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Printing Industry Exchange (printindustry.com) is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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Custom Printing: Digital Direct-to-Shape Printing

Digital package printing is hot. It’s a growth sector within the commercial printing industry, and I find this most exciting. And as with other growth industries, consumer demands drive innovation. Customers want something, or like something, or find something intriguing, and to keep them happy the inventors and manufacturers create the technology to satisfy these wants and needs.

In this light, I just read an article by Elizabeth Skoda on www.packagingeurope.com entitled “A New Dimension of Digital Printing.” It was published on 09/19/18. This article describes many of the features and benefits of direct-to-shape digital commercial printing. At this point the technology exists for custom printing on rigid packaging tubes and cylinders (a full 360 degrees around the tube, and from the cap to the base), avoiding the need for screen printing, flexo, and even labels. This is ideal for the pharmaceutical and cosmetics industries that use both plastic and aluminum packaging tubes.

Skoda’s article focuses on the Velox IDS 250, a direct-to-shape digital printer produced by Velox Ltd. As Skoda notes in her article, this “entirely new approach to digital printing…is poised to disrupt the packaging decoration market” (“A New Dimension of Digital Printing”).

Why This Is Disruptive Technology (Features and Benefits)

Velox Ltd. claims that its “decoration quality and capabilities…outstrip analogue printing solutions, while allowing a more efficient and flexible production process and a low total cost of ownership” (“A New Dimension of Digital Printing”).

More specifically, here are the features and benefits of Velox’s IDS 250 and its proprietary adaptive deposition architecture (ADA) and variable viscosity ink (VVI):

  1. The IDS 250 prints directly on rigid, cylindrical packaging containers, sidestepping the need for labels.
  2. It allows for both low volume and high volume printing.
  3. It requires only minimal make-ready time.
  4. It is fast, decorating up to 250 packaging containers per minute.
  5. The IDS 250 can incorporate up to 15 colors and embellishments in a single press run, including both inks and coatings, and in particular including tactile coating treatments.
  6. The equipment prints high-resolution, photo-realistic images.
  7. The IDS 250 can print from the base all the way to the cap of a packaging tube, with no visible seam.

Prior Technologies

Let’s put this in perspective. Prior to direct-to-shape commercial printing (or more specifically, prior to Velox’s IDS 250), a print shop could mass produce decorated packaging tubes using the following technologies: dry offset, screen printing, and flexography. All of these required considerable set-up time and effort. Therefore, they were cost-effective only for longer runs. In contrast, the IDS 250 can produce quality comparable to the analogue methods, albeit with faster make-readies, faster and therefore more economical production runs, and the ability to vary the content of the custom printing.

Here are a number of benefits that even surpass the quality and flexibility of the prior analogue methods:

  1. You can print on the packaging tube, its “shoulder,” and its cap. That is, all surfaces of the product packaging can incorporate the design. Therefore, you have a larger, more dramatic “canvas” on which to print your marketing message. In most cases, prior custom printing technology could not achieve this look.
  2. You can print on the seam of the packaging tube. In addition, you can not only cover the entire tube; you can do so without overlapping any portion of the design (as was necessary with prior analogue technologies).
  3. You have all the flexibility of digital custom printing. That is, you can produce a prototype packaging tube (a one-off product), then show the prototype to your client, then make any required changes, and then produce the entire print run. Unlike prior digital printing options, you can even produce a long final run, since the Velox IDS 250 can print 250 containers per minute.
  4. As with other digital technologies, you can personalize your decorated packaging tubes. For example, you can make each one unique, incorporating the recipient’s name into the design. Or you can target a specific demographic with a short print run, or perhaps create a seasonal product that also has a short run. Unlike analogue printing, digital direct-to-shape printing can be cost-effective with short runs as well as long ones.
  5. Velox’s IDS 250 incorporates so many ink colors (up to 15 colors and embellishments) that it can reflect a much wider color gamut than traditional analogue methods can achieve. Therefore, you can match more PMS colors (for corporate logos, for instance), and also you can print colors of amazing vibrancy.
  6. The textured coatings available on the Velox IDS 250 add a tactile dimension that in many cases was unavailable with prior analogue printing methods. These include matte, glossy, and embossed coatings incorporating raised particles. Such coatings add another element that can enhance the customer’s emotional experience and bond with the product and the brand.
  7. According to Skoda’s article, the Velox IDS 250 will provide “full functionality on any material or coating” (“A New Dimension of Digital Printing”).
  8. Overall, this means you can focus exclusively on the creative message rather than on the limitations of either the custom printing method or the printing substrate. At the same time, you can reap the marketing benefits of precise targeting and personalization in order to strengthen the bond between the customer and the product.
  9. At best, all of this used to be achievable only by printing and applying digital labels. Now it is available digitally (without labels) within a cost-effective structure that allows for consummate flexibility and creativity. And unlike many other digital custom printing technologies, the process can also accommodate longer production runs.

What You Can Learn From This New Technology

Here are some thoughts:

  1. Packaging is clearly a growth industry within the realm of commercial printing. Given that direct-to-shape (DTS) digital printing has been making the aforementioned strides, it seems that DTS might even capture work from the custom label market. Furthermore, according to Skoda’s article, cosmetics and pharmaceuticals are two major markets for DTS technology.
  2. With this in mind, I think it behooves both creative designers and larger commercial printing vendors to closely study the following: digital printing, direct-to-shape printing, marketing, personalization, and “big-data” analysis.

I think the future will be all about understanding the psychology of the buyer, and then using digital technology to speak directly to her or him in a way that engages the senses, the emotions, and the intellect.

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