Virtual Avatar
The sudden rise of the internet as a super communication highway has connected the entire world and opened direct-to-consumer channels as a key sales platform for many large and small brands. Subsequent development of e-commerce reshaped the way the marketer interacts with clients, and accelerated the prominence of 3D renderings and their use as a new tool in prediction and evaluation of new sales initiatives.
While physical prototypes hold a proven place in the packaging workflow, they may come with constraints of time, distance of delivery and size of reachable audience. In addition, manufacturing of some prototypes, like shrink-wrapped multipacks, often comes with a need to access the primary containers, which may not yet exist.
Built from wireframe models, CAD drawings, design files, 3D scans or napkin sketches, 3D renderings convey packaging features via photorealistic “hero” shots, multi-view sets, interactive 3D PDFs and/or animations. When the shape and material appearance of the packaging object is translated into a 3D model, unlimited iterations of graphics, lighting, viewpoints and background can be simulated and explored.
Once again, a working knowledge of packaging structure, materials, converting methods and graphic specifications is required to create photorealistic, virtual avatars of the actual printed and converted package. The number of rendered versions and size of the audience is only limited by internet bandwidth and computing power.
CGI (Computer Generated Images) 3D renderings provide a feasible and economical solution. With these tools, premedia service providers integrate complex visualization techniques, similar to those being used in the production of Hollywood special effects, and more typical for the aerospace industry; engineering software in a creative and efficient way.
CGI renderings fuel new efficiencies, facilitate true collaboration and dramatically streamline time to market. In an era where the life of new designs seems just a brief moment between their creation and their recycling, CGI prototypes are the perfect tool for quick market research, on-pack branding, advertising and e-commerce merchandising.
“Today’s premedia specialists have been mastering the unique fusion of art and science with growing emphasis on predicting outcomes while avoiding any unwanted surprises and costly mistakes.”
Early Engagement
Even the most sophisticated color management program and superb digital plate making tools are no longer enough to satisfy demands of the most progressive brands and packaging converters. They are seeking full service with better efficiency and cost reductions gained from the streamlining of the entire packaging cycle.
Digitally savvy brands are now asking for more control over their assets and full access to previously approved print production files, so they can repurpose them for other forms of marketing and/or e-commerce merchandising.
Prototyping and visualization tools have evolved over the years to become more agile alternatives to costly and more time-consuming traditional methods, like grid trials or press proofs. De facto, they become a critical part of everyday premedia production and, when engineered correctly, provide instant and realistic feedback before millions of dollars are spent during the commercialization process. Physical prototypes have been transformed into a virtual form, and are now easily deliverable via email or approval portals, to all stakeholders.
Increased interaction on packaging visualization technologies with the creative sector and brand owners is resulting in new opportunities for the premedia companies to expand their portfolio and engage with clients much earlier and in a more impactful way. Potential savings are not only achieved by preventing costly mistakes or reducing time to market.
At the pre-production stage, visualization tools also offer a new way to optimize graphics (layout, distortion, number of colors, coverage, etc.) and packaging materials (die lines, substrates, ink coverage, special enclosures, foils, varnishes, etc.).
Thanks to their core competencies in bridging the gap between graphic design and the print production industry, leading premedia companies continue expanding their services way beyond color separations and digital plate making to effectively accelerate brand efforts to bring new products from concept to cart.
About the Author: Born and educated in Poland, Marek Skrzynski has been a packaging aficionado for almost three decades. He broadened his premedia and color management education at Pratt Institute and Clemson University, and currently is the technical director at CSW Inc in Ludlow, MA. Since 1999, Marek has been a frequent speaker and lecturer at industry and academic events. Although he often writes on a variety of topics, from 3D CGI to military history, his true passion lies in getting people excited about advancing color reproduction and packaging innovation. He can be contacted at [email protected].
CSW works with printers and brand owners to make their packaging more efficient and impactful. Family-owned since 1937, it provides packaging premedia services such as production art, mockups, 3D visualization, expanded gamut (EG) color separations, corrugated cutting dies and HD flexo plate making from several production facilities across North America. Over the years, CSW’s technical team, led by Marek, has been involved in the development of several game-changing technologies for flexography including: cross modulation screening, flat-tipped digital dots, digital color proofing, packaging 3D visualization and engineered surface texturing for photopolymer plates.