Standardization and Consumer Facing Packaging. R. Eller March 31, 2011

Transcription

1 Standardization and Consumer Facing Packaging R. Eller March 31, 2011

2 About Me 1972: BA and MA Mathematics, University of Missouri : Officer US Army : ExxonMobil Chemical Company Sr. Analyst: Slitting Optimization Models (Linear Programming) Project Manager: Slitting Shop Floor Automation New Technology Manager: Ultrahigh Barrier Films Global Quality Manager: ISO 9001, CONEG Sustainability Pgm Global Logistics Re-Engineering Manager: 4x Leadtime Reduction Information Technology Executive: Global ERP System New Business Executive: Alliances in Wholly New Areas 2010 Present: Visiting Scholar/Professor, RIT

3 Consumer Facing Packaging The first challenge is to capture the consumerʼs attention is a hypercompetitive market. Consumer facing packaging has met this challenge. Having met the original challenge, a new one has emerged: Maintaining attention grabbing appearance, while cutting leadtimes and cost.

4 A Hypercompetitive Market The Consumer Challenge An average grocery store stocks 30,000 products The average shopping time spent by a consumer in the store is 22 minutes 2/3 of purchasing decisions are made in the store On average a consumer decides which product to purchase in 3 seconds Source Point-of-Purchase Advertising Industry (POPAI) Out of 20,000 new products test marketed each year, only 1500 products make it to the shelves Source: Phil Lempert supermarketguru.com

5 The Fight for Consumer Attention Brand Owners demand Packaging the Stands Out on the Shelf Packaging Designers Respond With Color Packaging is designed around the Pantone (PMS) color set 60% of the PMS gamut is outside the GRACoL7 colorspace With Content Co-branded promotions (Cartoon Characters, Winter Olympics, Star Wars, etc.)

6 A High Cost Solution CMYK Process Colors Brand Colors Pantone Colors Changeover Ink Room Color match 6 custom colors (from ~15 color bases for this ink system) Remove 10 printforms Drain, wash down, and thoroughly clean 6 ink stations Mount 10 new printforms Refill 6 ink stations with new inks and adjust ink viscosities to target values Start-up press and bring 10 stations into register. Fix any printing issues. Color match 6 custom colors. Adjust CMYK inks to target ink densities.

7 In A Cost Sensitive Market Brand Owners Want To Stand Out but, Retailers Want Everyday Low Prices

8 A New Imperative Faster, Better, Cheaper Packaging Faster: Accelerate promotions and new product launches Better: Enhance graphic impact Cheaper: Lower cost The key to faster, better, cheaper anything is clarity and cooperation There is one proven formula for generating clarity and facilitating cooperation standardization

9 Why Standardization Faster: Standardized processes are more flexible & responsive Better: Standardized quality is higher Standardized technology is often more capable Cheaper: Standardized processes are more productive and less wasteful Lets See How This Applies To Packaging

10 Standardized Ink Sets What Is It? Expanding the process printing gamut By adding primaries to the Cyan, Magenta, Yellow, and Black ink set For example add Green to replace C+Y overprints This allows a much larger portion of the Pantone colorset to be matched using process print For example, by adding Orange, Green, and Violet to CMYK Pantone coverage increases from ~40% (CMYK) to 80+% (CMYKOGV) How Does It Work? Standardized Ink Sets remove a bottleneck to productivity the use of custom inks. What Are The Benefits?

11 Faster: Changeover Downtime Cut in Half CMYKOGV Extended Gamut Process Colors Changeover Ink Room Eliminate color matching custom inks Remove 7 (versus 10) printforms Eliminate draining, washing down, and cleaning custom ink stations Mount 7 (versus 10) new printforms Eliminate filling custom ink stations and viscosity adjustments Start-up press and bring 7 (versus 10) stations into register. Fix any printing issues. Eliminate custom ink color matching. Adjust CMYKOGV inks to target densities.

12 Faster: Longer Runs/Higher Speed

13 Better: A Breakthrough In Print Quality Photorealistic images become as colorful as pictures Demanding vignettes become easier Enhanced graphic effects (flames, clouds, etc.) become practical

14 Cheaper Cost Savings and Revenue Enhancement Metric Poten+al Benefit of Extended Gamut Prin+ng 1 Number of Changeovers Make Ready Down+me 30% Reduc+on 60% Reduc+on Value of Time & Waste Saved ($/Yr) $1,050,000 Margin on Incremental Sales ($/Yr) $800,000 Total Opportunity ($/Yr) $1,850, Es+mated savings for a 60 wide, high speed, fully loaded packaging press running 100% in extended gamut mode versus the same press running 100% in conven+onal mode. Actual saving will vary based on the specifics of the situa+on being modeled.

15 Standardized Printing Conditions What Is It? Expanding reference printing conditions to encompass packaging gamuts ISO Gamut 7 and Alternate References How Does It Work? Standardized Printing Conditions remove a bottleneck to productivity creating and maintaining custom profiles What Are The Benefits?

16 Todayʼs Approach Custom Profiles A profile describes the relationship between device values (e.g. CMYK) and perceived color (e.g. CIELAB). In general, a separate profile is required for each film/ink combination. The traditional approach, each press behaves differently and requires a unique set of profiles. The result is a large number of profiles: 4 substrates x 2 ink sets x 4 presses = 32 profiles Finally, press drift requires period reprofiling. If the life of a profile is 3 months, this means: 32 profiles x 4 times/year = 128 profile events/year

17 A Profile Event Set Up Press Print Measure Create Apply (Plates) Substrate Inks Make Ready Targets Measurements Average Data Transfer Data to Profiling Tool Calculate, Name, & Store Color Manage Test Targets Using New Profile Make Plates Print Validate Make Plates with these CM Test Targets Make Ready Print Targets Measure Print & Compare to Ref Dataset Repeat on Failure If this demanding process can be done in 1 hour, 4 days of press time are required every three months Administration is a nightmare clarity & cooperation go out the window

18 New Thinking Standardized Printing Donʼt fit the profile to the press. Move the press to the profile instead. Standardization is the accomplishing this goal. Apply the methods of ISO/TS 10128, Graphic technology Methods of adjustment of the colour reproduction of a printing system to match a set of characterization data. Create press groups (one profile can be used with all presses) Calibrate individual presses to match ISO reference printing conditions

19 New Thinking - Benefits Faster: Constant reprofiling replaced by press calibration Better: ISO Reference Printing Condition enable clarity and cooperation between print buyers, designers, proofers, and printers Cheaper: 16+ days/yr of reduced to a 1-2 day profile event + ~4 days/yr of calibration

20 Summary A step change is performance requires new thinking. In package printing today, new thinkers are thinking about standardization.

21 Thank you for your attention.