By Mohawk MakeReady and Printing Concepts
In today’s changing landscape for digital printing, the word “packaging” brings an immediate reaction: “upside potential.”
Why does digital printing and packaging go so well together?
Digital printing is the perfect solution to packaging trends: limited quantities, frequent promotions, shorter product cycles, increased personalization, and versatility in substrates.
There are some positive associations between packaging and digital printing that sometimes get overlooked. Unlike some types of printed material, packaging is not being displaced by digital documents…and it’s not going to be. In addition, packaging is becoming a critical component of cross media marketing campaigns that take advantage of variable data printing, Personal URLs (PURLs), related online campaign media, and printed security enhancements.
Defining the opportunities
The first thing that comes into most minds when they hear the word packaging is product. And product is certainly a key driver for digital printing in several areas, whether the output is a box, wrap or label.
“Packaging is essential to capturing that first moment of truth—the three seconds or so it takes a consumer to notice a product on the shelf. That instant presents an incredible marketing opportunity.” says Sam Wilson, Associate Publisher of BrandPackaging.com.
What does “the first moment of truth” mean for marketing managers working with Printing Concepts?
The obvious application is boxes…and more boxes…all sizes and shapes…for retail display, mailing, wrapping a product. Wraps in particular offer a huge opportunity right now for efficiently personalizing and customizing packaging.
Another “first moment of truth” can come from campaign direct mail. Within direct mail, Printing Concepts is utilizing the ESKO digital die finisher to create die-cut direct mailers, dimensional mailings, small boxes for short run campaigns, digitally printed wraps, and custom containers. With digital printing and package design, the more personalized the package becomes, the better impact it will have on the intended audience.
The 4 things that differentiate digitally printed packaging from other products:
- Quality/range of digital substrates. Think boxes and short-run packaging forms such as gift boxes, wine bottle labels and boxes, golf ball sleeves, and more. These products are all ready to run, pop, fold, and go. Synthetic materials and UV coatings are great any time you need something that’s tear and water resistant.
- The ability to manage variable data. Personalization, multiple languages, target markets are all solutions to reach a specific audience effectively. Incorporating digital printing and direct mail capabilities creates opportunities to use Variable Data Printing, Direct Mail components, and Personal URLs, all paired with packaging.
- Brand security strategies. We can match specific Pantone colors to further ensure your logo and colors are consistent. In relation to security strategies, UV reactive red ink for additional security features are easily added through our HP Indigo 5600 Digital Press.
- Time and quantity solutions. With digital printing and digital die-cutting, creating a few show samples or proofs is quick and easy. The era of digital printing makes short run samples a possibility with a limited timetable. Producing a small quantity of a project is possible, and in most cases it’s the best solution to a project. For example, we can print and produce a run of 500 boxes, change time sensitive artwork to reflect a new product line and produce another run without recreating the pre-production work that goes into traditional offset printing.