Digital printing opens up endless, new - and still unexplored - possibilities for businesses, printers and marketing. An imperative? To experiment!
We talked about it this Tuesday at the digital event "Real Possibilities Live" organized by HP, in which branding experts, creatives and protagonists of the printing chain said their opinion on the trends and possibilities of digital printing concerning packaging.
We also participated at Packstyle, bringing our history as the first digital pouch factory in Italy, a year after our birth.
Today we will tell you all the interesting things we heard at the event!
Packaging today: responsible and reliable, and this is its emotional side
Packaging is an expression of society, as Roger Botti, director of Robilant Associati, a leading branding and strategic design company in Europe, reminds us at the beginning. The packaging trend is that of social and environmental responsibility. "Packaging, today, is under observation for how it is conceived and designed," Roger warns, "and from this new aesthetics, new materials and new ways of printing are born."
Roger also told us that the consumer today is looking for real products, original and reliable. “If in the past you have pushed yourself to be excessive - doing anything to get noticed on the shelf - today these kinds of excesses can be counterproductive.”
What the consumer is looking for is the truth, well said. “Today the emotional and the informative side are no longer separate: information is part of an emotional sphere. The fact that a product is, for example, made in Italy, with products of excellence, already communicates emotional values to consumers ".
The (many) opportunities that digital printing offers to packaging
Up to now, digital printing has often been evaluated in comparison to traditional printing: does it reach the same quality? What’s the print range?
According to Roger Botti and Juan Mantilla, packaging Manager of Kiko Milano, this comparison must be overcome: we must explore all the possibilities of digital printing and do other things than traditional printing.
The two creatives give us some examples: playing with the Limited Edition, but also number the products and make them unique. "The extreme to which to take digital printing in packaging is to make a copy different from the other, print very few pieces and make sure that these pieces have a very high value," says Juan. [We have collected some examples of unique packaging in this article on artist packaging].
We also talked about craftsmanship of digital printing, a concept we like. We do not mean craftsmanship as a possible imperfection, but as the possibility of playing on small or large differences from one package to another, while maintaining a very high print quality. “Short runs are less standardized and closer to people's needs,” comments Roger Botti.
How to stand out, experiment and communicate with Packstyle packaging
At "Real Possibilities Live" we at Packstyle were also invited, with Nicoletta Garbo - CEO of our startup - who presented our story: we are indeed the first Web2Print company for flexible packaging in Italy, as we will soon tell you in another blog post.
Nicoletta is very satisfied with Packstyle at the moment, for the growing numbers and the many customers who return to order through the platform. She explained how it is possible to explore the possibilities of digital printing in packaging through the Packstyle offer.
The popular multigraphic offer allows the customer to order - for example - 5000 packs with 10 different graphics. "It is an option widely used by small businesses that often have products in which only one ingredient is different: in this way they can create packages with a common graphic, but they change an information or a single color," comments Nicoletta, "and it is an option that also saves some money.
”Soon, thanks to HP technology, Packstyle will offer mosaic and collagen functions that allow you to create different envelopes with little effort. These tools are useful for distinguishing oneself and communicating values of one's work, one's identity, one's brand.
And she ends with an advice: even if you are a small or not very famous brand, continue to work on the product of excellence, but remember also to dress the product in the right way. The saying "The gown does not make the friar" is not always true!
You can watch the event here:
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