CPP INSIGHTS - OCTOBER 2021

INSIGHTS
C P P
UNBOX
YOUR
IDEA
8
VOLUME VIII OCTOBER 2021
GOLDEN DAYS
For Packaging Companies
WAKEUP TIME
Quality Conscious in Brand Packaging
BRAND TE[A]CHNIQUES
LEARNING LESSONS FROM
PRODUCT AND PACKAGING DESIGN
MISTAKES.
PACKAGING
BIRTH AND RE-BIRTH OF
an unpredictable growth

Kondaiah's Creative Print and Pack
Pvt Ltd [CPP] celebrating 15th
Anniversary.
Dear Customer....
We have fulfilled and
reached our missions
because of your business.
And we are devoted to
assisting you with
respect and fulfillment.
CPP INSIGHTS | October 2021
About us
CPP is the world's first concept-
oriented Print and Packaging
solutions provider started in 2007.
CPP takes pride in creating enduring
value through sustainable
development. It strongly believes in
connecting its core capabilities to
provide print and packaging solutions.
Apart from being a market leader.
CPP has long been driven by the
concept of sustainable development,
with maximum market share across
the Indian subcontinent.
We offer Exclusive Packaging
Solutions for Food, Pharmaceutical,
Garment. Electronic, FMCG,
Beverages and Agriculture industries.
And we are committed to protect and
promote your product with our
premium range packaging solution.
we love
product
your

15
• Y E A R S •
Kondaiah's Creative Print and Pack [CPP] celebrating its 15th Anniversary.
Thank you for Everyone.
-----------------
We design and manufacture packaging solutions with COPS technology and we
believe in progress—that the application of intelligence, reason and science can
improve business, image and the sustainable condition.

We believe our strength lies in the diversity of our employees. CPP encourages
creative pursuits and passions outside of work, because when CPPians can
explore their curiosity, it gives all of us a new outlook on the world and its
possibilities for emerging tech. Together, CPP can drive progress through
meaningful innovation and action.

Cheers,

Kondaiah Chowdary
P
A
C
K
A
G
I
N
G
H
E
L
L
O
F O U N D E R A N D M D N O T E
Kondaiah Chowdary

World's First Concept-Oriented Print and Packaging Magazine
EDITOR IN CHIEF
CONTENTS
RAGHU KACHARAGADLA
raghu@creativeprintandpack.com
CPP INSIGHTS
WRITER
CPP Insights Team
insights@creativeprintandpack.com
GRAPHIC DESIGNER
CPP ID Team
design@creativeprintandpack.com
DIGITAL TEAM
Think Beyond Creativity
tbc@creativeprintandpack.com
FOUNDER AND
MANAGING DIRECTOR
KONDAIAH CHOWDARY P
Copyright© 2021 CPP INSIGHTS
GOLDEN DAYS
WAKEUP TIME
P1 - P4
BRAND TE[A]CHNIQUES
Learning Lessons from Product and Packaging Design Mistakes.
P6 - P13
HOW COVID-19, ECOMM ARE DRIVING DEMAND
No matter the category, today’s brands live as much online as in hand.
P14 - P17
FOR PACKAGING TO AN ALL-TIME HIGH
FUTURE PACK-A-GING – MUST DO’S FOR
Packaging is ubiquitous.
P18 - P23
PACKAGING AND BRANDING COMPANIES

PACKAGING
BIRTH AND RE-BIRTH OF
an unpredictable growth
cover story
GOLDEN DAYS WAKEUP TIME

CPPP INSIGHTS – OCT 2021 creativeprintpack.com
1
GOLDEN DAYS
WAKEUP TIME
By 2025, India is expected to become the fifth largest consumer market in the world,
according to CII. The inception of new technologies along with a rise in e-commerce,
changing lifestyles, urbanisation and increased personal health awareness has boosted
the growth of the print and packaging markets, especially in regions such as the Asia-
Pacific.
If we talk about the Indian packaging industry, it is currently growing at a rate of more
than 12-16 percent per year, which is playing a crucial role and adding value to various
manufacturing sectors like Apparel, agriculture, pharma, retail, FMCG, and so on. which
comprises more than 2,50,000 small, medium and big printing companies. There are
more than 36 printing institutes in India, of which some are giving post-graduate
education. Every year, around 3,500 new printing graduates are joining the print
industry.
Due to the COVID-19 impact, the packaging industry in India has been growing due to
solid demand from the food and pharma sectors.
Global packaging grew from $843.8 billion to $914.7 billion during 2015–19 with a
compound annual growth rate of 2.0%. Due to the Covid-19 outbreak in 2020 it is
expected that global packaging will experience a drop of approximately 6% in 2019–
2020 to $859.9 billion. The market in 2020–30 is expected to recover, reaching $1.13
trillion in 2030.
The global pharmaceutical packaging market has
been predicted to double to $149bn in a decade,
with India one of the markets currently producing a
large quantity of paper and plastic pharmaceutical
packaging. Large multinational and Indian pharma
packaging companies lead the way within the
country’s pharma packaging market.
The Food suppliers either offline or online specially focused on branding and food safety.
And also packaging norms are getting stricter, or these are expected to be safe and
promote the use of good-quality packaging. Also, affordability, small urbanized
household size, and time compression are expected to give way to the packaged food
category.
As per industry data, the paper packaging market contributes more than 30 per cent to
the overall packaging market share and dominates other packaging domains. The
demand for sustainable packaging made of paper, jute, cloth and even plants is also
increasing around the country. The Indian packaging industry has registered a robust
CAGR of 15 per cent in the last five years, and it is projected to achieve an annual
turnover of US$ 32 billion by 2025.

