New Cost-Effective Packaging Security Capabilities

New Cost-Effective Packaging Security Capabilities – Serialized Package Printing Solution

There’s a new cost-effective way to track and trace consumer goods packaging from manufacturer to consumer. HP and Digimarc are collaborating to provide a new serialization packaging offering that can provide every printed piece with a unique identity to solve serious supply chain problems. HP and Digimarc now offer consumer brands and their digital print providers the ability to apply Serialized Global Trade Item Number (SGTIN) on packaging to track and protect the package as it makes it way through the supply chain down to the point-of-sale (POS) in retail environments.

This new capability is said to help combat counterfeiting and piracy, which is estimated by Frontier Economics and the International Chamber of Commerce to reach U.S. $4.2 trillion by 2022. Assigning SGTINs to each individual item means that identical units of the same product will be uniquely identifiable. This makes it possible to track and trace the products to protect brand and product origination. By monitoring scanning behavior and tracking, the HP Link platform will automatically identify suspicious behavior such as diverted packages. Product and tracking information in the cloud can be applied throughout the supply chain all the way through to end consumers. Digimarc and HP will both be demonstrating the new ability at the NRF Conference this year.

“Traceability initiatives are being fueled by product fraud, recalls, regulatory compliance and the need for greater transparency across the supply chain,” said Heidi Dethloff, VP Marketing, Digimarc. “This new digital capability from HP allows brands to free-up their package design real estate, while also leveraging the full benefits of variable data printing for connected, customized, personalized and serialized packages.”

With HP Link, Digimarc Barcode can carry an SGTIN, the combination of a GS1 GTIN and a unique serial number of up to 12 digits. This provides each package a unique identity and the ability to trace and track any package or product from the item level through the supply chain to point-of-sale. HP Link offers a complete security serialization solution, including Digimarc Barcode, and a toolset that integrates easily and cost-effectively with existing enterprise resource planning (ERP), manufacturing, scanning, distribution, and digital printing systems.

“With HP Link and Digimarc Barcode, consumer brands can protect their brand, track products from origin-to-destination, provide personalized content and coupons, and other benefits,” said Marvin Gross, Head of Emerging Solutions, HP Inc. Business Graphics Solutions. “Our solution can integrate with enterprise systems to manage inventory at the unique item level as well as enable faster and easier forms of checkout, including traditional, mobile and self-checkout.”

The Digimarc Barcode is an advanced visually imperceptible code that can be serialized when the packaging is being printed on HP digital presses on product packaging, retail labels, point-of-purchase (POP) displays, and other print output. It can be scanned by enabled consumer phones or other associated mobile devices, retail barcode scanners and computer vision systems.


News Provided on PRNewswire

By Digimarc Corporation

Jan 14, 2019, 08:00 ET


Find out how Digimarc Barcode is applied to packaging creating an imperceptible barcode that repeats across a product’s surface and is reliably scanned by retail scanners, inspection systems and shopper phones.

Packaging Design in Utah: Successes and Failures

We have all been there as consumers. We go to the store to find our favorite products, the ones that we buy all the time. They have become part of our daily lives. But when you look for that familiar packaging, it doesn’t seem to be there. What happened?

Rather than the store being out of stock, you realize that the company has changed its packaging, so the branding that has long drawn your eye is now no longer recognizable. This can be for the better in the long run, if the benefits of the new packaging outweigh the initial drawback of being unfamiliar, but companies should be careful about their packaging. To illustrate the point, we’ve compiled five examples of packaging successes and failures. Each offers lessons for getting your product packaged with the best packaging design in Utah.

Hidden in Plain Sight

A specific example of the scenario above was provided by Tropicana. When it changed its packaging and no longer featured the familiar lettering and orange with a straw, sales dropped by an astounding 19 percent. People just didn’t recognize the packaging and passed right by the product they once knew so well. Tropicana learned its lesson quickly and went back to the familiar design. You definitely want to get your product packaging right, including that ever important product label.

Sensible Tissues

For an example of packaging design that worked, Kleenex did a great job in a few ways. For one, the pull-out tissue box design is so much more convenient than the older boxes that forced people to try to grab just one off the top of the stack. Second, placing the barcode on the tab that gets pulled off and discarded helps preserve the elegant design on the rest of the box. Finally, Kleenex got creative with their desktop designs, adorning them with images of things like typewriters and cartoon faces as well as florals and geometric designs.

Kraft Singles

You don’t want your packaging to become famous for the wrong reasons. Kraft accomplished this with peanut butter singles for sandwiches. The idea of people not being willing to spread their peanut butter became an industry joke. It’s a classic example of custom product packaging gone wrong.


Another example of changing familiar design is provided by Cadbury. When they rounded the edges of their chocolate rectangles, people actually reported that they tasted different. Never underestimate the power of product psychology. Consistency in packaging design, here in Utah and there in the UK, is critical.


You can thank Andy Warhol for helping out, but the fact of the matter is that Campbell’s has created and sustained a recognizable brand for generations. They have improved their packaging with easy-open can tops while maintaining a design that can easily be spotted from across the aisle.

Let us help you get your product packaging right. For the best packaging design in Utah, request a quote today!

What to Consider When Creating a Product Packaging Design


On the surface, product packaging design seems relatively straightforward. You put a lot of thought into the product itself, and the packaging serves to get the product from your facilities to the customer. While this is true in essence, the process is far more involved than that. There are many things that you should consider when creating a product packaging design. Here are a few key points to keep in mind throughout the design process.

Let the Product Guide the Packaging Design

Since your focus is to transport and sell your product, the packaging should focus on the product itself. So when considering product packaging design, think about how your packaging can accentuate the key selling points of your product. If your product is physically appealing itself, then clear packaging could be the way to go. If your product’s key selling points are more functional or conceptual than visual, then more text and images on a corrugated box might be a better fit.

Know Your Audience and Get Their Attention

As with all aspects of marketing, you need to focus your product packaging design on your audience. If you are selling to people who value minimal packaging as an environmental priority, then use fewer and easily recyclable materials. If your audience values sturdy, secure packaging for delicate products, then a hard clamshell or interior foam protection might be the way to go. Put plenty of time and emphasis on the text on the packaging. The color, the amount of text, and the wording need to come from your understanding of your audience.

Go Green

This is a good idea no matter your audience. Nowadays, people tend to raise an eyebrow at excessive product packaging. If your packaging seems wasteful, it could send the wrong message. Doing this right can also help save you money in packaging costs.

Protect the Product

While reducing packaging is a sound marketing and environmental idea, make sure your product is sufficiently protected. The last thing you want is for your customers to receive damaged goods.

Think About the Entire Lifespace of Your Product Packaging Design

From surviving all parts of the shipping process to looking attractive on store shelves and in the hands of your customers, you want your product to shine at all times. Keep these tips in mind, and utilize the services of product packaging design companies to get it all done right. Contact us at Traco Utah Packaging for more tips and to see what options are out there for your product packaging design.