The Killer Prototype

Every Packaging Developer wants to make prototypes of the packaging design which are indeed a very close replica of the actual consumer pack, thus make a real killer prototype. What the creative comes up with on the computer starts making sense, when one sees a formed pack in the desired size and shape. To get this right is indeed a challenge by itself , incase the prototype is not good enough the Creative may get rejected or if the prototype is too good and out of bounds, it may create disillusionment later on.

A packaging developer should pay a very high amount of importance to this exercise and make all efforts to achieve a close look alike to the bulk in all respects. The fact is that it is this little distance of close and a perfect match that often changes the course of a project.

In some materials or shapes getting the prototype to a very ' close to bulk ' finish may be extremely difficult or often prohibitively expensive. In some cases the developers may go to the extent of preparing the prototypes on the actual Bulk machine itself. This is feasible only if the project timelines and budgets offer scope and are not too limiting.

Often to test out the product shelf life one has no alternative but to get the prototypes in the specified material specification, size and shape. In such a case one should build in adequate timeline and budget for going through this process.

The issue comes in where in the time and the costs do not permit for a very intensive prototyping exercise and yet the project needs to go through the various stages. The challenge for the Packaging development is to set up systems and processes that will support the prototype development ensuring the creative comes alive duly and also bridges the gap between the bulk manufacture. A whole lot of industries have Pilot plants or simulation labs which do a lot of good quality prototype work.

The real test of creativity comes in in bringing in value addition to what is shown on the computer as a design concept. Here a whole lot of knowledge in the areas of materials, printing etc. support the value addition process. The question that needs to be answered at each stage is the ability of doing such value additions in the bulk manufacture. There are prototyping specialists in a wide variety of areas and one must make all efforts in using their skills and already established setups.

The objective however remains to get the killer prototype that ultimately answers all questions in the project development cycle.