2
Current Indicators
The global population will expand and especially in key emerging markets, like China and
India, the rate of urbanisation will continue to grow. This translates into increase
consumer incomes for spending on consumer goods, as well as exposure to modern
retail channels and the aspiration among a strengthening middle class to engage with
global brands and shopping habits.
Rising life expectancy will lead to an aging of the population – especially in key
developed markets, like Japan – will increase demand for healthcare and pharmaceutical
products. Simultaneously there is a need for easy opening solutions and packaging
adapted to the needs of elders.
Another key phenomenon of 21st-century living has been the rise of the ecomm market;
this is pushing demand for goods packaged in smaller portion sizes; as well as more
convenience like brand packaging.
The index of current indicators has continued to rise since the inception of this research
in March 2021 but has now just passed 50.0 for the first time. The latest reading of 52.2
for the April 2021 - June 2021 period indicates that more companies are now reporting
upward trends in business activity than those who are reporting declines. The index of
current indicators measures sales, production, employment, pre-tax profitability, and
prices. The increase has mainly been driven by respondents reporting higher sales and
levels of production.
The print and packaging market is expected to grow at a CAGR of 9% over the forecast
period (2021-2026). The printed packages enable the manufacturers to enhance the
visibility of the products, thereby, attracting the buyer's attention and propelling him to
go for the product.
Hesitancy to Invest in Capital Equipment
Likely to Ease as Business Picks Up Later in 2022
Companies tend to make capital investments in their business when it is an opportune
time to do so. To better understand industry sentiment heading into the New Year, CPP
Insights asked packaging companies if they are planning on making any of these
investments this year. Thirty-nine percent (39.0%) are planning to invest, 23.9% are not
planning to invest, and 37.2% are waiting to see how things play out. If uncertainty is
eased, there is potential that some of this group will invest in themselves, but time will
tell if they are capable of doing so.
The growing demand for aesthetic appeal, coupled with personalized packaging, is one
of the significant factors that are expected to fuel the growth of the packaging printing
market, over the forecast period. According to Evergage Inc., 70% of the marketers feel
that personalization has a strong impact on the consumer's buying behaviour.
The need for increasing the speed to market is propelling the players to increase the
deployment of the printing technologies. This may enable them to not only increase the
in-house production capacity, but also get the products ready in time, by meeting the
scheduling challenges quickly and efficiently.
The growing need for high shelf impact, ability to stand, lightweight, and sustainability of

3
brand owners are drawn toward Mono cartons. As mono cartons are a laminated box
made from several features of finishing that requires a number of different operations in
production, the players in the market are developing solutions that enable them to
provide a fast turnaround solution.
The advancements in the technology, coupled with demand for creative packaging,
driven by intense competition and brand awareness, are expected to aid the growth of
the market. The growing demand for innovative packaging from end-user segments, like
food, beverage, and cosmetics, among others, is expected to lead the expansion of the
market studied.
The packaging and label sectors witnessed a surge in demand due to the rise of e-
commerce activity. On the other hand, wide format graphics, commercial printing as
well as sheet-fed digital printing were areas heavily affected by Covid-19, but which we
expect to bounce back quickly post-COVID.
India’s e-commerce retail market faces an increasing demand for packaging, such as
Mono Cartons and Corrugated Boxes due to the packaging’s firm structure, adding brand
concept and preventing potential damage in transportation. The mono carton packaging
category makes up 80% of the country’s overall packaging market.
On a more positive note, we’ve witnessed a number of our customers diversifying their
offering. In one case a customer successfully changed their focus from sustainable
packaging manufacturing to mass production.
Market sector is key. Entertainment, leisure travel, have all be affected badly, but any
businesses associated with pharmaceutical or online shopping have boomed. Packaging
companies that offer their services direct to the public online, either via gifts, cards or
publishing have fared well.
The web-to-pack industry is growing rapidly due to the fact that the e-commerce space
is also seeing enormous growth and has become the preferred choice for many in light
of the current global situation. This creates a demand for more packaging options and
better unboxing experiences, which will see more packaging companies capturing the
market by launching their businesses online in order to supply these demands. The type
of packaging companies we will see entering web-to-pack will be folding carton and
corrugated converters and web-to-print companies who will use their experience and
know-how in the digital space to enhance product offerings with packaging solutions.
This will include more sustainable materials, less packaging waste, and more innovation
to help brands connect with their audience. In addition to this, offline packaging
converters will also be faced with strong competition in the digital world, which means
that their focus will shift towards excellent service, speed, and delivery as this has
become an expectation for many online consumers and brands.
More Flexibility, More Options
Sure, the top priority of packaging is still protecting the goods, but the way it is done is
very much changing. To make packaging more sustainable, packaging companies are
opting for thinner materials and more sophisticated design.

