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It goes without saying that packaging is a valuable tool for a brand; it is the most direct way of communicating to the customer after all. However, due to the sheer breadth of products available (there are well over 250 substrates listed in this guide alone), picking the best one is no mean feat. On the bright side, there are plenty of merchants out there who can advise you on the available products.

There are essentially two types of coated board: graphical, sometimes referred to as cartonboard because of its popularity in the long-run packaging market; and art board.

Cartonboard is a chemical pulp and consists of a layered construction of differing grades sandwiched together, offering a rigid and bulky feel at a relatively low thickness and grammage. As it is thick but not heavy, it lends itself particularly well to being folded and creased. This can be used for packaging applications such as beauty care, healthcare, cigarette boxes and food packaging.

Art board is a chemically free pulp that, as a result, is whiter in appearance than graphical. Generally manufactured in the same way as paper, it is often used when a look and feel equal to that of high-quality paper is needed.

For all sectors of the paper market, digital is making waves. According to Katie Hungerford, marketing communications manager for graphic and communications products at Arjowiggins, the technology has become more advanced. Coated papers are now playing a bigger role within digital print, she says. In today’s crowded marketplace, customers now require greater levels of targeting and personalisation within sales and marketing collateral, so coated stocks must work effectively with digital print engines.

Paper manufacturers’ developments of bulkier, but lighter, grades can also help cut costs. Cost reductions can be achieved throughout the packaging chain by using lighter weight boards that offer the same properties as heavier conventional grades but in lower substances, says Ritva Monkare, marketing manager at M-real’s consumer packaging division.

Environmental issues continue to drive the paper market, with companies investing in certified paper that reflects their concerns. Although price increases are still affecting the industry, according to paper manufacturers there is still a major gap between the true cost of making a tonne of paper and the price that companies are willing to pay for it.

WHAT'S NEW IN COATED BOARD
• Chromolux, the range of cast coated boards and label papers from M-real, is now an FSC accredited product. Its new cartonboard concept was also unveiled in June; the Lite4U family comprises Lightweighting, Innovative, Time Saving and Environmental. The manufacturer also launched Carta Elega, part of its portfolio of lightweight and fit-for-purpose cartonboards under its Innovative range
• UPM will reorganise its business structure, streamline operations and plan for the possible closure of its Finnish-based Kajaani mill and Tervasaari pulp mill by the end of 2008. The move will affect around 1,600 staff. Meanwhile, Stora Enso will permanently close down a cartonboard machine at Balenfurt, Germany, and one machine at its Imatra plant in Finland
• Stromsdal gained FSC and PEFC accreditation in March, achieving chain of custody for all fibre sourcing at its Juankoski mill in Finland. The packaging and graphic board producer also invested in a biofuel power plant