Receptive layer for thermal transfer printing on cartons

A thermal transfer ribbon comprising a flexible substrate and a coating on said substrate of a thermal transfer material which provides a receptive layer for thermal transfer ink when transferred to a receiving substrate, wherein said thermal transfer material comprises wax, 5-40 wt. %, elastomeric resin and white pigment and the weight of said coating on said substrate ranges from 7.75 to 23.25 g/m2,

• wherein the white pigment comprises 40 to 50 weight percent of the total dry ingredients within the thermal transfer material.