Be Heroes

McCarthy adds, "I've learned the hard way that if you don't integrate thinking about how the package is going to be printed, you really set yourself up for challenges," he states. "There's nothing worse than designing a great package that you later find cannot be executed or you have to distill it to the point that you miss meeting the insight that you learned from the consumer. So printing is something that, when done right, is part of the thinking early on in the process in terms of what you are printing and how you are printing it."