We all know that computer technology has affected just about everything we do. It’s hard to think of any facet of society that hasn’t been changed by computers and its tethered partner, the internet. This is certainly true in printing, where offset printing is increasingly giving way to the flexibility and convenience of digital printing.
Digital printing fits today’s multichannel marketing approach
Businesses today can no longer depend on face-to-face customer interaction with their in-store product(s). Computers and smart phones have opened multiple channels. These channels allow consumers to view products and make buying decisions with just one quick look. The packaging and displays have to tell a story fast.
Increasingly, the first contact a buyer has with a product is online. This virtual contact is often quick, so it’s critical the right content is used to package the product in an attractive, attention-grabbing way. A business should strategize about which elements they want to stand out in the product’s online packaging. As important as the packaging is to a product’s brick-and-mortar location, it’s important that the online images similarly package the product in an attractive way.
Digital printing allows for personalized packaging.
By leveraging the data already available on its customers, a business can use digital printing to their advantage by personalizing their packaging. Perhaps the business could promote a loyalty program and offer coupons as inserts in their packaging within a geographical area. If the campaign isn’t working, digital printing offers the flexibility to make campaign changes easily and quickly.
Digital printing allows you to match the packaging to the location.
Digital printing can personalize the packaging to best-fit the location where the product is being sold. For example, if the product is sold in traditional grab-and-go locations such as convenience stores or mall kiosks, digital printing allows the flexibility to package the product using bold, attention-grabbing design.
More detailed information in the packaging can be printed for those locations such as department stores where leisure shoppers may appreciate a closer examination of the packaging.
In summary, digital printing allows a business the flexibility to customize one packaging for online presentation and another packaging for buyers examining the product face-to-face in a store. This form of printing also allows for aligning the packaging to a geographic location.
Midwest Graphics is a leader in the direct digital printing and design services for the packaging industry. While digital printing is relatively new, we have over a century of experience in printing and graphics. From conception to production, the Midwest team can help bring your product packaging and displays to life with the flexibility and cost-savings you want.