Day two of Virtual FORUM 2020 wrapped up with Inside the Minds of Brand Owners: Why We Care. The April 29 session was chaired by Karen Daniels of Basic American Foods and Michael John of 3M.
The session brought together a panel of brand owners and industry experts who discussed the importance of color and how weighs on package branding decisions. Panel members included Dan Blackburn of Kimberly-Clark, Steve Smiley of SmileyColor & Associates LLC, Bart Wright of Interflex Group and Brigitte N. Bisson of Just Born.
“Brand owners care about color because colors are who we are,” said John.
In addition to panel questions that sparked discussion, such as, “What can brand owners do to get their customers to understand their color quality expectations?” the session also featured audience participation, with poll questions on topics like color processes.
A large part of the panel discussion had to do with internal processes and communicating properly with the customer so expectations are understood.
“As long as everything is communicated with the printers in advance… we usually have a successful pressrun,” said Bisson.
“A lot of times, our standards are higher than maybe what the customers expect,” said Wright. “There are customers out there who don’t know what they want, but they know what they don’t want. Take the opportunity to educate the customer.”