Mike Ferrari, founder of Ferrari Innovation Solutions and a brand packaging consultant, believes that consumers have become highly selective in their product choices and how they are presented in the modern era. The significance of product packaging has increased remarkably, as it can substantially impact a customer’s decision to buy. With the advent of digital printing technology, businesses can create unique, eye-catching packaging that can significantly enhance the attractiveness of their products.
“Sameness is gone and consumers are looking at their products as something that speaks to them, not something that is institutional for the masses,” Ferrari explains.
Digital printing technology offers companies the creative freedom to experiment with the visual and tactile aspects of their product packaging, aiming to maximize its impact on customers. This innovative approach can effectively set a product apart from its competitors and drive increased sales. With digital printing, companies can incorporate personalized graphics, images, unique textures, and even unconventional shapes and sizes into their packaging design. For instance, a cosmetics company can use digital printing to craft elegant and refined packaging with customized colors and textures, while a food company can explore vibrant colors and captivating designs to attract a broader customer base.
The Power of Customization in Driving Consumer Engagement
Today’s consumers seek more than just a product; they crave an experience and a deeper connection with the brands they engage with. As Ferrari explains, with approximately 70% of the global population having access to mobile connectivity, social media platforms have become the perfect arena for brands to establish meaningful connections with their customers. This is where digital printing comes into play.
Digital printing empowers brands to create packaging that is not only distinctive and captivating but also sparks conversations on social media. Let’s take the “Lay’s Summer Days” campaign by Frito-Lay as an example. According to Ferrari, through the use of digital printing technology, they were able to produce over 400,000 unique packaging designs, each featuring content generated by their social media followers. This not only generated significant buzz but also encouraged consumers to share their personalized bags online, effectively boosting the brand’s visibility.
“Because it had a cool factor, you’re more likely to push this through social media and tell 10 friends about this,” Ferrari says. “Perhaps Frito-Lay gains additional Facebook friends, which is always good for marketing.”
Furthermore, in the era of e-commerce, brands now have the opportunity to add a personal touch to their packaging, like corrugated digital print. This could range from including personalized messages to incorporating individualized graphics, making each package feel special and one-of-a-kind. This not only elevates the overall customer experience but also fosters brand loyalty.
According to Jeff Wettersten, president of industry consulting and market research firm Karstedt Partners, brands are now challenged to curate effective packaging strategies in direct-to-consumer channels.
Beyond CPG Brands
Digital printing has not only transformed the packaging landscape for consumer packaged goods (CPG) brands, but it has also opened the door to new users of packaging. Companies in industries beyond CPG are now realizing the benefits and potential of digital printing technology. The ability to create vibrant, high-resolution graphics and custom designs has allowed these companies to elevate their packaging to new levels. Not only does digital packaging catch the eye, but it also enhances the overall “unboxing experience” for customers.
Furthermore, digital printing extends a brand’s reach beyond just the product inside the package. It enables companies to create cohesive and impactful branding across all touchpoints, from packaging to marketing collateral and promotional materials.
Embracing the ‘All Digital Workflow’
Digital printing technology brings many advantages to the world of packaging. But what happens when we take it a step further and embrace an “all digital workflow”? The possibilities become even more exciting. Digital finishing and packaging embellishment platforms can streamline the packaging production process and create new ways for brands to enhance their packaging. With the right software, digital printing and finishing platforms can communicate seamlessly, opening new doors for creativity and efficiency.
“There are new doors that have been opened as the result of an all-digital workflow,” says Ferrari. And he’s right. With digital printing, brands can create fancy cuts and intricate designs that would be difficult to achieve with a traditional platen die. The possibilities for customization are endless.
While it’s true that digital printing’s print speeds are often slower than conventional methods, there are significant efficiency advantages. The benefits of customization, reduced waste, and the ability to print on-demand outweigh any minor slowdown in production.
Embracing the ‘all digital workflow’ is about taking advantage of the full capabilities of digital printing technology. It’s about finding innovative ways to create packaging that stands out, engage consumers, and deliver an unforgettable unboxing experience. By embracing this digital revolution, brands can elevate their packaging to new heights and make a lasting impression on their customers.
Making the Digital Decision
When it comes to making the decision to invest in digital printing technology, printers and converters need to consider their overall strategy. The same equipment can be utilized in different ways, depending on the business model and goals.
Rather than focusing solely on calculating a return on investment, package printers should shift their focus to the solutions they can provide for their customers. It’s about identifying the brand challenges they can solve and the new services or goods they can offer. By understanding the value they can bring to their clients and the problems they can solve, package printers can position themselves as indispensable partners.
In today’s ever-evolving packaging landscape, as digital printing takes center stage for brands, it’s crucial to partner with a packaging company you can trust, like Atlantic Packaging. Our expertise in digital printing technology and unwavering commitment to customer satisfaction make us the ideal choice for elevating your product presentation.
When you collaborate with Atlantic Packaging, you unlock the potential of digital printing to craft packaging that’s truly exceptional, setting your brand apart from the competition.
So, if you’re poised to make an enduring impact on your customers and boost sales through impactful packaging, don’t hesitate to reach out to Atlantic Packaging today. Our dedicated team is eager to engage with you, discuss your unique packaging requirements, and assist you in crafting packaging that not only impresses your customers but also enhances your brand’s image.