In This Issue:
• Packaging Solutions in China
— Key Advantages of China Packaging Production
for International firms
— Tips in Packaging Process
— CPS Packaging Services
• Case Study: Garment Guard Packaging Suite
• Meet the Staff: Jeff Shen
• Upcoming Events
China Printing News, Tips on China Print Production
& Case Studies
||PACKAGING SOLUTIONS IN CHINA
Services and Tips in China Packaging)
With a growth rate topping 18% annually
for 30 years and projected growth to more than US$176
billion by 2010, is it any wonder the focus of this month’s
newsletter is the Chinese packaging industry?
Advantages Of China Packaging Production:
Cost-Although aspects of packaging manufacture
are highly automated, manual labor is indispensable throughout
the process from structural engineering through printing
to post press assembly. As a rule, the more process or
hand assembly required, the greater cost savings are to
be realized through China production. (to learn more on
China cost mechanics, read 'China
Recession Print Strategies')
Modern Machinery-As a result of ongoing
demand, a staggering amount of foreign direct investment,
and government policies which both subsidize investment
in cutting edge technology and ensure ready access to
debt financing, Chinese packaging factories boast some
of the most advanced
in the World. This means increased production efficiency,
faster turn times and lower cost.
Proximity to merchandise source—Ok,
it is a ‘no-brainer’ to reason that if your
merchandise is being produced in China that your packaging
should be too. But have you considered your product
photography and packaging artwork? Integrating your
packaging strategy in this way saves buyers time and
cost on logistics, dramatically reduces labor cost,
and permits enhanced control and quality through a holistic
approach to color management and communication.
Naturally you must do your research and choose wisely
what work is appropriate to do in China and by whom.
While silhouette product photography and packaging design
adaptations based on an existing style is a relative
walk in the park, the capability of Chinese packaging
service vendors to satisfy overseas market requirements
for Art-directed photography or original brand design
can vary greatly depending upon the type of service
Welcome to the strategy intensive, and error-prone packaging
world! Even an expert in the packaging industry meets
new problems every day. Here are some tips on producing
effective packaging from 3 very different perspectives:
every package has
in common the need to clearly and quickly explain it’s
For all the money spent on advertising and promoting
brands and products, a preponderance of purchasing
decisions are still unplanned purchases, made at
point of sale, within 3-5 seconds. With this in
mind, it is impossible to minimize the role of packaging
design in any sales plan. Here’s a close look
at the brief lifespan of packaging communication:
0-1 seconds.....Get Attention!
Job number one— get your product noticed!
Use large and clear headline type, pick attractive
colors psychologically appropriate to the product
inside, if practical use unusual shapes, materials
or printing effects to generate curiosity and distinguish
your product above the competition, and if the product
is a series be sure that the individual items together
make up a cohesive and consistent visual identity.
Consumers often ‘buy packages, not products’
so designing a strong visual effect and executing
it with high quality printing is an absolute must.
1-3 seconds..... Communicate Utility!
Once you have your customer’s attention, it’s
time to start your ‘elevator pitch.’
What are the features and benefits of this product?
Is it for Men, women, kids, seniors? How does it
work? What problem does it solve? What is the core
essence of its value? While your actual communication
method is bound be radically different for
a household cleaning product than for luxury cosmetics,
3-5 seconds....Sway Opinion!
The final step in packaging communication is also the
most sublime—to communicate real value and sway
opinion. After all is said and done, we buy with the heart
as much as with the head. Whether we think the product
will beautify our home, entertain our kids or satiate
our sweet tooth, it is packaging design that holds the
ultimate power of seduction. Here again, your choice of
photography, shape, color and materials plays a crucial
The size and function of your product in part
what materials may be specified for your packaging
Shown here are a few common weights and types
corrugated board used in paper packaging.
For more information, click
and Structural Engineering:
Structural Engineering and Materials specification
go hand in hand in their respective roles in presenting
and protecting packaging contents.
