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FLEXO Magazine : May 2010
Industry Indicators www.flexography.org may 2010 FLEXO 13 coding. Wherever possible we will use red as a background, but change the texture to communicate a product’s origin. On the back panel, we use a recipe card-style ingredient story that is simple to read. On pizza, ingredients are grouped to show which are used to make the crust, the sauce, the cheese and the toppings. St. Amand described other changes that took place: “On the packaging, we used a flash that says ‘Made with sea salt,’ as well as one that says, ‘Read our ingredients.’ We worked with the government to include the ingredients in the form of a recipe card. It’s very clean and easy to read, and highlights all the ingredients in the product.” “ We used a burlap texture on some of the potato packag- ing to imply the burlap sacks that farmers put potatoes in,” added Bob Cockerill, regional managing director at Schawk. “In addition, the fries are photographed in a white bowl, which proudly presents them in an appetizing way. It strongly communicates ‘it ’s all good.’” Looking good The redesign affected more than 70 SKUs in McCain’s prod- uct portfolio. Cartons, used mostly for frozen pizzas and pizza pockets, were printed offset. Bags and pouches, used for French fries, potato chunks, etc., were printed flexographically. It was critical that color and imagery appear consistent not just from run to run and SKU to SKU, but also between the processes. Ginocchi ran down the list of items that were tinkered with on the original designs to achieve just that. “Photography, mini- mum type specs, keylines, and simple things like the burlap sack itself, which had to be modified to print expanded gamut,” he said, adding, “More refinements were done when we got into the mechanical art stage. We brought the printer in to re- view for issues that he might have—number of colors be- ing used, what can and can not be a PMS color, etc.” According to Oakley, as a result of the relationship that exists between Schawk and Anthem, the design team was well prepared upfront the new packaging designs (right) leveraged imagery implying the product’s origins—i .e., the tomatoes and onions by the logo, and the wheat in the background behind the pizzas. the mccain logo and other equi- ties had to match across differ- ent substrates, sKus and print processes. FLX_May10_sec1.indd 13 4/17/10 11:04 PM