Brussels, 4 June 2013
Sappi promotes packaging that evokes emotional response.
If you want to sell a product, the packaging must appeal to all the senses. This is the only way to stand out amongst the competition in an oversaturated market. Packaging that communicates with the consumer in an emotional way, making skilful use of one of the many available print finishing techniques, delivers a 'wow' factor that ensures that products stand out on crowded shelves. This was a key take-away for about 90 attendees at the Packaging Inspiration Forum at the end of April 2013 in Düsseldorf.
Alongside the top class specialist talks, attendees also had the opportunity to take part in interactive expert roundtables on the subjects of portfolio pieces, form and design, digital printing, protection against brand piracy, packaging management and finishing.
On the subject of finishing, actively supported by Sappi, Thorsten Drews, Director of the Achilles Group and longtime Sappi user, used several exciting examples to outline the latest ideas on appropriate brand investment and current opportunities.
Consumer surveys repeatedly confirm that buying decisions are influenced by packaging. This explains why innovative package design continues to be a high priority for packaging converters, designers, brand owners, paper manufacturers, printers and print finishers.
Tools for targeted customer engagement
From Sappi's perspective, a key focus is the ever-increasing demand on substrates, including the bright white pulp board grades that Sappi is known for, and the need for high quality and versatile printing and finishing options that take advantage of the characteristics of the substrate. One demonstration of high end packaging design at work was a twisted packaging sample with complex finishing for a fictitious chocolate brand. Sappi’s premium cartonboard Algro Design® was used as the base material; the box was designed by AR Packaging Group and produced on a Gallus flexo printing press demonstrating new capabilities in functional packaging design for individualised and personalised runs.
Superior finishing creates added value
The Packaging Inspiration Forum provided the ideal venue for attendees to meet expert partners from across the industry, learn about new developments and share their expertise relative to the rapidly developing area of Value-Added Packaging. Requirements and challenges for the packaging industry were presented, and creative solutions were demonstrated for producing added-value packaging. Participants gained insight into the opportunities for market differentiation and positioning offered by the use of innovative finishing elements. A recurrent theme was the multi-sensory impact of packaging, which has been proven to increase consumer attention, and to positively affect brand awareness, sales and market share via differentiation on the shelf.
PrintCity, the event host, is a strategic alliance operating in the fields of printing, packaging and publishing, promoting a 'connection of competence' across the entire value chain.
PrintCity’s mission is to promote and support print and packaging and to educate the market about innovative technologies and techniques that increase the value of print.
§ Thorsten Drews, Managing Director at Achilles Group and Lars Scheidweiler, Product Group Manager Rigid Packaging at Sappi Fine Paper Europe presenting at the Packaging Inspiration Forum
§ Attendees at the Packaging Inspiration Forum
Sappi Fine Paper Europe (SFPE) is the leading European producer of coated fine paper used in premium magazines, catalogues, books and high-end print advertising. Headquartered in Brussels, Belgium, Sappi Fine Paper Europe is recognised for innovation and quality. Its graphic paper brands include Magno™, Quatro™, Royal™, Galerie™, GalerieArt™ and Jaz™ ranges. Algro®, Fusion®, Leine® and Parade® are the brands for speciality labelling, topliner, packaging papers and boards. Sappi papers are produced in mills accredited with ISO 9001 and ISO 14001 certification and EMAS registration for all our mills in the EU. SFPE’s mills hold chain-of-custody certification under the Forest Stewardship Council® (FSC®) and/or the Programme for the Endorsement of Forest Certification® (PEFC®) schemes.Sappi Fine Paper Europe is a division of Sappi Limited (NYSE, JSE), a global company headquartered in Johannesburg, South Africa, with over 14,000 employees and manufacturing operations on four continents in nine countries, sales offices in 50 countries, and customers in over 100 countries around the world. Learn more about Sappi at www.sappi.com.