The new educational whitepaper titled Digital Packaging: A Box Full of – ization Potential, is a comprehensive look at the trends driving packaging production today, and the technology needed to succeed in this new paradigm. Geert Fransen, Product Manager at Chili Publish, authored the whitepaper and added: “There was a time when the purpose of packaging was simple: to contain the product and tell the consumer what’s inside. But today, packaging has evolved and is now a marketing channel in and of itself. As a result, packaging now needs to keep pace with the marketing trends that help brands to get – and keep – a prosperous connection with the consumer. It’s a much more complex process, and that’s why Chili Publish developed this whitepaper. We wanted to give suppliers and print customers a solid understanding of the technology they need to succeed in this new packaging paradigm.”
- Customization – seasonal or promotional elements that are added to a standard package design for a temporary campaign, or colours that are altered for a limited edition.
- Regionalization – elements on the packaging that differ from region to region, especially legally required labeling information.
- Individualization – going beyond personalization and tailoring an entire package to one person, including their favorite colour, the shape they best respond to, fonts, mood, images they like – and of course, their name (see below).
- Digital communications have transformed the relationship between brands and consumers. Marketers are now able to capture and use more consumer data than ever before. In exchange for all this data, consumers expect to receive targeted, personal communications from their brands at each stage of the buying process – including packaging.
To meet this demand for individualized products, said Chili Publish, it’s not enough for packaging providers to understand the need for personalization. They must also fully embrace the technology required to create packaging that goes beyond personalization and to “the -ization of differentiators.” There’s now a range of technologies available that let users easily and effectively achieve this type of individualized packaging. In the whitepaper, readers will find a vendor-agnostic discussion about these technologies and how they can be employed to ensure that packaging acts as a powerful marketing tool. “Making packaging part of your marketing effort is daunting for many brands and packaging suppliers,” Fransen added. “The goal of this whitepaper is to remove that challenge by giving readers an understanding of current technology that can best support the “- ization” of packaging at each step in the production process.”
To download a copy of the Digital Packaging: A Box Full of – ization Potential whitepaper, please visit: http://www.chilipublish.com/news/a_boxful_of_ization_potential.
