Digital printing has found a home in package printing, but will it be a humble dwelling or a palatial estate?

By Tom Polischuk

Variable data for packaging

Variable data printing is a significant driving force for digital printing in the commercial markets, but has not nearly been to the same level in packaging. In packaging, “Variable data printing is being used at the lower end of the graphic spectrum for product identification labels and tags requiring product or part-specific information,” says Rosenbaum. “Applying variable information capabilities to mainstream packaging is far more complex and, in many cases, it is cost prohibitive with today’s technology.” Again, regional customization is one area that is appealing because the product can generally support a higher price, he says.