Packaging Workflow Management: What is Artwork Management and Why is it Important?

Employees who work on brand packaging understand just how essential it is to the overall success of a product. The packaging of a product essentially acts as an advertisement for what’s inside. It can even make the difference when shoppers are surveying the shelf to decide which product they are going to add to their cart. That’s why packaging workflow management is critical to a brand’s success.

One element of packaging workflow management is artwork management. The artwork on the packaging includes colors, images, symbols, text, and graphics to draw attention; the label should provide clear information about the product and is also instrumental in packaging design.

Packaging Artwork and Labels

When people think of some of their favorite packages, what often comes to mind is the exceptional artwork. Whether it’s the classic packaging of a company like Coca-cola or something quirky like the wide variety of modern, artistic packaging of craft beer, it is essential for distinguishing a brand.

Labels can offer some insight into the product inside of the package. For example, one prominent food and beverage claim that is becoming more popular denotes a product as being “GMO-free” or “organic.” These clean labels can have a significant impact on sales, speaking to the importance of labels for packaging.

Here some specific examples of packaging details that brands should be integrating into their packaging workflow management to ensure their packaging is attractive to buyers.

What Elements are Included in Packaging Management


Barcodes are essential for packaging because they allow the product to be scanned for purchase at the register. But they also do so much more than that. Barcodes for packaging enable companies to better manage the supply chain by understanding what is being purchased in high numbers and taking longer to get off the shelves. For bulk products, barcodes can assist with tracking purposes and stock management as well. For these reasons, ensuring that barcodes are correct for every package is a must.


Correctly labeling the ingredients on a package for products in the food and beverage or pharmaceutical industry is crucial for the safety of the end consumer. For example, consumers with allergies need to be certain that they are not eating anything that may be harmful to their health.

Because ingredient labels are so important, the FDA requires that labels on packaged food products in interstate commerce not be “false or misleading in any way.” If the brand packaging is suspected of not being accurate when it comes to ingredients, the brand will receive a warning letter from the FDA. Failure to comply after that can lead to costly legal consequences.


Disclaimers aren’t something that every product will have on their packaging. But for products that do, getting the disclaimer right is of utmost importance. Consider a disclaimer that centers on the safety of the user, such as an age restriction for the product, or that there are small pieces that may be choking hazards. Disclaimers can also revolve around proper care of the product, such as how to wash and dry an article of clothing. Whatever the disclaimer is, brands need to ensure that their messages come off as clearly as possible and are noticeable.

Top Brands Choose WebCenter as Their Packaging Workflow Management Solution

WebCenter is a workflow management solution that allows teams to execute packaging projects with precision. By centralizing all project information into a single source, WebCenter eliminates the need to search through invoices and other shared spaces to find the files and assets needed to complete the project. Workflows in WebCenter can be set up to guide users through the packaging process, all while housing the project information in a single source. All labels, disclaimers, barcodes, and artwork are available from a single source in WebCenter.

Reach out to Esko today to simplify your packaging process.

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