Best Practices: Communicating with the Brand Owner
There’s language, terminology, and knowledge that is perfectly normal in a pressroom, but may be completely foreign to those outside the world of print, including brand owners and other customers.
However, there are ways for printers to communicate with brand owners to better translate what the customer is seeking into language that corresponds to the print process.
Scott Hosa, associate director for graphic technology at Landor, a brand design firm, says he’s been part of conversations where a brand owner has said he or she wants packaging with “bling” or to “pop off the shelf.”
That’s all well and good, but most presses don’t feature an in-line bling station.
Cory Francer is an analyst at NAPCO Research. He formerly served as editor-in-chief of Packaging Impressions.
