A Digital Future

Digital printing is making its presence felt in the package-printing arena. It’s no longer a promising technology for the next generation—it’s here now, and appears to have broken through the critical mass for emerging mainstream acceptance.

For the time being, it has found its place in short-run production. Many times it is used to off-load short-run print jobs from traditional presses to make them more profitable.

However, digital printing is still in the very early stages of evolution and as such, there still some barriers that need to be addressed, such as relatively high cost of entry and high cost of consumables. In addition, there are several competing technologies, each with its own application strengths.

In the long term, however, digital printing is a technology with seemingly unlimited potential for the future. To get a broad view of how this technology is impacting package printing today and where it is heading down the road, packagePRINTING consulted with executives from several companies that have an important stake in the future of digital printing.

pP: How is your company committing to digital printing for packaging? What digital printing technology is your company focusing on and what are the advantages and disadvantages?

Stephen Cutler, marketing manager, Sign, Screen and Display segment, North America for Agfa—We are expanding digital for packaging through our growing UV printing product line. Packaging applications can be found in our :Anapurna wide format printer and the :Dotrix Modular digital press. The :Dotrix Modular prints on a wide variety of substrates, up to a web width of 25” across. The :Dotrix has spot color capability and features inline converting for short-run digital production and packaging jobs.

Another advantage of Agfa’s UV inkjet systems is that they have the ability to print white ink. The :Anapurna has inline and pre-white and spot white capabilities, and the :Dotrix has the ability to print white spot colors. White ink printing is critical in the packaging world. The :Dotrix also features grey scale head technology for smoother vigniettes, better image quality, and better text and linework. Grey scale technology allows multiple drop size results in cleaner images and edges closer to photo image quality.

Jack Farr, president of Digital Print, Inc.—Digital Print, Inc. has developed an extensive line of variable printing technologies which can be added to existing and conventional packaging/printing presses to give that press the ability to print variable information—bar codes, numbers, text, etc.

Alon Bar-Shany, VP and general manager, HP Indigo Digital Press Division—HP Indigo brings to market products based on our core technology—LEP (liquid electro-photography) based on a digital offset printing process. This technology enables digital quality, seven colors, and high reliability with 24x7 production capabilies.

Kenneth D Stack, president, Jetrion, LLC—We firmly believe that UV inkjet technology is the right answer for digital printing for packaging. We believe this because of some key inherent advantages :

• Noncontact printing—This allows us to print directly onto rigid packaging, such as pre-formed metal or plastic containers. This ability to eliminate the label entirely is extremely important for costs savings.

• 100 percent solids UV inkjet ink is extremely robust, both in its compatibility with common packaging materials, tremendous adhesion, and scratch resistance. It also allows inkjet technology to be extremely reliable since it does not evaporate and cause clogged jets, even when un-capped overnight. UV inkjet ink does not require post processing such as lamination like many other digital technologies.

• Print speeds of UV inkjet are fast enough to reach most packaging processes.

• Print quality required for many packaging markets is achievable with today’s UV inkjet systems.

Vic Stalam, director, segment markets and VP, packaging for Kodak—Kodak is committing to the packaging market by offering a complete integrated solution including CTP hardware, workflow software, digital proofing and flexo and metal plates. Kodak is committing to digital printing by investing in continuous inkjet (Kodak Versamark solutions) and electrophotography (Kodak NexPress and Digimaster solutions) printing technologies for packaging printing.

pP: What packaging segments is your company targeting with your digital printing product line? What makes your product line a good fit for these markets?

Cutler—Agfa is focusing on pharmaceutical packaging, retail packaging, and industrial packaging applications. Because the :Anapurna and the :Dotrix can both print on a variety of substrates, they are great for these types of applications. Inline finishing on the :Dotrix, which includes both diecutting and slitting, helps printers quickly produce small packages.

Farr—Any printing/packaging line that wishes to add variable printing inline, while printing or converting is a candidate for our products. The applications are numerous.

Bar-Shany—A key segment is labels, with good growth in shrink sleeves and flexible packaging. We focus on runs up to 2000 linear meters, as well as digital applications such as security and variable data printing. Beyond the printing press, we offer end-to-end solutions optimized for digital printing, such as the Esko workflow and coating and finishing equipment. We also work with the brand owners to educate them on the digital capabilities.

Stack—While UV inkjet is likely a good fit for many packaging segments, we have chosen to focus on two key segments: industrial labeling and direct printing of rigid packaging made from metal, plastics, or glass.

We see the industrial label markets as an ideal target for UV inkjet due to its fast print speeds, lower running costs versus toner, and its inherent scratch and adhesion characteristics that avoid the need for a laminate. These characteristics allow us to drive the breakeven point with flexo and other traditional technologies out farther then ever before. Some of our current inkjet products actually sit inline on traditional printing presses and imprint variable bar codes, text, and graphics at press speeds today.

The rigid packaging markets are suffering from shorter and shorter run lengths. Our ability to use UV inkjet in these markets to eliminate the label entirely will allow us to deliver a completely digital solution at about the same price as a traditionally printed label. Imagine getting the ability to take advantage of digital printing for the same cost as current labels. The elimination of the substrate opens up an incredible amount of opportunities in labeling for shorter run lengths, reduced inventory, quicker time to market, and targeted marketing/versioning. The concept of printing direct to packaging could cause a complete change in the way CPGs view their time to market and their ability to customize their products by region, channel, and final end user. Eventually we see Jetrion being able to deliver digitally printed rigid packaging at a lower cost then traditionally printed labels for rigid packaging as volumes increase.

Stalam—With electrophotography we are targeting the label and tag and folding carton markets. The high-quality output from NexPress is a major benefit to these customers. In fact, Kodak NexPress inks are approved by the European Union for food labeling/packaging.

