Author Archive

  • ‘Eye candy’ packaging: drupa expert report

    Des King

    Looks count and first impressions matter. How products are judged by their many differing attributes – not least fitness for purpose, consistent reliability and value for money – will determine the extent to which they build market share on an ongoing basis. Prior to that, however, it will probably be a particular spot color, a distinctive font, or else the artful application of a metallic ink on the exterior of the pack that initiates the relationship between a brand and a consumer.

    “Thanks to impressive print packaging, brands can seduce customers into a change of purchasing vote at the point of purchase,” says Superbrands founder Marcel Knobil. “We would end up with less brand and more bland were it not for the attention that the packaging attracts.” Superbrands is acclaimed worldwide as being an independent authority and arbiter of branding excellence, committed to paying tribute to exceptional brands and promoting the discipline of branding.

    The impact of a winning combination of text and graphics extends way beyond fronting up that initial beauty parade. As well as being the ‘eye candy’ that hooks the consumer in the first instance, a perfectly reproduced external image provides consumers with an often subliminal product recognition and reassurance that can be the brand owner’s banker in a congested retail space.

    Today’s packaging trends are driven by longer supermarket opening hours, continually enhanced print technologies and capabilities and demand to protect brands and increase recognition. Not only surviving but attaining the status as the preferred choice under such highly testing conditions is one half of the brand owner’s greatest challenge. The other is to meet it at an affordable cost.

    Controlling quality

    With the high probability of color variations occurring not only between different substrates, but also print processes – and indeed from one printer to another, not only in different locations but even when they are running presses made by the same manufacturer – maintaining consistency can be a complex undertaking.

    The best way to meet it is to ensure that all the contributory links within the supply chain which are engaged in steering the progress of a printed pack from hatch to dispatch are all able to interact via an open entry web-based platform.

    “Our vision is to connect the supply chain from the brand owner to the retailer and to make that flow broader and richer,” says Jef Stoffels, Esko Marketing Director.

    “We do this by adding greater functionality which meets the go-to-market and quality needs of CPG (consumer packaged goods) businesses and retailers. We also make it possible for the brand owner to ensure that the flow of data is secure and transparent, mistakes and errors can be picked up early or avoided altogether and the net result is to get products to market faster.”

    Similarly web-based color management systems can extend the same degree of comfort and control to brand owners over how pre-determined color parameters are then replicated accurately irrespective of substrate or supplier, ensuring a guaranteed consistency of color reproduction that underpins brand authenticity and integrity. The X-Rite PantoneLIVE color management solution is ideal for the brand owner as it has control over the pre-determined color parameters, these are then stored in the cloud for use as and when required by his supply chain. This ensures accurate replications of the accredited brand image irrespective of substrate or supplier.

    Bobst F&K 20SIX flexo press

    Pressed to perform

    Converters equipped with smarter production facilities can be more directly instrumental in achieving cost and performance benefits to brand owners. Using high-definition flexo plate and software technologies, it is now possible to meet the requirements of 85% of current flexo-printed, flexible packaging without detriment to the finished result from CMYK + white rather than using special inks.

    “Working out of a reduced color palette means there are less plates and less waste ink. It ticks a lot of boxes,” says Ultimate Packaging (UK) Sales Director, Chris Tonge. “Whilst global players like Unilever and P&G have been specifying these solutions for the past 10 to 15 years, smaller brands are realizing there is a cost advantage in that you can control the colors a lot better if you set the right standards.”

    It’s not just improvement at the front-end that is raising quality and performance standards in flexo, still the sector’s most widely used print process accounting for over 40% of a current global printed packaging market worth around an estimated €250bn per annum, particularly for flexibles and corrugated board applications. Speed on the press and consistency across substrates are key. Ultimate Packaging has recently installed two additional servo-driven Bobst flexo presses ahead of drupa. Offset has also responded positively to deliver cost-efficient shorter run-lengths, for example Heidelberg’s Speedmaster Prinect Inpress Control inline automated turbo charged system which can change plates between jobs within ten minutes.

