Vox Pop: Is digital printing the future for packaging?

MAYBE
It was interesting to read about P&G’s interest and understanding of the possibilities of digital print for their packaging requirements. Shorter and more personalised print runs certainly will have an important role to play, but I believe that by offering both traditional and digital solutions, the printer can provide the best of both worlds. With regard to P&G’s ideas, one area where focus would be needed is infrastructure and distribution. Unless an effective system is put in place to get product to market, it can’t happen. In many ways, print production will be the least critical factor.
Bill Hine, managing director, Hine Labels

YES
Digital printing is moving into to all areas of print and offering huge benefits from rapid turnaround times to variable data opportunities. Packaging is no exception. Opportunities such as bespoke packaging individually targeted and used to gain maximum impact for marketing pieces, to specific batches printed with the immediacy that digital printing allows are available. Image Evolution has worked closely with HP to develop an unmatched range of heavy substrates and all are available to be printed digitally with no limitation on the post-process finishes that can be applied.
Gary Mitchell, sales director, Image Evolution

NO
While digital printing has advantages in certain areas it is currently limited by slow speeds and the inability to print metallics and translucents. Slow speeds mean it is not suited for long runs and high volumes. Where digital printing can make inroads is for short runs with multiple print changes and individual or serialised custom prints – great for promotions, coupons and traceability. Advances in digital print technology move digital printing in the right direction but until it can crack the fundamental issues, it will not be the mainstream future for printing packaging.
Alison Vincent, managing director, AVA Packaging Solutions

MAYBE
Although the technology behind digital printing has come on leaps and bounds, it simply doesn’t produce the same quality finish that comes from traditional printing methods, such as litho, one of the most widely used and efficient techniques. However, digital printing may well become the preferred option for
low volume, promotional packaging, given the almost instant printing capabilities and decent quality. Digital printing may also have a place in-store, producing packaging to promote products and meet immediate demand.
Gillian Wight, packaging technology director, Your Packaging Partner

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