OKI Data Americas Announces Availability of the pro910MP and C711 through the Graphic Arts Channel

OKI Data Americas announces that the recently-introduced pro910MP digital mail press is now shipping, and that the award-winning C711 digital color printer is now available through the graphic arts channel. Together, these printers deliver exceptional print quality and a compelling value proposition for those seeking cost-effective solutions for single-pass color envelope printing, and revenue-generating opportunities for transfer printing applications.

The OKI pro910MP is the newest addition to the expanding OKI proColor Series. This digital color envelope printing system delivers impressive color output with ease and in a single pass. With the lowest acquisition and output cost in its category, this stand-alone system is perfect for dedicated envelope or postcard printing. While not laser safe, the pro910MP is ideal for high volume, production-quality output and makes in-house envelope printing an accessible option.

The C711 HD color printer is now being offered through the graphic arts channel. The unit’s speed, exceptional output quality and transfer printing capabilities combine to deliver a desirable solution set for heat transfer applications. The C711 can either serve as a stand-alone system or augment an existing fleet with its range of color printing capabilities.

“The pro910MP digital mail press and C711 digital color printer are tremendous additions to the already impressive line-up of OKI products available through graphic arts channel,” said Rich Egert, general manager of the Strategic Technology Provider Business Group for OKI Data Americas. “These devices expand users’ in-house printing capabilities to include envelopes, postcards and transfer media at a low cost of acquisition and with a strong return on investment.”

Egert continued, “The pro910MP and C711 demonstrate OKI’s commitment to delivering innovative, affordable and reliable printing solutions to the marketplace.”

All OKI products are built on parent company OKI Data Corporation’s history of leadership and innovation. Most of OKI’s color printing solutions feature Single Pass Color as well as proprietary digital LED and HD Color technologies. These technologies allow OKI Data Americas to manufacture products that require fewer moving parts for increased reliability and outstanding color output quality.

About OKI Data Americas
OKI Data Americas, headquartered in Mount Laurel, NJ, and a subsidiary of OKI Data Corporation of Japan, markets PC peripheral equipment and customized solutions under the OKI brand, including digital color and monochrome printers, color and monochrome multifunction products, serial impact dot matrix printers, thermal label printers and POS printers, as well as a full line of options, accessories and consumables. Utilizing Genuine OKI toner ensures consistent, reliable and high-quality output that maximizes performance. OKI Data Americas also serves the graphic arts & production market with the OKI proColor Series. In addition, OKI offers a full portfolio of products built to optimize managed print engagements. OKI Data Americas takes a consultative approach to supporting every customer’s needs and delivering individualized print solutions that optimize business performance. The company’s innovative technology is backed by Tokyo-based parent company OKI Electric Industry, a leader in telecom, infrastructure and mechatronics systems; and an approximately $4.9 billion multinational corporation according to its FY 2012 financial reporting. Keeping its customers’ needs top of mind, OKI Data Americas is ISO 9001:2008 certified and offers a selection of ENERGY STAR certified products.

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1 Available in the U.S. and Canada 

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Want Results? Avoid Beauty Contests When It Comes To Package Design

Want Results? Avoid Beauty Contests When It Comes To Package Design

Marketers will often turn to focus groups for feedback on current or proposed packaging design. Unfortunately, traditional focus groups tend to mimic beauty contests. They turn into opinion gathering sessions that support a participant’s point of view, rather than providing feedback on consumers’ actual buying behavior within the store environment where products are purchased.

Participants play art director over design issues, confuse the brand with the package design, react emotionally to price increase questions, and talk about what they “like” and “don’t like”. As a result, the output quality of this type of research is minimal at best.

On the other hand, effective behavior-based focus group research measures the effect of brand influence, analyzes the buying behavior of participants in a comparative retail environment, and uses eye-tracking technology to find out what consumers pay attention to – and what they ignore.

The significance of brand influence

Effective brand value testing involves separating the brand name from the actual proposed or current package design. This measurement gives an indication of how the brand is perceived prior to seeing a packaged product. Participants are then introduced to the packaging and asked if the new or proposed package design adds, or detracts from, perceived brand value. Marketers may be making a costly mistake if the perceived value of a brand is negatively affected by a new design architecture.

Buying behavior of participants in a retail environment

Packaging design is measured and tested in the comparative marketplace for which it is intended. A comparative marketplace is one in which the competition sits side by side for comparison and consideration. This is a circumstance that does not usually occur in print and broadcast media; as competitors usually do not jockey to be side-by-side.

According to Wharton School research, over one third of the brands displayed on the shelf are never seen. A colorful and exciting new design that is approved in the boardroom or chosen in a focus group may fail if all the other packages on the shelf in the same category are equally as colorful and exciting. Contrast is what makes a package design stand out on the shelf, and this can be achieved through the effective means of both design and structural innovation.

Eye-tracking technology

Consumers spend 2-3 seconds scanning a package for relevant information. If they do not immediately comprehend the benefit they will move on to a competitor’s brand. It is imperative to know what consumers are seeing and what they are not, and this can be done effectively with eye-tracking technology. This type of research gives marketers an idea of which messaging to prioritize, and which information to minimize.

Not surprisingly, the more text there is on a package, the less it will be read. Unfortunately, many well-meaning marketers think the opposite, and act accordingly. Some of the product designers at Microsoft have put together a great parody of this practice by showing how the Microsoft marketing department would redesign Apple’s iPod package. Instead of the simple and elegant messaging Apple created, it becomes a hodgepodge of system requirements, badges, call-outs, sub-branding logos, benefit statements, feature lists, and more!

Effective behavior-based focus group research goes beyond “opinion gathering”, giving researchers the feedback necessary to understand the impact and value of both present, and proposed packaging design in real-world terms.

Tim Robertson is Creative Director of BigCity, a packaging design agency. Visit http://www.bigcitygraphics.ca for more ways to avoid old-paradigm thinking around package design and research.

Article from articlesbase.com

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