Something From Nothing

pP: How can package printers get more involved and contribute to a larger extent in the package design process?

Sexton—As in all things, the collaborative mentality is what allows packagers to work as peers and partners with designers and design firms. No single process is right or wrong. What needs to be determined as a team is what will work best to achieve the goal. As we all know, this never works in a vacuum. The synergy that can be developed by two disciplines working intimately together, removing the pride of authorship/ownership principle, will only ensure that when the packaging gets to the shelf, it connects with the consumer.