Package Design - May 2015 - 4

f rom the EDITOR
BY LIN DA C ASE Y
11262 Cornell Park Dr. Cincinnati, OH 45242

Disruptive or Overhyped?

T

he marketing and branding of consumer packaged goods has been and continues to be
transformed by the tiny computers that we all carry in our pockets, purses and briefcases. And
while mobile and social is changing the way that brands interact with consumers, I wait with
baited breath to see if digital printing will do the same.
Full disclosure. I once covered the commercial printing as well as the graphic arts beat, and as my
father likes to say, it was inevitable because he was running a press when I was just a twinkle in his
eye. I had my doubts, but I try not to ask him too many questions about any time that involves
twinkles in his eye.
Yet, I find myself again seeing the potential of digital technology empowering marketers much like
it did for the 1:1 mailing campaigns that used to flood American mailboxes. And I see innovation from
the most creative designers and marketers, such as Nestlé's implementation of the variable package
designs for Cailler Les Recettes de l'Atelier. Read more about the how Nestlé used this technology to
softly whisper the brand promise of a unique experience to the consumer, in "Modern Language" on
page 14. This technology, I believe, can be a tools upgrade equivalent of a screwdriver to a power drill
but for the marketing and design of consumer packaged goods' packaging.
But I also once had a Friendster account.
So clearly, I'm not clairvoyant. So I invite the brand marketers and designers in our audience to reach
out and share their opinions on the technology for a Debate & Discuss piece in our August issue. I would
love to hear if you are leveraging digital printing to do amazing work or if you think it's overhyped.
Package Design doesn't shy away from provocative conversations if they move the industry forward.
On the subject of provocative conversations, this issue we tackle brand journalism, which was the
topic of a keynote session at the Package Design Matters conference in Florida. Looking back at those
notes, I was reminded of an excellent and controversial question posed by an attendee about the future
of advertising and marketing of consumer packaged goods. To our keynote speaker's credit-Arcature's
CEO Larry Light-he didn't bunt. He swung for the rafters.
"I see it evolving away from traditional approaches to advertising, which you
heard me call, marketing arrogance," Light remarked. "It is arrogant. We, in
marketing, have got to get out of the mindset that lecturing is the way to persuade
consumers." The marketing message, Light explained, couldn't be one
static message repeated over and over again. Instead, it needs to be
part of lively conversation and a living brand to deliver business
results. Read more about how the brand journalism approach can
deliver business results in "Dialogue by Design" on page 28.
Those business results, they really are the name of the game-
aren't they? In this issue, we announce our first Design ROI and
Effectiveness webinar, to be held June 24 with speakers from the
C-suite of personal care brand, the Best of Breed Branding
Consortium, retailer Waitrose and the Design Business
Association (DBA). You can expect more collaborations
between Package Design and the DBA, as we firmly believe
in the group's aim to elevate the design conversation to a
dialogue about business results. Read more about the
webinar on page 67.

4

MAY 2015

EDITORIAL DEPARTMENT
EDITOR-IN-CHIEF

Linda Casey

linda.casey@stmediagroup.com
ART DIRECTOR

Don Heyl

don.heyl@stmediagroup.com
PRODUCTION MANAGER

Linda Volz

513-263-9398
linda.volz@stmediagroup.com

PUBLISHER
Gerri Brownstein

973-731-1984
gerri.brownstein@stmediagroup.com

CORPORATE STAFF
PRESIDENT

Tedd Swormstedt
SENIOR VP/GROUP PUBLISHER

Murray Kasmenn

PUBLISHING & BRAND SERVICES COORDINATOR

Christine Lewis

AUDIENCE DEVELOPMENT DIRECTOR

Christine Baloga

PACKAGE DESIGN SUBSCRIPTION SERVICES

P.O. Box 1060 Skokie, IL 60076
P: (847) 763-4938
F: (847) 763-9030
PD@halldata.com

REPRINTS / E-PRINTS / PLAQUES

Matt Neiderer

Content Sales Specialist
717-632-3535 Ext. 8265
matt.neiderer@sheridan.com
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Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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