Regulars / Branding and design | 25teams should assemble a board with pieces the shelf presence, so we kept the pouch “Designers unfamiliar that spark creative exploration. the same size. However, the suggestion Suppliers and OEMs have historically to optimize the size made the converter with production will created pieces that inspire and reveal a more valuable partner in our packaging remember connecting possibilities. For example, Sappi, a global solutions.supplier of renewable and recyclable with you and the time packaging, specialty and graphic papers, Launching production and bringing the has developed a series of educational product to market you took to mentor books called The Standard, which focuses Most large brands have production on various printing techniques to achieve managers who prep fles, work with them. Not only will the optimum print and packaging. The series the pre-press teams and supervise includes books on color, varnishes, folds production. However, the advent of many designer thank you, and specialty effects. Sappi’s latest book new brands over the past two decades in the series —Standard 7— is about has created a production environment but your pre-press the importance and impact of sensory where a production manager may not be team will, too” marketing on packaging for people’s part of the team. Instead, a new brand perception of a brand. Each book in the frequently launches quickly – a product, an series, full of inspiring imagery, bright vendor to prototype to your capabilities. e-commerce website, social media pages colors, unusual special effects and various Prototyping is the place where your and videos. Often, the designer overseeing haptic elements, is a treasure trove of capabilities shine, as you have an open digital media is also designing packaging. inspiration and a tool for converters to use invitation to suggest various specialty Files may arrive in RGB with fattened with their clients – the brand managers and effects, varnishes, spot UVs, tactile fnishes, layers without bleed. The fnal opportunity creative teams. metallic inks, foil stamps – any of the to collaborate in the process is to coach The value for the OEM and converter techniques that you know will advance the these designers. Ensure they know what comes once the team prototypes and goals of that brand for more shelf appeal, a is expected of their fles and share best manufactures packaging, then chooses memorable unboxing experience, and/or a practices. When on-press, teach them that converter and specifes the supplier more sustainable packaging solution. the difference between high-quality and whose imagery and inspiration were on the As prototypes are approved, the next bad-quality printing, the acceptable delta idea board. steps are those that converters are variations, and the benefts of metallic ink very familiar with – the RFPs, quotes, or foil stamping. Designers unfamiliar with From vision to reality – it’s time prepping fles and production. In Peek’s production will remember connecting with to prototype post, he suggested that one way to you and the time you took to mentor them. After brainstorming ideas and concepting add value to a commoditized process is Not only will the designer thank you, but the new or updated design, it’s time for through optimization, which is another your pre-press team will, too.prototyping. According to Mauro Porcini, opportunity for collaboration. For example, chief design offcer at PepsiCo, prototyping converters impose labels on a roll to Experience, knowledge and trust has ‘distinct superpowers.’ Prototypes align reduce or eliminate the most waste. If combats commoditizationstakeholders around an approved idea by my label can be shortened by a half inch It is said that people do business with creating a tangible piece for everyone to and I can get more across the roll, that’s people they know, like and trust. Being see, touch and evaluate. The prototype valuable information that ripples across a resource for education and inspiration reduces risk, sets expectations and instills departments – design, procurement and builds trust. Collaborating with brand confdence. fnance, for example. managers and creative teams throughout While the previous collaboration Recently, when I was designing pouches their process builds rapport. Sharing opportunities I’ve mentioned are for a specialty food company, we had your experience and advice primes your consultative, prototyping designed the pouch to be 7.25in tall. When prospects so that when they are ready directly relates to talking to the converter, they told us that with a need, you are the frst resource they sales and your reducing the pouch to 5in would allow contact. That strategy is not a commodity; capabilities as a them to impose more pouches on the it cannot be replicated with AI. It is a converter. If you roll and cut our costs by more than 25 value-add that fosters trust, partnership cannot prototype percent. However, in this and long-term client relationships.in-house, partner brand’s case, they needed with an external more shelf appeal; they Vicki Strull is a packaging decided that making the designer, strategist, and pouch smaller would speaker who advises sacrifce some of top-tier and emerging brands on how to leverage the power of print and packaging within their omnichannel marketing strategies. She consults with print service providers and OEMs to create new revenue streams and shares her strategies in a master class for MarketWise Academy and at design, packaging and print events around the world. Join fellow trendsetters at vickistrull.com or follow Vicki on LinkedIn @vickistrullOct - Dec 2023