    Digital mindset

    What has sparked these improvements in analogue press technology is the increasingly potent challenge posed by digital print; not least in meeting brand owner requirements for cost-efficient shorter run lengths – and thereby, lower inventory levels – and the ability to differentiate products on-shelf through customization. Whilst affordably utilizing variable data has always been part and parcel of the digital print proposition, it’s now clearly on the retail marketing radar following its successful adoption by high-profile retail marketing campaigns run by Coca Cola, Heineken, Nutella and a steadily growing band of global blue-chip brands. “To take our brand off the packaging and replace it with something other than the Coca Cola script wasn’t easy to do within a structure like ours, where we operate according to very tight brand guidelines to protecting it,” says Coca Cola Packaging Innovator Greg Bentley. “The digital print capability enabled it to happen, but the marketing campaign is the really smart thing.”

    “The combination of technological muscle and marketing inspiration is what it takes to make customization fly,” says Paul Randall, HP Worldwide Brands Business Development Manager.

    “It’s breaking away from the mindset of packaging being the static bearer of logos and ingredients tables and using it as a media opportunity for consumer engagement to the benefit of the brand. The media landscape has changed. It is becoming increasingly fragmented between above the line spend (bought media), PR and below the line (earned media), and packaging (owned media) – with the latter two increasingly linked together. Not surprisingly, brand owners are now regular visitors to HP’s Graphics Experience Centre in Barcelona.”

    Likewise Xeikon’s technology centre in Antwerp. “For brand owners attending our Xeikon Café program, it’s a two-track learning curve,” says Labels & Packaging Marketing Director, Filip Weymans. “First, understanding how the benefits of digital production can be translated into diversifying communication towards the audience they’re reaching out to and second, how the technology can address needs within their business model – notably, being faster to market and making better use of working capital.”

    “While the adoption of digital is an accelerating trend, despite the buzz being created it’s still under-selling its potential,” says SAB Miller Global Packaging Manager, Doug Hutt. “The top ten brand owners in the world are generating over a quarter of a trillion dollars in sales. If just 10 – 20% of these were digitized with the balance going to analogue, that is still a very large potential revenue that converters haven’t yet grasped.”

    “FMCG companies should be more proactive in going out and talking to the packaging industry – and the packaging industry should be addressing those issues and coming up with solutions,” says Doug Hutt, SAB Miller Global Packaging Manager.

    Meanwhile, faster-running inkjet technology looks poised to dictate the next chapter in the digital packaging print story, not least via the keenly anticipated commercialization of digital guru Benny Landa’s ‘nanographic’ presses engineered to deliver variable data printed material at offset speeds.

    The finishing touch

    Customization is not the only route to catching the consumer’s eye on-shelf. Short-run, cost-effective special effects such as high gloss, glitter, metallic without recourse to hot-foil stamping and even Braille are also within the remit of next-generation digital post-press enhancement technology now establishing itself within the finishing sector. Also providing a more cost-effective means of achieving greater stand-out is the take-up of cold foiling using the analogue process – notably as an alternative to laminated / metalized substrates for labels and cartons.

    Meanwhile, at the higher end of the scale is the arresting 3D effect achieved through the use of Fresnel lens technology providing instant ‘stand-out’ in retail duty-free for cartons containing the global gin brand Bombay Sapphire. “It’s obviously more expensive than a normal foil by about one-third, but you do get significantly greater impact. If you want something that is undeniably eye-catching and alluring then that’s what it takes,” says Dominic Burke, Webb deVlam UK Managing Director.

    The new frontier

    “The adoption of online-oriented technologies is pointing the way towards next generation applications aimed at facilitating greater engagement between brand and consumer,” says Sun Branding Solutions Packaging Technology Director, Gillian Garside-Wight. “Who would have thought that the Apple watch would be available five years ago? Brand owners need to deliver what consumers want including smarter packs that integrate with a digitally driven smarter life-style.”

    Quite a number of applications on the market bring into play mobile technology. For example, on-pack augmented reality (AR) applications pioneered by Blippar that allow users to simply look at an object through the camera on their smartphone to activate an instantaneous digital search and draw down information from the web. In a recent campaign for Perrier, the invitation to consumers to shake their phone like a cocktail shaker to reveal a recipe was a typically innovative way to highlight the overall concept and add fun by using the technology to unique advantage.

