APS star is the name of Agfa's new film generation that will be available in
the shops from May. APS star films will be available in speeds of ISO200
and ISO400 with the customary number of exposures. The new generation of films
comes with improvements in technology, design and packaging.
The technological advances are based on Agfa Eye Vision technology, which has
been improved once again and now has SXM (Surface eXtended Multistructured)
crystals in all dye layers, not just in the red layer as was previously the
case. The result, Agfa claim,is natural, precise colours in all ranges, which
come even closer to the colour perception of the human eye. The increased homogeneity
of the SXM crystals also guarantees more uniform print quality. The new blue-green
coupler makes for greater tonal separation in the entire red range, from yellow-orange
to violet. Together, the new SXM and coupler technologies produce visibly enhanced
depth. Agfa also claim prints from the APS star look very vivid and life-like
as a result.
Agfa go on to say the perfect quality achieved by its technological enhancements
will make photos even more fun. The name APS star enables consumers to quickly
and reliably identify the APS film system. Both the new packaging design and
the marketing concept of the new film generation, with the slogan 'Pictures
of happiness', hope to enhance the emotional experience of photography. The
APS star packaging design concentrates on conveying the emotional experience
of photography - which, according to market studies, is the focus of all photography.
Consequently, the completely re-designed, high-quality and eye-catching packaging
picks up on this experience and addresses consumers' emotions directly with
appealing pictures. The design of the packaging and Agfa star convey the value
of the product. In addition, the bright packaging colours guarantee attention
and an eye-catching effect when displayed in the shops. Key information, such
as the film speed and number of exposures, is clearly emphasised, along with
the explicit note "For all APS cameras", while easily comprehensible
pictograms illustrate the fields of use of the two "APS star" films.
This design and the new product name came way out on top in terms of customer
preference in international packaging tests.