The Last Crumb: Packaging & Printability Breakdown
A dozen cookies for $150....The Last Crumb is (somewhat unbelievably) exploding! While their gross margin must already be in great shape, a few prepress and printing tweaks could potentially take it even higher. Let's take a look:
The Box
We can start with the outer box, arguably the most important factor in a “snag the latest drop” model like this. The unboxing is a HUGE part of what makes an experience PREMIUM. We looked at a couple of of unboxing blog posts on these and while we love cookies as much as anyone, we can’t get past the black ink cracking off the corners of the box where it was folded. Easiest fix for this is to use a lamination. For the margin on these cookies, using a matte or soft-touch finish on the solid black box would give a super premium feel and encourage folks to keep/reuse the box.
The Pouch
The final product pouches have tear notches at the top - the cookies themselves are variable in size, and this makes tear notches a little worrisome. Our advice is to lock in a pouch size that generously accommodates the cookie and leaves enough room to tear the top off the pouch without tearing the top off the cookie. Otherwise, folks will be picking the Last Crumb of your $12.50 cookie up off the floor!
The Text
Last but not least, unless you’re using foil (unlikely), that red type at the bottom of the pouch is not going to be that bright. In order to get reds that bright and saturated, you really need a white background behind them to let the light penetrate the color and reflect through the pigment. With black all around, you’re either printing red under the black and risking a registration shift at the top of the black area, or you’re taking a risk and overprinting with a trap on the white knockout areas. Either way - you probably won’t like the result much. Best bet - make it white or leave it off - we’re not really sure what those numbers mean, anyway… cryptic!
Keep an eye out for more prepress critiques, tips, and tricks! Do you have a product that you'd like the KitPrint team to review?
