Be Heroes

She continues. "Pre-design steps ensure that we are designing to print. If we have any concerns, keeping the printer in the loop means no surprises, delays, or added costs. Keeping the print suppliers as part of the overall design production team ensures a better outcome every time."

What about if the designer or brand owner doesn't come to the printer? McCarthy says to find out who the brand leaders are and contact them. "Find out who the people are who are the partners to the brand leaders in exploring, developing, and executing a major package design, and how printers can engage them. I find that, depending on the project, printers may be more or less involved and I think there's an opportunity to go further up the food chain to be more involved earlier in the project."