Printing and Imaging

Packaging Promises

By Gretchen A. Peck

There’s been a lot of punditry and speculation about how digital print will impact packaging printing, whether it would go the way of commercial print, with shorter print runs and variable data-driven versioning. However, after more than a decade of predictions that digital print—narrow and wide format—would forever alter the packaging landscape, they’ve yet to manifest.

When having a conversation about “packaging,” it’s important to be specific about its sub-segments, suggests Simon Lewis, director, strategic marketing for Hewlett-Packard’s (HP) Indigo Division, who categorizes package printing as labels and label-like products such as shrink sleeves, folding carton, flexible packaging, and “others,” which include specialty packages produced using more exotic media such as metal and glass.

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Publishes by DPS Magazine, May 2014

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