    Rather than position an icon on-pack to facilitate interaction, UK-based prepress specialist Reproflex3’s proprietary ‘PackLinc’ scanning technology embeds a hidden code within the ink itself, enabling the consumer to effectively treat the entire pack as a portal. Most recently applied within a limited edition run of the children’s POM-BEAR crisp packet, the system was the recipient of EFIA (European Flexographic Industry Association) and the prestigious Starpack gold awards last year. Debbie Waldron-Hoines, EFIA Director says, “Brand owners need a deeper understanding of the processes so that they can help make considered decisions on what is best suited for their brand. Both flexo and digital can work wonderfully together to enhance the brand.”

    Underpinning product security and thereby underpinning brand integrity is another obvious avenue being explored by smart technologies. A fully printed near-field communication sensor tag (NFC) developed by Thin Film Electronics for Diageo’s Johnnie Walker whisky doubles as a security and anti-counterfeiting device as well as interacting with smartphones to dispense product advice and information.

    As a lot of the labeling and pre-printed information currently required to be displayed on-pack is gradually phased out, just imagine the potential for branding afforded by that freed-up real estate. Brands are currently getting maybe only 40% of the pack’s surface for its primary purpose. However, if one small interactive barcode resolves all the regulatory and legal requirements 90% of the print surface could be released for marketing the product.

    “Ironically, the most practical bridge linking brand and consumer might simply entail upgrading the humble linear barcode into a 2D format,” says Domino Printing Sciences Global Account Manager, Craig Stobie. “Brand owners are yet to fully realize the potential in having a machine-readable code that not only contains a lot more data but with the same footprint or smaller than a human-readable, but can also actually be cheaper.”

    “Whether it be products that communicate with your tablet or temperature or time sensitive thermochromic inks that indicate when your lager is perfectly chilled or provide the re-assurance that pre-packaged meat is safe to eat, the facility for interactivity ticks all the right boxes for forward-looking brand owners,” says Eef de Ferrante, Managing Director of the Active & Intelligent Packaging Industry Association (AIPIA).

    “Brand owners need to meet the challenges faced by counterfeiting, product security in the supply chain, consumer engagement and ‘Big Data’ management. Brand protection and better marketing of their products are major starting points towards averting potential reputational damage and simply saving money.”

    Eye-catching and innovative printed packaging is a shrewd investment towards building a loyal and enduring customer-base, concludes Des King. Whilst consumers are exercising greater versatility than ever before in choosing how and where they are able to gather information through which to determine product preferences, packaging offers the brand owner a uniquely guaranteed opportunity to control how they communicate with prospective customers face to face in-store at the very point of purchase. No surprise then that the ways in which the package is printed will occupy center-stage at drupa 2016.

    Executive summary

    Printed packaging is the key mechanism enabling brand owners to build expanding and enduring customer loyalty in order to out-sell and out-perform their competition. Changing patterns of communication have elevated the role of packaging from protective wrapper to front-line sales & marketing tool. In a media-neutral environment it’s a function that is increasingly as much marketing as technology, and that provides the brand owner with guaranteed profiling and exposure in front of the consumer.

    In order to optimize consumer response at the point of sale, brand owners will want to invest not only in imaginative, innovative and well-executed creative design in order to achieve distinction and differentiation, but also in the appropriate colour management technologies to ensure its accurate replication irrespective of substrate or geographical location. The latest developments in web-based workflow platforms and systems that link all components within the packaging print supply chain will be on show at drupa 2016.

    Whilst a consistently reproduced and instantly recognizable image is vital in underpinning authenticity, brand owners are increasingly required to be able to demonstrate rapid response agility in order to maintain competitive edge via updated printed messaging and as these tactics are often short-term and invariably short-run, as cost-effectively as possible. The same level of expediency applies to the introduction of brand extensions and new products. Enhanced analogue process print and next-generation digital equipment designed to deliver accelerated cost-effective time to market will compete for attention at drupa 2016.

    Special decorative effects and added functionality are increasingly providing an added value finishing touch that can extend beyond the point of purchase to enhance the consumer’s relationship with the branding proposition throughout its life expectancy. The appropriate systems and solutions to accomplish all of these imperatives are not only readily available to print service providers but are constantly updated and extended. Applications to facilitate the synergy between printed text and graphics, the internet and social media through the development of on-pack interactivity accessed by smart mobile technology will constitute a growing area of visitor interest in Dϋsseldorf.


