identity is critical.

Decorators can also create a high-quality etched appearance by utilizing transfer technology. Custom Deco, Toledo, OH, received a 1999 Discovery Award for glass beverage container design by applying water-slide decals to limited-edition Masterpiece bourbon bottles. Steve Wincek, purchasing manager at Jim Beam, noted that "the intent was to create a presentation that would convey the specialty of the bourbon" which retails for $250/bottle. Only 6,600 bottles of the 99-proof, 18-year-old bourbon will be produced between July 1999 and the end of 2000.

When production volume is higher, decorations are often applied using an automatic heat-release decal process. Chattanooga Labeling Systems, Chattanooga, TN, received a 1999 Discovery Award for indirect transfer technical excellence for decoration of "Wild Vines" wine bottles with heat-release decals. The "Wild Vines" bottle unique decorative appearance sets it apart from other wines on store shelves.

Steady technical advances in the heat-release process have also enabled decorators to decorate more unusual shapes at greater speeds. Avery Dennison, Framingham, MA, has developed a heat-release process which is used to decorate Gallo wine bottles and other containers. This process will be specifically reviewed at SGCDpro’s seminar during Glassman 2000.

Cosmetic container decorators often combine varied decorating techniques on one bottle

The cosmetic container industry continues to evolve rapidly as pressures to attract consumer attention at crowded retail outlets have prompted many cosmetic marketers to request increasingly complex decorations on widely varied bottles. Cosmetic bottle decorators often perform cutting-edge decorating applications on unusually-shaped substrates to meet demanding customer specifications. Even if the container shape is fairly standard, cosmetic marketers often develop designs that demand extremely tight registrations to create an appealing package.

Decorative options ranging from sandblasting and screen printing to decaling and precious metal applications are common in the cosmetic container industry. Several of these processes were combined by Art Deco Division of Pochet of America, Wayne, NJ, to decorate 100 ml. Astrology Libra bottles for Victoria’s Secret. The bottles were sand-blasted and printed in tight registration for flux and palladium applications, and the final product was honored with a 1999 SGCDpro Discovery Award in the cosmetic container design category.

Cosmetic marketers generally approach a decorator with a firmly-established design and decoration idea that is rarely subject to adjustment based on technical considerations, although some cosmetic marketers have started to work with color suppliers directly to determine what color applications are practical instead of working from general color charts. In several cases, cosmetic companies have approached a decorator and specified the exact color desired as available from a specific supplier.

TPCH regulations influence container design

Glass packaging decorating trends have also been influenced by the Toxics in Packaging Clearinghouse (TPCH) model rules banning the intentional use of heavy-metal-bearing colors in the package decorating process. Although SGCDpro has worked with TPCH to secure an exemption permitting the use of heavy-metal-borosilicate enamels through at least the year 2005 for glass packaging that passes the Toxic Characteristics Leaching Procedure (TCLP) test, 15 states that enacted the original ban have not enacted the exemption or officially indicated that the ban will not be enforced. Most container decorators, therefore, advise their customers to avoid heavy-metal borosilicate enamels as a result.

Color suppliers already provide a wide range of unleaded colors that enable decorators to avoid heavy metal borosilicate enamels without dramatically limiting color options. This is especially true in the glass package decorating market where durability issues such as detergent resistance are not as critical as they are in the tableware market.

In response to heavy-metals issues, Revlon has developed EnvirogluvÔ technology which uses heavy-metal-free UV curable colors to decorate glass or ceramicware. Revlon uses its patented technology to decorate its cosmetic containers while its Revtech division, Edison, NJ, markets the technology to other decorators.

Glass tableware decorators support tablescapes

In the tableware market, glassware is increasingly decorated to match popular ceramic tableware patterns, and this is achieved by coordinating colors and designs to create an overall "tablescape." For example, The Pfaltzgraff Co., York, PA, offers matching glassware with popular Pfaltzgraff casual tableware collections, while Culver Industries, Aliquippa, PA, holds the license from Homer Laughlin China, Newell, WV, to produce all glassware accessories matching the classic Fiestaware® pattern. Most matching glassware patterns are screen printed, although the full range of decorating options are available to produce coordinated ware.

Glass tableware decorators focus regulatory attention primarily on heavy-metal leaching from lip and rim surfaces, as glassware is generally not decorated on internal beverage-contact surfaces. Although FDA has not enacted its proposed ban on the use of heavy-metal bearing enamels in the glassware lip and rim zone, many decorators nonetheless have adapted designs to use only unleaded colors or precious metals when decorating in that area. In addition, many decorators have adjusted firing cycles and materials selection to further insure compliance with leaching standards.