Connecting with customers

Every day, we are asked by our customers: ‘’What do you have that is new and different: our customer wants something more appealing on their packaging?” So we try to find out the true drivers behind the request, so we can determine how best to respond. Seven years ago, new and different or appealing effects using special inks and coatings originally began with the new designs for shrink sleeves. Now they apply to almost every type of decorated packaging. This is not a fashion trend - it is here to stay. Modern consumers’ high expectations of quality need to be satisfied.

When we establish the driver behind the latest request for ‘new and different’, it is generally that our customers’ customer – the brand owner - is looking for their printed packaged product not only to have on-shelf ‘stand out’ value, but once selected by the consumer, to continue to appeal and confirm it was the right choice.

As a key supplier, we are tasked to be a ‘solutions provider’ although, immediately, the open ended request from the customer has to be refined. So again we engage. An aspect of realism has to be applied to the customers’ desires. The packaging specification itself is normally established, fixed and has to be respected, and so the constraints are revealed.

Providing appealing effects through special inks and coatings must be incorporated into the graphic design and packaging specification from the very beginning of a pack’s life. This means that all of us involved engage at the earliest stage of a redesign or new product concept. Where the coming together of all elements involved occurs, this has proved conclusively time and again to yield success.

Barry Ferne is marketing/business development manager at Sun Chemical