A Look at What the Future Holds for Direct Print Corrugated
I just finished reading the opinions of the heads of various organizations and associations that work within the worldwide corrugated industry, in regard to industry trends in 2017. They are “big picture” men and women and I got mostly positive vibes from their comments. From their perspective, putting together a direct print corrugated forecast, 2017 should be a pretty good year.
As we all know, graphics can be put onto a corrugated box via direct print, preprint, offset printed labels and, more recently, digitally print liner and board. All have their pros and cons (but that’s for another article).
Photos courtesy of Printron
In an effort to provide a variety of opinions on the subject, I contacted a number of people in the industry whom I know. Many were customers, some were not, but they all share a passion for the graphics we see on corrugated containers today. In other words—They are printers! I asked them for their thoughts on several questions, including new developments, technology, consumer demands and how digital printing is affecting their markets.
Burgeoning in Boards
In the area of new developments, one converter said with the increased use of plastic handle bags for the fresh fruit market, there is a growing expectation to present a complete color matched package. Customers are more often requesting the plastic bag match the outer direct print corrugated packaging. Also, due to upgraded graphic content, what was once just a shipping container is increasingly being used as an in store display case.
Several said they are getting more pressure from customers who supply big box stores to provide shelf ready packaging that takes less labor to prep on the store shelves. They still want great graphics, but with easy to set up boxes.
A common overall theme was the improvement in direct print quality and consistency over the past years having an effect on their customer base. More customers are willing to give direct print a try if it works to their economic advantage.
Technology Tradeoffs in Direct Print Corrugated
Technology is having a huge effect on the direct print industry. Presses are holding better register, set up quicker and have features that machines in the past did not. This is allowing them to compete with other print processes.
More customers are willing to give direct print a try if it works to their economic advantage.
But not all the comments about technology were positive for the direct print business. Several felt the requirement for processing everything faster today, due to online ordering and consumers using handheld devices, has forced their customers (who supply the retailers) to turn projects around quicker. In the face of this shorter window, the direct print process sometimes takes too long.
One converter reminded me technology is great and makes some things easier, but the most important part, which has not changed for a while, is having your processes in order and everyone following them. That includes artwork development, prepress, plate making, inks, press maintenance, press personnel training, color management, substrate controls and housekeeping, among others. His point is that you can buy a new press with all the latest options, but if you don’t have your house in order, you will not achieve the desired level of success.
What technology can do is build confidence in your team that if things are done correctly, you can produce the quality customers are demanding. That was a great answer.