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SESSIONS

The Touch Advantage: How Premium Packaging Affects Sales

Vicki Strull (Sponsored by Sappi Paper)

In this talk, Vicki Strull releases Sappi's new, groundbreaking research executed in partnership with Clemson University - a leader in packaging science at the forefront of industry innovations—to explore how touch affects our purchasing decisions and perceptions at both the point of sale and after. Strull will present the findings from this study and how special effects, embellishments, and premium substrates affect your client's sales. Attendees will learn how touch frequency and touch duration are key factors that determine likelihood of purchase. If a customer touches a premium package just twice, they’re 50% more likely to buy it. Also, attendees will learn how people prefer premium-packaged products nearly 3x more and shoppers showed 95% more positive emotions toward premium packaging. All attendees will receive a beautifully printed copy of the study, an 82-page dive into all the details including the purpose, methods, study and analysis.

She Said, She Said – Design, Print and Embellishments

Sabine Lenz, PaperSpecs and Christine Yardley, Print Panther Direct

See visionary designer and paper queen, Sabine Lenz, PaperSpecs, and the queen of digital print and embellishments, Christine Yardley, Print Panther Direct, go head-to-head on all things embellished print. This isn’t just a conversation; it’s a showdown of shimmer, sparkle, and the ever-present tug-of-war between creativity and reality. They will explore when digital embellishments can take a design from good to 'wow' and when traditional methods might just hold their own. They will dive into the magic of variable embellishment – how digital can tailor every print, making each piece unique and impactful – and why that makes it perfect for personalization and high-impact campaigns. But of course, not every idea gets a free pass; sometimes practicality wins, sometimes creativity, and sometimes, well… chaos reigns. So, expect lively debate, and maybe a few creative sparks flying as they navigate this dance of brilliance, where vision meets production realities. Figure out how to dazzle, where to rein it in, and when to make every print feel like a masterpiece!

Digital Embellishment Track

Panel Discussion: Designing for Digital Embellishments and Production Flow

Moderator: Kevin Abergel, Taktiful
Panel: Matt Redbear, Taktiful, Ryan Moskun, Harris & Bruno, Katy Grulke, LPI, April Lytle, Scodix

Join Kevin Abergel, Taktiful, as he leads an inspiring panel featuring some of the brightest minds in digital print embellishment design. The panelists will share their unique perspectives on how to create designs that captivate and elevate through the power of digital embellishment. From cutting-edge trends and techniques to real-world applications, this session will uncover the secrets to maximizing the impact of tactile and visual enhancements. Perfect for designers, marketers, and print professionals, this discussion is your gateway to mastering the intersection of creativity and technology in print.

Panel Discussion: Driving Demand for 5th and 6th Station Digital Print and Embellishments

Moderator: Eric Vessels, Taktiful
Panel: Dino Pagliarello, VP Product Management and Production Print – Sharp; Kelly Leahy, Senior Global Product Marketing Manager – Xerox; Andrew Gunn, Director of Production Solutions & Enablement, Americas - Fujifilm

Be one of the first to have access from the results of the recent 2025 Digital Embellishment Study conducted by Taktiful and WhatTheyThink. Kevin Abergel, Taktiful, and Jeff Peterson, FSEA, will share information from the study and discuss the impact and provide opinions from the results. The study will provide valuable insights into market trends and technology adoption for both digital inkjet-based digital embellishment technology and 5th/6th specialty colors on digital presses. Attendees of this session will receive a special discounted price for the full published study. You will not want to miss this special program if you are currently involved with digital embellishments or considering it for the future.

2025 Digital Embellishment Study Overview and Results

Kevin Abergel, Taktiful and Jeff Peterson, Foil & Specialty Effects Association

Panel Discussion: Folding Carton Production – Choosing the Right Metallic Embellishment

Mike King, Eagle Systems, Bob Nickel, TPC Print & Packaging, Chris Leary, Gietz/VinFoil

Today, there are a variety of choices for adding a metallic embellishment to print. Several years ago, hot foil stamping was virtually the only choice (especially for sheet-fed applications). However, today those choices have grown and/or matured to provide the end-user choices based on esthetic look and/or the most cost-effective approach depending on the final printed and embellished piece. Hear from experts in the industry who have experience with a variety of metallic decorating processes, including hot foil, cold foil transfer, digital foil embellishments and foil transfer or laminated paper/board. Learn how quantity, number of metallic colors, embossing, choice of paper stock, and the overall design and use of metallics all come into play with deciding on the right metallic choice.

Panel Discussion: Label Embellishments – In-line versus Off-line Finishing (Foils and Spot Coatings)

Ross Hutchison, Universal Engraving, Inc., Michael DeBard, DGM (CARTES), Michael Aumann, Kurz

Learn from experts in label roll-to-roll embellishments on the different types of processes available today for adding that special touch of metallics and/or spot coatings to a label or small carton through roll-to-roll processes either in-line with printing or with off-line equipment. The panel will discuss the advantages and disadvantages of each and how the application can help determine the best approach. Questions and interaction with this special panel will be encouraged.

Embellishment Design and Software – Q&A

Mike Scrutton, Adobe and Sabine Lenz, PaperSpecs

Adobe has been the long-standing leader in graphic design software and printing technologies for everything from commercial print, signage, and packaging to enterprise, office and home printing. Join Mike Scrutton, Director of Print Technology and Strategy for Adobe and Sabine Lenz, Owner and President of PaperSpecs, as they explore the importance of easy-to-use software and print workflows for adding special embellishments to the designs of all types of printed materials. Whether you’re making content for your own use, a designer for a brand or a member of a prepress team at a printer, you will hear how Adobe is working to simplify the process of designing and preparing work to include embellishments in your designs and print products. This special Q&A session will discuss what designers, brands and Print Service Providers (PSPs) need to help them improve their workflows and easily add special embellishments such as metallics and specialty spot coatings. You won’t want to miss this special session with Adobe!

