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Hitting the Refresh Button

5/27/2013

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Posted by Marek Skrzynski, Bridge Premedia Division Director
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May was a busy month at Bridge Premedia: Lots of new projects with unique packaging development and production challenges. Our combined wealth of design, pre-press and converting experience allows us to navigate these obstacles successfully, but from time to time, we also need to hit the refresh button. That means getting away from the office and the production floor to learn from other experts in our field, as well as experts in other industries altogether.
Refresh #1: We attended a symposium organized by the UMass Center for Industry Research on Polymers, focusing on printed electronics and its commercial applications. Our interest was, of course, sparked by the concept of using nanotechnology in "smart", "intelligent" or "active" packaging. We've previously had interesting conversations with Sonoco Packaging Institute researchers about their own work in exploring opportunities for further interaction between intelligent packaging and retail shoppers. It's an idea that's gaining momentum, but still struggles to be cost effective and consistently reproducible on a larger scale.
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IMAGE SOURCE: printedelectronicsworld.com
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IMAGE SOURCE: ikea-usa.com
Refresh #2: We also attended a one-day color management networking event in New York, organized by GMG Color and their partners. Since our prototyping production is driven by accurate color reproduction, it's important to explore emerging trends with software developers and end users at this event. We especially liked a presentation by GMG's Michael Farkas, former Technical Manager at IKEA, who outlined how his company saved money while increasing print quality by implementing a color managed workflow. Preaching to the choir, here!


Refresh #3: We joined 600 other Esko software users at Eskoworld in Phoenix to learn how to integrate production automation with client web portals, 3D visualization and display/short run packaging production. Bridge and CSW folks had the opportunity for hands-on training and one on one conversation with Esko product managers. The coolest thing we saw was the use of Esko's 3D Studio models with an app called Augment. This allows users with a printed Augment target (and the app on their mobile device) to preview 3D renderings in the real world. Check out the video!

Participation in these kinds of seminars allows us to fine-tune our ability to push the boundaries of package design and printing - bridging the gap between today and tomorrow.
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Strawberry Season for SBS Folding Cartons

4/8/2013

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Posted by Marek Skrzynski, Bridge Premedia Division Director
Bridge Premedia Strawberry Extreme Closeup
Bridge Premedia is growing strawberries.
Although it may still look and feel like winter in some parts of the U.S., the sun's rays are now much stronger, and the days are growing longer. Nature is waking up and giving us a new level of energy and creativity. The new season has also brought some exciting changes to our operation.

In March, we installed a Kongsberg XN digital cutting and finishing table, driven by Esko's i-Cut Suite. When we saw these at DRUPA 2012,  we knew that they would allow Bridge Premedia to expand and speed up our die cut prototyping capacity. By integrating these new tools with direct-to-substrate digital printing, Bridge Premdia has quadrupled our finishing speed for packaging comps.



To celebrate the launch of our new system, and to showcase its abilities, Bridge Premedia's structural and graphic designers had a great idea: let's grow some strawberries. They're a little early for New England, but as always, we try to stay ahead of the curve.

They look so real, you can almost taste them. These digitally printed berries feature multi-level embossing, spot varnish, and intricate diecuts. Packaging with juicy glossiness, luscious color, and sumptuous texture is now possible without waiting for summer – or costly tooling.


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Packaging comps being cut on our new Kongsberg table.
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Luscious color, juicy gloss.
Getting hungry for better prototypes? Head on over to our free sample page and put in your order for a little snack. When you're ready for more, please contact us for fresh, affordable packaging comps.
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Eye-tracking Studies for Packaging

3/21/2013

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Guest Post by Renée Walsh, VP Sales & Marketing at CSW, Inc.
Last month I attended a seminar on process color management for flexo print at Clemson University. It was held at the Sonoco Institute of Packaging Design and Graphics, an amazing facility that draws on resources from Clemson's graphic communications and packaging science departments. Experts from CSW, Inc. (the parent company behind Bridge Premedia) have been lecturing on package printing topics at Clemson for many years. Bridge Premedia's Division Director, Marek Skrzynski, gave three presentations at this seminar, from the science of color to hands-on demonstrations of measurement tools in the pressroom.
Our hosts at Clemson gave us a tour of the work rooms and research facilities at the Sonoco Institute. Students and faculty work with cutting edge equipment to design and test new processes in packaging development. Oh, and they make some pretty neat furniture...

I found the CUShop to be one of the most fascinating parts of our tour. Here, the university researches consumer decision-making behavior in a retail environment. The CUShop is a store simulation that uses eye-tracking technology to analyze package shape, color, spacing, promotional material and more. You can find a great explanation of eye-tracking technology here from Tobii, who make the glasses that Clemson students use.

