Digital Printing & Finishing
Howdigital printing for packaging helps brands win at the shelf
never known a world without the Internet. In this context, physical communication – be it print or packaging – has some easy wins to make with an audience that understands and embraces the notions of personalisation and customisation.
H
ave you ever asked yourself why your shopping list is never identical to what you bring
back home? That’s because much of our shopping experience happens at the subconscious level. Perhaps you are browsing the shelves for your go- to box of cereal, when another box strikes your eye. The colour, shape, design, logos and branding of that cereal have combined to persuade you to try something new this week – a win for the marketers. All marketers recognise the importance
of winning at the ‘First Moment of Truth’ and influencing purchase decisions at the shelf. The reality today is an overwhelming choice of similar products in similar packaging designs. The growing interaction between physical and digital shopping only adds to that complexity by blurring the lines and introducing a wider range of paths-to-purchase. That is where digital printing steps in – and is quickly playing a very powerful and important role in the world of packaging design and production.
MAJOR ADVANTAGES FOR PACKAGING AND IN TURN, MARKETING Forecasts on digital print for packaging will more than double from $6.6 billion in 2013 to $14.4 billion in 2018. And it is no surprise when you consider the effect technology has had on the world of printing, and in turn marketing. With digital printing capabilities, brands have the power to truly customise and personalise their goods for a precise audience. Consider the famed ‘Share a Coke’
campaign, arguably the tipping point when digital print as a creative opportunity on pack really took off. Previously, limited editions had long been used to create a little buzz around a brand. With their series of ‘named’ packs, Coke signalled the shift towards an era of limitless editions. What began as a local initiative in
Australia for Coca-Cola to reconnect with young people who were no longer ‘feeling the love’ for the brand later turned into a
18 April 2017
www.convertermag.co.uk
worldwide marketing campaign replicated in 32 European countries, with 150 popular names used for each one. As a result, Coca-Cola saw a four per cent rise in sales across the markets where it appeared – a significant increase for a brand the size of Coca-Cola.
LONG-LIVE PERSONALISATION We live in a world of hyper-specificity, illustrated by the success of the ‘Share a Coke’ campaign. The social media environments we inhabit and the technology we use have taught us to expect personalisation at every level – whether it’s an app that anticipates where we might like to have dinner within a 500 metre radius, or cookies that ‘learn’ our preferences and tailor available data to ‘speak directly’ to us. We are not impressed by personalisation in the digital space – we expect it. And no one more so than so-called ‘digital natives’ – the generation of people who have
THE RISE OF DIGITAL PRINTING As marketers continue to look for ways to win at the shelf and truly connect with their audiences, we will see digital packaging continue to rise in popularity. It has changed the game, allowing brands to produce packaging quicker than ever before, all the while personalising their packaging, whether it be for limited editions or flash promotions. Printing and packaging companies, such
as HP, must not only evolve with market needs, but innovate with the market, presenting new opportunities. For example, in 2012 HP launched the larger format HP Indigo press, which has since enabled brands and retailers to explore and embrace the opportunities that come with digital packaging, with personalisation being one of the major benefits. Thanks to HP’s SmartStream Mosaic software, brands are able to create truly one-of-a-kind packaging. Digital printing has become
indispensable in many areas of packaging production and is making a mark on new segments. Companies are in the process of discovering the advantages that digital production can offer them and their clients; personalisation and the audience connection are the major benefits, as well as allowing almost unlimited creativity.
uwww.hp.com
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