Page 12 - Packaging News Magazine Sep-Oct 2019

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PRINT21 + PKN LIVE
LIVE explores new frontiers for
It was a packed house for the second year running at Print21 + PKN LIVE: New Frontiers in Packaging Print as industry professionals turned out in droves to hear from some of the leading lights in packaging and printing. 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.
KEY TAKEAWAYS:
• Brands have
shaping a sustainable future.
in a
• Transparency and authenticity are key to making sustainable decisions.
• Companies seen to have purpose are performing better.
a key
role
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September-October 2019
ROUND 180 guests, including pack- agers, printers, designers and brand owners, came to the ARA Darling Quarter theatre in Syd- ney’s Darling Harbour to network with their peers and learn from thought leaders in the industry. Lindy Hughson, publisher of
Print21 and PKN, said the event’s success showed that packaging is here to stay despite the “interesting times” facing the sector.
“The message really is that pack- aging is not going anywhere. We will continue, as Print21 and PKN, to ad- vance the education of our packag- ing print community with events like this,” she said.
Outside the sessions, guests had the opportunity to catch up over a lunch sponsored by Blue Star Dis- play and networking drinks spon- sored by EFI. While there, the Dree- mar team showed off its augmented reality technology by crafting on- the-spot AR experiences from at- tendees’ own business cards.
DOING WELL BY DOING GOOD
First to speak was Mikey Hart, creative director of Hulsbosch, who spoke on the opportunities brands can unlock by being seen to have a sustainability mission (see also page 62).
“There is a profit to be made by brands with a greater purpose for good,” he said. Hart cited the experi- ence 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’s on the lips of everyone I’ve been talking to,” he said.
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 judge- ment 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 im- portance of colour, Jackson took pairs of well-known brands – Coca- Cola and Pepsi, Coles and Wool- worths, and others – and swapped their colours around to show how “wrong” it made them look.
“The right colour distinguishes the brand and creates a strong emo- tional bond. Used consistently, it can enable a brand to be instantly recognisable,” he said.