The problem: Due to the large number and sometimes complexity, high costs and many errors can arise.
A packaging design consists of several elements. There is branding, images, text, pictograms and codes of all kinds (barcodes such as EAN, QR codes or data matrix codes). The requirements for these elements vary depending on the country or continent. Everything that is taken into account when creating a master layout and changed during individual adaptations is prone to errors. Is the right barcode used, are the translations correct and are the right pictograms used? If a briefing is not complete and easy to understand, errors will occur and several correction loops will be necessary.
The solution: Plug-ins for installing templates with a connection to Excel files or databases
1. Development of a neutral master layout: Designers can create any artwork in a content-neutral manner or with the most important language as the master. Ideally, a scalable design system has been developed beforehand that can be easily and safely applied to 100(0) formats.
2. Implementation in software: Simple plug-ins can be used to add additional software to Adobe InDesign.
3. Creation of templates: All variable elements are replaced by templates that are connected to an Excel file or a database.
4. Creation of country variants: Country versions can be created quickly and safely with a click using a control element. The result is still an InDesign file from which a print PDF can be generated. At least one Excel file, ideally a PIM system with the right content, should be set up beforehand.
5. Efficient collaboration: By connecting to servers and managing access rights, those responsible for marketing, product management and creation can access the same file and edit elements that are relevant and approved for them.
6. Change history: Changes can be tracked in detail and reversed.
7. Data authorship: No discussions with agencies about the release of open data. The data is managed on the company’s own server.
8. Speed and time to market: Adjustments can be made more quickly if the source data is maintained.
9. Easy changes: If markets change their regulations, pictograms are changed or text content needs to be changed, this can easily be done in the database and automatically updated in the artwork.
Conclusion
Anyone who is responsible for many language or country variants should think about whether digitization can make economic sense. Manual adaptations are prone to errors and time-consuming. Multiple file versions can be avoided, and change histories can be digitally archived and tracked or revised. Subsequent changes and adjustments can be automatically updated via the database.
The creation of master artworks can be measurably accelerated if scalable design systems are developed and applied during design development. The combination of standardization and digitization can save money and time.
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