Digital Printing: Short Run Packaging To Marketing Innovations
Time to read 5 min
Digital Printing Capabilities Expand
Ever since digital printing entered the scene, it has been an industry disruptor. The problem is that it was positioned as an excellent solution for low-volume production runs. That means prototypes, limited campaigns, or, if needed, tomorrow. However, digital has evolved from short-run packaging to marketing innovations, and the industry has taken notice.
While traditional printing methods have been the go-to solution for high-volume orders, the problem is that you are typically locked into a single design. But the world has transitioned to a personalized direction, and Digital is the only way to compete.
Now, all brands must create a variety of product designs, including size and product variations, as well as seasonal and promotional messaging, and even unique personalizations for customers. Continue reading to discover how Digital Printing has evolved.
Table Of Contents
Short Run Packaging
First, let’s break down what short-run packaging is. This is a category of packaging that typically involves low volume, unique runs, or prototypes.
When Digital Printing first emerged, it was the perfect solution for these market gaps. Printing on demand made it a dream for specific scenarios, but not for others.
It saved time, especially upfront, and allowed companies to get to market quickly compared to traditional printing methods. The problem is that when it came to higher volumes, the scaling costs made the conventional methods more cost-effective.
So where does that leave Digital?
Digital Printing Has Evolved
Now, Digital Printing has evolved to become a mainstay of the industry, and brands that integrate their designs with it are leaping ahead of their competition.
Brands are constantly seeking creative ways to craft a campaign that resonates with their audience, which means customization.
The days of a one-size-fits-all approach to packaging are over; now more than ever, brands need to focus on refreshing their look and creating a variety of designs for different products.
At Bennett, we own and operate two High-Speed Digital Presses. We were one of the first in North America to adopt Digital Printing, and that’s put us ahead of the learning curve. While other companies have Digital capabilities, they don’t quite have the process down.
Our Digital Presses:
Digital Printing Means Personalization
Next, consider the customization options that digital printing can offer you. Customers are seeking more personalized expertise in today's ever-changing industry. That means brands need to change their approach ASAP.
When customers buy their goods, they have an appetite for brands to create this personal experience for them - and digital allows you to do this.
Today, most brands underutilize print personalization because they are simply not aware of the practice's potential benefits and that digital printing is the way to achieve them.
Litho vs. Digital Printing
Traditional printing methods, such as litho, have been the status quo for some time, and one of the biggest reasons is that they win on cost at large volumes.
But that’s if you plan to use a single design for all of your packaging - those days are over.
Litho Printing needs the time and money to create a Printing Plate, while Digital Printing allows you to simply upload an art file (as many as you want) to the Press.
However, if you have product size or style variations, that means you need a new printing plate for each one, and those costs will skyrocket!
Digital allows you to change as many times as you want, as fast as you want.
Digital Printing
- Variable Data Printing (VDP)
- Print-on-demand
- Upload art files to press
- Unique product designs
- Seasonal + Promotional messaging
- Cost-effective short productions
- Faster turnarounds
Litho Lamination
- One-size-fits-all design
- Large volume of a single design
- Efficient production
Need help choosing which printing method is best for you?
Related: Printing Coating Options
8 Digital Printing Marketing Innovations
1. Speed-to-Market
Do you have a new product and need to get it to market quickly? Digital cuts down all the production time more than any other production factor. Change your designs on the fly; it’s as easy as emailing a file.
2. Print Direct-To-Corrugate
A single pass direct-to-corrugate process is a complete game changer. This reduces production time and potential production problems.
3. Create Multiple Designs
No more one-size-fits-all designs. Print as many marketing variations as your team can create. Every season, SKU, sale, or promotion deserves a unique look.
4. Variable Data Printing
Connect directly with your customers through unique printing designed specifically for them. This has never even been possible until Digital!
5. Eco-Friendly
Cut your packaging waste down immensely. Use digital inks that are more environmentally friendly. Your new packaging will be more recyclable than your previous design.
Related: 10 Tips To Make Your Packaging More Sustainable.
6. Consistent Quality
No print variance. Every print that comes off the production line is identical to the last. Accurate and repeatable.
7. Digital Marketing Integration
How many innovations have entered the market in the last 5 years? What if you started using QR codes, or other ideas, in your packaging?
8. No More Labels
Eliminate the additional costs and time associated with labels for your different product SKUs. Simply incorporate your information into the design.
Bennett Is A Digital Printing Specialist
Bennett is a premier packaging and retail displays manufacturing company striving to protect and promote our clients' products with customized corrugated solutions. When you work with us, you’re part of the family. We will partner with you every step of the way.
With our fully integrated design-to-delivery process, we can be the single-source supplier. We are an award-winning manufacturer of virtually anything corrugate. We offer everything from plain brown shipping boxes to sophisticated, high-graphic printed point-of-purchase displays, and everything in between.
Frequently Asked Questions
What is a Digital Press?
A Digital Press is designed to print digital images using digital ink onto various substrates. They vary in size and technology, but they enable you to upload art files directly to the press, eliminating the need to create printing plates.
What is Digital Printing?
Digital Printing is the process of printing a digital-based image onto some form of print media. It enables a more versatile printing style compared to traditional methods, allowing you to create unique designs for various product sizes.
What is Variable Data Printing?
Variable Data Printing (VDP) refers to printing completely customized designs for your customers. This is only possible with Digital Printing, and it leads to a new level of personalization.