Factors to consider in selecting packaging materials
include method and ease of print, protective and
preservative qualities and environmental sustainability.
For the latter, in recent years recycling post
consumer waste into corrugated board and printable
cardstock has become an economic panacea in China,
with the CEO of one corrugated board maker being
named China’s richest woman in 2007. (for
Good structural design should fully protect package
contents using the minimum necessary packaging
materials. Some of the common tests used to confirm
the structural integrity and protective properties
of corrugated boxes and their transport cartons
1. Burst test (Mullen test)
2. Edge Crush test
3. Drop test
4. Compression test
5. Vibration test
For more information on testing the transport-efficacy
of packaging, visit the International Safe Transit
Association at http://www.ista.org
For more information on the common flute size
and thickness of corrugated board, click
Packaging artwork files, with their multiple layers,
embedded files, and mazes of vector art paths, are
amongst the most complex of digital files for print.
Make sure that you (or your supplier) use a detailed
checklist to ensure your packaging artwork file
has been correctly set up before you go to print.
At a minimum, a good packaging art checklist should
confirm the following:
1. Package overall dimensions, glue flaps, fold
and cut lines are correct according to a physical
prototype professionally constructed of the actual
materials to be used in production
2. Artwork is correctly oriented so that all panels
will achieve right reading upon package assembly
3. Images are the final high resolution versions,
have been clipped neatly (where applicable) and
are in the CMYK color space
4. Die Cut line is set to overprint, as a 'non-printing'
5. Bar code is the correct type, number, Bar Width
Reduction, magnification and is 100% black only
6. Country of Origin, Environmental Statement, safety
warnings and other legal requirements have been
fulfilled and are of the required size and location.
7. Unnecessary colors and objects have been deleted,
fonts have been converted to outlines and crop marks/registration
marks have been correctly positioned
From structural engineering to private label packaging
adaptations, China Printing Solutions and our US based
parent company Ivie & Associate Inc. have years of
experience in grocery, toy and gift, seasonal items and
other product areas. Services include:
• Original brand design
• Structural Engineering and modeling
• Materials Specification and Sustainability
• Waste reduction and pallet loading design
• Packaging Photography and retouching
• Packaging artwork production
To request a quotation on packaging services or
Bar code generation and testing
• Color Management, digital proofing and
• Print production and management
• Drop test, Burst test, Compression test,
vibration test, etc.
• Compliance testing for ASTM, Prop 65,
CPSIA08 and other standards
To visit the Ivie & Associates website, click
Here below is the CPS main workflow
of packaging project:
Client: The Pond,
Project Name: Garment Guard
Description: Garment Guard is an apparel accessory
sold at boutiques and drugstores around the United States.
CPS produced the product packaging along with merchandising
display solutions, advising on material specs and construction
and designing a customized power panel display stand.
Key Challenges: Designing the merchandise
display to maximize the number of units of product that
it could hold while minimizing the shipping volume was
a key concern. For the package itself, product was inserted
in the United States, so packaging also shipped in flat.
However to minimize the amount of labor that was required
to insert and seal the packages, several designs were
tested before the best solution was determined.
Techniques Used: Offset printing,
custom shape die cutting, film lamination, adhesive
seals, UV coating.
I SR. Premedia Artist
With a degree in Graphic Arts from Shanghai Publishing
University and a packaging and pre-press background
spanning a decade, Jeff is a true expert in packaging
layout, color management, project workflow and preflight
systems. Years of experience adapting packaging for
some of the world's leading private label brands have
honed his instincts for composition and consistency.
When you submit your art to CPS, feel assured to have
Jeff's careful eye overlooking the case. He enjoys singing,
pop music and playing badminton and speaks Mandarin,
Shanghai dialect, and English.
Jeff can be reached at jeff(at)chinaprintingsolutions.com.
East China Plastics Packaging &
Rubber Technology Exhibition (Suzhou)
ISTA China Packaging Symposium
*Meet Us There!
China Paper / China Forest 2009
Packaging Type Diagrams, click
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