Substrates are the base material onto which images and designs are applied or printed. Base materials for packaging may include plastic films, paper, cardboard, aluminium or steel sheets.
Brand managers are looking for sustainable materials that can connect consumers to brands. Substrates strongly affect how well your brand colours will be printed and how your designs will appear on the shelf.
Ideally, a brand manager wants to evaluate the designs on the actual substrate before pressing.
Therefore, qualified print managers consider the effects of the substrate on the design. They will offer the necessary guidelines and advice during the design stage and throughout the process to achieve the desired outcome in printing.