INSIDE THE MINDS OF BRAND OWNERS: WHY WE CARE

April 22
8:30 a.m. – 10:00 a.m.
Hyatt Regency Columbus

How important to a brand is color? Research has shown that consumers look at color consistency from package to package, across different sizes and specifically at brand image, and then decide whether or not to make a purchase. Color is very important to a brand, and because of that, a brand owner is looking to establish and execute a repeatable process that falls within their expectations.

A panel of brand owners and industry experts will discuss the ways in which color is important and how its importance weighs on package branding decisions, including:

  • Spectral color vs visual color: Which to choose and what are the exceptions to the rules?
  • Why brand owners choose global standards over a “secret sauce”
  • How to understand brand owners’ color quality expectations
  • Why brands care about printers’ internal processes
  • How to understand the psychology of color from a marketing and branding perspective
  • The impact of color choice in different cultures and geographies
  • How brand owners’ expectations and Print Quality Management systems (PQM) affect the production environment and how it is managed by the printer

“The importance of color to our brand owners was truly clear during the discussions at FORUM 2019, so much so that we knew we needed to have them back to answer the question, ‘Why?’ The why helps us understand the need to give extra effort and attention to detail that ensure a successful match the first time—and every time—we print a package. Knowing the why and taking that back to our workplace will benefit both the printer and the brand owner, and help our package communicate the intended message to our end customers.”

FORUM 2020 Chair Hank Welter and Co-Chair Ellen Farrell

Session Panelists

Dan Blackburn headshot

Dan Blackburn
Kimberly-Clark

Steve Smiley
SmileyColor & Associates LLC

Bart Wright headshot

Bart Wright
Interflex Group

Brigette Bisson headshot

Brigitte N. Bisson
Just Born

Session Chairs

Karen Daniels headshot

Karen Daniels
Basic American Foods

Michael John headshot

Michael John
3M Co