Page 13 - Packaging News Magazine Sep-Oct 2019

September-October 2019
www.packagingnews.com.au
PRINT21 + PKN LIVE
13
another year
345
789
KEY TAKEAWAYS:
• Your choice of colour will affect how 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 reproduc-
tion is vital for branding.
MAKING PACKAGING PERSONAL
Jessica Simes, head of marketing at Labelmakers, made the case for personalised packaging via digi- tal print. Simes said that in this digital age “consumers are looking for that Instagrammable moment,” and that personalised packaging can provide that.
“The ultimate scenario is allow- ing a couch consumer to execute personalisation of a label using their mobile device, with their own con- tent,” she said.
Packaging demands from brand owners are changing – shorter runs, reduced product life cycles, combat- ing brand attention deficit, she said.
“Consumers are looking for uniqueness, and are seeking out brands that offer an experience,” she said. “Digital technology is en- abling brands to achieve limitless editions, and personalised content.”
She spoke of the business model Labelmakers is offering, which will enable mass personalisation with consumer-generated content, and providing end to end fulfilment – web to print, web to inventory, web to logistics.
In effect, this creates an online store for the brand, direct-to-consumer.
Asked about the price point com- pared to FMCG retail stores, Simes said: “People are typically willing to spend more on personalised goods of a premium quality versus retail. You’d be amazed what people will pay for freight.”
KEY TAKEAWAYS:
• Personalised packaging can pro- vide an “Instagrammable mo- ment” for consumers.
1 Lindy Hughson, publisher of PKN and Print21, opens the show.
2 Mikey Hart, Hulsbosch, talks about brands doing good as a sustainable way forward.
3 Steve Jackson, Schawk, adds colour to the day.
4 Jessica Simes, Labelmakers, speaks on personalisation in packaging.
5 Liza Vernalls of Campbell Arnotts shares lessons learned in driving consumer engagement.
6 A packed theatre of 180 industry professionals proved to be a highly engaged audience.
7 Bill Atta, Dreemar, gives an interactive AR-charged presentation.
8 Guests see how a humble Shapes box can be gamified, using the PKN AR app developed by Dreemar especially for the day.
9 High score: Rym Kachouri, Foodmach, triumphs in the Shapes game.