Comment The evolution of embellished packaging
According to recent studies, consumers are three times more likely to choose premium packaging comparative to non-premium. In response to this, print providers are reporting that manufacturers are willing to pay upwards of 24 per cent more for embellished products. By Tom Mooney, product manager at Xaar
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tanding out amongst shelves of product is not an easy task, and consequently, the adoption of premium packaging is growing. For print providers, this means increased enquiries around embellished packaging, with almost nine in ten printers reporting that their clients have expressed interest in the capability. This is good news for the bottom line, with around 80 per cent agreeing that these projects are either ‘always’ or ‘usually’ more profi table than standard CMYK jobs. A further dimension to the embellishment market is how it supports legislative compliance. While raised print is often used for aesthetic purposes, it also plays a crucial role in product safety and accessibility through adding braille characters to packaging, which can be required by legislation. For converters and printers looking to tap into the opportunities off ered by the embellishment boom, the question becomes how to balance high quality delivery with speed and sustainability. In many cases, digital inkjet printing may prove to be the most appropriate option.
Indeed, growth in hybrid technology is delivering the best of both worlds by combining digital inkjet units with fl exo or fi nishing stations, enabling brands to incorporate high-opacity colours, intricate textures and varnish eff ects, which previously only screen or fl exo could deliver.
PREMIUM PACKAGING
In sectors such as wine, spirits and cosmetics, embellishment of labels is often a key diff erentiator, and choosing printing technology that can deliver these packaging fl ourishes to a consistently high standard is vital for converters. Here, inkjet printbars can enable hybrid printing to existing lines or conversion machines, combining analogue effi ciency with digital agility, to off er a single-pass, fully embellished label with minimal setup. Powered by the latest printheads, fl uids with viscosities of up to 1000 centipoise at ambient temperature (around 100 cP at jetting temperature) can now be jetted, achieving builds in excess of 200μm. Foil embellishments, varnish and tactile eff ects can be added to premium labels and packaging, with high build gloss, standard or spot varnish and matte textures delivered in a single pass for maximum effi ciency.
A further advantage of inkjet is the capacity
to effi ciently print short runs. For premium consumables in particular, limited edition campaign packaging is a powerful tool, as demonstrated by the success of campaigns like Johnnie Walker’s individually designed bottles. It increases the likelihood of purchase, brand recall and how much a consumer is likely to spend, meaning printers who can cost-eff ectively off er this as a service present an attractive proposition to brands. ACCESSIBILITY
Accessibility is becoming a central concern in packaging design, driven by both consumer expectations and legislative change. Whilst specifi c requirements for packaging vary by region, the inclusion of product names, allergen warnings and expiry dates in braille is an accessibility necessity, whether offi cially mandated yet or not. Digital printing off ers a practical solution to providing cost-eff ective, defi ned and scalable printing of variable braille data. Recent models include functions specifi cally engineered and tested to deliver better defi ned braille, faster. The Xaar Versatex’s ability to achieve builds in excess of 200μm at 25 metres per minute, effi ciently prints braille that meet ISO 17351 and Marburg Medium guidelines and has been positively received in tactile reading tests.
INTEGRATION & THE FUTURE OF PRINTING For businesses looking to invest in embellishment as a new revenue stream, ease of integration is a key consideration. Fortunately, the availability of printbars compatible with both left-to-right and right-to-left press direction means that inkjet printing is suitable for a wide range of fi nishing lines and press confi gurations. And, in the case of options like the Versatex, a modular design allows for seamless inline or offl ine integration, either in new builds or retrofi ts.
Whether it is meeting demand for braille and embellishments or driving greater productivity and improved sustainability, the enhanced speed, precision and versatility of inkjet technology is bringing the many benefi ts of digital to analogue presses and converting lines. For those looking to the future of printing, there has never been a better time to upgrade to digital inkjet.
10
Dec 2025/Jan 2026
www.convertermag.com
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