Partners in Packaging
Part of the team
Brand owners are certainly seeking printers who produce high quality packaging within deadlines. But, most importantly, it’s always best to find a printer who is going to become an active team member.
Hosa says most brand owners would much prefer a printer who brings suggestions, ideas, and enthusiasm to the entire process—not one that just takes a design file and makes a package.
“Asking the right questions, understanding the challenge or the problem, and knowing the brand is a really helpful thing,” Hosa relates. “I’ve had printers say, ‘You didn’t ask us to do this, but I’m interested in your shelf and I know your competitors, so I’ve decided to create this unique sample for you.’”
Companies have several options when seeking out a printer to provide the packaging for their brand. And the printer who is educated about the product, understands its space in the market, and remains actively engaged in supply-chain conversations is likely the one to win the work.
Cory Francer is an Analyst with NAPCO Research, where he leads the team’s coverage of the dynamic and growing packaging market. Cory also is the former editor-in-chief of Packaging Impressions and is still an active contributor to its print magazines, blogs, and events. With a decade of experience as a professional journalist and editor, Cory brings an eye for storytelling to his packaging research, providing compelling insight into the industry's most pressing business issues. He is an active participant in many of the industry's associations and has played an essential role in the development of the annual Digital Packaging Summit. Cory can be reached at cfrancer@napco.com
