Packaging is the interface between your product and your customer. To enhance the customer experience, the packaging should provide brand identification and allow the user to readily obtain information that is customized to their interests. Variable data printing (VDP) provides the label converter with the tools to highlight important brand and product related information, either directly or through interpretation of tacitly designed marks on the label. If branding concerns preclude the implementation of specific information-bearing marks (e.g. barcodes and/or security deterrents), the branding information itself can be made variable without impacting the perceived aesthetics of the package design. This is possible because VDP allows each label's layout1—not just content—to be unique. Several layout variances can be added to the packaging in a semi-covert manner; that is, they are not noticed until they are known to be present. These include variances in the size, x- or y-position, metameric pairs, placement over the background, and rotation of non-rectangular elements. The VDP layout differences from a template encode information. Variability humans are particular sensitive to—text kerning, misalignment, absolute color differences—are poor candidates for the layout VDP. Our work illustrates how to put in place an overall VDP layout system.