As well as being applied in printing (often using offset lithography), varnish can be added to card to give it a glossy finish. Quite often, just part of a package - usually the logo on a box - has varnish applied so that it stands out to the customer. This is an expensive process and is often added to packaging for chocolates, perfume and aftershave in order to make it look more attractive.
Ultraviolet (UV) varnishing produces a high-gloss finish on card. A shiny liquid is applied to the card and then cured when exposed to UV light. UV coatings are very eye-catching and are highly suitable for marketing material to catch the eye of a potential customer.
Embossing is a process that creates a raised pattern on the paper or card and is made using a stamping process. Embossing adds texture and depth to a product and is often found on greetings cards or on perfume and aftershave boxes to raise the logo and make it eye-catching.