Five Potential Monkey Wrenches in Packaging Design Work

Imagine a team’s recent disappointment when instead of successfully completing the much-anticipated delivery of a deodorant carton design to the printer, they discovered that the package structure was not the approved size or style. This oversight prompted costly and time-consuming revision to the artwork to better fit the form.

I enjoy surprises as much as the next guy; just not those unexpected twists that delay my product’s speed-to-market or its total delivered cost.

Ensure prompt project completion by avoiding these five common pitfalls:

1. No qualified die line—The official packaging ‘blueprint’ is vital to establish accurate decoration real estate. Start from approved engineering drawings so that principle display panels, glue flaps, lot and expiration date code areas, eye marks, and eye tracks are properly located and considered.

2. Not enough color stations on press—Design to the limitations of the press. Specialty coatings, cold foil adhesives, and printed white often count as colors on the press. Make sure that colors built from process inks are vibrant enough for your intent. Select spot colors for those that aren’t.

3. Don’t own the image rights—Always purchase the images and fonts used in your designs prior to artwork release.

4. Unproven technique—Make sure the supply chain supports your design intent. Can you print over foil? Can you hold a 1 percent dot? Can you shrink metallic ink? Allow time for feasibility reviews, print trials, or testing. Share designs with printers and separators as early as possible. Use proven printer capability examples to inspire design. Find willing converters early in the project.

5. Insufficient proofing—Manage expectations with accurate proofs or prototypes. Provide mock-ups during project planning. Transparent and metallic areas should be represented on the proof. Areas backed in opaque white should be clearly communicated. Does the bottle or substrate color affect the decoration? Proofs should reflect the final result.

Plan ahead and avoid these costly miscues. Save the surprises for your birthday.

About Scott Hosa
J. Scott Hosa has been employed at Landor since November 2005. After studying Graphic Design at Youngstown State University and Industrial Design at Ohio State University, Scott has worked in every aspect of printing and packaging from Prepress Technician and Printing Press Operator to Graphic Designer and Design Director. Most notably, he led the digital workflow at Meadwestvaco Healthcare Packaging as Creative Services Director with responsibilities including Graphic and Structural Design, color development, proofing, platemaking, and quality control. Scott has been involved with many successful global brands for clients including Alcoa, Bayer, Bristol-Myers Squibb, Glaxo-SmithKline, Hershey’s, Kodak, Kraft, Pfizer, Procter & Gamble, and Unilever. He is currently Associate Director of Graphic Technology at Landor Associates with responsibility for packaging feasibility, color development, innovation, and education for the global branding leader.