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Shiny Surfaced Cards Offer Intense Customer
Appeal
By Mary Kay Metcalf, Managing Editor
Introduction
One of the latest card manufacturing industry trends experiencing high
customer demand is the proliferation of full-faced shiny surfaced cards
in mirror-like or holographic foil finishes. In fact, one card manufacturer,
QualTeq, patented its first generation foil card in 1990 and has through
process and material improvement, recently acquired a new patent for
its Foil Card® technology (U.S. patent 4,897,533) which it has licensed
to Plastag Corporation in a non-exclusive agreement. Unlike previous
foil card processes, this card can accept litho and silkscreen inks,
foil stamping, lamination, and other applications such as holograms.
Another card manufacturer, Giesecke & Devrient, has a patent underway
on its Full Face Foil card which offers a unique method that attracts
and reflects light and uses a process that increases the lamination
specifications to the high end of the ISO specifications range.
To discuss the customer appeal, manufacturing and marketing of these
cards, ICMA interviewed seven members, including five card manufacturers
and two suppliers.
The card manufacturers interviewed (listed in alphabetical order by
company) are:
The participants are referenced by their last names.
Defining the new shiny cards
ICMA: Let's talk about definitions.
What is the difference between foil cards and full face hologram cards?
Feldman: They are similar except that a full face hologram is
usually a custom holographic image with micro-security codes embedded,
whereas the foil is usually a generic overall tiled pattern (commonly
called wallpaper).
Magnacca: A full face hologram is different than a foil card
in that it is traditionally hot stamped onto the card and is therefore
not printed. Due to equipment limitations and such, the image cannot
go "edge to edge," leaving a small border on the outside of
the card where the image stops. Since the hologram is hotstamped, it
is subject to direct exposure to surfaces that can scratch and degrade
the image.
Crawford: There are many ways to try to get the full faced look
onto the card. The terms and vocabulary dealing with constructions have
yet to be established. Whenever someone uses these terms, I always have
to ask more questions to determine the actual card construction they
have in mind. I think the original Nordstrom card with the polyester
full faced hologram on the outside of the card got people thinking about
other ways to construct a "full faced hologram" card.
Swiecicki: They are somewhat the same, but the look of a hologram
foil differs due to the graphic design that is inherently incorporated
into the hologram during the foil manufacturing process. The Foil Card®
differentiates itself by having all the design features applied to the
foil, either through a litho or screenprinting process.
Hutton: It depends on the type of card. G&D's Full Face Foil
card (patent underway) offers ranges from a mirror effect, to a refractive
rainbow look, to a full holographic effect, which would be a full face
hologram.
McClellan: Both types of cards use a metallized laminate produced
in a vacuum metallizer by spraying liquified aluminum onto a clear film
carrier made of polyester or polypropylene. The aluminum returns to
a solid state and resides on the carrier material. Patterned foil, holographic
foil and holograms are created by microscopically embossing a pattern
or image into a thin coating on the carrier. The application of the
liquified aluminum to that carrier shows the resulting metallic pattern.
After metallization, the carrier is laminated to a heavier stock such
as board stock, white plastic or clear plastic.
Design appeal
ICMA: What is the design appeal of foil cards for customers and
users?
Defore: Foil cards allow for a greater intensity of reflection
than trying to duplicate a foil design or effect with traditional printing
techniques. Their stunning nature provides a few key ingredients from
a marketing standpoint - dramatic differentiation from the majority
of competitive cards and making a statement about the brand itself.
Also, proprietary holographic images can be added to the foil to increase
this differentiation. Consumers want their products to say something
about themselves, be it credit cards, cell phones, PCs or other mainstream
consumer products, and a foil card is one method available today.
Crawford: The cards are one of a kind. The 3D and diffraction
of light is also perceived as high tech.
Swiecicki: The main purpose for using a foil card is strictly
to enhance the graphic appeal of a card with the intention of attracting
consumers' interest enough to carry the card on their person. Their
appeal also stems from the shiny metal reflection they give off when
light hits the surface, plus, they have an out-of-the-ordinary look
different from usual cards.
McClellan: Foil is used for three primary reasons: aesthetics,
recognition and the perception of quality or added value. Foil creates
visually stunning cards that generate attention at POS. The shimmer
adds shine and movement, catching light and tricking the eye into perceiving
depth, especially if registered foil holograms are used. Foil is particularly
effective at enhancing colors - bright hues appear backlit and metal
shades have shine - and at creating outlines for halos or accenting
logos. Different screen values and printing techniques on press can
allow all, some, or none of the foil to show through the art. Thus the
designer can choose to have only a small amount of foil show through
for accents, a moderate amount for special effects like moving water,
or have the entire card show foil with only type overprinting the foil.