Captivating Consumers Through Holographic Press-Ready Paper/Board

Gary Bibler, K Laser Technology and Don Havourd, Hazen Paper

With the growing pressure of shortened consumer attention, brands are more inclined than ever to think outside the box to stand out from the crowd while not sacrificing brand integrity. In this session, learn how the use of press-ready holographic substrates that can also include registered holograms can elevate brand visibility and captivate customer attention. Discover how this innovative holographic solution can transform packaging and labels into unique, eye-catching masterpieces that attract and retain consumer interest. In addition, learn how this option can produce extraordinary results without special off-line hologram registration or stamping equipment. The session will discuss the best applications for this metallic embellishment choice as well as how it can assist with anti-counterfeiting and product security.

Current and Future Trends for Print and Embellishments for the Trading Card Game Market

Corey Lewis, Card Juice and Stefan Congram, Cartamundi Group

The trading card game market has reached over 6 billion in annual sales and continues on a fast track of growth. With this growth, competition has increased and producers have turned to all types of gimmicks and special effects to set their trading cards apart from others. Join Corey Lewis and Stefan Congram, long-time experts in the design and production within the gaming industry, as they discuss the current trading card gaming marketplace and how it continues to thrive. They will discuss current trends and how embellishments and special finishes are a huge part of the overall growth within the gaming industry overall with both cards and game packaging applications.

Beyond the Budget: How Premium Print and Paper Wins Every Time

Jason Leonard and Michele Pistone, Neenah Paper

When marketing budgets tighten, print is often one of the first areas companies look to cut —swapping it for digital alternatives like email and social media. But what if cutting print is actually costing you more in the long run? Done strategically, print has the power to captivate, engage, and drive real results in ways digital simply can’t. This session will equip attendees with the insights and talking points on the real impact of premium print, paper, and embellishments, and how today’s new technologies and additional choices makes it easier than ever to create stunning materials within budget constraints. Learn how to shift the conversation from cost-cutting to value-adding, proving that spending smarter on print, paper and embellishments can mean bigger returns for a customer’s brand

Rotary Diecutting Options for Print Embellished Cartons, Labels, and More

Doug Sherwood, Rollem, Kevin Moll, B&R Moll

Learn about options for diecutting printed and embellished materials without the use of steel rule dies through the rotary diecutting process. Rotary diecutting provides an outstanding option for cartons, labels, and other printed materials and can perform other finishing techniques including kiss-cutting, creasing, perforating, and embossing. Also, learn how rotary diecutting can operate with folding/gluing, performing both processes all in-line. The panel will discuss advantages and limitations and the best fits for the technology.

Sustainability Track

2025 Sustainability and Consumer Perception: Paper, Packaging & Print - Trends & Truths

Jules Van Sant, Two Sides North America

Discover the latest insights from the upcoming 2025 Two Sides North America Trend Tracker Report, releasing in June. Conducted bi-annually, the report explores evolving consumer attitudes toward paper, sustainability, and the influence of marketing and greenwashing on buying decisions. Grounded in historical research, it examines how industry stakeholders—from local players to global producers—can navigate the sustainability narrative with facts. The report includes trusted third-party data on digital energy use, water consumption, disposal, and forestry. Attendees will gain up-to-date, actionable insights to inform conversations, shape marketing language, and advocate for paper’s role in a sustainable future. Learn more at twosidesna.org.

Panel Discussion: The Impact on Sustainability on Print Packaging Today and Into the Future

Moderator: Jeff Peterson, Foil & Specialty Effects Association
Panel: Paul Nowak, Executive Director, GreenBlue; Dr. Nikola Juhasz, Global Technical Director for Sustainability, Sun Chemical

Join this interactive conversation on the landscape of sustainability within the print packaging industry, including labels, cartons and other packaging materials. Learn about GreenBlue and its current initiatives that include The Sustainable Packaging Coalition’s (SPC) and How2Rycle and how these projects will impact the print packaging arena. Also, learn about sustainability issues and initiatives within TLMI and its current goals and future initiatives as it relates to the tag and label industry. Question and answer will be encouraged on this important subject as it relates to the label, folding carton, and the entire packaging industry.

Panel Discussion: What Are Brands and Customers Asking as it Pertains to Embellishments and Sustainability?

Moderator: Jeff Peterson, Foil & Specialty Effects Association
Panel: Scott Tacosik, Kurz; Seth Levenstein, ITW ShineMark

This panel will discuss questions that customers (brands and Print Service Providers – PSPs) are asking as it pertains to sustainability and embellishments. Are brands concerned with metallics and recyclability? How are printers/finishers and suppliers to the industry handling the questions on sustainability and embellishments? The discussion will include details on current testing and studies commissioned by the Foil & Specialty Effects Association (FSEA) on the repulpability and recycling of fiber-based materials with transfer metallic decoration, including its newest study confirming that metallic decorated paper/board is currently being recycled by Materials Recovery Facilities (MRFs) to be included in the recycling stream.

AMPLIFY – The Finishing, Packaging and Design Event

Amplify brings print finishing and embellishments to the forefront. Showcasing the brands, products and processes raising the standard for foil and coatings, diecutting, folding and gluing, binding, direct mail and more. Experience live equipment demonstrations, connect with leading brands and learn from industry experts.

Join us for a comprehensive three-day event and gain the inspiration, knowledge and network to amplify your business.

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Amplify is presented by WhatTheyThink and the Foil & Specialty Effects Association (FSEA).