• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform

    Essential Workers

    A Clean Commitment

    Deliver & Delight
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    A Surge in Interest for Supplements & Vitamins

    Gattefossé Launches Inspiration Collection

    Manscaped Expands Further in Europe

    Color Street Gives Back

    Redken's Acidic Range Is 60 Years in the Making
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    18. Guthy-Renker

    36. American International Industries

    Top 50 Companies

    38. Prestige Brands

    29. John Paul Mitchell Systems
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    A Surge in Interest for Supplements & Vitamins

    Honest, Refillable Cleaners

    Nailing It in 2020

    P&G, L'Oréal & Amorepacific Make News at CES

    PurposeBuilt Brands Files for IPO
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    A Surge in Interest for Supplements & Vitamins

    Gattefossé Launches Inspiration Collection

    Beauty by the Numbers: Supplement Sensation

    Manscaped Expands Further in Europe

    Color Street Gives Back
    Lab Equipment
    Mixing
    Packaging
    Testing

    Three Form Vertical Beauty Alliance

    Logo Design Trends for 2021 & Beyond

    Coming Clean About Stink

    Henkel Reaches Sustainable Packaging Milestone

    Ross Designs Mixer for Increased Shear
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Praan Naturals

    Sabinsa Cosmetics, a division of Sabinsa Corporation

    Vantage Specialty Ingredients

    LipoTrue Inc.

    Jeen International
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    Uncommon Sense

    Multi-sensory appeal in packaging creates consumer engagement.

    Related CONTENT
    • Packaging & the Pandemic
    • Lavanila Laboratories Releases Lavanila Girl
    • Our Industry Is a Great Place to Work!
    • New Powder Jar from Cosmogen
    • Lavanila Laboratories Targets The Younger Set
    Michelle Leissner, H&H Graphics, LLC08.01.17
    Can your packaging reach out and touch someone? Can the consumer smell it? Does the visual design draw attention to the product? Does it capture the brand and product message in a way that engages your target demographic? Are you confident it will cut through the clutter of marketing messages and point of purchase distractions to reach people when it counts?
     

    What if you could answer yes to these questions and increase your packaging’s return on investment? Would you be interested? Read on, my friend. This stuff is mind blowing.

     
    Visual Differentiation Is Not Enough
     

    With so many products fighting for attention on a declining number of store shelves—thanks to Amazon, other e-tailers and warehouse clubs—it’s critical for your product to stand out, and visual differentiation is not enough. Martin Lindstrom's groundbreaking research detailed in his book "Brand Sense" discovered that 83% of all commercial communication appeals only to one sense: our eyes. Lindstrom then explains how the most successful brand managers use strategies to integrate packaging that appeals to all five senses—touch, taste, smell, sight, and sound.
     

    When a product, its packaging and its retail displays appeal to multiple senses, the consumer feels more emotionally connected with it. The connection of consumers to brands through the senses adds five important dimensions:
    • Emotional engagement
    • Visceral reaction
    • Connection between perception and reality
    • Creation of a brand platform for product extensions
    • Trademark scents
     

    Your secret weapon is to create an emotional connection with your product by appealing to multiple senses with your packaging and displays. Once you attract the consumer, visually and/or by scent, appealing to touch can help seal the purchasing decision in seconds. There are many new and unique ways to add special effects to your printing, packing and displays, allowing you to implement these strategies at a relatively low cost while dramatically increasing your ROI.

     
     
    The Endowment Effect & Appealing to the Sense of Touch

     
    "Seeing is believing but feeling's the truth." – Thomas Fuller
     

    Once noticed, packaging that invites being picked up because it is unique or pleasant to touch or interesting to hold improves the chances of establishing an emotional connection. Once there’s an emotional connection, the consumer is less likely to return the item to the shelf.
     

    The science behind it has to do with what behavioral psychology experts refer to as the "Endowment Effect," which is triggered by a sense of ownership. Experiments have shown just picking something up can trigger this effect. Then, once an object starts to feel as if it is "owned," it is endowed with a higher value.

     
    The Endowment Effect is also why many smart retailers encourage shoppers to touch their merchandise, and even take it home to try out. Once handled, the object starts to feel like a belonging, making it harder to resist purchasing it or returning it to the shelf.
     
