HP to Showcase Versatile Solutions for Packaging at Packtech 2013

HP will showcase an extended range of innovative, high-quality digitally-printed packaging applications at Packtech 2013 (27-28 February, stand B28).

HP’s portfolio of Indigo and Scitex digital printing solutions enables the production of an extensive array of packaging and related retail applications – from flexible packaging and folding cartons to labels, corrugated packaging and point-of-sale (POS) materials. At Packtech 2013, HP will exhibit these applications within a ‘Digital Supermarket’ themed stand. The ‘Supermarket’ will be stocked with hundreds of consumer items that demonstrate the versatility of digital printing and how it can be used to differentiate products in an increasingly-competitive retail environment.

“The products that will be on display are inspiring examples of how HP customers can help brands produce packaging that grabs the consumer’s attention, not only due its vibrant print quality but with its creative marketing features too, ” said Julia Cole, UK & Ireland marketing manager, HP Indigo.

Visitors to the HP Packtech stand this year will see how HP’s latest solutions are facilitating a new and dynamic relationship between its customers and major brands, as well as enabling efficient supply chains and affordable, profitable, cost models. In addition, HP will be on hand to explain how the benefits of digital printing for packaging, such as personalisation, coding and marking and short-run production, can be leveraged to add value and better meet today’s marketing trends.

In addition to the vast array of real-life packaging examples featured on the shelves of the ‘Digital Supermarket’, large format applications will be on display to demonstrate the different ways packaging converters can drive new business opportunities with complementary retail applications. Applications printed on the HP Scitex FB7600 Flatbed Industrial Press include retail POP/POS displays, CDUs (counter display units), FSDUs (free standing display units) and pallet displays.

Mark Rowland, regional business manager, Greater Western Europe & UK&I, HP Scitex Industrial, said, “The HP Scitex FB7600 excels at handling corrugated board, and combined with variable data, this helps them to react quickly to market opportunities while adding value to the packaging and services they can provide to both existing, as well as new customers.”

HP recently unveiled the HP Indigo 20000 Digital Press for flexible packaging applications and the HP Indigo 30000 Digital Press for folding carton production, and information about these forthcoming solutions will also be available at the show. These new larger-format HP Indigo models enable packaging converters to expand into applications not previously addressable by digital printing, as well as to help print more productively and economically which can increase profitability.

For more information about the innovative ways digital print can help command consumer awareness and ensure a product stands out on the store shelf, don’t miss the LearnShop seminar presented by Julia Cole, UK & Ireland marketing manager, HP Indigo Digital Press – ‘Extending the Retail Experience’ 27th Feb at 11:45 – 12.15pm. 

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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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