Establishing Identity
This eliminates problems with print feasibility, otherwise known as fit for use. One of the worst things that can occur in this process, Hosa says, is having a brand owner become enamored with a design, only to find out the converter cannot realistically replicate it on a package.
"If they want a design that's very mechanical, very precise, that has a lot of small lines interacting and a very tight register, we need to know that before they're starting to develop that design and get a love for it," Hosa relates. "As soon as the client has a heart for it, that's what we want to happen. That's a success story. But we first want to make sure they're not falling in love with something that can't be done."
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
