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"Many times, the concept side knows how much they are going to spend on the packaging, they know what they want it to look like, but they know nothing about production, the printing process, ink densities, calibration of printing machines, even substrate understanding," Williams explains. "Once they see what their concept is really calling for from a production standpoint, they realize their initial spending goals may have been false assumptions."
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- People:
- Rob Wallace
- Places:
- NEW YORK
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