More than 500 Esko User Group International (EUGI) members are in attendance, topping last year’s record of 350. In addition to Esko users and staff, supply chain partners are also on hand in the Supply Chain Pavilion. Partners include HP, DuPont, EFI, tesa and MacDermid.
The agenda features hands-on workshops, software and hardware demonstrations and also formal presentations from Esko personnel. There are also session tracks dedicated to packaging design and the consumer experience. In one such session, Andrew Hurley, assistant professor of packaging science, Clemson University, showed how Esko toolsets and biometric testing allow designers to see consumer decision making in real time. Using “eye-tracking” technology, Hurley showed how consumers are drawn to certain types of packaging, and he also stressed the significance of product spacing on shelf.
Dennis Young, CPP, Michigan State University, discussed how packaging is now playing an increasingly more important role in the consumer’s purchasing decisions. He said there is now a reduced reliance on advertising, as technology is reducing its impact. Young also pointed out that product placement as a marketing tool is more prominent than ever, and today’s younger consumers are less brand-loyal.
EskoWorld also features networking and team-building events. As one of the evening activities, Esko rented the House of Blues and held a spirited karaoke contest, giving cash prizes to the top three winners.