    Author: Des King

    Des King has worked as a freelance journalist in the printing & packaging industries for the past twenty years. During this time he has appeared regularly in leading UK magazines as well as several of the leading European & international trade publications. He writes a regular monthly opinion column in Packaging News. Des is a long-standing member of IPPO, The International Packaging Press Organisation.

    Over the past four years he has edited UK print & packaging industry supplements within The Times, the Guardian and the Daily Telegraph and has been responsible for editing the English-language version on-site show newspapers at interpack ’08, ’11 and ’14 in Düsseldorf.

    Prior to joining the ranks of the ‘fourth estate’, Des King was marketing director at Reed Exhibitions (UK) for seventeen years, during which time he was responsible for the promotion of PACKEX (packaging); INTERPLAS (plastics) and IPEX (printing) events.

    His main interests within the packaging sector are the increasing impact of digital technology in accelerating time to market and increasing on-shelf impact; the role of packaging within product branding strategies; and ways in which packaging can be made more user-friendly to fellow ‘grey consumers.’

  • Spotlight on London – Ipex 2014

    Ipex is returning to Britain’s capital city, opening its doors at the custom-built ExCeL International Exhibition & Convention Centre in London’s Docklands in March 2014. The return to London is adding up to be a welcome capital gain for exhibitors and visitors alike.

    London has always enjoyed an iconic international status, where its rich and varied history sits alongside global business. Progressive redevelopment and investment of infrastructure continues to keep London at the centre of the global community. The addition of ExCeL in London’s Docklands, new rail, road and air transport links, the incursion of both the financial services and media sectors, as well as the enduring legacy of the £9bn investment in London’s 2012 Olympic and Paralympic Games, has transformed the area into the City’s commercial heartland.

    Open for business

    Whilst London is still every bit as much the home of heritage landmarks such as Westminster Abbey, The Houses of Parliament and ‘Big Ben’, the London of the 21st century is now ranked as one of the world’s most preferred cities in which to stage meetings and events. And, as one of the world’s top three financial centres, London continues to attract business visitors from outside the UK, who now contribute 27% of London’s overseas tourism economy; just short of £3bn per annum.

    London is now geared to facilitate Ipex’s smooth transition back to the capital. The ExCeL exhibition centre itself is located at the heart of an integrated infrastructure tailored to meet the requirements of the international business community.

    View from the top of the Victoria Tower, the lesser known of the two towers of the Houses of Parliament, towards Big Ben, the River Thames and the London Eye

    Sharing a specific affinity with the broadening media and cross-channel interests represented within the evolving Ipex community itself is London’s fast-developing ‘Tech City’ digital hub: populated by a dynamic mix of blue-chip IT and social networking players such as Microsoft, Cisco, Facebook, Google and entrepreneurial start-ups, and the recipient of a UK Government £50m development grant. Today, there are over 23,000 IT companies based throughout London; more than in any other European city.

    Equally in tune with the Ipex community is London’s highly developed creative media communications sector spearheaded by some of the worlds’ most innovative and respected advertising agencies including Saatchi & Saatchi, Euro RSCG, Ogilvy and Leo Burnett. Directly employing over 400,000 designers, programmers and copywriters, the city’s creative industries collectively generate annual revenues of almost £20bn, and are already playing a key role in shaping Ipex’s onward evolution.

    Says Ipex Event Director Trevor Crawford, ‘In our predominantly digital world, print is continuously adapting to compete against an ever-expanding menu of communications technologies. This has been a key strategic factor for including a cross media production focus on multi-channel messaging media as an integral part of Ipex 2014.’

    With over 40% of the city’s working population not British-born and over 300 different languages habitually spoken on a daily basis, London provides a unique office from office environment, which according to London’s Mayor Boris Johnson, ‘the best European if not global city in which to do business.’ Arguably the city’s greatest ambassador, this current Mayor is also a regularly published print and broadcast media journalist who is naturally taking great interest in welcoming Ipex visitors and exhibitors back to the nation’s capital city in March, branding it ‘the Olympics of the global Printing Industry’.

    A centre of ExCeLlence

    If London is the best UK city for business, then ExCeL has likewise developed as the country’s best venue in which to do it, boasting events as diverse as the London Boat Show and the world travel market to staging many Olympic and Paralympic events. In the six years since it opened, the venue has almost doubled its size to 100,000 m² following its acquisition by the Abu Dhabi National Exhibitions Company (ADNEC).

