Fascinating, impressive and seemingly underneath a floating cloud: The breath-taking architecture of the BMW World in Munich offered the matching ambience for the awarding of the iF communication design award 2009 on August 28th. The Karl Knauer KG wins the renowned iF communication design award over the international competition.
In the category "to good to be true" the 17-head jury of the iF communication design award honoured the innovative lighted package “HiLight”.
The innovative folding box “HiLight” shows printed, actively lighted areas on a highly refined surface. By using state-of-the-art processing technologies "HiLight" made it possible for the first time to apply a lighted display over several sides of a package even on concave surfaces. The display allows the creation of multi-coloured light effects and animation like blinking or fade-in fade-out. All parts of the packaging design can be “HiLighted”- logos, images, and text without limitations in colour. Beyond that the so-called smart packaging can be equipped with motion or sound sensors, so that lighting effects at the P.O.S. start purposefully if a customer comes closer, or printed organic sensors monitor environment parameters and show these to the customer on the display. With the technology “HiLight” and its high attention potential an entirely new dimension in packaging design, in the presentation of the brand at the P.O.S. can be realized in an entirely new look.
The explanation of the jury is: "This is a true inventor contribution. It is a beautiful thought that a profane object like a cardboard box can light up, and this is shown very well in the presentation – it offers the idea and the technology to open this for the market and make it become reality after all.
The iF communication design award was awarded for the sixth time this year. 17 international design experts from agencies and companies rated over 1,300 contributions from 24 countries. The communication competition again recorded a significant plus of submissions. It is especially pleasing that the competition has gained even more international interest.
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