Mock Up Article - Wayne Peachey

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Mock Up Article - Wayne Peachey

  1. 1. sLoz1aqwaJao-1aqwaloN Ul B::l!JJB1BlSB881PP!Wll ~-~·. -.• """~ r w0:J.Baw8ur'.BB>I:JBd.MMM
  2. 2. ~ Wirminginthe 'newnormal' So another year draws to a close having failed to deliver much ofwhat we might have hoped for... Yet amid the many negatives - most notably, ofcourse, geopolitical ones - 2015 has witnessed much that gives grounds for optimism, at least for our sector, in the unsettled state ofaffairs pundits have dubbed the 'new normal'. As the head of Kodak's print services division explains in this issue, packaging is the one industry bound to grow almost regardless of how technology and the world changes. Brad Krutchen has also demonstrated his faith in that by helping his eldest son pick the field at university. In the shorter term, growth in large economies such as India and the United States spells good news for many markets. SarniAl Qamzi, director general of Dubai's Department of Economic Development (DED), for example, forecasts "an increase in tourism activities and retail", which are two of the emirate's main sectors. But making the most of whatever economic opportunities will come our way in 2016 also means paying close attention to the technological changes. In this issue, we have plenty of news on the flexo and digital space, especially in labels and flexible packaging. As we report, Labelexpo Europe marked a significantshift from standalone flexo narrow-web presses towards hybrid solutions, " featuring flexo, gravure, screen, digital and inline finishing and converting applications (see p24-32). In the ongoing contest between cartons and flexible substrates, this edition of the magazine gives space to both sides. In particular, the Paperboard Packaging Council has shared with us a feature vigorously putting its side of the case (pages 20-21). For once, though, I am prepared to admit that not all the answers on such topics are contained within these pages. Which is because there will also be plenty to discover at the upcoming Packaging MEA forum in Dubai on 7-8 March... The two-day event (see page 2) will cover the specific challenges for the industry in the MEA with insights from global as well as regional figures. I'm very excited about the event but I'm also convinced the speakers we have lined up will provide the pointers the sector needs for successfully navigating the uncharted territory of the 'new normal. All my colleagues here at Packaging MEA join me in wishing you a very happy and prosperous 2016. h~ Benjamin Daniel Chief Editor My oldest son. when he went to college I was thinking 'What do you want to,, do?' We worked throuah and he's a packaging major BradKruchtenp_ COMMENTEditorial k t'imiddle east & africa pac aging•~•*• Publishedby JJ Media Fz LLC BIZ. Fuj Creative City, PO Box 391186 The Iridium. Al Barsha. Dubai, United Arab Emirates Phone +971-4-387 3575 ChiefEditor Benjamin Daniel ben@packagingmea.com Editor Piers Grimley Evans piers@packagingmea.cor1 JuniorF.ditor Chris John Marcojos jchris@packagingmea.com ConbibutingF.ditors Dr George Simonian. Nick Coombes Wayne Peachey, Debabrata Deb Marketing& Ev~tsManager Usha Benjamin usha@packagingmea.com +971-55-519 6063 AdvertisingEnquiries& Subscriptions usha@packagingmea.com +971-55-$19 6063 United Arab Emirates & rest of GCC AED 100/year Rest of the world: USO 30/year printedby Emirates Printing Press. Dubai. UAE ©copyright 2014 PMEA All rights reserved. Wh[le the publishers have made every effort to ensure the accuracy ofall informanon in this magazine. they will not be held responsible for any errors therein. Scan QR code to visit usat: www.packagingmea.com 6'88 . . ~ November-December 2015 • packagingmlf
  3. 3. DESIGNMOCKUPS Creating mockups and packshots will become an increasingly important and specialised task as products evolve faster to keep pace with fickle consumer tastes, writes Wayne Peachey I mproving products and inventing new ones is what all consumer products companies do. Pick up any object that can be bought and think about when it was last changed - it was probably within the last 12 months, possibly the last one. The processes for managing these activities are often formalised into an agreed chain of events, known as new product development (NPD) and life cycle management (LCM). Ifa manufacturer creates or changes a product, how do they know it will appeal to the market? The area we, the graphics and printing industry, are involved in is in the product's appearance. Will it appeal to shoppers? Will the best shape/size/colour/form be used? During the NPD and LCM processes a marketing team will create new ideas and then decide on the best few to move forwards with. Then the best way to test these ideas is to create 'focus groups' of people, typical shoppers who may potentially buy the products. The focus groups need to look at something. Therefore they will be shown pictures and physical samples of existing and potential new products. This is where 'packshots' and 'mockups' (otherwise known as 'comps') come in, as printing and photographing a new product in the traditional printed way would involve lots of time and huge costs. A packshot is a graphic image that looks like a photograph