Page 18 - Print 21 Sep-Oct 2019

Print21 + PKN LIVE
LIVE looks to opportunities
coming to Darling Harbour to learn from leading lights in the industry. Jake Nelson reports.
LIVE was brought to the packaging print industry by headline sponsors HP and Currie Group, and gold sponsors APPMA, Kodak, Matthews and Spicers.
The second annual Print21 + PKN LIVE: New Frontiers in Packaging Print forum was packed to the rafters again this year, with around 180 guests, including printers, packagers, and brand owners,
The ARA Darling Quarter theatre in Sydney’s Darling Harbour, formerly the Monkey Baa, again played host to the LIVE industry
forum, which offered insightful seminars from thought leaders in both printing and packaging, as well as the opportunity to network with peers. Lindy Hughson, publisher of Print21, told guests that printing and packaging are not going anywhere.
“We will continue, as Print21 and PKN, to advance our education of our packaging print community with events like this,” she said.
Outside the sessions, guests
had the opportunity to catch up in morning and afternoon tea breaks; a lunch sponsored by Blue Star Display; and networking drinks sponsored by EFI. While there,
the Dreemar team showed off its augmented reality technology
by crafting on-the-spot AR experiences from attendees’ own business cards.
Doing well doing good
First to speak was Mikey Hart
of Hulsbosch, who spoke on the opportunities brands can unlock by being seen to have a sustainability mission. “There is a profit to be made by brands with a greater purpose for good,” he said. Hart
cited the experience of companies like Unilever, whose Sustainable Living brands are growing 69 per cent faster than the rest of the business, as good examples of the benefits of ethical production.
“Sustainability is a hot topic. It is on the lips of everyone I have been talking to,” he said.
3
• Brands have a key role in shaping a
The power of colour
Colour is a vital part of branding, able to increase brand recognition by 80 per cent; not only that, but 90 per cent of consumers’ subconscious judgement
is based in colour alone. That was
the message from Steve Jackson of Schawk in his lively presentation on the use of colour in branding. “Colour is one of the most valuable and powerful assets a brand owns,” he said. “Colour can both mirror and influence our emotions. It can affect how shoppers feel about a product
or brand.”
To impress upon guests the importance of colour, Jackson
took pairs of well-known brands
– Coca-Cola and Pepsi, Coles and Woolworths, and others – and swapped their colours around to show how how “wrong” it made them look. He said, “Used consistently the right colour distinguishes the brand and creates a strong emotional bond.”
3
• Your choice of colour will affect how
Sustainability: (from left)
Lindy Hughson, Print21 and PKN Packaging News; Jack Malki,
Jet Technologies; Fred Soar,
Soar Print; Brooke Donnelly, APCO;
David Martin, Spicers; and Aleks Lajovic, Impact International
Right
• •
sustainable future.
Companies seen to have a purpose are performing better.
Transparency and authenticity are key to making sustainable decisions.
key takeaways:
Power of
personalisation: • Jessica Simes,
Labelmakers
•
customers see your brand.
It is important to “own” a colour in the eyes of consumers – e.g. Coca-Cola red, Cadbury purple.
Consistency in colour reproduction is vital for branding.
key takeaways:
18 Print21 SEPTEMBER/OCTOBER 2019