By Gerry Mulvaney, European Sales Manager, Landa Digital PrintingA marketing manager for a big brand owner described to me recently that he wanted his products to be shiny and sticky. As he was describing tea bags at the time, I was, to say the least, puzzled until he explained what he meant. He wanted his product to stand out on the supermarket shelf. He wanted it to be the one that caught the customer’s eye when they were browsing the selection on offer. It had to be the most attractively packaged product out of all the choices. Shiny – in other words.
Once the customer had purchased the product he also wanted them to purchase it over and over again. He wanted them to think automatically of his product when it came to needing another one, and he wanted to make it difficult for the customer to make an alternative purchase. Sticky – in other words.
Now this is a tall order for the packaging suppliers since I imagine that all brand marketing managers are striving for the same ends.
The designers of the packaging have got to work within certain criteria, not the least of which is cost. They have got a limited range of substrates to work with, given the limitations of the printing process, be it litho or flexo. They have a limited range of colours to work with, since if it is not within the standard CMYK gamut, special colours will come with extra printing costs and impact on production. They will probably be working within a tight time constraint, because in today’s market place, products have to constantly evolve, which means relatively short shelf lives and limited run lengths before the design changes again.
And of course marketing managers are looking for the sticky things – targeted marketing, personalisation and product versioning to create customer loyalty. So the designers of the packaging have got a lot of things to take into account before they can allow their creativity a free rein.
Now supposing there was a way to increase the range of substrates that the designers could use. Also suppose there was a way to create even more Pantone Colours from the CMYK gamut as well as a way to produce cost effective limited runs of packaging. Any one of these things could help with that target of shiny and sticky. Well Landa Digital Printing thinks that it has some of the answers for the beleaguered packaging designers.
Landa’s CMYKOVG colour gamut covers 85% more colours than CMYK offset
and covers about 75% of all Pantone Colours.
In order to explain the Nanographic Printing® process, the Landa NanoInk® Technology behind it and the potential impact on the packaging market, Landa has prepared a white paper entitled “Accelerating the growth of Packaging Production in the 21st Century”. Download your free copy here.