packaging Archives - Brand Imaging Solutions

New Product Launches: The Importance of a Pre-artwork Meeting

Pippa Walsh — Tue, 20 Jun 2023 10:20:18 +0000

According to the Harvard Business Review⁽¹⁾, the biggest single reason behind failed new product launches is a lack of preparation. Forbes, meanwhile, stress the importance of visualizing every detail.⁽²⁾ It’s critical to take guesswork out of any product launch, and getting the controllables right so your team can focus on dealing with the inevitable unexpected challenges they’ll face in the sometimes complex journey between concept development and hitting the shelves.

That’s why Pre-artwork Meetings are such a vital element of any product launch.

When and why it should happen If it seems too early in the process to hold end-to-end project discussions while a product is still in creative development, don’t be fooled—it isn’t. An experienced print/production expert, for example, will not only be able to offer an early steer on relative costs and technical feasibility, they will even be able to nip some potential pitfalls in the bud and offer alternatives that will keep you out of a financial hole. So all the key players should be involved — the creative agency, artwork/repro house, production head, artworker and printer. Expectations can be set, and important early decisions can be made on both creative and production questions if the right knowledge and experience is represented in the meeting. This is the time to get your production ducks in a row; client expectations, likely timescales, quantities, and specifics like sustainability or Food Information Regulation compliance should be shared as early as possible. There can be a lot to think about: 10 Factors to nail-down early on

Colors and Varnishes. Confirm if special colors are being used, or any spot varnishes. This impacts not just the cost and timing of the job, but the press which can actually be used to produce the design. A varnish can have a dramatic effect on the look of a job, so it’s important these are agreed as early as possible.
Cutter Profiles. Some projects have critical considerations for cutter profiles. In packaging, for example, you have to ensure your design doesn’t impinge on areas that must be left blank for gluing, expiration/best before date application etc.
Substrate. Original creative ideas may call for substrates that are impractical when it actually comes to printing the product. Recycled or recyclable material may be preferred, or even mandatory in some cases. What color is the substrate and what affect will this have on the final piece? If it’s a clear substrate, will a printed white be required, and to what opacity? Is it going to be laminated, and is the substrate right for that process? Making sure everybody understands the fundamental effect the substrate will have on the finished job is crucial.
Product Variety. Is this a single product or a varied range with different sizes and shapes across multiple print processes? How will this impact the design and how can consistency be maintained across the range? Is there a hero product that sets the standard for all the others?
Consistency. Key factors like branding elements or photographic styles, and whether there is any expectation of compromise in this area across the product range, must be determined at this point.
Repro. Has the finished artworker or repro supplier been supplied with the printer’s specifications to ensure the print-ready files will be built correctly? It’s easy to underestimate the difference an incorrect color profile might make until it’s proofed, so this will avoid any amends at repro stage and ensure color targets are maintained.
Chromatics. The color profile is only one part of the story. Decide who’s responsible for signing off artwork and color targets, and establish if there are multiple targets to be hit. Can a color target be provided to the printer before they start work? Consider the right proofing for the project too; should an ink drawdown be done to show the color outcomes on the actual substrate, or should wet proofs be produced? Will a GMG proof accurately reflect the substrate and/or any varnishes that may affect the final color? Will the job require an in-person press pass? Remember that all of these decisions have a consequential impact on costs and timings.
Secondary Materials. It can be easy to focus on the main product in a range early on, only to discover late in the process that specific messaging, or new information like SRPs, is required on some specific materials such as promotional packaging. Avoid that by establishing these details in the pre-artwork meeting.
Timings. What’s the final delivery date? How long will each stakeholder need at each stage, and how long will it take to secure sign-off from all the signatories involved? There will not be a better time to set and manage expectations of lead times, so this is the moment to lay them out.
Costs. Everything above has an impact on the final costs, with not having to pay to put errors right being one of the most obvious. But even assuming everything goes well, have all costs in the process been accounted for? If not, all costs can be accounted for this early on, then at least an indication or ball-park figure could be allowed for, to avoid any nasty surprises.

Leave the Meeting on the same page At the end of a successful pre-artwork meeting, everybody involved in the process from design adaptation to delivery should have clarity on who’s doing what, and by when. If you’re thinking about the entire process from the start, you have a much better chance of it running according to plan.

Sources: 1: https://hbr.org/2011/04/why-most-product-launches-fail 2: forbes.com/sites/yec/2022/06/21/launching-a-new-product-seven-ways-to-ensure-it-goes-off-without-a-hitch/

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16 Best Design & Packaging podcasts and Audiobooks you need to listen to

Pippa Walsh — Wed, 23 Sep 2020 14:58:26 +0000

Whether you're just starting out in business or want to revamp your brand, design and packaging are integral features of any winning strategy.