ofan actual product. It is, in fact, a computer simulation that uses graphics that only exist in 'design' form. Packshots are very important, and not only for market research, as often the products need to be advertised before they are manufactured. Creating a mockup is not an easy process as the normal high-speed manufacturing processes need to be replicated using very flexible equipment and very manual techniques. One company that provides this service, Litmus (litmusmockups.co.uk), started as a branch of a printing company. "We have always had the ability to create bags $packagingrnii November-December 2015 short print runs, although these came at quite a high minimum cost," said Gareth Hartley, operations director. "Our customers then wanted us to become more involved in the design processes. They would say 'What would the package look like if it had a gloss finish, or a matt finish, or holographies, or raised type, or if we made it a different shape? What would a gloss finish look like on a matt board?' "We soon realised once we started talking to designers that they have so many ideas and are frustrated by not knowing how a design will turn out, and are often disappointed. That is where our experience comes in. We won't create a mockup that can't be printed in the real world". no ca
  4. 4. The company's equipment is now quite extensive. "As designers moved to digital proofs using inkjet printers, so they realised iliey could print out a design and stick it to a package;' said Hartley. "Lots of people still do :hat. However, these are poor representations ~f the final results. We have many forms of printers, with automatic die cutting. We can create foil blocks and apply foiling, create raised type and braille, and print onto nearly every substrate available and so the customer can see their design, on their substrate, so die look and feel will be accurate. We can even create vacuum-formed shapes for plastic inserts ofblister packs. We can create one mockup or many, and although some can be time-consuming to create, compared with a customer's production facility trying to create them, the costs are tiny." SGS has facilities around the world providing a mockup service. Shaun Whiteley works as a packaging manager for SGS onsite at a large UK-based bakery, processing hundreds of new designs every year. "Our customers rely on SGS to provide strong creative and technical direction to enable them to achieve brand aspirations;' he said. "We work on many different designs during the creative process. When an established design changes, new customers are brought to the product. We try in these instances to maintain existing customers and so try to make the design look similar but different. .. 'refreshed'. Achieving this fine balance is not easy and you can't always tell on a computer what something will look like in your hand, and so our mockups provide a valuable tool. For new designs the process is quite a bit longer as there is lots of'back and forth' with consumer groups." For all designs with a degree of 'change' or innovation, mockups are passed around the office and shown to market research groups and the board so everyone is comfortable with moving forwards, he said. "Often we have just a week to create the mockup. Sometimes less! It would be impossible to create plates and for a printer to print and make up packages in that time, and the costs would be through the roof!" MOCKUPSDESIGN ~ ' l; - _. ,;.I' ~ 9 '- ' SGS also creates packshots, vvith a time to market from initiation to completion sometimes of only eight weeks. "Packshots are often needed a week before printing, and so photography would be impossible," said Whitely. "Packshots allow the customer to create marketing materials, and for supermarkets to show the product on their website. Packshots also look perfect and consistent, something that cannot be guaranteed with photography without lots of colour retouching. The packshot process is much simpler." The creation of mockups has always existed in one form or another, but recently it has grown to become a separate segment of the industry. Equipment for the creation of mockups is more accessible and flexible, and so increased capabilities have become available with reduced costs. But what is really driving the market is the pace of change. Clients realise that if you change a design, sales go up. Ifyour competitors change their designs, your sales often go down! This is probably due to the fact that technology (smartphones, Twitter, online television etc) means that a customer's attention span is short, and to constantly keep customers interested designs must change and be kept 'fresh'. Mockups are an important tool in the planning of execution ofpackaging projects and key to keeping up the pace of change while reducing the risk of making a mistake in the marketplace. I haven't even mentioned 3D printing and in a few years time we could see the mockup industry providing even better and quicker methods for creating design concepts. What will the future hold? More innovation as mockups are used as a design tool, and more challenging of printer capabilities as designs are conceptualised and explored. Ii _1_ November-December2015 • packagingci::s' :=

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