4
With the delivery mechanism of boxes becoming more complex and varying in retail
formats, packaging production needs to also be able to be more flexible, requiring faster
and more efficient machines. The boom of the e-commerce sector has proven to not
only be a chance of growth for the packaging industry but also a challenge in that
regard.
But it’s not only protection of goods and delivery mechanisms that are changing; the
presentation of the product through clever and innovative packaging has also been
stepped up quite significantly. New digital solutions have enabled substantial progress,
allowing packaging designers and converters to do things that were previously
impossible. And while digital may not completely replace analogue printing, it still
provides the flexibility needed to work with shorter production runs, as the recent trend
requires. Customization, security and traceability have never been to in demand or so
easy to achieve.
PRINTING PACKAGING MARKET CHALLENGES
High Cost:
 High initial investments for printed packaging raise the production costs for the
manufacturers, which acts as one of the major factor restraining the market
growth.
 The major effect is Raw material Price increases and payments due to the COVID
effect, Suppliers have been changed the payment terms, so print and packaging
companies should pay in advance to them but printing and packaging companies
are not getting advance payments from their customers [majority].
 And also due to the price increase in Raw material, packaging companies are
facing a tight position to reach customer target prices. It will impact on sales
growth.
Since the packaging industry is a highly competitive one, the companies tend to keep
change or upgrade their packaging patterns and so on from time to time in order to
retain their market position as well as improve brand endorsement. This up-gradation or
innovation for the printed packaging over time contributes towards the requirement of
packaging patterns and printing formats and so on incurs high spending by the end-
users. Additionally, purchasing printing and packaging conversion machines, as well as
its maintenance over time, eventually requires the end-users to spend a large amount of
capital investment, which causes lesser adoption from small scale or medium-sized
businesses. Owing to high expenditure in the short term, small startups or businesses
generally rely on simple and economical packaging options, with minimum printing in
order to maintain production costs, thereby hampering the market growth.
An Eye on the Future
Start investment and trails on
 Smart Packaging [AI/RFID/NFC]
 Sustainable Packaging

5
Packaging is at the heart of promoting a product,
influencing consumers’ buying behaviours, and safety of
the product. It communicates with customers,
effectively telling them what the brand and company
stands for. This is what the power of an effective
packaging is.
Worlds
First
Concept-
Oriented
Packaging
Company.

6
BRAND
TE[A]CHNIQUES
LEARNING LESSONS FROM PRODUCT AND
PACKAGING DESIGN MISTAKES.
A strong brand packaging
communicates what your
company does and how it
does it. A strong brand also
establishes trust and
credibility with your
prospects and customers.

7
MISTAKES DESIGNERS MAKE
WHEN DESIGNING PRODUCT
PACKAGING – by CPPian
The smartest thing we ever heard anyone say about package design is ... "It needs to be
quantified:' We need an empirical measure to determine how many dollars of
incremental profit come back to the brand owner for every dollar invested in design. I'd
imagine that many of the brands in this book are not supported by advertising, and
package design is their only form of consumer connection. Even among heavily
advertised brands, package design is the most permanent part of their brand message
and the one seen by the most consumers. Really Good Packaging Design continues to
drive brand affinity throughout multiple advertising campaigns, countless promotions,
numerous changes in brand management, and all the other elements of a brand's
evolution.
1. Failing to discuss money up-front.
Would you work with a plumber, carpenter, dentist, doctor, or lawyer if you didn't
know how they bill? Money, sales, and contracts are not what designers are
trained to discuss and therefore, it's a matter too often avoided until countless
hours have been invested in a project and the desire for fair compensation creeps
in. When designers can clearly identify their strategic process and how their
creative value serves a client's identifiable needs, then the value creation is clear.
It is only then that they can define the variables that determine fee structure.
For creative inspiration, We...
Design and manufacture packaging solutions in Hyderabad City [India]. we experience
the endless sense of wonder, the breadth of imagination and
fountains of ideas that come from fresh minds, the freedom of
experimentation unconfined by clients or real-world
restrictions, and the energy that comes in rooms full of
creative minds working together to achieve their best, Every
week we encounter amazing concepts, incredible talents,
inspiring uses of materials, technology, typography, and
resources. When it's not happening in the lab of CPP, there
are few places in the world with the diversity, energy, and
stimulation of Hyderabad City. – Innovation Team, CPP Insights
2. Jumping onto the computer before brainstorming, researching, sketching,
collaborating or experiencing.
Thinking that the Internet makes up for real-life research and experience is a
mistake. Actually, it's called laziness. Certainly there are thousands of inspiring
works right at our fingertips, but nothing can take the place of interpersonal,
experiential, and sensory experiences. In fact, the mind-set that makes us jump
onto the computer-being overwhelmed, feeling a lack of creative thinking, not
having a clear sense of direction or organization-is precisely what often leads to a
great sense of frustration [or even design plagiarism.] With the breadth and
diversity of information at our fingertips, we are bombarded by sensory overload

8
and time is lost in this Internet vacuum. This is also when design plagiarism can
occur. A great brainstorming session, researching analogous or dissimilar subjects
or collaborative mind-mapping can increase productivity. Designers make better
decisions when they have a clear, well-informed, well organized, yet varied
problem-solving process.
3. Failing to design with the end in mind.
Not only is this all too common, but add to that
failing to work with a printer or production
professional at the onset of a project. From size,
material, and production processes to retail
environment, lighting, shelf positioning, and
consumer demographics, too often designers
move forward in the design process uninformed.
Designers should not be afraid to have a backward
design process, to ask questions and advice from
manufacturers and production professionals, and
to use all potential recourses and collaborative
opportunities to advance a design process. There
is no road map for the designer who fails to understand or articulate the essential
outcomes of a project.
4. Thinking that design aptitude can compensate for communication skills.
Designers need to be not only walking visual thesauruses but also world citizens.
On a macro level, they need to be informed about the workings of the global
business world, the financial transactions, management, and business
environment of their clients, and the impact the global economy has on design.
On a micro level, they must be able to articulately communicate a clear design
strategy behind an aesthetically pleasing solution. Communication skills, including
writing, speaking, and critical thinking, have been significantly altered with the
integration of new communication technologies. Although new ways to express
ourselves have emerged, the ability to articulate effectively in an oral or written
format will always be an essential and highly regarded value in our society. Young
designers, in particular, should be given opportunities to witness great orators
presenting or reading exceptional examples of business writing, and they should
be provided with plenty of opportunities to practice these skills themselves.
You know a package design is really good when ... It drives an
initial purchase, it serves as the key visual mnemonic of the
brand, and it unifies all other brand communications. At the
end of the day, it all comes down to engaging the consumer at
the point of sale. Now, if a package can do this and elevate
consumers· sensibilities at the same time, then the design is
truly great
5. Losing touch with innovation and creativity and falling prey to the same design
routine or a stale design process.
Too often, designers and design firms lose perspective on themselves and their
work. They produce similar work for a wide variety of clients. Certainly, directors

