Digital Printing
Packaging that moves at brand speed By Andrew Whyte, managing director, LT Print Group
as volumes per SKU decrease, the setup time and makeready requirements associated with traditional processes become less practical, creating space for digital production to support shorter, more fl exible runs.
FASTER BRAND CYCLES REQUIRE FASTER PRINT
B
rand behaviour has changed dramatically over the past decade. Product ranges expand faster, marketing cycles move more quickly and consumers expect constant novelty on shelves. For converters and print providers, these shifts have altered how print production is planned.
Where print once served long, stable product ranges, it is now expected to support frequent updates, limited releases and rapid market testing. Digital printing has increasingly found its place within this environment, not necessarily replacing conventional processes but enabling a diff erent type of production model.
SKU PROLIFERATION CHANGES THE PRINT EQUATION
One of the most signifi cant shifts aff ecting print production is the rapid growth in stock keeping units. Brands that once off ered a small core range now manage far broader product portfolios. Seasonal variants, collaborations, fl avour extensions and regional packaging all contribute to a growing number of stock-keeping units (SKUs).
From a print perspective, this fragmentation changes the economics of production. Larger runs tied to a single design are becoming less common, while shorter runs across multiple variations are becoming the norm.
Many commercial printers are seeing this shift directly. At LT Print Group, projects increasingly involve shorter runs across multiple versions of a design, particularly for brands in fast-moving sectors such as beverages and hospitality. Seasonal launches, collaborations and limited editions mean packaging is updated more frequently, increasing the need for production models that support agility alongside quality. Conventional print methods still dominate high-volume production where consistency and cost effi ciency at scale are critical. However,
Another factor infl uencing print strategy is the speed at which brands update their visual identity and marketing campaigns. Packaging and promotional materials are no longer static assets. Limited edition releases, seasonal campaigns and collaborations mean designs may change several times throughout the year. For print providers, this requires a level of fl exibility that was not historically expected. Brands increasingly need packaging and marketing materials to align with shorter promotional windows.
Digital production can help support these timelines. Faster setup and simpler changeovers mean print runs can be scheduled closer to the moment they are required. This reduces the need for large inventories of pre-printed materials and allows brands to respond quicker to market opportunities.
SEASONAL MARKETING DRIVES SHORTER RUNS
Industries such as beverages, hospitality and consumer goods now rely heavily on event- driven packaging and promotional materials. Festival editions, summer releases, holiday campaigns and sporting events all create demand for short-run print that may only be relevant for a limited period. Producing large volumes of these materials carries a risk. If demand changes or the campaign fi nishes earlier than expected, unused packaging becomes waste. This is where shorter digital production runs can off er operational advantages. Producing packaging
in smaller quantities has become far more practical, allowing brands to maintain quality and consistency without committing to large initial volumes. If demand increases, additional runs can be produced quickly, giving brands the fl exibility to scale production in line with real demand rather than forecasting months in advance.
REDUCING INVENTORY RISK
The ability to produce smaller quantities more frequently also has implications for inventory management.
Historically, long print runs were often used to achieve economies of scale. While this approach reduced unit costs, it also created the risk of holding surplus stock. When branding changed or product ranges evolved, unused packaging could quickly become obsolete. Shorter runs help mitigate this risk by aligning production more closely with real demand. Packaging can be updated and designs can evolve without the need to write off large quantities of outdated material.
For brands operating in fast-moving markets, this fl exibility can be as valuable as the print itself.
DIGITAL AND CONVENTIONAL PRINT WORKING TOGETHER
It is important to note that digital printing is not replacing traditional print processes across the board. Lithographic, fl exographic and other conventional methods remain essential for long runs and large-scale production. Instead, the industry is increasingly adopting hybrid approaches, with conventional print providing effi ciency and consistency for high-volume packaging, while digital production supports shorter runs, variations and rapid updates. This complementary relationship allows converters to adapt to changing brand behaviour while maintaining production effi ciency. As product ranges expand and marketing cycles shorten, print production must become more responsive. The ability to produce smaller quantities, manage multiple variations and reduce inventory risk is becoming more valuable. Digital printing fi ts naturally into this environment because it allows converters and brands to respond more quickly. For an industry built on precision and planning, that fl exibility is becoming an important part of how print supports modern brand behaviour.
20
April 2026
www.convertermag.com
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