Aroma printing

Aroma printing

People see and hear the dozens of different information every day by radio, television and published information. 98 per cent of this information is not perceived. In this situation the advertisement should have effect on different client’s organs of senses, such as osmetic, visual and tactile senses.  Advertisement can use some secrets of printing. Aroma printing is the printing with application of aromatic inks and lacquers.

The most popular technologies of aroma printing are almost alike. They are called “scrape and smell”  and “tear and smell”. Technologies consist of the addition of aromatic substance. This substrate resides in microcapsules, which are in printing inks. In the first case, it’s necessary to scrape over the surface with aroma printing. After-effect is in broken membranes of microcapsules. In the second case, the surface of aroma printing is covered with the special adhesive paper. When paper is teared off, the microcapsules are destroyed and the smell is free. These technologies are popular because of the simplicity of getting the smell.

The principles of influence

Aroma printing is used rarely and cautiously, in spite of evident advantages. It is all because of humans’ perception. It’s impossible to gage the smells objectively, in other words it’s hard to describe. It is difficult to conceive, that client can’t touch or see. The purpose of aromatic influence is to have a bearing on client’s choice, to inspire in buying plug production. The consumer examines the suggested commodities much longer because of aroma printing. It’s difficult to give the goby from the influence of the rich aroma. The one and only hindrance for consumer can be his running noise.

Aromatization gives the opportunity to show up among others, to form the positive attitude about advertising article. For example, some touristic companies offer their clients the booklets with the smell of the sea-breeze.

The principles of application

The smell is imparted by the addition of aromatic substance in glues, inks and lacquers. There are two ways of production. First is with the help of aromatic oil, second is with the help of special aromatic substrate in microcapsules. The first method can’t be really effective, because the olfaction is started immediately after application. That’s why microcapsulation has advantage. The size of microcapsules should not exceed 30 microns, but the size from 6 till 10 microns is for offset printing.

The specification

6 microns

The volume is small (around 0,113 microns).the cover is high-tensile.

10 microns

The microcapsules is much larger (the volume is around 0,524 microns), but they are less durable.

The structure of microcapsules is various. It can consist of natural and synthetical materials. It can be wax, gelatin, starch, acrylate, modified scratch and other polymeric materials. The cover protects the substrate from premature failure and controls the opening.

The cover should not include materials, which are soluble in water. The boiling temperature should exceed  100⁰ C. It’s impossible to include alcohol-containing materials.

The clearance stop is used to prevent microcapsules from premature failure. Hard spherical small balls are composed of synthetical pitch. Their size is bigger than microcapsules. The number of clearance stop is from 2 till 7 per cent in substrate.

The secrets of application

The allocation of microcapsules should be uniform. The main purpose of the specialist is not to scratch small balls and microcapsules during the process of blend.

Aromatic inks

Microcapsules are added to triade inks and extra inks. However the method has disadvantages. The truth is that inks are added as usual during the process of image creation. But the screening is popular that’s why less inks is needed. As a result the dispersion lacquer is better done technically.

Dispersion aromatic lacquer

The composition of lacquer includes the mixture of polymeric dispersion. The dissolvent is usually water based. The advice is not to buy lacquers just before printing, because the date of delivery plays very important role. The producer can compose intensive or low concentration of the aroma. There is a great disadvantage: the dispersion lacquer can’t be used completely. That’s why there is an excess expenditure of material.

The aromatic oilvarnish lacquer

The concentration of aromatic capsules is much higher than the concentration in dispersion analogue. That’s why the lacquer is much economic.  It’s the great advantage. The enameled paper is suitable, because the quality of the paper is very important. It will be better when the layer of aromatic lacquer is applied in the end of the process. It’s necessary not to use high concentrations. The part of the lacquer is from 15 till 20 per cent. The composition of the lacquer is similar to the printing inks, but it’s without colour pigment. It’s impossible to use the lacquer on roll-processing machines, sheet-fed machines.

Spheres of application

The popular magazines

The edition of different trends is for high readership. They can lace people’s boots with aroma of mass products. They can encourage customers to buy the product. For example, the aroma of new cosmetics is presented in advertising catalogues.

The magazine for special purpose

Such magazines are destined for small specialized groups of readers. For example, the aromas of coco-lubricant for woody, the smell of the sea evoke positive emotions at surfers.

The magazines of special interests

They are for professional groups of people. They can help to apprise readers of current novelty in special field of application, to make more profound the professional knowledge. For example, the advertisement of new coffee is in gastronomic magazine.

The daily magazines

They are used by local factories. It’s used for information sharing, to draw attention to goods supply. For example, the advertising of fruit farming during spring works is used the aroma of rose.

Booklets and catalogues

They are for information sharing about special products. For example, the aroma of wood substance or leather in advertising booklets of the furniture store.

Packing

Packing is used for protection of product from external factors. Packing can smell like the product, which is inside.