Best Practices: Communicating with the Brand Owner

In addition to talking with brand owners and interpreting their needs, Colvin says printers should also be focusing on communications with other members of the supply chain.

For example, in many instances of specialized packaging, the printer is not providing the entire solution. There may be another vendor providing, say, a specific closure or taking on a certain finishing process.

“On a foil stamp there are limitations on how fine type can be, so you want [a printer] to be giving minimums for type size,” Colvin says. “On other elements you may be having to source a different closure or other feature. The printer may have information that helps his sources provide what is needed.”

In addition to finishing steps and appearance-enhancing procedures, Hosa says printers can also add value by providing creative ways to solve important problems.

For example, if a product’s packaging is required to contain specific regulatory information, but there’s not enough space on the packaging, a printer could recommend adding an extended content label.

“It helps comply with the regulatory requirements, but it also provides this extra real estate for a coupon,” he says.

Colvin says printers should be actively adding value to the end product. They need to be managing expectations and coordinating several processes along the supply chain, but finding ways to go above and beyond will keep the brand owner pleased.

“Ideally, the printer is the kind of partner who adds value, either in ways that will make the process easier, higher quality, or both,” he says.