9
and peers are critiquing designers internally, and clients
externally, but among external designers and design firms, there
are few opportunities to share and receive feedback. The speed
of innovation breakthroughs in the technology sector far
surpasses any minute advances in our own profession. Designers
need to change perspectives, turn processes around or even
upside down, look at the designed environment from a new,
younger [or older) perspective, and take risks. Common sense
and pragmatism have been drilled into us over the years, and the sense of
imagination, playfulness, inventiveness, and rule breaking that were hallmarks of
childhood are lost to systems and rigid processes.
"A designer knows he has achieved perfection not when there is nothing left to add, but
when there is nothing left to take away,"
6. Thinking that taking responsibility for the environment and humanity is their
clients' issue.
Certainly for many designers, this issue has changed their process, business focus,
and mission; however, creating lasting and positive change is critical for the future
and direction of our design profession. We need to look at clients and designers
as partners and share common goals in this effort. Information relevant to health,
environmental and production considerations, alternative materials, technologies,
and processes should be shared freely. One more thing: Designers should not let
more violator labels-FSC [Forest Stewardship Council) or otherwise-infringe on the
face of good design. Once these labels get into packaging design, it will be hard to
get them off. Designs that are environmental friendly should live it, not wear it.
7. Devaluing their craft by participating in spec work.
Other than doing pro bono work, which in packaging design is a rare opportunity,
doing spec work [free design work) cheapens our profession. Any designer willing
to work without a guarantee of appropriate compensation should consider a
career change. I have heard plenty of potential clients argue that viewing a
project submission by a number of firms allows them to compare evenly. Can you
imagine asking five painters to each paint one wall of a room to see who has the
best approach? If a capabilities presentation, portfolio, and interview are not
evidence enough, then the client is fishing for freebies.
Creative thinking is a muscle. The more you use it, the more you
build it. It needs to be exercised regularly. Age brings
experience, but not necessarily wisdom. There is much to be
learned from people who challenge convention or see the world
from a different perspective.
8. Taking themselves and their work all too seriously.
Comic relief-or at least a bit of wit-in our everyday environments is desperately
needed. I truly believe that humour and wit [used with good judgment) not only
sell but also add levity to tension-filled existences. What I am referring to is the
visual marriage of ideas that communicate in a clever, visually interesting, artful

10
way. Although there are psychological, social, and aesthetic differences in the
interpretation of wit, using humour and wit in ways that are open to common
interpretation by audiences of globally disparate perspectives can make for highly
effective visual communication tools. Although there would be nothing worse
than every design attempting to be funny, I believe that consumers are beginning
to slow down and appreciate the nuances and expressions of creative thinking
that witty designs communicate.
9. Designing based on an old set of rules and philosophies.
Design is about creating new experiences, not simply conforming to the
competition or to pre-set parameters. Don't get so caught up in a project, a style,
or a philosophy and forget to cultivate a new perspective, a new relationship, or a
new approach to thinking about the world in which the design and consumers
live. Reframing a problem and the approach can often make it more interesting
and solvable. Designers should be encouraged to break away and break rules.
With the utilization of clear communication skills, based on innovation, designers
can collaborate with clients on solutions that are part of a more meaningful
consumer experience.
10. Thinking that anyone with any design background can do it well.
Packaging design is a focused discipline that takes education, experience, and a
lot of hard work. It takes an extensive breadth of qualities beyond the ability to
graphically layout a Product Detail Page (PDP) or create a three-dimensional
structure. With all the requirements and functions that are integral to packaging
designs, it is not simply about the what but about the how. Yes, it's about making
people respond, but there is nothing simple about that.
And…..
Most designers probably don't know that ... Brand identity/package design generates
the highest return on investment of any marketing communications effort, bar none.
Most designers might feel that this is true but not
know how to prove it. Most marketers probably
don't know this. Our goal as an industry is to
prove to ourselves, our clients, and the general
business community that [to quote Thomas J.
Watson] "good design is good business." Only
then will design and the design process has best
practices. Only then will design consistently
receive the proper time and resources required to
do it right. Only then will design consultancies be
able to justify proper compensation for their
contribution to brand success. Only then will the
design be respected for what it is the single most
effective and cost efficient branding tool!

