Brands: How to Attract and Inform

With the vast and varied amount of information available at one's fingertips via the Internet and social media outlets, today's consumer is more educated and opinionated than ever. Shoppers are much more aware of what information consumer packaged goods (CPG) manufacturers are legally required to display, such as ingredient or nutritional data mandated by the Nutrition Labeling and Education Act and the Federal Food, Drug, and Cosmetic Act. In addition, many of today's socially conscious consumers have taken strong positions on social issues such as environmental stewardship and the implications of fair trade practices. Others actively seek out locally produced and organic goods or products that cater to their dietary restrictions. These consumers want to know that the brands they purchase meet their needs and actively look for this information on packaging.

Package design and development requires balance between aesthetics and the supply of necessary information. With intense competition for shelf space and consumer attention, CPG manufacturers have only seconds to attract consumers, while also providing them with the information they seek. The issue facing many brands is the need to provide this increasing amount of information on packaging for consumers. CPG manufacturers must make the most of limited branding space to include all of these details.

Using a variety of graphic enhancements, CPG manufacturers can differentiate their products at the point-of-purchase (POP) while also providing necessary information. Identifying a supply partner with the right combination of design expertise and industry knowledge can help manufacturers develop effective packaging solutions, leveraging available packaging space to both attract and inform.

Eye-catching enhancements

Recent advances in printing techniques are driving a trend toward multi-sensory packaging, in which graphic effects appealing to more than one of the senses are used to enhance the presence of a product. For example, striking graphic effects, such as holographic images or metallic finishes are visually engaging, while various high-end tactile finishes encourage consumers to use their sense of touch, and "scratch n' sniff" pressure-sensitive labels involve the sense of smell.

State-of-the-art printing now allows for the in-process application of an embossed coating to create holographic effects with or without the use of metallic inks. This process can also be cost-effective and sustainable, eliminating the need for holographic MetPET, as well as a secondary application process. Patterned metallized direct transfer technology, replacing conventional hot stamping process or full MetPET lamination, allows for a mirror metallic finish and selective patterned reproduction with full-color overprint capability. Holographic effects, and mirror metallic finishes and selective pattern reproduction serve a dual purpose—drawing consumers in while conveying vital product information.

A good example of holographic and metallic finish effects can be seen in the package design of a major national toothpaste brand. The holographic printing, combined with a metallic finish, makes the brand name stand out on shelves, while highlighting additional information on the face of the package, including active ingredients and benefits.

Other effects grab shoppers' attention using the latest in multi-sensory packaging technology. For example, in-line press application for microencapsulation of scents, without necessitating a secondary process, allows for a variety of different scents and can be customized for nearly any application. Engaging the tactile senses, press-applied UV coating technology can be used to create a premium look and velvety feel to packaging. This enhancement can be incorporated onto other graphic designs to highlight consumer messaging and images on the package.

While not text-based, microencapsulation, "scratch n' sniff" technology has the ability to provide information on a different level than print. For example, several major snack food and beverage brands aimed at children provide microencapsulation to communicate product taste or flavor. In addition, microencapsulation and tactile effects can provide consumers with a more interactive shopping experience and help draw attention to additional information provided on product packaging. It is important to remember that if the consumer is going to read the label, they have to pick the package up first.

Close collaboration

Working with the right packaging supplier can help CPGs find the right mix between form and function through a combination of design expertise and technological capabilities.

It is important to collaborate from the earliest packaging stages with a supplier that has design and printing know-how in order to develop packaging that draws consumer attention, while also providing a backdrop for vital product information.

However, in order to be truly effective, it is vital to identify a supply partner with the technological capabilities to apply multi-sensory packaging enhancements. Recent advances in printing and packaging technology combine form and function, with striking effects that highlight accurate information. In some cases, these new printing technologies bring with them sustainability benefits, as well as manufacturing efficiencies.

Between consumer product labeling legislative requirements and growing consumer awareness of various hot-button topics, today's top brands need to provide an ever-increasing amount of information, including nutrition, ingredients, sustainability messaging, and various sourcing facts. CPG manufacturers are faced with difficult packaging decisions to balance these details with shelf appeal. Companies have only moments to make an impression at the point-of-purchase and must leverage available branding space on the package. This means finding the right mix of form and function through the use of graphic enhancements that can both attract and accurately inform the consumer. Partnering with the right supplier with a combination of design know-how and technological capabilities is critical to achieving this delicate balance.

About the author—Lisa Pruett is senior vice president, sales for PaperWorks Packaging Group. pP