the essential 3/2018

“Exciting new op- tions for customer communication are opened up for brand producers with inside printing” Boris Häntze, COLORPACK sales director Tea packaging with inner values The rlc | packaging group, one of the leading pro- viders of innovative packaging solutions in Eu- rope, produced with BoFood Organic at its Berlin site COLORPACK and printed the insides of food packaging. Boris Häntzle, sales director at COLOR- PACK, explains what advantages he sees for cus- tomers and why the system provider thinks inside printing is relevant. You are one of the biggest European packaging pro- ducers. What makes you so successful? Boris Häntze: What has characterised the company for more 155 years is the fascination for brands and the con- viction that packaging is an important part of making a brand lastingly successful. It communicates the brand val- ues at the POS to the customer and keeps on offering im- pulses for new, meaning-oriented ways of consumption in an ever more virtual world. Inside printing ultimately forms part of this. How important is product safety for your customers? It is crucial, and migration is often a central topic: No brand wants to risk its positive image because of flawed products. Particularly when it comes to ink, we have it in our power to prevent migration of contaminants. We see this as our responsibility. The folding box production at our COLORPACK site in Berlin is completely attuned to migration harmless and mineral oil-free ink and varnish. At this site we produce folding boxes for branded com- panies of the food industry in accordance with BRC / IoP requirements. Does this mean that internally the use of BoFood Or- ganic is a logical development step? Yes, because BoFood Organic represents a further devel- opment of the previously established BoFood MU ink sys- tem. This migration harmless offset ink series is employed by us for printing primary food packaging. Which strategic added value does inside printing have for you and your customers? For the brand producers, inside printing opens up new options for customer communication. Everyday prod- ucts that are produced by the millions have to address the customer on an emotional level. A message on the inside is surprising and can emphasise brand worlds ad- ditionally. Do you have a specific example from production? We used BoFood Organic for example for the production of a tea packaging which was supposed to emphasise the natural values of the product. BoFood Organic is the most odourless ink on the market, according to our ex- perience. This is a great advantage for this application. The consumer can experience the smell of the tea variety without interference. That is important for his/her rela- tionship to the brand. What is your assessment of inside printing for packag- ing in the long run? Inside printing has the potential to play a greater role in the future. It is getting more and more challenging for brands to differentiate themselves; both at the POS but also when unboxing. It is therefore even more important for it to also anchor itself in the heads of the consumers through packaging. The market is very interested in this opportunity to shape food products in a more differenti- ated and at the same time, safe way. A prism on a black background, which splits a ray of light into the colours of a rainbow. Four men – one of them barefoot – walk in a row over a pedestrian cross- ing in London and a naked baby dives after a dollar note. These images, of course, describe milestones of music history – album covers, which also made history thanks to their artwork. But this was not just a matter of course. Up until the 40ies of the past century, shopping was quite a bleak endeavour for music aficionados. For instead of icons of popular culture, shelves were filled with grey protective sleeves for vinyl records. In 1938, however, one idea changed everything: The printed al- bum cover! Thus, the first printed version of Beethovens “Eroica” made sales rise by a sensational 895%. This example impressively demonstrates how much potential a prod- uct, its design and its printing can unfold together. Especially today, it is getting ever more important for products and their brands to communicate a message through its packaging. Today’s consumer is looking more and more for (brand-)experiences and seduction. This means that packaging has been promoted to be- ing the mouthpiece of the respective brand. Colours, as the most elementary form of communication, are play- ing an increasing role in this. “The most tender temptation since chocolate was in- vented” would be unimaginable without the smooth purple, which carries us into magical worlds or the deep blue, which has given us trust in our moisturising cream for generations. And so, today more than ever: we must show our col- ours! Because only the combination of packaging, its design and print can make it possible to enchant the consumer and make the purchase an emotional experi- ence. Food packaging receives more space for product information: Creative inside printing with BoFood Organic by Epple The package design increases the attractiveness of the product, provides orientation in product lines and influ- ences purchase decision-making. rlc | packaging group produces with BoFood Organic for the first time Guest contribution by Carsten Bußhoff, pacproject GmbH The charm of visual communication 7