     
    Soft Touch
     
    The Endowment Effect is one reason that Apple retail packaging incorporates the velvety Soft Touch special effect. According to a recent Packaging Digest article, "More than two thirds (70%) of survey respondents are more likely to buy a product if it is covered in soft-touch material," and it generates "247% more positive emotions than plain packaging."
     

    Soft Touch coatings can be applied spot or overall, and are usually more cost-effective than laminates. If you are having trouble differentiating between coatings, use your wrist to feel it instead of your fingers.

     
    Customizing Texture
     
    You can add a textured special effect to your project using various UV coatings, which can give just about anything you can print on an extraordinary feel. These coatings are available to create gritty and fine tactical effects, but can be customized by qualified printers to recreate any texture you can think of (e.g. duct tape, tire treads, sand). And, as you probably understand by now, when you appeal to multiple senses, you make a bigger impression.
     
     
     
    Consumers Love to Interact with Hidden Messaging
     
    Chromic printing, a unique special effect that reveals hidden messaging,  has been used on toys, t-shirts and promotional merchandise for years. Remember the “Mood Ring” of the 70s? How about the mountains display on cold cans of Coors Lite? Though it’s a visual effect, the impact of chromic printing occurs upon interaction:

    • When warmed by your hand: thermochromic
    • When exposed to sunlight: photochromic
    • When a flash photo is taken: “SnapShot”
    • When water is applied: hydrochromic
     
    Few inks and special effects printing techniques create as much engagement as chromic printing.
     

    Thermochromic Printing Example
     
    ESPN Argentina wanted a brochure cover that would make the 1,500 attendees of its annual subscriber conference stop and take notice. What they got was a publication that, according to the GDS graphic designer, was a “mind-blowing experience.”
     
    Thermochromic printing created a dynamic cover that changed from a solid color when touched, revealing a heat-activated message underneath.
     
    H&H Graphics Thermochromic Coated in Non-Activated Stag H&H Graphs Thermochromic Coated in Activated Stage  

    Social Media Interaction Example
     
    "SnapShot" is our proprietary special effect that reveals a secret message when someone takes a flash photo. The effect can only be seen in the photo as it changes to reveal faster than the naked eye. SnapShot is especially powerful for getting Millennials engaged with you and your brand on social media.
     
    We recently used SnapShot on a Miller Lite beer poster used for promoting a rodeo in Texas. Bar patrons were encouraged to take a photo with a flash and post it on Instagram using a hashtag to qualify for a free ticket giveaway. This takes your message viral and exposes it to a much larger audience.
     
     
     
    The Sweet Smell of Success
     
    When Yankee Candle added scent to its catalog, sales increased 18%. A recent Harvard Business Review article covered how marketers and researchers have been exploring the influence that scent has on the decisions consumers make. Among the case studies cited is one involving Dunkin' Donuts. The company used an atomizer as part of a transit ad campaign in Japan. The ads ran inside municipal buses, and periodically emitted a whiff of fresh coffee into the air. Visits to Dunkin' outlets near the bus stops increased 16% while sales rose 29% during the campaign. The reason this worked: science.
     

    When we encounter a scent with a pleasant association, we reflexively breathe it in. That deep breathing lowers our heart rates and promotes a relaxed feeling. The impact is significant enough that hospitals have begun experimenting with the use of comforting smells to help reduce their patients’ sensation of pain. The aromatherapy people have known this for years. For brand managers, the science of scents offers an opportunity to create a similar association with your products through packaging and displays.
     

    Need help picking a scent? Cinnamon is associated with money, trade and prosperity. Peppermint enhances concentration and memory. Lavender calms and soothes. The important thing is to use a scent that associates well with your brand or product, and is appealing to your target demographic. These may be stock scents (there are over 100 available) or custom scents, which can be easily developed for printing from fragrance oil.
     
     
    Increasing Shelf Appeal with Visual Special Effects
     
    While visual appeal is no longer enough to guarantee differentiation, it’s still the first impression and of critical importance, especially considering how much brand managers invest in having attractive packaging and displays developed. Adding special effects will enhance the visual by providing additional depth. Here are three visual special effects that can help your product jump off the shelf visually:
     
    Glitter: adds pop, sparkle and elegance to any printed piece and, when using the right base, glitter will never rub off and can be matched to the Pantone colors of your logo – just choose your printer wisely as poorly implemented glitter can appear cheap and gaudy, negating all of its benefits.
     
