When that five-year-old in a supermarket makes a beeline for the chocolate in a triangular prism carton, mom doesn’t need to check its name. So distinctive is the look and feel of its packaging that it has become synonymous with the brand itself over the decades. The end consumer doesn’t know how much work goes into creating that final item on the shelves, but the brand does! The creative design is just step one. Bringing its vision to life in printed form happens through the painstaking, time-consuming process of design adaptation.
Design adaptation is a crucial aspect of the organization’s promotional strategy to cater to market needs. This could be to tailor your brand design to a new medium, expand market influence during the festive season with a special offer, or while introducing your brand to international shores. The design adaptation journey from the master file to its print-ready version is a complex one, often requiring multiple changes in layouts to fulfil the ask. Alongside, your brand identity must remain intact (your fonts, colours, logo placement, graphics, etc)-else your end customer won’t recognize you!
It’s important to team up with the right service partner to implement the design adaptation seamlessly. It begins right from matching the right CMYK values or Pantone base inks for obtaining the perfect print-ready file, all the way to creating a permissible change in the language for cultural sensibilities. There may be a significant need for image retouching. At every step, the partner must be well-equipped to handle the transition.
Multiple factors come into play: the substrate choice, the shape and size of the packaging, the desired dimensions in 2D or 3D, the climatic conditions, the required volume, incorporation of mandatory information in regional languages, and so on. Sometimes, the brand may want to experiment with different textures. Say, a “green” brand wants to print its marketing collateral on recycled paper and package its product in reusable cartons; the service provider would need to have the know-how of the right techniques to do so. However, given how short modern marketing cycles are, the whole process needs to be fast as well as cost-advantageous. The use of appropriate software tools is also crucial. The best players in the business are well-versed with Adobe Photoshop Creative Cloud Library, Adobe Illustrator, and CorelDraw. Besides, in commercial art, scale is everything. Including transportation and localization, there are numerous steps involved in design adaptation- which means the service provider must have access to the best facilities to ensure the fastest possible go-to-market route.
As an organization with over 70 years of legacy in the business, Manipal Digital ticks all the boxes for partnering your brand’s design adaptation. With state-of-the-art equipment, access to world-class technology in the printing and packaging business, and expertise in digital transformation, it is trusted by scores of enterprises. Our automation and stringent quality standards enable large-scale printing job projects with absolute adherence to proprietary brand guidelines. The company has extensive in-house capabilities in pre-distorted imagery treatment, a highly specialized arena. That, in turn, allows us to print with ease on curved surfaces like cans. Manipal Digital also has the distinct advantage of having an internal team of packaging design experts, meaning it can even act as an independent design consultant. With a dedicated prototyping team and 3D visualization services, we can even showcase innovative, original packaging designs. We have the wherewithal to undertake very high-volume work while continuing to demonstrate cost-efficiency as well as industry-best turnaround times to customers.
With Manipal Digital at their side, brands can simply focus on the creative design and leave the entire print-ready version creation in safe hands. Find out how we can help you take your brand places, get in touch today!