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Many of us have been surprised to see a drink or a chocolate spread with our name on the can or on the label on the supermarket shelves. With strategies of this type, brands seek to reinforce their image and strengthen the link they have with their customers. This is where different packaging printing techniques offer a wide range of possibilities to bring the brand closer to the consumer and that the initial interest and excitement leads to a final purchase.
The brands know that the first contact between the product and the consumer creates an impact. Therefore, packages transcend their main function as a simple container of the product and offer added value thanks to the development and advancement in printing techniques in the graphic industry. In search of more attractive, sustainable and innovative containers, the graphics industry offers a range of printing solutions. We'll review the trends that the future brings in packaging printing. Some of them give clues as to where brands want to go and in fact we are already seeing them (and experiencing them) at the point of sale.
A good impression at the point of purchase...
Traditionally, the packaging industry has done long print runs in order to economise production. However, what happens when we endeavour to make a greater impact on the consumer or when we want to test a product? In these situations digital printing has the ability to differentiate and do shorter runs at competitive prices. In the words of Albert Valldeperes, Marketing Director at Enplater, a company with more than 50 years in the flexible packaging sector, "in addition to being able to do smaller volumes at a reasonable cost, digital printing has extended the possibilities for designers and companies, allowing products to be personalised with a greater variety of unique and customisable designs which are highly valued by the consumer".
The future puts the coexistence of traditional printing and digital printing as complementary technologies on the table. Eugenia Álvarez, founder of the consulting firm Podium Graphics, gives as examples offset printing for cartons and paper, flexography and rotogravure for flexible packages and screen printing for glass and digital printing to test the market or for customising a product. "Every year there are about 12,000 new products on the Spanish market and 20% of these end up achieving stable sales during the first year. When launching a product to test its acceptance among customers, digital printing is ideal way of producing the packaging," she explains. The founder of Podium also gives this type of printing as an example in the case of a customer who customised their packaging for the Fallas event in Valencia (a traditional annual celebration held over several days), personalising it to encompass a specific geographical area and period.
... and online purchases
The expectations of digital buyers are no different to the purchases made at the point of sale. The common denominator of trends in printed packaging is the same: to make an impact on the consumer. Likewise, the future points to personalised digital printing for each purchase order, at the same time micro-segmenting as there is a greater amount of products on the market.
Flexible packaging gaining ground
It is predicted that the market share of flexible packaging will continue to grow in the coming years as well as hybrid packaging acquiring a greater presence. In this regard, Valldeperes considers that it is "mainly food companies who opt for flexible packaging for its value for money, because it enables the product life span to be prolonged whilst reducing transport costs and offering a wide range of possibilities in terms of design".
It is also worth highlighting the convenience of this type of packaging over rigid packs and the reduced environmental footprint it leaves. In a society which eats out more and more the consumer places increased importance in easy to handle packaging for when they are on the move.
A complete sensory experience
The finishing techniques of printed material can make it possible to cause an impact beyond that of just a visual one. Scented paper film, boxes that give off a certain aroma, cinnamon scented inks to wrap a dessert or rough or velvety textures that awaken our senses are just some examples of how, through the printing techniques, a sensory experience can be created that involves all the senses. There are endless possibilities to experiment with in this field and there is still a long way to go. One of the challenges is to make these techniques more popular by achieving more competitive prices.
New technologies play a key role in attaining intelligent packaging which interacts with the consumer and with the product itself. With the development of new materials, substances and inks, the packaging itself can detect if there has been a breach to the cold chain, react to temperature changes or indicate the status of the product, even being able to conserve the food they contain in a better and longer way.
The spokesperson for Enplater states, "although the development of specific programs can be a hurdle, currently there is already a wide range of applications that can interact with the packaging, among many other options, allowing participation and receiving promotions by QR or recognition of the container and even augmented reality applications that provide instructions on how to cook the product they contain". The Podium Graphics spokesperson also highlights smart packaging in the area of logistics, which allow traceability of the product throughout the process; all thanks to embedded codes which are invisible to the eye of the consumer.
Green printing
The greater awareness for environmentally-friendly packaging also affects the printing of the packaging. Eugenia Álvarez explains why a good portion of its customers' requests that the printing be as natural as possible, seeking a recycled cardboard effect, with matt elements, avoiding overly bright plastics and enhancing the image of simplicity through the absence of artificial and superfluous elements. The reduction of emissions and waste will be one of the key elements in the next few years and this will be seen, smelt and touched at Hispack along with other future trends in the packaging industry.
Graphispag Area: How to print the latest packaging
Hispack will incorporate the Graphispag Area where visitors will be able to see and get to know the latest contributions to the world of the graphics industry in packaging. Technology, ink and material suppliers with examples of printed applications and specific finishes for packaging, labelling and POS displays, as well as graphic service companies who will participate in this area.
There will also be a conference corner where discussions will be held on how printing helps to improve the user experience, sustainability and logistics of packaging, as well as new materials for packaging to print; and novel anti-falsification containers, with barrier or 'intelligent' effects thanks to printing techniques.
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