A little research will go a long way to perfecting your strategy, but it's important to avoid outdated information. Podcasts and audiobooks offer the perfect outlets to stay updated with relevant insights, not least because you'll retain far more info than reading text. Here's a list of the best content available.

1. Shelf Impactors

Mark Grey and Lisa Hastings present a series of highly insightful podcasts that delve into the latest development within the branding and packaging design arena. With a heavy focus on taking lessons from what the industry-leaders and pioneers are doing, the Blue Nectar Design-made podcast is essential listening.

2. Package Design Unboxd

Launched in May 2020, Unboxd is one of the newest podcasts on the market but the company boasts over 15 years of industry experience while it covers a wide range of topics, such as materials development, design, manufacturing, and recycling. Its appeal to sustainable companies is huge.

3. The Future of Packaging

Tom Szaky's audiobook The Future of Packaging: Linear to Circular places an emphasis on what companies can do to recycle packaging materials with a view to helping manufacturers improve the current recycling rate of just one-third. The audiobook is narrated by Jeff and Natalie Hoyt.

4. People of Packaging Podcast

With over 30 episodes of around 40-50 minutes in length, the People of Packaging Podcast delivers hours of helpful tips from guests like Darrell Jobe, CEO of Vericool, and Kirk Visola from Mind The Font. An array of topics are discussed from design matters to financial and practical efficiency, giving a comprehensive look at the industry.

5. Packaging Perspectives Podcast

Created by the Packaging Group, who publish several industry magazines, the Packaging Perspectives takes an informative look at key topics ranging from the Power of Sustainable Paper to Flexible Packaging Inks. Each episode brings the inside view from leaders in the field to transform your approach to packaging forever.

6. ReBranding Cannabis

As the name suggests, Jared Mirsky's podcast is focused on the cannabis industry. However, it is an industry that continually needs to adapt. As such, this award-winning agent's podcast offers helpful steps that empower developers and prepare them for the obstacles that may surface in business.

7. Mastering Design Thinking

Released in early 2020, Max Answell's audiobook – narrated by Ashton Haugen – takes listeners on a three-hour journey of discovery that helps you think creatively and analytically about all aspects of product packaging design. In particular, you'll learn how to make it an experience for the consumer.

8. Creative Pep Talk

As far as design processes and creative thinking, the Andy J. Miller podcast is all you need. While it is not focused on packaging, it encourages listeners to consider ways to build consistency across their entire brand. When packaging lines up with web design and store designs, the impacts are far greater. These podcasts show you how.

9. Packaging Europe Podcast

The Packaging Europe podcast is particularly useful for anyone encountering modern problems with their packaging. Subjects include using drones within packaging, dealing with the turbulent times of COVID-19, and ocean plastics. For the sustainability of business and the planet, the insights are incredible.

10. Brand Relevance

David A. Aaker's Brand Relevance: Making Competitors Irrelevant uses various case studies to teach listeners how to establish themselves as industry leaders by using a variety of case studies, such as Whole Foods, iPad, and Prius. The innovations and ideas can subsequently alter the way you think about packaging and the link it creates with customers.

11. The Retail Ready Podcast

While Retail Ready covers a lot more than just design and packaging, its in-depth conversations offer great value for all listeners working in this sector. The podcast is produced with the food sectors in mind, but the tips, news, and insights provided can support businesses across multiple industries.

12. SupplyChainBrain

The long-running series of podcasts and videocasts offers valuable insight into various topics to provide an overall look at the supply chain and order fulfillment management. Several episodes will touch on packaging, but the Trends in Packaging: The State of the Art episode is particularly important listening for any workers in this field.

13. Change By Design

The Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation audiobook goes far beyond packaging to help listeners juggle technical feasibility with business strategies and financial implications while rediscovering a creative spark. Those tools can be transferred to the packaging elements.

14. NothingWasted!

NothingWasted! is an epic series for anyone wanting to run a greener, leaner business. However, there are several episodes (eg. ep 70 on Innovation Through Sustainability and Packaging) that focus on packaging and design. Material choices and efficient packing are two hot talking points that regular feature.

15. The Food Bev Podcast

Food Bev Media's podcast might sound like it's restricted to the food industries. In truth, new packaging innovations, sustainability, acquisitions and mergers, new products, and a wide range of other issues. Thus, it helps you stay abreast of the latest developments while also developing new ideas for your business.

16. Idealliance Printing & Packaging

With 69 episodes and counting, with most dealing primarily with packaging, the Ideallance podcasts are a great asset for modern businesses. With episodes lasting between 20 and 60 minutes, covering topics such as colour in packaging and Sweden's unique education, all bases are covered.

When you are equipped with the genuine desire to learn and grow, there's no limit to what can be achieved in this arena. Now that you know where to focus your attention during work commutes or when doing the dishes, there's nothing holding you back. Get downloading!

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