Flexible Packaging
Baby Driver T
here is no single answer. It depends on whom the brand owner is aiming the product at and how the product is going to be displayed and sold. It may be that the product and the way in which it is packed, bottled and labelled is family focussed. The design, marketing and graphic components and the way in which they are interpreted may influence a parent seeking a healthy beverage for family members to have with their morning cereal.
Alternatively, it may be that the marketing focus group are aiming more for the on-the-go consumer; the jogger, the gym goer or maybe the office worker on a lunch time break and with limited time and a need for a refresh. Packaging and product presentation, the packaging medium and dimensions will vary according to the preferences and anticipated requirements of the consumer. Fresher and better-for you are key marketing concepts with fruit juice and blended non-dairy; so too is convenience and where possible environmental compliance. Packaging for fruit/fruit blended drinks and purees for babies and toddlers is particularly demanding but rewarding. Goods on sale for babies and toddlers are bought by adults for children but that’s not to say that tiny tots are not without influence. Parents and grandparents are more likely to make repeat purchases if their baby or toddler responds favourably to the product and to the way it is presented. Colour and the way in which it is chosen and used is important irrespective of whether the product appears on a gable carton, a spouted or zip pouch or on a labelled container. Readable text, colour and graphics with a ‘good-for baby’ content are consumer confidence boosters. Food standard compliance, ingredients – their source vitamin and mineral content and the role played by the beverage in a well-balanced diet is of relevance to consumers; this on-pack information may help clinch the sale . Guidance related to the structure of the pack or container, its environmental credentials (if any) and methods of disposal is becoming almost obligatory. A story board approach with a bio of the company and how the brand evolved can work to great effect in that it personalises and can establish a
connection between the brand and consumer. Pouches provide for unique design opportunities, not only may they be configured in single sizes they may be engineered shaped for a product with distinction. Pouches for baby and toddler fruit juices, can be provided with indentations that more easily enable the toddler to grip the product.
From a marketing perspective well designed and appealing packaging helps to move items off the display shelf and into the shopper’s basket. Regardless of the packaging medium and the varying billboarding opportunities the pack must meet recognition zone requirements., which generally exist and can be found within the majority of retail environments.
Tom Kerchiss, chairman of RK Print Coat Instruments, asks what is the ideal packaging material for fruit-blended and other healthy beverages?
and toddlers they are shown the on-pouch colour and graphics, which often incorporate a child centric character, such as Roald Dahl’s Big Friendly Giant or a cartoon character. This curiosity zone is one of comparison, it is at this stage where one item is compared with another. This zone of close inspection is where out of spec colour, hickeys and blemishes of all kinds become very apparent.
If colour or graphics or any other element fails to come up to expectations, the product will be put back on the shelf. Although the focus has been on pouches; cartons, bottles, containers and other material mediums must adhere to the same presentation requirements.
Zones mentioned here include the initial recognition zone and the zone of curiosity. It is worth noting that even when a pouch is shaped, incorporates a spout, easy tear facilities or some other feature associated with handling or convenience, the zone where colour and brand association or familiarity becomes very apparent is around 3-4 metres.
At around the metre mark is where consumers discern more clearly, colour, graphics, shape, logo and other points of interest to pique attention. This is the curiosity zone. It is at this point that the parent or other adult can handle the item and, as is often the case with baby
Children, and it could be argued adults as well are attracted to colours that are bright and vibrant. Babies will often reach out for items that are colourful. Colour communication devices enable users of many descriptions to meet colour targets and achieve other print associated objectives quickly and accurately. The ability to be able to highlight and easily and generally quickly resolve colour related issues off press provides cost savings and performance benefits on press, including reduced waste, increased on press productivity and lower energy costs. Determining printability issues such as gloss, durability, rub resistance, chemical resistance along with colour evaluation and the way in which inks and substrate interact makes for a more superior and credible product. Colour and print in synch minimise the risk of disappointment when a customer and designer view the converted and printed product. For the first time The FlexiProof 100, FlexiProof UV and FlexiProof LED UV can and are being used for prepress quality control purposes by users and producers of flexographic inks. Regardless of the unit chosen they are an invaluable R&D tool and can be an effective in the press room for trialling unfamiliar materials.
An all-rounder units are being used in research departments and in universities for educational purposes; the FlexiProof is also being used by ink, ink/coating additive producers; adhesive manufacturers and by substrate and material suppliers of all types.
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March 2023
www.convertermag.com
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