Package Design - November/December 2014 - 24

A D V E R T O R I A L

Company Insight > Printing & Labeling

Perspectives in Packaging:
Beginning the Digital Journey

rom a designer's perspective, the packaging medium has
always had the delayed responsiveness of an oil tanker,
restricting the way it can be handled. It is a sluggish vessel.
A small turn of the wheel would massively change one's course, but
it could take a long time to take effect. But now, digital printing gives
designers the agility and pace of a speedboat. This advancement
rewrites the paradigms of packaging and the way we can approach
creative opportunities.
The creative perspective
"Where once there were limited editions, now there are limitless
options," says Silas Amos, brand strategy director at global design
agency jkr. " Where once a global consistency of look was the
order of the day, affordable and short print runs now allow designers to factor in local diversity and relevance. Where once an initiative needed to be a safe bet, this same short run approach can
permit bolder thinking.
"Printing has traditionally focused on consistency, with teams of
people ensuring faithful reproduction. The opportunity for virtually
limitless variation and customization offered by the digital process
turns this convention on its head. Now, each package or label can
be unique. What better way to appeal to Generation Y, who we know
strives to be different and special."
Technology today makes it easier for consumers to block out
brand communications simply by looking away or turning off
devices. Furthermore, media fragmentation makes running an
effective campaign ever more challenging. In some ways, packaging can be seen as the only truly interruptive media that remains. In
packaging, branding and design uniquely influence how consumers make purchasing decisions. You can't ignore it if you want to
open it. So, while effective packaging has its own special rules and
challenges, digital agility offers marketers an important
opportunity.
While digital package printing is currently an industrial proposition, in time it will shift down to smaller outfits. This new capability
will equip small business owners, entrepreneurs and start-ups with
the means to express their creative vision and revolutionize the
industry yet again.
The brand perspective
To make an impact on consumers faced with unending choices,
brand owners need to be different. Their products must be well
known and visible to be successful, and today's digital printing
technology can help make this happen by building brands in excit24

November/DECEMBER 2014

Innovative printing solutions from HP.

ing ways. Digital printing provides the flexibility to accommodate
bold colors, shapes and substrate designs resulting in attentiongrabbing packaging. Designs can also target an exclusive product,
a group of consumers or even a single consumer. Additionally,
greater speed and affordability let brands tap new go-to-market
options for added value.
Many forward-thinking, well-known brands use HP digital printing technology to create effective campaigns and offer personalization on a global scale. Soft drink giant Coca-Cola was an early
adopter. In 2008, it launched the "Design Your Sprite" contest in
Israel, generating 100,000 design submissions from thirsty consumers along with 3.5 million hits to its website from a curious public. Ultimately, 400 designs were printed as a limited edition. Based
on this success, other design contests were rolled out including
"My Coca-Cola" for Israel in 2010 and "Design Your Sprite" for Brazil in 2011.
Coca-Cola's biggest mass customization and personalization
campaign has been "Share a Coke", which premiered in Australia
in 2011 and then took Europe by storm in 2013. Designed to reconnect with teenagers by having the product call out to them by name
from the shelves, the ambitious campaign printed more than 150
top names in 35 countries on almost one billion Coca-Cola labels.
HP Indigo digital presses handled this mammoth undertaking that
included 14 languages, five alphabets, three brands and two bottle

Package Design - November/December 2014

Table of Contents for the Digital Edition of Package Design - November/December 2014