When a new concept for a branded pack is being developed, one common problem is that some designers may be unaware of the potential issues, both positive and negative, of the various printing operations, and almost certainly will not have taken into account any technical issues which may be involved from the ink side.
The result? The design is ready to hit the press and a myriad of issues relating to ink suddenly become apparent. But this situation can be easily avoided; ink makers have an armoury of options, special effects and even possible security features (which may be useful in the prevention of so-called copycat branding) which could enhance the ideas of the designers and brand owners – if only they knew about them.
Early co-operation, right at the concept stage, between designers, brand owners, printers and ink-makers could significantly reduce the likelihood of an ‘impossible’ design getting to the print stage. If everyone operated in this way, just maybe, a new and improved packaging design could be achieved which would reach the print stage and run first time.
This type of collaborative working is not a ‘pie in the sky’ idea, some ink makers have followed this approach successfully over the years, together with their partners in the packaging chain, which has saved everyone time, money and heartache. However, despite the recognised importance of the role of packaging, this more effective method of working has yet to be widely adopted by those in the industry and here at the British Coatings Federation we will be working closely with other trade association partners to spread the word.
Looking at food production in particular, the protection provided by packaging has a major impact in reducing food waste in the delivery chain between the producer and the end user. The information on a pack is also critical in providing legal advice on the ingredients and imparting advice or instructions regarding the storage and handling of the product, as well as the critical (from the retailer viewpoint) use of barcodes on the pack.
We know that the above requirements could not be met without the use of ink. Therefore it is essential that ink manufacturers help maximise brand impact whilst delivering the necessary information and meeting the requirements set out by law. A report produced by the British Brands Group in 2012 titled “Unwrapped” highlighted a number of areas important to branding, and the value of a well developed brand in establishing consumer loyalty through rapid recognition awareness and trust.
Designers take a lot of time and effort to produce a pack that will do the above, and then it is the role of the printer to produce the design on the pack as close to the original intention as possible. The ink-makers and printers have to work together continually, not just at the production stage. Taking it further back up the chain can only help in everyone getting what they want on time and on cost.
It must be worth a try.
