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FLEXO Magazine : July 2010
buyer’s briefing industry indicators Putting Design FIRST Western Family Foods advocates First Guidelines for achieving Design Goals By christian r. Bonawandt Adesign is that first infantile phase for any and all printed packages beyond the concept stage. The final design will have a lasting impact on the printability and cost of a package. Western Family Foods knows this. In order to effectively compete with national brands, this FTA member private label company puts high priority on keep- ing print costs down, and, naturally, refuses to compromise print quality to get there. The company manages about 7,000 SKUs, and also does packaging development for Unified Gro- cers (3,000 SKUs) and White Rose (1,200 SKUs), according to Elizabeth Johnson, director of packaging for Western Family. “ We work with more than 800 packers,” said Johnson. “ We don’t manufacture anything, we procure everything. We work with almost every printer possible, on almost every substrate possible, and have worked with almost every level of skill possible.” Western Family Foods Design Goals • No imitation; sell the Western Family brands. • Offer a quick read of the product. • Photography with appetite appeal. • Accurate representation of package contents. • Consistency through adherence to FIRST. collaborating with printers and application of First helps Western Family Foods achieve it’s design and print quality goals. 18 fLeXO july 2010 www.flexography.org ® FLXO_July10_v2.indd 18 7/16/10 9:36 AM
Sustainable Summer 2010