Last fall, the CUShop brought their research on a road trip to PackExpo. Watch this video to learn more about the studies conducted there:

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Corrugate Chair at Clemson University IMAGE CREDIT: Renée Walsh

If you need to evaluate packaging preferences for an upcoming product launch, brand refresh or in-store promotion, contact the CUShop. They also perform research for private sector clients. And if you need package prototypes for that evaluation, or for focus group research, or for sales samples, consider Bridge Premedia. Our comps are realistic, cost-effective, and fast.

In the meantime, happy shopping!
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10 New Year's Resolutions for Brand Packaging Pros

1/9/2013

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Posted by Karen Leet, MarCom Manager
Did you make any New Year's Resolutions for 2013? Chances are it was one of these: lose weight, quit smoking, get organized, save money, or spend more time with family. That's all fine and good (and we wish you luck with those), but how about professional resolutions? If you didn't get around to it, we'd like to suggest a few:
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1. Be sustainable
Supply-chain score carding. Compostable packaging. Bio plastics. The new How2Recycle labeling initiative. Going green isn't going anywhere. Consumers, retailers and manufacturers continue to demand ways to reduce waste.
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2. Socialize more
Don't push your message out - pull the consumer in. Brands - including B2B brands - have found social media to be an indispensable, trackable way to connect with consumers. On P.O.P. displays and packaging, QR codes drive consumers to your social media links or digital content such as sweepstakes entries, exclusive video content and more.

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http://mediaroniblog.com/wp-content/uploads/2010/12/NFC.jpg
3. Get smart
Intelligent or active packaging is on the rise. Time-temperature indicator labeling helps extend shelf life and enhances product safety perceptions. RFID tags help manage inventory. Near field communications (NFC) allow consumers to just tap their NFC-enabled phones to access information. This technology is gaining traction in the U.S. for point-of-sale consumer engagement - maybe it will even replace QR codes.

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http://image.greenmanufacturer.net/a/out-of-the-box-sustainable-packaging-options-for-manufacturers-green-bay-retail-ready-packaging.jpg
4. Be ready
Retail-ready, that is. A new study by Smithers Pira projects that retail-ready packaging (RRP) will grow 6% annually to 2017. RRP demand is driven by the need for streamlined, in-store efficiencies, but we've also learned that RRP can provide greater brand recognition among consumers.
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5. Be more flexible
Flexible packaging - especially the pouch - is having a moment. Consumers like flexibles because they're easy to open, resealable, lightweight, and portable. Brand owners like them because they have potential for good billboard space, fun shapes, and an alignment with environmental objectives.

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6. Expand your horizons
We predict that flexible package printers will soon adopt expanded color gamut printing. Faster setup times with consistent color and no loss to brand image quality mean a win-win for printers and brand owners.

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7. Find inspiration
Bookmark some package design blogs and websites for inspiration. Here's a few to get you started:
    The Dieline
    Lovely Package
    Packaging of the World
    Package Design Magazine
    Etsy
    Pinterest
    Behance
For inspiration from packaging history, check these out:
    AIGA Packaging Design Archive
    The American Package Museum
    Museum of Brands, Packaging and Advertising

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8. Stay home more
While many brands are expanding globally, quite a few of them are bringing manufacturing back to the U.S., including Google, Apple, GE and scores of smaller manufacturers. Greater control over quality and costs like freight and duties make "re-shoring" attractive - which means other parts of the supply chain, like packaging, can be re-shored, also.

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9. Refresh yourself
No matter how tight their wallet, consumers still want something new. On the other hand, they prefer to stay with trusted brands. Time for a brand refresh! Promotional packaging, new shapes and materials, new category segments, and innovative ways of connecting to consumers might help to land you on this list.

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http://www.marcstoiber.com/wp-content/uploads/2012/12/process-explained.gif
10. Fail early and often
In other words, try something new. Prototype it. And if it doesn't work, scrap it and start over. And over again. Until you get it right. That's the only way you'll be able to innovate.
If you need more ideas for personal or professional growth, we recommend Chicago designer Monina Velarde's New Year's Resolution Generator. Here's to a prosperous 2013!

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Top 10 best uses for a packaging prototype

11/16/2012

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Posted by Ingar Westburg

1)    Hero Comps:    For photo shoots and TV commercials, as well as PR opportunities, there is no substitute for a  packaging prototype to best represent your product.

2)    Focus Group:    To test consumer response to a product package, a physical comp/prototype can provide brand managers and marketers with the solid research results they need.