    Reflective & Metallic: a study conducted by the Clemson University's Sonoco Institute of Packaging Design & Graphics found that reflective packaging attracts attention faster—by roughly 1.5 seconds—than non-reflective and retains that visual contact a bit longer.
     
    Gloss: a glossy finish can bring packaging and display imagery to life, making it more visually appealing and giving it a high-end look – gloss can also draw the consumer’s eye to just where you want it. Gloss is used frequently, but not as effectively, when it’s applied offset or in-line with 4-color process. Screen printed gloss has a much more saturated lay down and a much more impactful result.
     

    Other interesting visual special effects include glow-in-the-dark, pearlescent, metallic (which can simulate foil at a fraction of the cost) scratch-off, prism (a lenticular type of look), chalkboard and dry-erase. New and custom special effects are also created in labs like ours, where we take inks and coatings from around the world and develop new applications customized to our client’s project.
     
     
    Your Packaging Spend: from Expense to Investment that Drives ROI

     
    To generate an impressive ROI with your retail packaging and displays by increasing consumer engagement and sales, it’s time to starting thinking about your packaging spend as an investment, especially when using special effects. Based on our 40 years of experience, we’ve seen that special effects printing typically increases sales by 15-20% on average.
     

    To drive ROI with special effects, it’s critical that you work with a partner that will identify the right combination of special effects to extend your brand and its appeal to multiple consumer senses, as well as the right way to execute them (e.g. using the right compatible substrates, spot placement and technical knowledge for the application).
     

    If your commercial printing vendor or packaging company doesn’t offer special effects, it’s important to work with a special effects partner that will work in cooperation with your existing suppliers as well as your design team to ensure that you get the most out of your special effects investment.

     
    Let me know if you have any questions when considering the use of special effects, and if I can help in any way.
     
     
    About the Author
    Michelle Leissner is a CPA and graduated with high distinction from the University of Michigan with a BS of Business Administration degree. She began her career with Price Waterhouse working in the Middle Market and Growing Companies division of the Chicago practice then joined the management team of a $60 million manufacturing company, grew it to $100 million and sold it. Leissner went on to become director of finance for a $350 million division of Pactiv, VP of finance for Solo Cup Company and CFO for The Care of Trees, a $50 million tree care company with 23 offices across the US. In March 2008, Leissner and her partners purchased H&H Graphics, LLC. As president and CEO of the company, Leissner has seen H&H Graphics achieve 44% revenue growth, tripled the number of employees and moved to a state-of-the-art special effects screen printing facility.


    More: www.hhgrfx.com
     

    Related Searches
    • millennials
    • coatings
    • world
    • texas
    Related Knowledge Center
    • Sun Care
    • Personal Cleansers
    • Packaging
    Suggested For You
    Packaging & the Pandemic Packaging & the Pandemic
    Lavanila Laboratories Releases Lavanila Girl Lavanila Laboratories Releases Lavanila Girl
    Our Industry Is a Great Place to Work! Our Industry Is a Great Place to Work!
    New Powder Jar from Cosmogen New Powder Jar from Cosmogen
    Lavanila Laboratories Targets The Younger Set Lavanila Laboratories Targets The Younger Set
    SCJ SCJ's Campaign Helps Preserve 10,000 Acres Amazon Rainforest
    Showdown Showdown
    Statement Piece Statement Piece
    Sun Chemical Takes Gold Sun Chemical Takes Gold
    Edge Systems Changes Its Name Edge Systems Changes Its Name
    New Ideas in Beauty from Lipotec New Ideas in Beauty from Lipotec
    There’s An App for Coty There’s An App for Coty
    SC Johnson Preserves the Amazon SC Johnson Preserves the Amazon
    A Familiar Face at Revlon A Familiar Face at Revlon
    More Than Just A Name: How To Build a Successful Beauty Brand More Than Just A Name: How To Build a Successful Beauty Brand

