Sandy Hook, CT— Micro embossing can add personality and shelf presence to packaging, but its high cost limits its viability. That's why Curtis Packaging has developed a proprietary printing process that drastically lowers the cost of embossed-like effects by eliminating the need for off-press processing and imparts a sparkling brilliance to the packaging. Curtis, one of the nation's leading packaging designers and printers, has brand-named the first-of-its-kind innovation CurtCRYSTAL. The patent pending effect is applied on the company's 51-inch KBA Rapida press, which is designed with a unique combination of inline coaters and drying systems that equips the press to apply a wide variety of special effects in a single pass. A CurtCRYSTAL package exhibits the rich feel and texture of micro embossing, as well as emitting a diamond-like brilliance. The advantage is that this is performed on press and doesn't require an additional off line, time-consuming processes or the need for embossing dies. Bottom line: Curtis customers can achieve embossed-like effects for a fraction of the cost, while adding a light-refracting luminance, all without disrupting their tight deadlines. CurtCRYSTAL can be applied in the smallest of copy to literally elevate the packaging's brand or message. It also can also be applied in unique patterns or an overall flood coat to the packaging's surfaces. Whichever the technique selected, the enhancement literally lights up the packaging with a reflected glow. “CurtCRYSTAL is a brilliant crystal-like coating that has a raised tactile feel similar to micro embossing that really makes a package stand out,” says Donald R. Droppo, Chairman & CEO of Curtis Packaging. “CurtCRYSTAL can take a brand and make it sparkle on the shelves without the need for Silk Screen or Holographics. This process enables our customers to impart a spectacular finish to their cartons for a nominal up-charge.”