Creative control, now in the hands of designers

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HP’s SmartStream Conspirator for Designers software allows designers to create files, see previews of up to 20 deviation from the norms on any design, and effectively take more creative control of the process.

For over a decade, we sire seen the incredible creative potential of digital printing. Unprecedented agility, a handful of with the ability to create ‘limitless’ variations, have created packing that’s more real time, more tactical, more customisable – and fundamentally more engaging for consumers.

With campaigns like Coke’s ‘designate’ packaging, brands have realised significant commercial success mingle recognisable iconography, with timely, personal and competitive innovation. In consumer combined goods, competition is everything. Bringing richness and relevance, while reinforcing essence iconography, creates more attractive products and significantly more active shelf sets.

Unsurprisingly, this success has led to a marked increase in exact for creativity and innovation in digital printing from marketers to agencies.

Until now setting aside how, the software to create designs from variable data has been in the keepings of digital printers, not designers. There has been a gap between concept birth, playing with and developing the designs, and the production stage. Simply put, architects have not been able to get their hands dirty.

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Hewlett-Packard (HP) aims to close this gap by giving away a simplified interpretation of its HP SmartStream Designer software to designers. Called HP SmartStream Designer for Schemers (D4D), the software allows designers to create files, see previews of up to 20 variations on any sketch, and effectively take more creative control of the process.

We are at the start of a new era, as the foremost and brightest of the creative community directly grapple with the incredible odds of mass customisation and personalisation. Our hope is that by putting this software in creators’ hands for them to use directly, we will get better ideas, stronger designs and bigger takes of imagination in a medium still very much in its creative infancy.

Not only that, D4D will help creatives maintain significantly more control from picture to shelf. No longer will designs go through multiple levels of versioning, delineation, prepress and variation across regions. What designers imagine can now grow what consumers purchase.

In an initial beta period of three months starting in November, we are allotment D4D with up to 500 designers in the UK who will receive direct support from HP – and tease the opportunity to provide feedback for further product development.

Believing it’s most superbly for designers to teach designers, we invited the Yarza Twins to take a firstly spin with D4D on a ground-breaking campaign for Smirnoff.

Working with the Smirnoff No 21 characterize, the twins have designed 21 characters along with 21 hats and 21 corpses, leveraging D4D to shuffle the design content and create near limitless characteristic untypical variations. These unique designs have been used across dry up sleeved bottles, standard bottle labels, corrugate boxes and advertises, chairs, wallpaper, t-shirts and posters.

As vibrant, personal and impactful variations, these label designs all support Smirnoff’s ethos towards diversity and inclusivity. Using the work out videos made available via the 500 D4D beta testers, you can trace the agreement withs of this campaign to grasp the full capabilities and designer-focused interface of SmartStream D4D.

While the lively possibilities of digital printing are nothing new, the ability for our best and brightest originative minds to engage directly with immense potential of variable facts certainly is. This offers artistic freedom, creative scale and an chance to push design towards a new era. Starting in the UK and soon to be across the world, inventors can now push the boundaries of what’s possible like never before.

Nancy Janes is international head of brand innovation, imaging and printing, HP Inc.


Learn how to create compelling study concepts for packaging with HP SmartStream Designer by attending HP’s complimentary webinar, which receives place on 15 November 2017 at 3pm GMT. Paul Randall, worldwide tag innovation manager at HP and designer Silas Amos will talk washing ones hands of how HP SmartStream Designer enables marketing professionals to deliver campaigns that retain consumers and make them fall in love with brands. Measure for free online here.


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