11
MISTAKES DESIGNERS
MAKE WHEN CREATING
PACKAGING DESIGN - by CPPian
1. Stop listening.
Designers are so viscerally intuitive that they often get an immediate vision in
their heads about the perfect solution before the client has fully explained the
project. Great designers suspend their creative minds for a bit and use their
analytical skills during briefs and design critiques. They listen while clients
describe their issues, and they put them into a hierarchy. They ask questions, lots
of them. They present alternative directions. With a good designer leading the
discussion, clients often solve their own problems. And then, the designer can be
much more efficient in giving them exactly what they want.
2. Giving them what they want.
OK, so after you lead the client to articulate exactly what they want, you just do
that, right? Wrong. Great designers go beyond the expected and create effective
solutions that also elevate consumers' design sensibilities. The objective of every
brand identity assignment is to sell the product and build a long-lasting
emotional connection with the consumer. However, every assignment should
also seek to raise design literacy, literally teaching consumers to respond to
better design.
3. Misunderstanding design research.
Regardless of how much you and the client both like your concepts, package
design's first true test of success is qualitative and quantitative consumer
research. If the designer is not involved in determining the methodology and the
questions being asked, the results can be not only confusing but also misleading .
Research teams all too often want one primary valuation: purchase intent.
Would you buy this? They don't care as much about the reasons why. Research
respondents, on the other hand, are biased by their relationship to the existing
brand-or competitive brands-and what they remember from the store.
Optimizing package design research is a much larger issue-perhaps worthy of its
own book-but designers must also look for and correct the trapping questions.
They must attend and help interpret research findings, and they must fight for
the actionable insights that will improve their work.
4. Designing for themselves.
It's pretty rare that a brand's target audience is an exclusive group of highly
evolved, elite visualists. Designers are not your brand's target market, so what
appeals to you may be quite irrelevant to your audience. Think like them. Get
into their heads and determine the visual cues that motivate their behaviour.
When we look at designers' portfolios, we want to see a high level of diversity,
proving that they can design well beyond their own personal aesthetic.
5. Not managing expectations/Selling through/managing up.
Needless to say, design is exceptionally subjective. What you and your design
manager love, their marketing team and executive management might pee all

12
over. Designers need to be storytellers. You need to have an articulate rationale
for every decision you make, and you need to be able to tie that story back to the
brand. If you can justify your opinions, you'll have a much higher degree of
success in selling a concept through an organization.
6. Limiting your influences.
Great designers get inspiration from everywhere, not only through the 'net and
the competition entries but in the way that the wrapper of your buttered bagel is
folded. Get your head out of the annuals and get into a supermarket, a
drugstore, a big-box retailer and open your eyes. Inspiration is everywhere, and
everything-literally, everything!-can be redesigned to be better. Reinvent the
ordinary. Reject the jaded. Celebrate the unexpected.
7. Falling in love with your work/Knowing when to stop.
Don't get me wrong. Passion fuels great design. So fall in love with the process,
but understand that design is a business. You need to be compensated for the
value of what you do. Ambitious designers are often too close to their work. They
present several variations of ten to twelve concepts and thereby completely
confuse their clients. Each design should achieve each individual objective in a
different and relevant way. This leads to fewer but more focused and powerful
concepts. When in doubt, leave it out. If the client asks if you tried X, Y, and Z,
you can then pull out those additional roughs and explain what worked, what did
not, and why you abandoned them to concentrate on the most effective
solutions.
8. Not telling a story.
An effective design presentation is a performance: It has a beginning, a middle,
and an end. You are not only there to simply verbalize what your clients can
already see; you are there to delight and inspire them.
Tell them about your influences and what worked and
why. Tell them the different emotions that will be
evoked by each element of your work. Present
several truly discrete and articulate solutions, but
also have a strong and credible point of view.
Lead them to your recommended design
strategies and engage their passions.
9. Not collaborating between disciplines.
Package design is the cornerstone of an
integrated brand communication architecture.
While consumers might learn of the brand on the
·net or television or other commercial media, it is
their engagement at the point of sale that’s the most
relevant. They decide to buy the product because of the package.
They take it home. They interact with it whenever they are using the product.
The consumer engages the brand. And yet, package designers and advertising
creatives and Web developers and social-network craftspeople rarely meet to
share ideas and synthesize their efforts. Get out of your discipline and learn how
brand communication design works. Invite these counterparts into the package-

13
design process. Collectively discover the visual strategies that will synthesize
every consumer touchpoint.
10. Overreliance on your tools
Computer-aided design is a blessing and a curse. Yes, we are able to immediately
gradate backgrounds and dimensionalize type, but we are losing design
craftsmanship in the process. As a result, there are fewer and fewer designers
who still have incredible hand skills. Dust off your airbrush. Hand-letter your next
logo. Experiment more with cut paper and vellum. With credit to the amazing
advancements in design technology, if you can’t communicate your solution with
a felt-tip pen on the back of an envelope, you’re relying too much on your
computer
You know a package design is really good when ... It makes you [and, more importantly,
consumers) pick it up off the shelf. Getting consumers to even notice the package [does
it stand out from its competition?) is a great first step. Then, is it intriguing enough to
get them to pick it up? Is there an emotional connection or payoff? And, lastly, does it
make them want to purchase it? As a designer, if your package design has accomplished
those critical things, you've done your job. The rest is up to what's inside to make it a
successful product. – The CPPian

14
OW COVID-19,
eComm ARE DRIVING DEMAND FOR
PACKAGING TO AN ALL-TIME HIGH
Before COVID, online shopping was on the rise, but once the pandemic hit, online
shopping became a way of life for many. As a result, the demand for packaging so that
products can be shipped to customers’ homes, rose sharply and today, it remains at an
all-time high.
No matter the category, today’s brands live as much online as in-hand. And there’s no
sales channel evolving more rapidly and more dynamically than eComm.
“It’s been a little over 18 months since the onset of
COVID, and the shutdown started happening. People
got used to doing their shopping online, and they’re still
doing it, whether for convenience or because they don’t
want to be out in the public space,” explained Kondaiah
Chowdary P, Founder and Managing Director of
Kondaiah’s Creative Print and Pack [CPP].
Beginning in the late 1990s, online shopping has grown
to the point where today, people have—and still are—
changing their buying habits. They have discovered that
it is extremely convenient, they can find a bigger
selection, more options, and better pricing online.
This has only increased the number of packages sent to
consumers and has made a tremendous impact on the
amount of packaging supplies needed to keep the
supply chain moving.
As the online shopping trend keeps its current pace,
Chowdary explained that its impact on brick-and-mortar
stores has resulted in many of them closing and moving
to an online model only. It wasn’t long before
businesses discovered that they could utilize online
sales to drive profitability and reduce overhead.
As pressure and demand increase for online stores to
meet consumers’ demands for goods, it also affects their suppliers, who are struggling to
hire the number of workers they need to keep up with demand, not to mention growing.
When companies are unable to produce even the minimum the industry needs, it
becomes a snowball that grows in size as it rolls downhill.
Those in need of packaging materials are hyperaware of the challenges in the current
environment. Their suppliers are seeing shortages in raw materials used to make the
products they rely on, which is exacerbated for small to medium companies who don’t
“We believe packaging is a
critical medium for develop
ing strong, trusted
relationships with
consumers; in fact, we see
it at the centre of the
marketing mix,” said
Kondaiah Chowdary. “In a
fragmented media
landscape, the package is
the only constant – it
represents the purest form
of brand communication.
Our new CPP structure and
comprehensive services
will help our clients
successfully communicate
with their customers in
every channel and win
every critical moment.”

