Top 12 factors in the digital printing equation

Digital printing for packaging is poised to move to new categories and substrates, including folding cartons and flexibles. Use these tips to evaluate digital opportunities.

NutraBio meets ever-changing labeling demands—such as new product introductions, formulation changes, and package redesign—with digital label printing systems that reduce the need for label inventory and cut costs.
NutraBio meets ever-changing labeling demands—such as new product introductions, formulation changes, and package redesign—with digital label printing systems that reduce the need for label inventory and cut costs.

It may be difficult to see through the hype surrounding digital printing, because the actual packaging market penetration, by percentage, is still quite low. Its early success has been in labels for food and beverage products, but it is poised to move to other categories and other substrates, such as folding cartons and flexible. It’s important to plan ahead and think of all the factors that warrant consideration when thinking of going digital.

1. Run size. Digital printing is growing in markets that require specialized, frequently updated labels like wines and craft beers. Small brands or brands with many SKUs benefit most from digital printing. The short changeover times and reduced material waste can make it an economically advantageous option. The run numbers are getting higher as to competitiveness on price, and lower as to competitiveness on speed.

2. Speed to market. Traditional print methods like flexo, gravure, and offset sometimes take weeks to prepare the plates or rolls and get the printer run-ready. CPG companies these days, whether through poor planning or for a competitive advantage, can’t wait more than a few days before getting new designs out the door, especially with seasonal or promotional campaigns.

3. The cost of materials. In a way, comparing digital to flexo is like comparing apples to oranges, but careful consideration of all the numbers reveals where the cost savings can be realized. Settle on the cost of materials first, and then compare total costs. Waste, as already mentioned, is a significant factor in assessing printing costs long-term. Standard overrun percentages are often lower with digital, and with the ever-changing demands of customers and retailers, labels in storage often become obsolete, and that can be a substantial loss to absorb.

4. The cost of time. The cost-of-time equation, both short-term and long-term, is being scrutinized more and more these days. The limiting factor in any production chain can clog up design and management processes in unseen ways. It’s difficult to focus intently on the next project when the current one is on hold or held up in prepress.

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