Package Design - January/February 2014 - (Page 34)

Tear Down the Fences How designers use digital printing to demolish limitations for product marketing. By Linda Casey W hen Tracy Feldstein launched her personal care line, HelloMellow, she felt as if every package design needed to be nailed down perfectly on the first run. Working with her best friend, Missy Reitner-Cameron, who is creative director at ( iii ) Design, and Innovative Labeling Solutions' print services representative Beckie Boyden, Feldstein revamped her package design process. Today, she can respond quickly to consumer feedback about a package's design or messaging. For example, when Feldstein found that the word "natural" in her on-pack messaging was hurting sales, she was able to quickly update her product labels. "What I was finding in the word 'natural' is kind of intimidating to the many shoppers because it's so brown and crunchy For more inFormation, visit Haney Inc., HP, ( iii ) Design, Innovative Labeling Solutions, Kaleidoscope, Roland DGA Corp., Wallace Church & Co., 34 January/February 2014 and plain wrap," Feldstein comments. "So people were hesitant to try the products." HelloMellow's new digitally printed labels are continuously adapted to tell the product benefit story in a lighthearted way, which Feldstein loves. "I just wanted it to be an easy In-house digital printing enabled Kaleidoscope to test different printing gradations to create a color fun thing," she remarks. "I system for Core Power's five flavors. feel that way about taking care of yourself and healing Chocolates, remarks. "What is true in in all of my practices. It doesn't need to health and beauty is one thing. If you be so intense. Let's lighten it up! I think walk down the beverage aisle, you'll see that's how people heal." another set of visual language. When you Breaking out of the expected for its walk down the chocolate aisle, you'll category helped propel HelloMellow fornotice that there are a lot of bold hits of ward from a small startup to a respected color. When we create packaging for the beauty brand sold in brick and mortar stores from Arizona to Washington and by holiday season, it becomes increasingly more competitive in that space to try to online retail giants such as stand out." But knowing how far a field to depart Retail buyers usually aren't keen on from a category's design norms can be difgiving shelf space to a sea of me-too prodficult to gauge. ucts. To ensure that its products resonate "If you look at the visual language of with retailers, Emily's firmly rejects the any product, any category set, there manufacture first and then sell approach. seems to be a standard for what is Instead the designer creates sales samexpected in that particular aisle," Melody ples on a 30-in. Roland VersaUV LEC Nealon, lead designer at AMES Internaseries UV inkjet printer/cutter that are tional Inc., a parent company for Emily's

Table of Contents for the Digital Edition of Package Design - January/February 2014

Package Design - January/February 2014
Editor's Letter
Front Panel
Modern, Vintage, Hip
Design Tech Products: Metallized Packaging
Striking Gold
Product Focus: Transparent Packaging
Fiery Debut
Tear Down the Fences
Index of Advertisers
Field Notes

Package Design - January/February 2014