15
have the purchasing power of large companies like Amazon, who get their orders
fulfilled first.
When challenges come together this way, it also drives up prices. Added to
that are the increases in freight charges due to greater demand and a
shortage of labor.
“Prices have gone up significantly over the past year to year-and-a-half,” he
said. “I anticipate an increase of anywhere from a 7-14% increase in Paper
Board, 3-5% in adhesives, UV Products and films goes up about every two
months and will be going up another 10% this month.”
Prices rising are due to this perfect storm of shortages in labor and raw
materials together with an increase in demand. For those who are struggling to get
packaging, especially branded packaging, Chowdary suggested using CPP COPS based
packaging boxes with paper tape that has your company branding.
Regardless of which avenue clients choose, it is advisable to make sure to order
packaging supplies as soon as possible.
Mr. Chowdary adding...CPP specialized in Concept Oriented Packaging Solutions [COPs].
“it helps to enhance your brand and it keep first row in the shelf.” And one more
important thing to know about Concept Packaging will make your product pop. And
jump off the shelf (into customer carts). Get a custom packaging design from CPP, and
our packaging experts, will create something you’ll love it.
THE TRENDS RESHAPING PACKAGING
Five major trends will change the game in the packaging industry and raise the bar for
performance in the next five to ten years.
Much higher levels of innovation and agility will be required to deal with the pressure
and potential disruptions emanating from these trends:
 E-commerce everywhere. The rise in e-commerce could place an intense focus
on increased packaging requirements, including for new products, along
with last-mile-delivery innovations.

16
 Changing consumer preferences. Demands for much more personalization,
convenience, health, and affordability are
driving SKU proliferation to new heights.
 FMCG and retail-margin compression. Further
margin compression for FMCG companies and
retailers, with pressure passed back up the
line to converters, may intensify the threat of
insolvency.
 Sustainability. Requirements for sustainability
are rising at every step of the value chain—with rising activist scrutiny.
 Digitalization and Internet of Things (IoT). Digital efforts are being used both to
drive down costs and, increasingly, to gain a competitive edge with consumers—
for example, by generating greater customer value and service by integrating
technology in packaging.
All five trends are approaching at varying strengths and speeds, with a special role for
digital trends. The biggest increase in pressure is expected from e-commerce, which will
move from early adoption to early-majority diffusion. The second rush of new pressure
will likely come from digitalization. Initially, digital’s role will mainly be as a cost-
efficiency booster via automation, and then, increasingly, as a source of customer-facing
interactive tools, both to convey information and emotion and to collect data. The other
three trends—changing consumer preferences, margin compression, and
sustainability—are already having a moderate-to-strong impact, and they will increase in
strength.
The overriding implications of these packaging trends differ according to substrate and
will demand substrate- and channel-specific strategies. Despite the surge of
sustainability pressure, the combined power of plastics’ attractive attributes with regard
to cost, automation, and quality will likely buoy up rigid and flexible
plastic substrates, if converters can increase recyclability and
recycled content. Paper and board will continue to benefit from e-
commerce growth and are ideal for integrating digital and IoT
solutions (using quick-response codes, radio-frequency-ID tags,
near-field-communication protocols, and so on). Paperboard will
likely see more of the convergence of primary and secondary
packaging, a shift in focus or buzz around the last mile (as will
plastics), as well as more local or even captive converting
operations to increase FMCG companies’ agility. Glass and metal
have an uphill battle in this more omnichannel world, but their
traditional strengths and sustainability profiles (recyclability and using recycled content)
still offer ways to fend off substitution by other substrates.
Even with deep substrate expertise, most converters need to think through an array of
moves and revamp their approaches accordingly, giving attention to five priorities:
 investing in R&D and innovation to secure a portfolio of competitive options
 handling SKU proliferation driven by consumer preferences—for example,
through more flexible and agile processes to manage shorter manufacturing runs
and through faster new-product-development times to market

17
 reallocating resources and assets and pursuing M&A—for instance, to achieve a
global–local footprint
 strengthening collaboration with FMCG companies and input suppliers, including
technology suppliers
 shifting the product mix (and processes) toward greater sustainability
All the improvement levers that these five focal points imply offer some opportunities—
the question is how to line them up or combine them effectively. While plans will have
to be adapted as the journey proceeds, attention to these five elements now will
provide the platform for building a winning formula. Controlled urgency is essential in all
five areas. Overall, this is most needed in reviewing and revamping R&D and innovation
programs within the next 18 to 24 months in order to have a portfolio of projects with
horizons of a few months to two to four years. At the same time, “controlled” refers to
using sufficient quality gates and milestones, with financial and market reality checks,
and adapting projects as needed or exiting. This is not only about how to make the most
of a company’s current strengths and relationships to secure growth and profits but also
about developing an outlook on where the pockets of growth are located (even if
currently unserved), where they will appear, and when to pivot and tap them.
The smartest thing I ever heard anyone say about package
design is ... "A great package design is the fastest way to kill a
bad product." A great package raises the consumer's
expectations of the product inside. They may make the
purchase once, but if the product doesn't perform to those
expectations, they won't make that purchase again.

