With the drive to more sustainable packaging, both in substrate and substrate reduction, it’s often worth bearing in mind that artwork needs to be set up differently to accommodate these challenges and ensure the pack looks is best from both a standout and appetite appeal point of view
It’s possibly a little tricky to see on this shot, so I’ve left in the white pack to the left-hand side so that you can see a comparison to true white.
The thin substrate means that transparency of packs can become an issue. This is often mitigated by putting a couple of hits of white down first before printing the graphics.
Think of it as putting an undercoat on a wall before you paint it
Failure to do that bit of housekeeping before the product goes to print means that you can have packs, as the one above, that looks very washed out because the translucent substrate means you’re looking through directly to the product in the bag
The white balance gets sacrificed by the product in the bag so you end up with food photos and the bowl as you can see on the food shot becoming very yellow and unappetising
Always set your print and expectations based on the packaging limitations. There are always workarounds.
#Marketing, #Design, #Sustainability, #Packaging
