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State of Packaging 2010

By: Jeff Falk
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

page 8 of 17

Dwyer: It seems many brands feel they need a truly unique package when they launch. This can lead to problems with reorders when they cannot meet the MOQ, and can hurt their cash flow as it means the inventory they need to hold is greater than it needs to be. Taking a standard package and using some creative design or graphics can create a very unique look without incurring a huge up-front cost.

Holland: My only comment here is to caution owners to work with packaging suppliers that perform the necessary due diligence when selecting a manufacturing partner. For instance, we do quality systems audits on all domestic and global suppliers. We want to be confident that our customers have a package that will perform. We have heard too many horror stories of folks who wanted to cut back expenses but ended up with a mess on their hands. The integrity and quality of the package you are supplying is paramount. Also, think about the total package. All the individual components have to work together. We have an advantage here because we can supply most of the components and manage the functionality as well as the aesthetics, such as color matching of all substrates.

DiPietro: Color trends are always evolving and play a significant role in the fashion and beauty world.

From a marketing standpoint, this can lead to “me too” packaging when brands jump on the color of the moment and implement what everyone else is doing rather than creating a unique brand identity with color. What’s great about DayGlo is that, regardless of the color trends, we are able to customize and make colors better through special effects, conventional pigments, and even mixing our signature fluorescents with traditional pigments to achieve rich new shades for both cosmetics packaging and products Whenever you incorporate a new technology to your process, you run the risk that it hasn’t done its due diligence. That’s why it’s so important to work with partners who can help reduce errors during the integration. One of the things we pride ourselves on is that we work closely with regulatory bodies and our in-house abilities to run a complete and thorough testing phase.

Bakic: Packaging is meant to clearly embody the equity of a brand. It is therefore of great importance that all components of the packaging mix speak the same language. Using too many different shapes, colors and graphic styles within one line can lead to consumer disorientation and jeopardize a clear brand message. We provide packaging families that have a homogeneous and consistent appearance across all products where the consumer at the point-of-purchase can identify that all the packaging belongs to the same brand, even if the products are placed at different points on the shelf.