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PLMA Show Coverage: Effective Communication Key to Successful PL Packaging

November 13, 2011
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More efficient communcations during private label product design can result in more effective packaging, Jim George, director of education, Institute of Packaging Professionals, told attendees at PLMA’s annual trade show Sunday.

 

The problem many retailers face in PL design today, however, is that so many people are involved in the design process, it becomes dysfunctional and inefficient, says George. “You’ve got a highly collaborative effort, so there’s a lot of people that need to be involved on the execution end and that’s typically where we’re hearing over the years that a lot of the breakdowns occur to successful packaging,” he explained.

 

Why is the private label package design process so overly complex??

 

• Often, multiple suppliers must be involved, adding to the possibility of miscommunications.

• Brand owners have limited resources, slowing the process.

• Levels of authority for those in the decision-making chain vary, leading to bottlenecks as subordinates have to send decisions up the executive ladder and wait for responses.

 

Turning to other packaging topics, panelists speaking with George decried the lack of QR, or quick response, codes on private label packaging today. The codes could provide PLs with new marketing and sales opportunities, especially with younger, more tech-savvy consumers.

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