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

By Tom Polischuk

That doesn’t mean it’s a dead issue, not by a long shot. There are hordes of marketing people whose sole purpose is to promote their products in distinctive ways. Digital printing is a tool that can be used effectively as a practical implementer of creative ideas.

An example noted by Karstedt is in direct-mail marketing of packaged products. Some brand managers are looking at sending personalized full-graphic packages of product. “These packages could include redeemable coupons and bar codes that will help track who redeemed the coupon and how long after it had been received. ... Brand managers are looking at this capability to gain a new level of data on their customers. Digital printing will help to reduce some of the distribution costs by eliminating secondary shipping containers and labels.”