Packaging Gets Personal

Coffee and tea companies can learn from their counterparts in the water, carbonated soft drink and spirits categories to personalise packaging

咖啡和茶企业可以从他们的水同行,碳酸软饮料和白酒类学习,因为在这些行业中的饮料包装设计的目标是移动,激励和共鸣消费者更深层次。
由汤姆·伊根

口渴可能是第一个原因消费者伸手的饮料,但它是可在购买点帮你搞定包装。越来越多的饮料制造商正在寻找能够吸引顾客打包所提供某种形式的个人共鸣。

无论是参照一种生活方式的选择,一个美好的记忆或一个重要的目标,饮料标签,可以在更深的层次与消费者连接有坚持的力量。考虑包装,其目的是为了激励锻炼,火花喜爱的度假记忆或加强健康生活方式的价值 - 促使在产品体验参与的消费者甚至曲折关前盖,拉出一个标签或弹出一个盖子。

鉴于市场的增长,这也难怪厂商都在竞相捕捉心灵,头脑和消费者的忠诚度。目前价值USD $ 30.1十亿,饮料包装行业在美国,预计在未来十年内经历了4.5%的增长,按照2018年饮料趋势的包装和处理操作由PMMI,该协会为包装和加工技术。在今天的饮料产品的竞争格局,更多的品牌可以采取更大胆的措施充实的里面有什么在外面的本质 - 尤其是使用的打印效果的能力。今天的消费者可能不会达到喝酒时,他们只是觉得口渴了,而是当他们感到被理解。

揪着心弦

Choosing a career path, moving to a new city or buying a home — these are all decisions highly dictated by emotion. But what about beverages? Can a person have an emotional reaction to a drink on a store shelf, and can this connection really influence their decision to purchase the product?

答案可能是“是”不断为消费者选择熟悉的感觉饮料产品或撞击怀旧的特定和弦。考虑从可口可乐公司,该公司通过调用自己的名字创建了一个办法字面上吸引消费者的“共享可乐”活动。对于可口可乐,它早已确立了立足在碳酸饮料行业,这个活动加强了围绕品牌的客户忠诚度和创造的嗡嗡声。

创建这样的标签品种是不小的壮举,即使是这样的大品牌,但在印刷技术的进步做出的运动成为可能。According to an article on Label & Narrow Web’s website, to run labels that pulled from a list of about 250 names, Coca-Cola tapped a domestic label and packaging converter company, which coordinated with printers equipped with HP Indigo digital printing technology to get the job done. With this technology, the varied labels could be done on short runs and still reflect high-quality printing.

在国际范围内,南非为主的杂志包装与印刷媒体报道称,可口可乐重复转换器和合作伙伴的打印机这次合188bet亚洲娱乐作创造数千个多种语言的名字。一些国际打印机采用柔版印刷,而不是数字印刷,所以小心配色是为了实现在不同类型的打印机相同的“可乐红”树荫完成。

Some brands have found a way to speak to customers less directly, but still with intimacy or a level of personalization that can be hard to beat. Whiskey brands Jack Daniels and Johnnie Walker are actively pursuing different segments of the market and looking to expand their reach with a range of tailored products. Jack Daniel’s Gentleman Jack whiskey aims to reach a segment of the market that associates fine whiskey with a premium sipping experience.

根据PMMI的报告,独特的包装就是品牌溢价用来从价值品牌中脱颖而出,所以现在中档品牌所使用的包装模仿的顶级的品牌的外观。凭借其绅士杰克版本,其特点是金属化的标签类似冲压银盘,杰克丹尼试图吸引消费金宝博亚洲真人者谁值更细,比传统的纸质标签更加原有的细节。一些工艺白酒正在保费包通过转动到使用有色玻璃和其他触觉标签,允许一个更复杂的,昂贵的样子技术的进一步打印的步骤。

尊尼获加最近创建的“简·沃克,”他们的黑标产品的特别版迭代,呼吁女性人口一般不被认为是威士忌喝组。为了证实该消息,尊尼获加捐赠出售给支持妇女进步组织的简·沃克版的每个瓶子的收益。

Packaging for the Health- and Eco-Conscious

个性化可能不是销售的唯一关键。随着用于支持健康的,积极的和干净的生活方式,更多的饮料厂家都生产而来的小罐子或更少的热量瓶饮料产品同样大的需求。该份讲究,不仅满足了低热量的需求,降低糖的产品,但也从几十年的超大份量的加强部分控制的想法出发。

在这个时代干净的标签,消费者也在寻找自然和无添金宝博亚洲加剂的饮料,但是,这种类型的饮料都有它的制造商和processers挑战的份额。许多较有机或天然的饮料,如果汁,都是非均质和原地踏步的货架上时走散。为了避免客户可能产生的负面反应,品牌使用收缩包装来隐藏瓶内内容。

清洁标签的推动也刺激了沿着生产线的一些变化金宝博亚洲,具有添加搅拌设备或适应灌装机械处理更多的天然饮料的不同行为的厂家。

对于运动员在饮料过道购物,额外的援助是运动饮料承诺可以提供一个巨大的吸引力。一些品牌已经推出了一种针对不同类型的运动员,以定制到一个新水平。佳得乐,例如,开发的产品线,其提供在锻炼特定阶段被消耗多种饮料。在销售点右键 - 如果这条产品线讲一个特定运动员的日常成立,佳得乐可能只是增加了客户的购买只能从一个饮料三个。

On top of nutrition, brands can also gain selling power in sustainability. By offering an eco-friendly product that can claim it creates less waste, a brand is able to connect with growing consumer concern for the environment. One way that manufacturers are addressing this shift is by using digital printing, which in general is considered more cost-effective and environmentally friendly for the short runs that occur with label variation. Digital printers, like the HP Indigo technology used for the “Share a Coke” campaign, have been recognized for their eco-friendly benefits of reducing energy and supplies in each round of printing.

