David Savastano, Editor05.11.18
There has been a pattern in terms of digital printing’s emergence in key printing fields. Usually, digital printing makes its initial entrance in markets as innovative printers see the potential for the technology.
Once the case is made that digital printing offers benefits to customers and/or a strong return on investment, other printers move into the field, and digital printing ultimately gains a sizable share or, in some cases, becomes the dominant technology.
Among the earliest technologies to change over to digital were transactional printing (for example, bank and credit card statements) and wide format printing (including billboards). Transactional printing benefits from variable data. For billboards, the ability to produce one-off signage without creating costly screens is a major benefit.
In recent years, the ceramic tile market has become primarily digitally printed, due to cost and performance benefits. The digital label printing market is growing rapidly for similar reasons.
The list of markets where digital printing is transforming production is growing, but not every segment changes at the same rate. Packaging is one such market. In “Digital Printing and Packaging,” digital ink companies discuss opportunities in packaging, as well as offering some thoughts on Direct-to-Shape printing. As is the case with many markets, there are benefits, particularly with customization as well as short run capabilities.
This is not to say that packaging with completely convert to digital printing. Inkjet is not yet ready to produce large run lengths at a cost-effective price point. Where inkjet is strong is personalization and customization; the Coca-Cola labels featuring people’s names on it is a good example of short runs. It was also a successful campaign. It will be interesting to see the evolution of digital printing in the packaging field in the coming years.
Once the case is made that digital printing offers benefits to customers and/or a strong return on investment, other printers move into the field, and digital printing ultimately gains a sizable share or, in some cases, becomes the dominant technology.
Among the earliest technologies to change over to digital were transactional printing (for example, bank and credit card statements) and wide format printing (including billboards). Transactional printing benefits from variable data. For billboards, the ability to produce one-off signage without creating costly screens is a major benefit.
In recent years, the ceramic tile market has become primarily digitally printed, due to cost and performance benefits. The digital label printing market is growing rapidly for similar reasons.
The list of markets where digital printing is transforming production is growing, but not every segment changes at the same rate. Packaging is one such market. In “Digital Printing and Packaging,” digital ink companies discuss opportunities in packaging, as well as offering some thoughts on Direct-to-Shape printing. As is the case with many markets, there are benefits, particularly with customization as well as short run capabilities.
This is not to say that packaging with completely convert to digital printing. Inkjet is not yet ready to produce large run lengths at a cost-effective price point. Where inkjet is strong is personalization and customization; the Coca-Cola labels featuring people’s names on it is a good example of short runs. It was also a successful campaign. It will be interesting to see the evolution of digital printing in the packaging field in the coming years.