18
UTURE PACK-A-GING –
MUST DO’S FOR
PACKAGING AND
BRANDING COMPANIES
The point on innovation is not to go attract ten PhDs
from and put them in Hyderabad or somewhere. It’s
about finding what the biggest customer pain point is
that he or she is not able to solve. Two, how do you
solve it? But not alone—solve it in an ecosystem; solve it
with a partner. Three, get your organization to act. Go
do it. And when you fail, fail fast. It’s about getting your
organization to be agile, to be “customer back.” If you
fail, that’s OK. Learn from it and move fast.
We’re seeing a lot of packaging companies that are waiting for their customers to come
and ask for something different. The challenge with that is, often, when these customers
ask for something different, they’re going to a new converter. So, there’s a real
opportunity for packaging converters to step ahead, understand how these trends are
affecting consumers and therefore their customers, and come in with solutions. But
Kondaiah’s Creative Print and Pack [CPP] and their team thinking always something
different, so they design VIP concept based packaging solutions, and it defines Visual
Identity Packaging. It helps to connect and build bonding between your product and
customer. - David Feber [partner in the Detroit office, McKinsey]
A great example people talk about is vegetable-based packaging. Think about it this way:
you go buy a burger, and then you throw away the box. What happens if you can eat the
box? What happens if you can heat up the box and put it into your soup? What if it’s
algae based or if it’s protein based? Then you can reuse it but not reuse it as a package—
but in a different application. You can end up eating it. Or your dog can end up eating it.
Those are the kinds of innovation I believe you’re going to see in the next five years, ten
years, 15 years. - Nick Santhanam [senior partner in the Silicon Valley office, McKinsey]
Going forward, there needs to be much closer partnerships with brand owners, with
retailers, with upstream recyclers, and even downstream—with new types of customers,
like e-retailers—to think through, “How is this packaging going to work in the value
chain? How do you develop this to solve a pain point?” Going forward, I think more and
more relocation of assets closer to customers—close by or even in house—will happen a
lot. - Daniel Nordigården [senior partner in the Detroit office, McKinsey]
HOW PACKAGING WILL CHANGE
David Feber: Packaging is ubiquitous. It touches almost every person on the planet. It
affects things that human beings need to survive: food, healthcare, personal care. All of
that is packaged. Today, none of that has a lot of intelligence. But there are real
concerns with a lot of those products. There are concerns of spoilage, there are
concerns of authenticity (“Is this what I thought I was getting?”), and there are concerns
of origin (“Where is this coming from?”). With different types of intelligence and
sensing, those packages can be much more dynamic and can help in two ways. One way

19
is, “Don’t throw this out, even though it’s past its expiry date.” Or, on the other side,
“That yogurt container that you just bought that is supposed to last two weeks hit a
temperature that caused it to spoil, and don’t consume it.” Those are the types of
examples that we suspect we’ll see.
You could envision the packaging changing to you as a consumer having your own
personalized container that can be reused over and over—that your Instacart shopper
picks up from your house, fills with strawberries, and brings back to your house. We may
see more micro supply chains set up in certain communities that have a higher demand
for consumer personalization or [that have] requirements for packaging to be
sustainable and personalized and reusable.
Nick Santhanam: You go to the supermarket. You decide to buy a jar of coffee. You buy
it, and you say, “I don’t know what to do.” Instead, think about if the packaging on it is
able to tell you one thing: how to make a strong coffee. Two, when you scan it, it tells
you, “You can make a strong coffee, which suits you this way, because I know this is the
type of strong coffee you like and make. Here are the two other ingredients you need to
buy.” And you’re going to have it. So, it’s becoming a personalized assistant to you.
Daniel Nordigården: What is already being tested now is digital/offset print. How can I
have my name on a mono carton? Or, when I buy a carton of innerwear or something,
how can I have my name on it—or some kind of customized promotion? I think,
especially for in-store sales, that kind of personalization will be important to drive the
sale of goods.
Good design not only captivates an audience's attention, it makes them linger. Great
design means that the audience will connect with the brand, want to engage with and
then remember that package later on. This is often achieved by having a great idea at
the start-and at the heart-of whatever you do. - The CPPian
ESSENTIAL ELEMENTS OF EFFECTIVE PACKAGING
Major trends are reshaping packaging solutions—and that could open new opportunities
for players that are prepared to move fast.
In the early 19th century, the French government offered a prize of 12,000 francs to the
inventor who could create the best container for preserving food for Napoleon’s army
and navy. That contest gave rise to the tin can. The number of packaging innovations
that have surfaced since that time are too numerous to count. Just a few notable
examples are gable-topped milk cartons, bubble wrap, and single-serve pouches.
Consumer products brand design is wrongly predicated on the notion that shoppers
make rational, informed decisions. In truth, most are purely instinctive and reactive. Eye-
tracking studies show that consumers read on average only seven words in an entire
shopping trip, buying instinctively by colour, shape and familiarity of location. Best
sellers succeed by appealing to the reptilian brain, which decides before logic has a
chance.
Instinctive reactions can be designed into packaging through the application of
Biomotive Triggers. These are sensory cues that affect our subconscious, generating
emotion and action before the conscious part of our brain can respond. There are lots of

