“Perfection” in Packaging: Nice, but Now What?
David Schawk (SKG Global) argues that because consumers are exposed to so many other influences, the pursuit of perfection in the look of packaging is no longer enough. Brand owners and packaging producers must learn to think of packages as “digital portals to non-linear consumer experiences.” He gives an example.
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Discussion
By Joe Webb on May 17, 2016
There's always talk about printers "getting into packaging." While most all can't, this video still has an important lesson for typical printed goods. The content creator has different goals for print than they did in the past, now a gateway for future engagement in another medium. David Schawk's comments underscore this. You can't be successful in the packaging business like Schawk has unless you understand the long term objectives of the package goods companies and their brand managers, as well as having insights into their end-use consumers. This culture at Schawk is decades old, and has help them navigate significant market changes and periods of economic turmoil.
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