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Enhancing Design and Communication with Automated Tools

Updated: Mar 8, 2023

Marketing and packaging design teams collaborate to distribute content and product imagery across all of your distribution channels. In order to maximize shelf impact In order to design and market products, you must use the most recent 3D technology. Let's look at how to quickly deliver images for e-commerce using the assets you already have.

The Role of Design

The design process faces significant difficulties that reduce shelf impact and slow time to market. Forrester reports that 52% of brands have trouble putting all the pieces and resources together, 48% don't start brainstorming with collaborators early enough, and 42% struggle to meet review cycle deadlines.

Designers frequently battle inconsistent quality because they work in 2D and frequently have to rework artwork. Less time is available for design due to increased demand for more images and content. Designers may come up with a variety of design concepts, but without the right consumer insight tools, they are unable to assess the effects of their work.

The Role of Marketing

Designs are sent to marketing to be distributed through e-commerce channels after they are created and approved. It's not as simple as it may seem to get the right content to the right channel. The pain points that marketers experience themselves prevent brands from succeeding.

For instance, the spending plan for outsourcing content quickly runs out, resulting in overruns. When deadlines are missed, product launches are postponed. Stakeholders cannot envision the final packaging without clear communication between the design and marketing teams. Inconsistencies and mistakes happen if the product images do not match the printed packaging or one another. Due to the frequent manual collection and delivery of components from various sources, the release to ecommerce is subsequently slowed.

Content Creation Challenges

Many organizations struggle with content creation, according to Forrester. Many companies find it difficult to determine whether content is worthwhile for the consumer. Legal and regulatory approvals take a lot of effort, time, and understanding. The majority of processes are manual, and working with numerous external agencies is exhausting. Additionally, almost a quarter of brands think the biggest challenge in content creation is expanding content strategies to packaging. Let's look at an instance where 3D technology has facilitated the scaling of content production for brands.

Creating 3D PackShots in Minutes

Why are content creation and packaging so different from one another? It's 3D packaging. Design should be 3D by default. When stakeholders struggle to envision the final packaging, they build physical prototypes and take packshots of actual products, both of which require lengthy lead times and approval processes. This step is eliminated by 3D technology, which enables stakeholders to view, annotate, and approve in 2D and 3D using a standard browser. This results in better communication, more effective design techniques, and a significant reduction in time.

So how does it function? Using the same resources that create the physical packaging, computer generated imagery (CGI) enables brands to produce the necessary images and packshots in a matter of minutes. We're discussing the automation of packshot generation.

A tool for managing creative workflows, Esko's WebCenter includes a module called Automated Packshots. Using your approved artwork, labels, and specifications, Automated Packshots creates photorealistic images using CGI. Your workflow can include the automatic process step of creating packshots, allowing your teams to work more efficiently. Based on GS1 standards and different ecommerce requirements, the packshots can be pre-set to generate the required views.

The packaging design and marketing teams can better meet demand thanks to automated packshots. They can produce and publish product content and images more quickly thanks to 3D content creation, which enhances launch readiness.

Success in both personal and professional relationships depends on effective communication. To stay on the same page throughout the content creation process and guarantee the best results, designers and marketers must make use of the most recent technology.

For more information on ESKO, please contact your local Dynagraph representative.


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