How Your Print and Packaging Operations Affect Your Client’s Brand

    Posted by Rob Gladstone

    Jan 17, 2017 9:05:00 AM

    Image of red Coca-Cola bottle caps, signifying strong packaging and branding.You may already know this, but the packaging and other materials you produce for your clients all play a central role in establishing their brand identity and helping to drive sales.

    Think about how important packaging is to a brand like Coca-Cola. Since the 1890s, the brand’s famous “Coke Red” color has adorned bottles (glass and plastic), aluminum cans, wooden crates, cardboard boxes, corrugated store displays, paper signs, and countless other materials.

    On each and every item, the red and white of the familiar Coca-Cola logo appears in the same exact hue, regardless if the color is painted on the side of a glass bottle or on a vinyl promotional sign.

    That consistency in branding is what helps consumers to not only quickly identify a brand, but also associate any trust or goodwill developed through previous experiences with the brand.

    Why quality printing and packaging is so important to your clients

    Packaging is essentially the last ad a consumer will see before making a purchase at a store. Effective product packaging will grab a consumer’s attention and entice consumers to buy the item.

    According to the journal Psychology & Marketing, people who viewed attractive packaging experienced more intense brain activity than those who viewed neutral packaging. Attractive packaging also triggers responses in areas of the brain associated with rewards, while unattractive packaging stimulates activity in parts of the brain connected with negative emotions.

    That then begs the question: What packaging traits do consumers find the most attractive? According to HubSpot, a leader in sales and marketing strategy and software development, packaging should clearly identify the product and the brand, as well as relevant information like food ingredients. Attractive packaging would also possess the following design features:

    • Durability: Consumers prefer packaging that adequately stores and protects the products within. If packaging can double as a storage or carrying case, in addition to being durable, it should be compact and easy to use.
    • Environmentally-friendly design/materials: Consumers are becoming more interested in sustainable living, so packaging that can be recycled, reused, or is made of such materials is viewed favorably. Minimalist packaging that uses fewer materials is also a plus.
    • A fresh look and approach: In order to stand out, a product could benefit from a unique and fresh approach. While the design may come from your clients, they will rely on you to bring their vision to life, delivering the sharp colors and images that will grab consumer attention.

    Why branding is important to printing and packaging operators

    Can you imagine buying a bottle of Coca-Cola that has a faded orange or pink label on it? Probably not.

    That bottle might appear like it had been sitting on the shelf for too long and you would question the quality of the product inside. If consumers see this too many times, then the brand would begin to lose all the equity it had built up, and consumers might switch over to a competitor.

    Your clients – whether they are enterprise-level clients like Coca-Cola or small, independent businesses – have likely put a lot of research and thought into how they want their logos and imagery to appear to their audience.

    They probably aren’t going to be very tolerant of a printer or packaging manufacturer that can’t deliver the sharp imagery and colors that they want, so it is important to make sure your printing and packaging processes have the adequate equipment and systems in place to deliver the consistent quality that your clients expect.

    If you are experiencing issues with consistent color management in your printing or packaging processes, be sure to check out a couple of our other blog articles, 10 Signs You Are Having Viscosity Related Problems or The Color Management Tool You Can't Live Without, in order to get some insight on whether your issues are related to viscosity management, temperature control, or other causes.

    Rooting out problems in your printing process can help ensure that you're delivering a final product that will meet client specifications. Get your free copy of our Flexographic Troubleshooting Guide to help identify and solve issues before they hinder your output.

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    Topics: Printing

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