3)    Shopper Marketing Trial:    The tactile elements of a package, such as weight, surface texture, colors and size all combine to provide a preview of the brand experience of a consumer at the point of purchase.

4)    Sales Pitch:    For in-person sales calls and presentations, sometimes the only thing (short of the finished product) that can close the deal is an exact replica of the finished product.

5)    Planograms:    For live product retail simulation, packaging prototypes are used to build, manage and integrate planograms, providing detailed information to supplement virtual models and space planning software.

6)    Message and Design Evaluation:    During the creative development process, design and messaging variations are viewed as packaging prototypes to facilitate better internal decision making and speed the approval process, saving both time and money.

7)    Trade Shows:    Motivate your salespeople and share your brand experience with CPG retailers, manufacturers and consumers at industry events and trade shows.

8)    Color Verification:        High quality packaging prototypes can be useful in evaluating and confirming brand consistency, and can be the foundation for color studies verifying brand integrity across all relevant brand touchpoints.

9)    Test Markets:        For market research on a larger scale, packaging prototypes can be filled, sealed and finished to be sold at retail for genuine consumer feedback in the real world.

10)     All of the above:    Whatever you use them for, Bridge Premedia prototypes provide you with the support you need to connect with clients and consumers.
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Tactical Blunders in the Packaging Wars

10/29/2012

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Posted by Marek Skrzynski, Bridge Premedia Division Director
Way back in 1035, a Persian traveler visiting the spice markets in Cairo recorded the use of paper as a packaging material. Other forms of packaging such as baskets, wooden boxes, pottery, barrels, and woven bags had already appeared across many cultures and geographical regions. By the 19th century, metal cans, paperboard cartons and corrugated containers showed up in dry goods and grocery stores. Surprisingly, it was not until 1953 that Michigan State University offered the first university degree in package engineering.

Packaging today has come a long way since that Egyptian spice market. It plays a much bigger role than just protecting and transporting purchased goods. In the hands of skillful marketers, packaging is a powerful weapon, fighting for our attention on retail battlefields. Every day dazzling substrates, mesmerizing colors and cleverly designed structures continue to ambush us from the shelf, demanding us to surrender our wallets.

As in any war, there are often amazing victories and brilliantly executed attacks. Occasionally, however,  there are misfires, casualties or simply…tactical blunders. So, let's play armchair general and see what's going on in the retail trenches:
(Click to enlarge photos)
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Image: www.enjoyzibra.com/openit/
Irony - or Proof of Concept?
It seems like hardware stores are full of absolutely amazing gadgets, built to overcome a very specific daily obstacle, no matter how trivial and pathetic the challenge might be. But what if the gadget is packaged in exactly the same "problem" it was invented to solve?
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Image: www.happyplace.com
Down the Toilet
Even the most desperate tie-in promotions sometimes reach a point of, well …no return. So, if one day your career requires this level of advertising, you can rest easy, knowing that you won't leave any trace of failure. It will be simply flushed away.

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Image: http://www.greatergourmet.com/Gourmet_Cheese_Glacier_Ridge_Farms.htm
Identity Crisis
When it comes to product identity statements, we have to balance marketing objectives and legal obligations. Occasionally these two goals collide, creating a spectacular explosion of wordiness and confusion.
So, how can you avoid tactical blunders like these? We recommend pre-market testing before you embark upon full deployment of your product rollout. Taking the time to show your packaging to focus groups or smaller test markets may reveal holes in your plan of attack. And we're happy to provide support for that with prototypes, renderings,  sourcing and technical consultation.
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We Won! Third Place in Digital Output Magazine's Application of the Year Awards

10/8/2012

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Bridge Premedia was awarded third place in Digital Output magazine's Application of the Year Awards. We were already pleased and proud of the trade show giveaway folding carton we created for GMG America's presentation at FTA Forums. We're thrilled that Digital Output recognized us for our collaboration with GMG and Roland DGA. You can read all about it here.
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Are You Ready to Cross Over?

6/20/2012

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Bridge Premedia is a division of CSW, Inc. Our parent company is celebrating 75 years of innovation in the packaging industry. As we look to past successes, it's only appropriate that we look forward, too.

This new division of CSW is about making connections – between converters, designers, merchandisers, brand managers, package engineers, and retail buyers. Bridge Premedia exists to make our client’s lives easier by improving communication and removing headaches.

Read some of our case studies, to see how we've done this for others. Check out our gallery of recent work. Connect with us on Twitter and LinkedIn for updates on our latest projects, new products and services, and trending topics in packaging, branding, and image engineering.

And when you're done, contact us for a free estimate of our services. From prototyping to 3D rendering to photography and consulting, Bridge Premedia will help you close the gaps.

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