Package Design - January/February 2014 - (Page 35)

realistic enough to pass for manufactured products. "Digital printing also allows our sales team to go out and have conversations with the buyers who are looking at the prototypes and to get their feedback on our products," she adds. "We're able to tailor our package designs and products to fit retail buyers' needs." (Turn to page 22 to learn more about Nealon's high-end design strategy.) Eric Schultz, realization account director at Kaleidoscope, is seeing an increasing number of clients take this real market first approach. "Whereas the typical design process includes doing some package designs, making a couple of comps, bringing them to focus groups, tweak and repeat," he remarks. "What we've been able to do here with our team, is to take early concepts to the network that our CPG clients have with certain retailers and test small quantities on actual retail shelves." In-house digital printing capabilities are also enhancing the concepts some agencies are bringing to market. "When designers and press operators work together, they can create something different," William Dickson, creative director at Haney Inc. remarks. A strong understanding of design, marketing and technology helped Gregory Bentley of Coca-Cola develop the Share-A-Coke campaign in Europe. Inspired by a smaller customized Coke campaign in Australia, Bentley was able to lead a project that gave consumers in more than 32 countries a bottle of Coke with their own name printed on it. With the strong brand equity that Coke has in Coca-Cola Red, Bentley had to make sure each customized front panel matched the rest of the label. He worked with HP to make sure that the red printed by Indigo presses exactly matched the red printed by traditional presses. (More information about the European Share-ACoke campaign can be found in the "Bespoke Branding" article in the August 2013 issue of Package Design.) These new package printing technologies help designers innovate while still being able to replicate results on a mass production level. As Matt Clemens, managing design director at Kaleidoscope, says, "The last thing you want to do as a brand steward is design something beautiful and six months later you see it on shelf and it looks nothing like what you've presented." Digital printing is also inspiring thought leaders, such as Rob Wallace, managing partner at Wallace Church & Co., who sees the Coca-Cola project leading the way to what he has coined as "hyper-customization" of packaging. Wallace will discuss the marketing potential of hyper-customization in the next Package Design webinar, which airs Thursday, February 27. He will be joined by Nealon, who will explore how designers can use digital printing to incorporate high-end effects in their designs. The webinar is free to attendees who register at www. PD For articles on similar topics, visit the Printing channel on FREE INFORMATION FROM ADVERTISERS AD INDEX 1 Canon Solutions America IFC Design Firm Directory 13 Digital By Design Webinar 15 Envision Packaging 10-11, Insert 8 21 Request FREE Product Information from Advertisers in this Issue! 9 HLP Klearfold Messe Dusseldorf NA Metal FX Films LLC Mimaki USA A convenient and free service for researching and gathering information. 17 IBC Printpack Inc. 16 Proofing Technologies OBC R&D Leverage 3 Roland DGA Corp. 5 William Fox Munroe 7 Zund America Inc. PACKAGEDESIGNMAG.COM 35 http://www.PACKAGEDESIGNMAG.COM

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