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FLEXO Magazine : July 2010
Industry Indicators buyer’s brIefIng Designed for Teamwork the Value Proposition for collaboration Between cPc and Printers christian r. Bonawandt There is no I in teamwork. Unfortunately, there is an I in design—particularly from the point of view of many consumer products companies (CPCs). This isn’t to say that they are selfish, but rather to point out the often isolated manner in which many packaging design concepts are developed. The reality of the industry is that, many times, the printer is the last group in the workflow to see a design, and even more often, it is at the tail-end of the packaging develop- ment stream. But it doesn’t have to be this way. “ Marketing and design teams are often working well before the packaging printer and procurement teams are made aware and engaged,” said John Fulcoly, senior director of packaging procurement at Lance Inc. “ It’s not by design necessarily, just the reality of the workflow.” Fulcoly has many years of experience work- ing in the packaging development and procurement side of CPCs, and has made great strides in the past to bring printers in earlier in the development cycle. He indicated that many CPCs simply aren’t organized in a manner that easily permits printer input sooner, and those that have, he claimed, “took a lot of work to get it that way.” Bill Amsbury, supervisor of manufacturing for Amway, understands that. His company has been working recently to improve the communication between the design develop- ment and printing groups. “ We evaluated the process that we go through to generate our artwork and marketing concepts, mapped that out and looked at where our printing group gets involved—it was way downstream. So, we designed a process whereby we get involved early in the concept stage. There have been pockets of improvement here and there but it has not The Value for CPCs to Collaborate with Printers on Design • More predictable end results. • Less time spent reworking designs. • Faster speed to market. • Managed expectations. • Better understanding of how design elements affect cost. 20 fLeXO july 2010 www.flexography.org LIFE CAN BE GOOD AGAIN NO print defects were experienced NO unnecessary press stops occurred NO blade edge breaks Printing Doctor Blades Your blade life can be 10 times longer with SWEDCUT Distributed exclusively by CANADA – USA – MEXICO FLXON Incorporated +1.704.844.2434 www.flxon.com Exclusive Distribution in CANADA – USA – MEXICO FLXON Incorporated +1.704.844.2434 www.flxon.com Performance Through Quality FLXON_3LeadingPrinters_kd.indd 1 7/15/10 9:45 AM FLXO_July10_v2.indd 20 7/16/10 9:36 AM
Sustainable Summer 2010