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FLEXO Magazine : July 2014
PUBLISHER’S INK Screen to Shelf Fresh, modern, airy, friendly to the eye, fluid and consistent— those are the key elements of good design. They can be applied across a multitude of media; most notably in our world, a package, label and magazine page. I make that last tie to tout what I hope is obvious to readers. FLEXO® is in the midst of an image enhancement campaign, now in its second month. Mention becomes appropriate as our content ventures beyond print into the realm of prepress, design, print management and planning. We hope you like our new look. Moving forward we’ll be tweaking it to ensure consis- tency and better meet with readers’ favor. We welcome your comments. Please feel free to send them along. Just as with our redesign, we believe that packaging development teams are focused on differentiation, functionality, versatility and delivery. They are looking to make a powerful statement in an attractive format that offers new opportunities with positive impact on profitability. They are pushing the limits of the process, as they move fluidly from screen to shelf. What’s making that possible? Experts credit one simple, universal resolution: “Design with the pressrun in mind.” Leading the charge are the premedia firms, listed in our pullout cover locator. As several of this month’s authors note, print managers are expanding their role and assuming dual duty as risk managers. Their mission: “Plan the entire job at the design stage.” Every decision is made with the intent of affecting the success of the entire run. Efficient, comprehensive experimentation has brought us to where we are today and it will CENTRAL IMPRESSIONS Printed Memories Ispent the middle of last month in Orlan- do as a member of the media delegation attending Eskoworld. While my coworkers at FTA were stuck on Long Island, I waved to Mickey Mouse, gazed upon a turkey leg the size of an anilox roll and took in that famous Florida weather: more heat, less humidity and a 200 percent chance of rain from 4–5 p.m. There were some really interesting and enjoyable presentations from members of the design world, including representatives from Target, the Disney Institute, ConAgra and others. The one that resonated with me the most was from keynote speaker Rob Wallace, managing partner at branding and design firm Wallace Church. Rob talked about the next generation of design, one that will introduce new and very personal and very specific lines of commu- nication between brands and consumers. He then went into a case study centered on the world of craft beer. He detailed an experiment with a craft beer brand, where its cans were redesigned to prominently feature a single large letter on either side, each in a unique font. The inten- tionally chosen letters spelled “H-O -N-E -Y” on one side and “W-H-E -A-T” on the other, enticing consumers to mingle with other drinkers in an effort to complete the words— or, I imagine, buying round after round until they got that elusive fifth letter. Consumers could then post pictures of their finished 14 FLEXO | JULY 2014 FTA TODAY