Since there is an increasing shift of consumers from large global brands to smaller local/regional brands, so is the amount of disparate packaging required. Think more targeted and shorter packaging production runs similar to what has happened in direct mail and marketing. Packaging workflows, and the new processes required in some respects, have been affected by these shifts in procurement demands and production methods with only some similarities to that of commercial print.

Packaging design will always play a critical role in engaging the consumer and establishing and reinforcing brand recognition and loyalty. However, the amount and, more importantly, the consistency of the content is becoming more critical. Whether the package is on a brick-and-mortar retail shelf or presented in an online store, the SSOT (single source of truth) still plays an important role. If you are a packaging designer or a CPG (Consumer Product Group), in these times of constantly shifting market dynamics, one of your biggest challenges is maintaining identical content across the product and marketing applications.

With all of these products and regulation requirements changing at an increasing pace, how do you maintain brand content consistency? It is very difficult considering that the content comes in Ad Hoc in many cases and is constantly being revised. If you add in localization requirements and language versions, maintaining accuracy and consistency is a significant challenge.