一些饮料制造商也绿by utilizing eco-friendly materials like vegetable oil-based inks or water-based inks, which can be used in conjunction with digital printing technologies. These inks not only dry quickly and deliver a high-quality print, but also minimize the release of volatile organic compounds (VOCs) that are usually heavily present in traditional solvent-based inks. UV inks offer similar benefits in that they “cure” at rapid rates and release minimal VOCs, and they also allow for high-quality digital direct printing on glass or PET bottles.

在印刷的Propel品牌进展

The beverage variety that we see on the shelves today can be tied to the growth of technologies that enhance the flexibility of lines, speeding and simplifying changeover between different product runs. With increasing consumer demand for a wide selection of beverages, manufacturers require the ability to swap labels out and change production over many more times than they likely had to in the past. Changeovers that used to happen only once a day or week now may happen three times in one shift in order to generate the masses of personalized or targeted products customers crave.

为了实现这一目标快速转换,很多厂家纷纷转向数字印刷,它允许标签是多种多样的,并作好准备,并迅速应用。有了这项技术,生成标签的图形是一个更有效的方法,可以更即时的时间内完成,减少了昂贵的停机时间。该设备的速度也需要对产品中传递到存储作为一个国家尽可能新鲜的一致。打包可以生成数字印刷标签更接近生产的时间;确保消费者获得未出货前花几个月的时间在存储饮料。

数字印刷系统的患病率的技术变得更容易,每天的结果。在一个价格点,不打破银行,采用数码印刷的是一个更容易的选择忍气吞声。现在,这项技术可以用于更短的产品,如30000台运行时,它可以说是成为一个更艰难的决定,坚持使用传统的印刷技术。

除了数码印刷,创造更大和更大胆的影像技术正在举行。收缩套筒技术正在使用更多的瓶瓶罐罐,根据PMMI的报告。例如,一门手艺啤酒可能将收缩套管在整个六包。包装印刷的这种风格有助于更容易包装生产线转换,并且是产生在同一可以塑造各种饮料类型或香料的公司有帮助的。

然而,有些品牌喜欢在纸板收缩套标,因为纸板可以被打开后,保留其图像和形状,而收缩套变得撕开,扭曲,在第一次使用可能被丢弃。在许多情况下,品牌可以选择纸板作为希望,消费者将保持容器在冰箱里或放在柜台上的外包装。无论在材料的选择,要么选择提供了品牌更多的图像的好处,更多的信息和机会告诉更多的故事有关产品。

‘Niche’ is the Key to Market Growth

The importance of differentiation in the beverage industry is perhaps best witnessed in the bottled water market, where, arguably, the same liquid is being portrayed as an entirely different product depending on the customer toward whom it is being marketed. Brands design packaging and labelling elements to match their target demographic, and these elements become differentiators that can justify a product’s shelf space.

例如,依云和斐济水域标榜自己被来自世界各地的奇风异俗来源的干净,自然水域。它们的使用,揭示内部标签显示随着纯度帮助声明传达此消息引人注目的风景明确瓶。Meanwhile, waters like Core, Essentia and Smartwater sell themselves as waters that boost physical and cognitive health and ‘go the extra mile.’ Then there are brands like Vitaminwater and La Croix, which are still considered ‘waters’ despite adding flavours and/or carbonation to their products to appeal to those seeking something just a little different from regular water.

Convenience and Innovation

但查找利基下降趋势在所有的饮料行业,其中公司闹着是不同的,选择过程中脱颖而出。有时,利基可以通过提供可靠的便利,如卡普里 - 太阳眼镜袋,吸管,或掀盖瓶盖运动饮料被发现。其他时候,它可以从原始包装创新茎,如啤酒巨库尔斯库尔斯轻标签设有其对温度变化作出反应热油墨。该标签传达的信息是,啤酒已达到完美的冷冻温度,并准备喝的,它也提供了一个互动功能,简直就是为客户乐趣。

这种类型的“酷”可以图形是一个较新的发展,金属包装图形已经比纸标签速率较慢的传统改善。改进,比如热油墨,光响应,光,亚光和触觉油墨都较好的涂层技术,PMMI的报告指出的结果。在可以在打印质量大修和能力也时有发生,在过去的五年中,每英寸(DPI)为120至130点的增加和高清晰的分离工作,制版和版画的所有改进。

不过,同时利用新兴技术,并找到合适的利基是至关重要的操作,制造商必须也注重保持相关性。自称拥有比市场一个独特的空间仅用于只要品牌愿意适应和调整,以消费者的关注和生活方式可持续发展。饮料品牌是磨练自己产品的差异化,但可以不断改造它的出现都有可能淬火客户需求为几十年。

Tom Egan是副总裁,行业服务,PMMI(协会包装和加工技术)。PMMI代表超过800个北美制造商和设备,部件和材料供应商以及相关设备和包装服务及加工行业的供应商。

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