International Packaging Conclave 2013 focused on ‘Sustainable & Innovative Packaging Design' was held on 5 October at Jaypee Greens Golf & Spa Resort, Greater Noida. The interactive module of the event discussed package design and the need to maintain its integrity through conceptualisation, conversion & filling and closing of the pack.
The conclave held a day prior to the start of the PackPlus Exhibition, turned out to be the trigger puller with 18 Expert Panelists and 120 delegates participating in the 3 Discussion Sessions in the event.
Debabrata Deb, Director, Future Formats (Conclave Co-ordinator) welcoming the Speakers and Delegates gave a short introduction of the theme- Sustainable and Innovative Packaging Design.
Opening Address: Sustainable & Innovative Packaging Design
Shombit Sengupta, Founder Chairman, Shining Consulting, with his over a decade experience in packaging design, gave an insight into giving a touch-point ecstasy to a product to make a consumer come back to it. “Repeat purchase is a big factor behind making a brand sustainable,” he said. “A consumer has to believe in the product, it should function well and it should look good. These are fundamental elements in selling proposition of a product,” he suggested.
Panel Discussion I: Conception, Visualization, Mockup, Proofing, Print Ready Output
Session Chairman: Naveen Damishetty, Technical Category Head- Packaging, Mondelez Intl
A. Appadurai, Country Manager - India & Sri Lanka, HP Indigo & Inkjet Presses
Shyam Sunder BK, Chief Designer- Packaging & Product, Tata Elxsi Ltd
H.S. Arun, Senior Solutions Expert, Esko Graphics India (P) Ltd
Bakula Nayak, Creative Director, The Black Sheep
Anil Namugade, Director, Trigon Digital Solutions
Naveen Damishetty, Technical Category Head- Packaging, Mondelez International chaired the session on Conception,Visualization, Mockup, Proofing, Print Ready Output. He talked on the brand packaging requirements which include value added functions for the consumer, brand identification that can be achieved through packaging graphics & shape, and speed to market. “The essence of successful launches is to deliver the concepts in-time for allowing faster decisions and enabling speed to market,” he suggested
A. Appadurai, Country Manager - India & Sri Lanka, HP Indigo & Inkjet Presses talked on innovation in labels in packaging. “The store aisle and the shelf are the battle ground for capturing consumer dollars. The package is the ultimate sales agent,” he said. According to him a package must have three qualities- it should be able to STOP the consumer moving through the store aisle, it should be able to HOLD the consumers' attention and it must connect with consumers' aspirations to make the SALE.
Bakula Nayak, Creative Director, The Black Sheep gave a presentation on her understanding of design, with a personal touch. She suggested that the brand should be capable of making an emotional connect with the consumer. The product packaging should have a personality that can make it stand out. “The package itself should tell the story of the product. The consumer should be able to form that connection. Further the function of the product is important, which actually will act as a force behind repeat purchase,” she highlighted.
Panel Discussion II: Design Conversion
Session Chairman: Chakravarthi AVPS, CEO & Managing Director, Ecobliss India
S.N.Venkataraman, Vice President-Marketing, ITC Limited- Paperboards & Specialty Papers Division
Subhasis Roy, Business Director, Bobst India (P) Ltd.
Rakesh Shah, Managing Director, Windmoeller & Hoelscher Corporation
N Siva Shankaran, Head - Technical Organization & VP- Business Development, Uflex Ltd
Chakravarthi AVPS, CEO & Managing Director, Ecobliss India chaired the Second panel discussion, which was focused on Design Conversion. He talked about the changing world, changing consumer behavior and the changing packaging requirement. He believed that the workflow needs to be synchronized with the thought-flow as soon as the designing process starts. “Unless the flow is planned proper in the primary stage, we cannot have good results in terms of packaging design and functionality,” he said.
S.N.Venkataraman, Vice President- Marketing, ITC Limited- Paperboards & Specialty Papers Division talked about the paper and paperboard packaging in terms of design conversion. “The design thought process takes lots of time, which leave little time with the converters and printers to give shape to the idea,” he said. Presenting few case studies, he specified that a holistic packaging design has two sides to it- the rational & functional and the emotional side. The product needs to keep a balance to create an impact.
Panel Discussion III: Realization of Design as Retail Ready Packed Output
Session Chairman: Suprotik Das, Managing Director, Nordson India (P) Ltd
Deepak Manchanda, Director, Firstouch Solutions (P) Ltd.
Jaswinder Dhadda, R&D Manager, Packaging- Chocolate, Mondelez International
NLN Raju, Chief Operating Officer, Signode India
Sudhir Sharma, Founder & Creative Chairman, Indi Design (P) Ltd
Suprotik Das, Managing Director, Nordson India (P) Ltd. chaired the third and the last session on Realization of Design as Retail Ready Packed Output. He spoke on the holistic approach to retail ready packaging, where the product, pricing, place and promotion circle around packaging. “Packaging is an integral part of product strategy,” he said. He presented both the producer and the buyer viewpoints and the balance that can be brought through packaging.
According to Deepak Manchanda, Director, Firstouch Solutions (P) Ltd., the packaging design is a process that aims to move from a designers' creative vision to skills of technologists and capabilities of machine and materials to remotely distributed retail points successfully. “In between the process, there is a high risk of communication gap,” he specified. “Ignorance, goof-up, defect and retail environment are key communication gaps, which needs to be worked upon,” he said.
Closing Address: Sustainable & Innovative Packaging Design
“Design is continually being used to find ways in which to differentiate companies, their products and services,” said Suresh Sethi, Vice President, Whirlpool Design- Asia. According to him, design is about providing products that will connect people to the wave of innovation transforming the society. Presenting a case study on Coca Cola, he highlighted several driving factors behind consumer connect, business connect and the trade connect.
For more information, please visit event website www.packagingconclave.com OR www.packplus.in