    Related Expert's Opinion

    • Packaging
      Logo Design Trends for 2021 & Beyond

      Logo Design Trends for 2021 & Beyond

      A guide to navigating the biggest and hottest trends so your logo isn't lost in the sea of sameness.
      Katie Lundin, Crowdspring 12.28.20

    • Color Cosmetics | Hair Care | Skin Care
      Recession Proofing Your Brand

      Recession Proofing Your Brand

      It’s only a shock if you’re not prepared. Here are four ways to be ready for the next downturn.
      Mark Jeffreys, Founder, 4Sight 12.14.20

    • Actives | Functional Ingredients | Personal Cleansers | Surfactants
      Lather Up Long-Term Hand Hygiene

      Lather Up Long-Term Hand Hygiene

      For Global Handwashing Day, several Henkel campaigns are aimed at improving compliance for everyone, but especially students.
      Martina Spinatsch, Vice President, Beauty Care, R&D, Henkel North America 10.15.20


    • Actives | Functional Ingredients | Skin Care
      Start a Skin Care Line with Low Minimums

      Start a Skin Care Line with Low Minimums

      Smaller orders enable brands to capitalize on the hottest ingredients, environmental recommendations and cause-related promotions.
      Gavin Collier, Dynamic Blending 10.11.20

    • Color Cosmetics | Skin Care

      AR Is Crucial Post-COVID19

      Augmented reality is the new reality for the beauty industry, explains David Ripert.
      David Ripert, Poplar 08.09.20

    • Color Cosmetics | Fine Fragrance | Hair Care | Personal Cleansers | Skin Care | Sun Care
      Beauty & Social Media Marketing

      Beauty & Social Media Marketing

      It's a new frontier for everyone, says Lisa Hurst of Upshot Agency.
      Lisa Hurst, Upshot Agency 06.14.20


    • Color Cosmetics | Pigments | Skin Care
      Cosmetics & COVID-19

      Cosmetics & COVID-19

      There are some cosmetics that GenZ just cannot live without, explains Chris Becker, founder of Rising Consumers Market Research.
      Chris Becker 04.25.20

    • Functional Ingredients | Hair Care | Pigments | Surfactants
      Maintaining Hair Color During the Pandemic

      Maintaining Hair Color During the Pandemic

      There are ways to enhance and extend hair color while stay-at-home orders remain in place, according to Dr. Serkan Aygin.
      Serkan Aygin, MD, Serkan Aylin Clinic 04.20.20

    • Functional Ingredients | Personal Cleansers | Skin Care
      Keep Your Hands Healthy After Washing

      Keep Your Hands Healthy After Washing

      COVID-19 is taking a toll on hands; here's some help from Aprinnova.
      John Toner , Aprinnova 04.13.20


    • Color Cosmetics | Hair Care | Oral Care | Personal Cleansers | Skin Care | Sun Care
      SBA Loans Under the CARES Act

      SBA Loans Under the CARES Act

      Foley & Lardner attorneys explain this small business lifeline.
      Jamie N. Class Frank S. Murray Jr Erin L. Toomey Thomas B. Spillane Leslie A. Pinney Casey K. Fleming Daniel A. Kaplan Sarita R. Olson, Foley & Lardner LLP 04.06.20

    • Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Polymers | Preservatives | Skin Care | Sun Care | Surfactants
      Beauty Gives Back

      Beauty Gives Back

      The Panama Beauty Project's profound impact on the women of Portobelo, Panama and an executive who was there.
      Caren Dres-Hajeski, Acme-Hardesty 03.30.20

    • Actives | Functional Ingredients | Personal Cleansers
      Bell International Expands Sanitizer Production

      Bell International Expands Sanitizer Production

      Expects to manufacture 22 million units in the coming weeks.
      Marisa Plescia, Bell International Laboratories 03.27.20


    • Color Cosmetics | Hair Care | Skin Care
      How To Find the Right Design Agency

      How To Find the Right Design Agency

      A good agency should feel like an extension of your team.
      Paul Woodvine, Managing Creative Director, Vault49 03.10.20

    • Color Cosmetics | Disinfectants | Fine Fragrance | Hair Care | Laundry Care | Oral Care | Personal Cleansers | Skin Care | Sun Care
      Does Your CSR Program Include In-Kind Donations?

