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State of Packaging 2011
By: Lisa Doyle
Posted: November 1, 2011, from the November 2011 issue of GCI Magazine.
- Nick Carafa, executive vice president of sales, Packaging Graphics LLC
- Steve Rusch, director of marketing, Anomatic
- Sandra Hutson, sales and marketing director, Topline
- Marny Bielefeldt, marketing manager, Alpha Packaging
- Patrick McGee, director of marketing, HLP Klearfold
- Nathalie Nowak, director of marketing and innovation, Rexam Personal Care Division
- Doug Jackson, marketing manager, Albéa North America
GCI: As consumers have adopted a “back to basics” mindset with the economic downturn, what has the impact been on your packaging in terms of development and design?
Carafa: Typically during an economic downturn, consumers turn to less expensive, single-pack items instead of multipacks that are found in the big box stores such as BJ’s, Costco and Sam’s Club. As a result, our customers want to redesign their single-pack products, which turn over at a much quicker rate. Also, eye-catching designs incorporating high-contrast coatings or foils are more prevalent now than before.
Rusch: Overall, product differentiation is as popular and widespread as ever. Many of our customers want to drive shelf appeal of their products through the use of custom colors, shapes and secondary operations. We’re discovering the use of anodized aluminum is increasing along with customization to ensure products stand out on shelves.
Hutson: With the economic downturn, the consumer looks for the added value that a product can provide. There are many ways that packaging design can address this consumer need, and Topline’s added-value solutions include multifunctional packaging concepts that create a spa/salon experience at home.