Digital Printing: Short Run Packaging To Marketing Innovations
Time to read 5 min
Time to read 5 min
Ever since Digital Printing has entered the scene, it has been an industry disruptor. The problem is it was positioned as a great solution for low volume production runs. That means prototypes, limited campaigns, or if it is needed tomorrow. But 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 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 it’s essential that all brands create a variety of product designs, including size and product variations, seasonal and promotional messaging, and even unique personalizations for customers. Keep reading to learn about how Digital Printing has evolved.
Table Of Contents
First let’s breakdown what short run packaging is. This is a category of packaging that is typically low volume, unique runs, or even prototypes.
When Digital Printing first came onto the scene, it was the perfect solution for these market gaps. Printing on-demand made it a dream for certain scenarios, but not others.
It saved time, especially up front, and allowed companies to get to market fast compared to traditional printing methods. The problem is when it came to higher volumes, the scaling costs made the traditional methods more cost-effective.
So where does that leave Digital?
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 looking for creative ways to create a campaign that resonates with their audience, and that 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.
Next, think about what customization Digital Printing can give you. Customers are searching for 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 underuse print personalization because they are simply not aware of the practice's potential benefits and that digital printing is the way to get there.
Traditional printing methods like Litho have been the status quo for some time, and one of the biggest reasons was at large volume, it wins on cost.
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.
But 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.
Need help choosing which printing method is best for you?
Related: Printing Coating Options
Have a new product and need to get to market fast? 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.
A single pass direct-to-corrugate process is a complete game changer. This cuts down on production time, and potential production problems.
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.
Talk directly to your customers with unique printing created specifically for them. This has never even been possible until Digital!
Cut your packaging waste down immensely. Use digital inks that are better for the environment. Your new packaging will be more recyclable than your previous design.
No print variance. Every print that comes off the production line is the same as the last. Accurate and repeatable.
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?
Get rid of the additional cost and time of labels for your different product SKUs. Simply incorporate your information into the design.
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 supplier source. 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.
A Digital Press is designed to print digital images using digital ink onto various substrates. They vary in size and technology, but they allow you to upload art files directly to the press, instead of creating printing plates.
Digital Printing is when you print a digital-based image onto some form of print media. It allows a more versatile printing style compared to traditional methods, and it allows you to create unique designs for different product sizes.
Variable Data Printing (VDP) means printing completely custom designs for your customers. This is only possible with Digital Printing, and it leads to a new level of personalization.