Mar 31

Missed opportunity

Posted by Packaging Sense in Typography | Uncategorized

When designing a sachet or a carton, you receive a technical drawing from your supplier, be it a converter, i.e. a printer or a machine supplier. This drawing indicates areas for glueing or areas which should not have too much ink, as it seals badly.

So far so good. However, as most packaging engineers or machine suppliers are so eager that seals really hold, they now and then go too far by indicating “no print area” on the drawing.

My advice to all graphic and package designers is to verify if the above holds true. In a multilayer plastic material, the print may for instance be reversed which means that the ink will not stick to the sealing equipment.

Why do I bring this up? Because I seldom see seams with print, mostly because there is a photocell mark. However, if you check it out with the photocell manufacturer, you’ll find out that the text can be red if the photocell is black, etc.

As the seam often goes through the middle of the back panel, as for instance on potato chips bags, this seam can be used for an important message.

The illustration of an Indian Maggi noodle sachet is a good example of what I suggest. The text just repeats the new variety name. No doubt a call-to-action would have been far better, as for instance “enjoy real chicken bits”. When will the designers finally change information to communication?

A similar example are the inner flaps on a Jordan cereal pack. When you open a carton of cereals, chips, etc. you cannot avoid looking at the flaps as you open the carton.

So next time you design a pack, look out for a place where a sales message stands out!

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