Using foil opens up a wide variety of creative options, including laminating
the foil to clear plastic so that both the front and the back of the
card show the metallic foil. Foil also helps build recognition both
in-store and in use, providing a visual identification cue at retail.
Foil can also be used to hero a logo or brand character. And once the
card is in use, the sparkle of the foil makes it easy to locate in a
wallet or purse. Many collectible, special occasion and high value cards
use foil because the card carries an intrinsic value above and beyond
whatever worth is stored on the card.
Magnacca: First, it is critical to remember that the card is
a billboard for card issuers. That means that the product has to be
able to differentiate itself not only in terms of APRs and other benefits
such as loyalty programs but in terms of appearance. As the American
Express Blue card demonstrated, consumers are influenced by the "wow"
factor. The Foil Card® allows issuers to differentiate their product
in terms of appearance. And the product is versatile in that many issuers
can use foil but with different graphics, the product will still be
exceptionally unique with "eye" appeal.
Feldman: Gold or platinum coloration historically has class or
snob appeal, and foil is a variation on this theme.
Suitable applications
ICMA: What types of cards are best suited for foil cards? Can
they accept chips?
Magnacca: Our customers are telling us that they are great for
all types of applications in financial, retail and gift cards, and we
have produced cards for that market. Chips can be embedded in foil cards,
and ISO testing has shown that the product is receptive to both contact
and contactless smart card technology.
Hutton: Cards that contain a high light-high contrast between
the four basic colors, for example cards that show the relationship
between water/sky/sand and snow. Chips can be embedded but there are
still challenges in final development, for example static electricity
created between chip and foil, and contact vs. contactless.
Swiecicki: Cards that do not require longevity because the surface
does not hold up as well as a normal card. Gift cards, telephone cards,
membership cards and ad specialty promotional cards and products are
well suited for foil. I would not recommend implanting a chip unless
all the manufacturing concerns are rectified.
Crawford: I hope they can find their way into all levels of cards,
but they can be pricey. They can accept chips, but caution must be used
as the foil has a metal component.
Defore: Any type of card in any highly competitive market segment,
such as credit, debit and prepaid cards where product differentiation
and branding are necessary. Testing has shown that chips can be embedded
in foil cards without any impact to the chip.
McClellan: Any cards that would benefit from a visual boost.
Retail debit cards that can be recharged with additional value are especially
good candidates for foil because the store logo can be showcased on
the card with careful graphic design around the foil. Any company trying
to portray an up-to-date image can enhance their efforts with the use
of foil in graphic design. Regarding chips, UV Color has not developed
a foil card construction that would allow embedding of chips into foil
cards. We would be willing to research this technology if circumstances
dictated it.
Feldman: All types of cards are suitable, and chips can be embedded
if the appropriate adhesive/manufacturing technology is used.
Foils and Inks
ICMA: Why use foil cards instead of conventional iridescent inks
(e.g. gold, silver, platinum, etc.). What are the advantages or disadvantages
of each?
Feldman: Foils are expensive, and because they are used as full
coverage, they are usually more expensive than smaller area hot stamping.
Inks don't give as high a luster as foil but are easier to apply and
lower in cost. Inks are also easier to image giving greater graphic
flexibility. There are large costs to make a new master holographic
foil pattern.
Magnacca: We do not look at it from this perspective. In fact,
foil can enhance the appearance of these inks through careful design
and application. That is the beauty of foil design concepts - the ability
to take existing silkscreen, lithographic print and hotstamp designs
and apply them to this new surface resulting in stunning graphics.
Hutton: With foil, there is a brand new look created due to the
light refraction.
Swiecicki: Conventional screenprinted gold, silver and bronze
metallic inks do not offer the same reflective mirror finish as foil.
McClellan: The use of foil laminates produces brighter, more
reflective surfaces than metallic inks. Some are so bright and clear
that they closely resemble mirrors. Foil laminates come in a wide variety
of silver and holographic patterns that provide more creative options
for graphic design. The use of registered holograms is only possible
with foil. And foil holograms are the ultimate tool for building depth
and movement into flat cards - the holograms appear to be dimensional
and can portray action as the card is moved, which is not possible with
metallic ink.
Defore: Traditional printing inks cannot duplicate the stunning
image created by using foils.
Crawford: The artistic patterns available from the foil manufacturers
are the selling point. Their patterns such as light diffraction, ripples,
broken glass and others cannot be rendered using printing presses. The
3-D effect of a hologram is a unique experience not duplicated by conventional
printing methods, so these films must be laminated into the body of
the card.
Manufacturing challenges
ICMA: What are some of the manufacturing challenges encountered
in making foil cards? How are these overcome?
Defore: Challenges can be split into two categories, production
and post-production. Production issues primarily revolve around making
sure the foil allows for a strong bond and the foil remains crease-
and scratch-free. These two issues have been overcome and reside with
the production of the foils themselves by their manufacturers, as well
as with proprietary manufacturing techniques which Oberthur has tested
and stands behind.
