Partners in Packaging

Even though the typical succession of the packaging process begins with a concept developed by a brand owner, elaborated upon and finalized by a design firm, and produced by a printer or converter, a partnership between all parties is the key to a strong final product.

Instead of just handing the packaging down each step of the supply chain, brand owners want collaborative team members. When it comes to finding a printer, they want one who will take pride and ownership in the brand, and even provide their own insight on how the packaging should look.

“We want a true partner, where we’re not just throwing artwork at them and they’re slapping it onto a label or a shrink sleeve,” says Scott Hosa, associate director for graphic technology at Landor, a brand design firm. “We want them to be an active member of the team and to share the intent with them. They should attend early activities and own the brand like we do.”

Hosa explains that a printer or converter who demonstrates an engagement in the process can help all stakeholders recognize potential obstacles that can appear downstream. And, he says, they can even provide essential input into the design process.

Brand owners appreciate being shown samples early on so they can become aware of the printer’s capabilities and better understand what is possible on the design end.

“A good partner, one that’s tied into the brand and proactive, has samples of their capabilities available and can provide specific examples to the topic that they’re talking about,” Hosa explains. “Being able to provide pertinent samples very quickly helps make that conceptual leap from our design to what their capabilities are.”

Beyond capabilities and quality of print, brand owners are also looking for a partner they can depend on. According to Alan Colvin, a principal and creative director at Cue, a Minneapolis-based brand design company, a printer should be aware of the brand owner’s workflow and expectations ahead of time.

“It’s important to evaluate previous work for quality,” Colvin states. “And to understand how well a potential partner handles project management, dependability on delivery timeframes, and more.”

Consistent colors

Color is often the easiest way to identify a product or a brand. For example, it’s easy to recognize Coca-Cola red versus Pepsi blue in the soft drink aisle. But the importance of a consistent color goes beyond brand recognition. It can also be important for product recognition.

For example, Hosa explains that when companies prepare a launch, it’s typically for a product line, rather than for a single product. If that product line, for example, is for a laundry detergent, the different scents can be differentiated by color.

If a consumer decides he or she is partial to a specific scent, that is what they’ll be on the lookout for when it comes time to replace that bottle of detergent.

“I’m using color to help the consumer find the flavor that they want,” Hosa explains. “It’s not only for shopability the first time, but I also want repeatability. They need to be able to come back and sustain that loyalty.”

While producing the same color over and over again can sometimes be a daunting challenge, Hosa says there are other instances in which brand owners demand accuracy. Particularly for food photography, where even a slight color variation can make for an unappetizing image.

“If there’s appetite appeal, I’m showing product shots,” he says. “If it’s something that I want to eat or put on my food, it’s got to look good. A slight skew in fruit color can make it look rotten or old.”

Managing expectations

While the printer does shoulder much of the responsibility in ensuring color accuracy, there is also some culpability for designers and brand owners in producing proper color.

Hosa explains that there needs to be awareness from the design end that not every color can be readily replicated. It’s not as easy as just picking a color and telling a printer to make it happen.

“There is a responsibility for color  accuracy when it comes to design,” he says. “It’s not really just a one sided thing where we’re picking these colors from a palette and now [the printer] better match our colors. It has to be realistic.”

Cue partnered with Jack Daniel Distillery in designing the label, bottle, and exterior box for Jack Daniel's Sinatra Select special edition whiskey.

Because they are the part of the chain most familiar with the production process, Colvin explains that printers are often the ones providing that element of realism to the process.

But, he adds, having conversations about what is practical in regard to color and design far in advance can help reduce any issues downstream.

“Usually, printers are pragmatic in ways that bring reality to expectations,” Colvin says. “Sometimes, brand owners may not understand the limitations of a particular process. Printers also should understand how different processes integrate, including what has to be done when preparing art or anticipating potential problems. No one wins when expectations are unrealistic, so printers and other fabricators working together should be troubleshooting potential problems ahead of time.”

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.