    ExCeL’s two halls are centrally connected by a boulevard running the entire length of the complex, providing free and reliable Wi-Fi and containing 40 bars, restaurants and eateries. For a major event like Ipex, the boulevard, which will host ‘Inspiration Avenue’, will become very much part of the event and part of the Ipex community experience.

    Trains and boats and planes

    An essential part of ExCeL’s appeal is the immediately adjacent commercial and retail network that has evolved in tandem. Ipex visitors will be instantly struck by the marked contrast in exterior ambience with other exhibition centres regularly utilised on the international graphic arts event circuit.

    In addition to the profusion of local food service and retail outlets grouped around the traffic-free walkways right outside the ExCeL, the £1.6bn Westfields shopping centre is only a ten-minute ‘tube ride’ away; accommodating over 40bn visitors a year – and for those who might be feeling lucky, housing the UK’s biggest casino.

    ExCeL is also arguably easier to get to and from than any other major venue too. In addition to its direct links with six UK-based international airports, the centre is equally, if not more, accessible to passengers on longer-haul flights from North America and Asia Pacific. Able to transfer straight into City airport via European hubs at Frankfurt and Schiphol (Amsterdam), ExCeL is barely a five-minute cab ride or a shuttle bus away, with easy transport links to and from London Heathrow Airport.

    Upgraded rail transport has been one of the most immediate and beneficial legacies accruing through the staging of the Olympic Games increasing the capacity of the Docklands Light Railway network (DLR) by 50% – within which ExCeL has its own two dedicated stations (Custom House and Prince Regent) – and the ‘Javelin’ connecting nearby Stratford International, just a single-stop train ride away from ExCeL, to the Eurostar rail terminal at St Pancras. A more leisurely route to ExCeL from central London (Chelsea Harbour) that Ipex visitors should definitely consider taking is the 40 minute boat ride via the River Thames.

    Whichever mode of transport you opt to take, make London your oyster quite literally by arming yourself with the smartcard of the same name. Aside from saving you the time and trouble of juggling a foreign currency, a pre-purchased Oyster card ( swiped at the point of entry and exit of any bus, boat, tube or train will see you safely on your way – and at almost half the standard cost of travel.

    O2 be in London … at ‘Ipex City’

    Many overseas visitors to world-class trade events like Ipex held in London habitually extend their stay for additional business after the exhibition has concluded; often also returning with their families to enjoy the unparalleled leisure and entertainment opportunities that London famously offers to all its annual 16m + tourists alike. There are 14,000 hotel rooms within the immediate vicinity of ExCeL which have been reserved exclusively for Ipex visitors to book, with overall capacity throughout the city now in excess of 120,000 beds.

    On the south bank of the river stands the O2 Arena, which will be the hub of ‘Ipex after hours’: one of the world’s busiest and most successful entertainment venues, and accessible from the alternate side of ExCeL London via the Emirates airline sponsored cable-car system. With a crossing every 15 seconds, each cable car traverses the river at a height of 90 metres on a 10 minute journey which affords a unique view of London’s transformed docklands.

    The must-play venue for every world class music act, the O2 also houses over 20 different bars and restaurants catering to all tastes; its own eleven-screen multiplex cinema incl. the largest 3D viewing image in Europe; and a unique permanent museum celebrating the history of British popular music.

    It’s that ease of accessibility belying London’s big city status that makes a visit such an enjoyable experience 24/7. The Houses of Parliament, Covent Garden and the City’s renowned West End are all less than 30 minutes away, while back at ‘Ipex City’, there’s cold beer on tap in the ExCeL boulevard and a wealth of opportunities for eating, relaxing and networking once the show’s closed in the evening right here in the immediate vicinity of the centre – now popularly being referred to as the ‘Neustadt’!

    Whether visiting Ipex for business, pleasure or both, visitors can access all their travel, visa, accommodation and after hours requirements online at, which has been designed to make a visit to Ipex 2014 hassle-free.

    Wherever you find yourself to be, London is a city that doesn’t need to promote itself, so there’s never been a better time to capitalise on what Ipex 2014 and London has to offer.