Crawford: The difficulties are similar to those in polyester
composite card manufacturing - polyester orientation mismatches that
cause potato-chipped cards, uneven lamination flow that results in a
loss of mirror smooth ink surfaces, delamination of the dissimilar materials
involved, and general lamination cycle changes, among others. The solutions
to these are considered "trade secrets" by each card manufacturer.
Hutton: Scratches can happen on every type of card, no matter
how it is processed. There are existing standards for scratches but
with shiny foil surfaces, because of the refractive light, any scratches
that might appear are amplified. G&D has responded to this challenge
by following their high quality standards for production and manually
inspecting each card. Standard inspection machinery will not always
pick up what the human eye can see.
Swiecicki: The number one challenge is acquiring a strong bond
or adhesion between the foil surface and the PVC overlaminate. Attempting
to fuse a foil substrate that has chemical properties other than PVC
remains the primary challenge. Each card manufacturer applies a little
different twist to applying foil unto a PVC substrate. QualTeq holds
the patent and has many years of experience applying foil onto PVC.
McClellan: It's vital to use an experienced printer who understands
the importance of good laminating processes and how to print on foil
effectively and beautifully. Printers who are less experienced in working
with foil materials will run into production problems that range from
poor laminating adhesion between the foil and the substrate to poor
ink adhesion on press to die cutting that leaves nicks and scratches
on the foil.
Magnacca: There are a number of problems to manufacturing foil
cards that can only be overcome with experience, careful supply chain
management and the application of total quality principles. The issues
faced are commonly lamination strength and "tourquing" and
bowing of cards. Lamination, of course, is critical because it directly
impacts performance and the consumer. QualTeq's solutions to this are
proprietary, but we have resolved this issue demonstrated by millions
of performing cards in the field. Tourquing and/or bowing is important,
especially as cards are personalized, as a card with defects has difficulty
traveling though personalization equipment, resulting in errors and
longer processing times, not to mention appearance issues. Through careful
process and material management, QualTeq has resolved these issues to
produce a "flat" card. Scratching of the cards is also an
important concern. Early versions of foil cards were actually surface
printed allowing the printed surface to be directly exposed to scratching
surfaces. QualTeq's Foil Card® is actually a laminated card, thus
protecting the foil and the printed surface.
Feldman: If you choose appropriate holographic patterns and background
print graphics, dirt and smudge marks can be masked. The main challenge
is to create a structure that can pass the rigors of the ISO secure
card specifications. This involves a combination of special materials
and manufacturing techniques which FM has developed.
Security
ICMA: What security features can the foil cards accept? How do
they improve security?
Crawford: The foil cards with
the foil beneath the inks have a standard PVC clear overlay that accepts
the standard signature panel, mag stripe and security holograms. If
the holographic foil is on the outside of the card, these items may
not adhere.
Defore: Every security feature present in today's traditionally
printed card. They are more difficult to duplicate than traditional
cards. A proprietary hologram on the foil also increases the security
as well, but let's remember, duplication of cards is not the main means
through which fraud is perpetrated. It is by theft of the card number,
which no card design can overcome by itself.
Feldman: All features. Any color or effect that has an angular
variation in appearance or has a high luster is difficult to copy on
a copier or scanner and therefore is more secure.
Magnacca: The Foil Card® can accept all security features
presently in addition to all hotstamp foils that are surface printed
on standard cards. The foil card enhances security because the foil
cannot be effectively photocopied or color scanned, preventing fraudulent
use of the graphics.
McClellan: PIN numbering, scratch off labels, hot foil scratch
off labels, mag stripe with or without encoding and imprinting. Tremendous
security is gained by incorporating a foil hologram into wallet cards.
The hologram is custom made with security features incorporated into
the foil pattern. This proprietary pattern is only available to the
original manufacturer and cannot be easily duplicated.
Hutton: G&D Full Face Foil cards (patent underway) meet all
current security standards and accept all current security features,
for example, hologram, signature panel and magnetic stripe.
Conclusion
ICMA thanks the above respondents for sharing their myriad knowledge
for this article. The vibrant new shiny surfaced foil- and hologram-patterned
cards are at the forefront of card innovation, as the patent interest
and customer demand shows. In terms of product differentiation, collectibility,
panache, security and outright dazzle, their appeal is mirror-clear.
Author's Note: To contact these respondents and obtain a list of overlay
material suppliers, please send an email to mkmetcalf@icma.com. You
can also visit the ICMA Web site at www.icma.com, where you will find
a list of all ICMA members, (including manufacturers, personalizers,
material and equipment suppliers, manufacturers' representatives and
others) and their Web site links where available.
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