      Does Your CSR Program Include In-Kind Donations?

      Gary C. Smith, president & CEO, NAEIR, explains why it should.
      Gary C. Smith, President/National Association for the Exchange of Industrial Resources 01.20.20

    • Actives | Functional Ingredients | Personal Cleansers | Skin Care
      USDA Certified Organic CBD Products Emerge

      USDA Certified Organic CBD Products Emerge

      Brightfield Group's Virginia Lee explains what it means for consumer product companies.
      Virginia Lee, Brightfield Group 12.12.19

    Trending
    • Nu Skin Launches ‘Clean’ Formula Line
    • P&G, L'Oréal & Amorepacific Make News At CES
    • Formulating Liquid Laundry Detergents
    • Bad Habit Taps Global Brand Ambassador & Creative Director
    • Coming Clean About Clean Beauty
    Breaking News
    • A Surge in Interest for Supplements & Vitamins
    • Gattefossé Launches Inspiration Collection
    • Manscaped Expands Further in Europe
    • Color Street Gives Back
    • Redken's Acidic Range Is 60 Years in the Making
    View Breaking News >
    CURRENT ISSUE

    January 2021

    • Stepping into the Spotlight for 2021
    • The Independent Beauty Association Supports Sensible Reform
    • Essential Workers
    • A Clean Commitment
    • Deliver & Delight
    • Reusables for Consumables In the Pandemic and Beyond
    • A Rebound for Beauty
    • Beauty Brands Must Prepare for a 'Decade of the Home'
    • A Societal Shift
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    BGG Obtains U.S. Patent on AstaZine Natural Astaxanthin for Heart Function During Exercise
    Qualitas Health/iwi Raises $10 Million in Investment Round
    Aker BioMarine Expands Krill Portfolio with Novel Protein Hydrolysate
    Coatings World

    Latest Breaking News From Coatings World

    TAUBMANS Paint by PPG Releases ‘Chromatic Joy’ Palettes
    Huntsman Finalizes Acquisition of Gabriel Performance Products
    PPG Completes COLORFUL COMMUNITIES Project at School in A. Bangsaothong Samutprakarn, Thailand
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Intersect ENT Announces CMS Approval of Coding Application for Sinus Implant
    Hillrom to Buy Bardy Diagnostics for $375M
    Global Tissue and Organ Transplantation Market to Surpass $25.6 Billion by 2027
    Contract Pharma

    Latest Breaking News From Contract Pharma

    NovaQuest Private Equity Acquires CoreRx
    JS Bio and Etta Biotech Advancing Partnership
    Intravacc Completes Project for Provention Bio’s Vax Candidate
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Alastin Skincare Named as Fastest Growing Skincare Brand
    JLo Beauty Launches at Sephora & Amazon
    Unilever and Alibaba Group Join Forces
    Happi

    Latest Breaking News From Happi

    A Surge in Interest for Supplements & Vitamins
    Gattefossé Launches Inspiration Collection
    Manscaped Expands Further in Europe
    Ink World

    Latest Breaking News From Ink World

    Cowan Graphics Adds Fujifilm Inca OnsetX3 HS
    Packaging Printing Market Worth $433.4 Billion by 2025: MarketsandMarkets
    O-I Foundation Gifts $50k to Facilitate COVID-19 Vaccine Access
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    ABG keeps pace with demand with recruitment drive
    Acucote expands FSC-certified portfolio
    German manufacturer develops label workflow tool
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Honeywell Delivered 225 Million Masks in December
    Techtextil, Texprocess Postponed to 2022
    Super Strong Inks Survive Tough Environments
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    DePuy Synthes Receives 510(k) FDA Clearance for VELYS Robotic-Assisted Solution
    OrthoPediatrics Expands Agent Network in Three European Countries
    Studies Show FlareHawk Expandable Cage Delivers Favorable Fusion, Patient Outcomes
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    UDC Subsidiary Adesis' Website Wins 2020 MarCom Platinum Award
    Roadsimple Modernizes Warehouse Ops with Zebra Technologies
    Graphene Flagship Launches Redesigned Website

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login