20
triggers, and we have identified few key combinations that are interconnected.
Understanding these primal cues can help brands connect emotionally with consumers,
build defendable assets and sell more products.
To be successful, every brand must have a distinctive point of view and be able to
express this clear and unique reason for being. Effective packaging makes it easy to
understand at a glance, who I am, what I am, and why I am relevant to your life.
Naturally, the product has to deliver on its promise to ensure repeat purchase.
Effective packaging design understands consumers and allows them to satisfy
themselves that they are making a rational decision, while still appealing to emotion,
culture, and preferences. It is a lot to ask from simple packaging design, but brands
know that design can mean the difference between a successful product and one that
languishes on the shelf. Here are six essential elements of effective packaging design.
1. Stand out
Packaging design does not necessarily have to shout the loudest from the shelf, but it
must stand out by communicating the very essence of the product’s unique selling
proposition. Shapes, colours, orientations, and textures all play a
role. Even brands that pride themselves on understated or
elegant packaging designs often make those designs so that
they are different from others, and may stand out because of
their understated or elegant nature.
You need to make your brand the consumer’s
signpost to the category. Just covering the shelf and
shouting louder than everyone else won’t cut it. You
need a point of orientation on the package that draws
a shopper’s eye and communicates the essence of the
proposition. One way to do this is with cusps. Cusps
are sharp, pointy shapes that trigger feelings of fear,
danger and caution.
2. It Must Make the Brand and Purpose Clear and Simple
Simple design is more effective. In a busy, visually agitated market, we so rarely
experience moments of visual or auditory calm that we gravitate toward it.
Even the most generic budget brands make their product and purpose clear, or else
nobody will buy them because nobody will know what they are. While the budget brand
may simply state “Tomato Sauce,” other brands must make that clear as a baseline for
all other packaging design considerations. People will not buy a product if they do not
know what it is and what it does.
3. It Should Awaken Emotions with love
Emotions are closely linked to memories, and brand packaging designs that provoke
emotions are more memorable than those that do not. Precisely what those emotions
are may vary. Some brands may appeal to consumers’ sense of nostalgia, joy, or
aspiration, for example. Marketing that plucks at people’s emotions is more effective
than marketing that simply touts features and benefits. That is because the emotional
parts of the brain are key to forming long-term memories.

21
If you can describe your brand to a five-year-old, send them into a store to find it, and
actually get it, your packaging creates an iconic connection. Consumers will come back
week after week looking for it. The key to this stickiness is a distinctive brand mark. For
example, you could tell a five-year-old, to get the salt pack with the girl in a yellow coat
with an umbrella on it; she will come back with Morton Salt. Similarly, ask for the blue
pack with the big black and white cookie splashed in milk, and he will return with a
package of Oreos.
4. It Should Strive for “Iconic Assets”
The best packaging creates a series of visual equities, a sort of tool kit that can be
transferred to every form of consumer communication. Think of brand icons that are
recognized the world over. Jockey, Nautica, Columbia, Apple, pTron, Mansion House,
and etc. are just six examples. Not every brand will achieve iconic status, but packaging
design should strive for it. The more iconic a brand’s design or logo, the easier it is for
people to spot in newer contexts (such as new flavour offerings).
5. It Should Capture and Call Out Benefits
“Cartoning” is hot right now. It means that labels offer clear, concise information about
the brand and product, including health benefits, company values, and packaging
sustainability. If your packaging is biodegradable or easy to recycle, the design should
say so. If your product is low-sugar, organic, or plant-based, likewise, it should say so
clearly. People care about unique product attributes.
6. It should be designed for its Target Audience and Trigger emotional engagement
Consumers act when a brand makes them feel something. When someone looks at you,
you’re compelled to look back to determine the nature of the attraction. That’s your
survival instinct at work. For this reason, there’s nothing more powerful in packaging
than eye contact. The next time you’re in an aisle, notice how many packages bear
photos of people that don’t make direct eye contact; they’re looking away, or slightly
past you.
You would not put a photo of a dog on a bag of cat food. While designing for the target
audience is not always this straightforward, it is important for brands to learn to whom,
exactly, their packaging designs appeal. Testing could show, for example, that a
particular packaging design gives the impression of being “for women,” “for older
people,” or “for trendsetters,” and you should know this. If your packaging design does
not align with your target audience, it is probably time for a refresh.
Packaging design must not only contain products adequately and safely, it must include
required elements like ingredient and nutritional information, as well as barcodes and
other necessary elements. At the same time, it must appeal to consumers,
often amid dozens of competing items. Packaging design should
never be an afterthought because it is such a crucial element of
the marketing strategy. Brands that ensure their packaging fulfils
all the key elements consumers expect from packaging designs
gain an edge over their competitors, whether they are sold online or
in physical retail stores.
At a time when many consumers actively screen out marketing
messages, the surest place for Business Heads/CMOs to make

22
a bigger impact is at the point of consideration. This can be done consciously when
Biomotive Triggers are designed into packaging. The creativity conversation shifts from
subjective likes and dislikes to the science underlying attraction, which allows design to
be accountable for quantifiable sales uplift. That way, manufacturers and retailers can
make more informed choices that make more money.
Kondaiah’s Creative Print and Pack [CPP] is world’s first concept-oriented packaging
company, is always on the forefront of new concept oriented branding and packaging
initiatives.

23
UNBOX
YOUR
IDEA

CPP INSIGHTS - OCTOBER 2021

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Similar to CPP INSIGHTS - OCTOBER 2021

Similar to CPP INSIGHTS - OCTOBER 2021 (20)

More from Kondaiah's Creative Print and Pack Pvt Ltd

More from Kondaiah's Creative Print and Pack Pvt Ltd (11)

Recently uploaded

Recently uploaded (20)

CPP INSIGHTS - OCTOBER 2021