Defining the Buzz

Kallaher sees tremendous growth as “new, more affordable digital printing solutions become a bridge for printers wanting to enter the digital printing arena, allowing them to drive their business in new more profitable directions.”

Perhaps most important is applying the original concepts for digital printing to the package-printing arena. “In the early days, the battle cry for digital printing was ‘A Print Run of One,’” says Rosenbaum. “The promise was the ability to produce personalized materials for one-on-one marketing.” Rosenbaum states that as converters apply that concept to packaging, he sees greater opportunities for specialty or regional packaging. “With greater attention being paid to health and allergy concerns, we may see food packaging individualized by production batches, enabling batch-specific ingredients information,” he says. “We may also see packaging becoming more regional and language-specific.” Rosenbaum adds that digital printing has the power to personalize packaging and in doing so, help build brand unity.