Both a source of inspiration and an invaluable reference tool, Big Book of Packaging Prototypes provides a visual catalyst for the creation of exciting package designs. The diverse range of carton ...
By Ed McCarron
Creating package prototypes can be costly, but it is a necessary evil. Clients want to see how their brand image will be presented before the final packages are produced.
Recent innovations in digital imaging are helping to save time, labor, and waste in the creation of package design prototypes. Tools are now available to produce high-quality short-run promotional packaging and effective prototypes, which will help move products to market faster. Printing systems are more integrated, and new varieties of flexible media are being developed by companies such as InteliCoat, Agfa, DuPont, and Proofing Technologies.
The packaging market is ready for digital printing, as the industry is currently experiencing a package design revolution. Some examples of this can be found in the fact that traditional cans and boxes are moving to flexible retort packages, while bottle labels are shifting from adhesive to shrink-wrap. With growing competition among consumer products, flexible packaging offers the benefits of more attractive packaging, better flavor, improved logistics, and greater design options.
Digital printing, commonly used today in point-ofpurchase displays, fine art reproductions, outdoor advertising, custom decorative applications, and tradeshow displays, is an emerging technology in the package design and label market. Adoption of digital printing in the package design community is at the point today that it was in the sign industry in the early 1990s. According to a Packaging Strategies study, digital printing for packaging will grow at a compound annual growth rate of 20% through 2007 (“Digital Printing for Packaging,” 2003).
So what exactly does digital printing have to offer the package design market? Enormous cost savings, to start. The typical new package development process includes design review (often times with multiple design concepts), marketing/internal review, consumer/focus group review, and retail and regional test market review. In an average application, using digitally produced prototypes instead of traditionally produced ones can save a small- to medium-size company more than $50,000 (“Digital Printing for Packaging,” 2003).
Digital printing can also save time. Digital printing methods shorten the product development time, which is critical when one considers that “new” retail products can account for a significant portion of a manufacturer’s annual sales. In the promotional advertising market, it is common for a digital print specialist to turn out a client’s job in a two to three day time frame. Just imagine how this speed and efficiency would benefit the package design process.
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