With inkjet, we are targeting corrugated and folding carton markets. The speed of the machine and good quality is a major benefit to these customers.

pP: What package-printing segments do you see as most active in the pursuit of digital printing opportunities: labels, flexible packaging, folding cartons?

Cutler—The label segment, which is geared toward short-run digital, on-demand printing, is the most active in pursuing digital printing opportunities. Additionally, the :Dotrix offers great opportunities for large-size folding carton printers.

Farr—We see the most activity in simple bar coding and numbering of labels and packaging. The ability to print spot color, such as a black bar code with red numbering, has generated considerable interest. Another area that we see a lot of activity is in the area of promotional gaming and lottery applications.

Bar-Shany—Today, the label area is the biggest area for digital. HP Indigo is selling high-end presses at the same or larger quantities that any other conventional vendor.

Stack—Labels and rigid packaging

Stalam—We are seeing labels and folding cartons at the forefront and flexible [packaging] to a lesser degree pursuing digital printing technologies.

pP: What type of package-printing applications do you see as a good fit for digital printing now and in the future? Do you see variable data printing as having a big impact in package printing?

Cutler—Package-printing applications that are a good fit for digital printing now and in the future include POP, labels, flexible packaging, and folding cartons. Variable data printing will grow as costs for materials rise over time. Manufacturers want to differentiate themselves, and having the ability to provide personalized and regionalized print will have bigger impact to the product in the marketplace.

Farr—There are two types of digital printing, the type of press that prints everything electronically and “hybrid” presses which consist of a conventional press doing the process color, diecutting, laminating, etc. with a variable data print station inline with this conventional press. The fully digital press is good for shorter runs, the hybrid press better for medim to long runs. I can speak for the hybrid press market applications better than the fully digital press market. The applications are almost too numerous to mention here, but any application that requires variable data in the form of bar codes, numbering, sequencing with numerical or alpha characters, names and addresses, regional information on packaging, gaming, promotional advertising, lottery, etc. is a good fit for the hybrid digital press.

Bar-Shany—We do see growth in variable—bar coding, as well as promotional marketing. While today, the key driver of digital is short and medium runs, fast turnaround, and quality, we believe over time variable will become very important.

Stack—In the label markets, people are already using inkjet for bar coding, numbering, versioning, etc. In fact, inkjet is quickly replacing legacy technologies like thermal transfer and ion deposition as the technology of choice for converters who require variable information.

Stalam—High value items (cosmetics, jewelry, wine); seasonal promotions; test marketing; and variable data printing, which will have minimal impact in the short term but could have a major impact in the next ten years.

pP: What technical limitations need to be overcome to make digital printing more attractive in the packaging sector?

Cutler—For some, the higher cost of entry—the expense of newer and more advanced technologies—can be is a barrier, though that is changing. Changes from a traditional production process to a more on-demand digital workflow can also be a hindrance to digital adoption. It’s a change not many printers are accustomed to. Can you charge more for smaller quanities even though they are on demand? It is still a premium service that needs to be effectively sold to the customer.

Farr—One of the challenges of digital printing in the packaging and labeling sector is that of attempting to print on such a wide variety of substrates. Currently, there exist various inks and print technologies that will print well on some substrates but not as well on others. More development with inks would be a great improvement in this area.

Bar-Shany—For labels, digital already can address 65 percent of the jobs; with faster speeds, this will increase. The range of inks is still smaller than flexo. For mainstream packaging, a larger format will help accelerate conversion to digital.

Stack—Reliability and image quality need to continue to improve. Both of these factors have come a long way in the last few years and, in the label markets, inkjet is quickly becoming the norm.

Stalam—Printing on a variety of substrates; hybrid printing technologies; color management across different media, substrates, and regions of the world; and managing data for variable printing.

pP: Is digital printing used in combination printing applications an effective way for printers to get into digital printing?

Cutler—It’s a baseline way to get into it, but a digital workflow is different than a traditional printing workflow. The mindset for everything is different—from prepress to proofing to how the price of the output is set. Operators with different skill sets are also required, which for some could be difficult in the transition.

Farr—Absolutely, especially with the advent of entry-level systems. Not too long ago, it was not uncommon to spend $120,000 to $150,000 in order to be able to do variable printing on press. We offer a system that can be installed for $24,000 and can be added to an existing conventional printing press. This allows a user to take a much smaller step towards digital printing, but the system can be easily expanded as the needs grow.

Bar-Shany—Most of our users have flexo and digital, and run the same jobs on both using, for example, the Esko workflow.

Stack—One word – YES!! Both for labels and rigid packaging, all of our customers believe that hybrid printing is the right answer. We are doing it today in both markets and it allows the customer the best of both worlds.

Stalam—Yes. We believe that in the short-term, packaging printers will use hybrid technologies to get into digital printing. They could easily incorporate inkjet printing into their current flexo and offset presses. This would help them leverage the investments they have already made in flexo and offset presses. Our inkjet print heads lend themselves well to this application.

pP: What level of interest are you seeing from your customers in digital printing? Do you believe it is a now a mainstream printing technology for package-printing applications?

Cutler—Interest in digital printing is extremely high. It is the largest growing segment at Agfa. Our :Dotrix modular system, for example, can be configured to fit a wide variety of customers’ needs depending on the application. It is not mainstream today, but it is heading in that direction.

Farr—After being in the variable printing on press business for 22+ years, it was apparent at the last Labelexpo show that this is now a much more common and understood type of printing. It was refreshing to talk to people who visited our booth who knew what this type of printing was, and also what added value it brought to their business. The visitors to the booth knew that they wanted to get into variable printing and were simply looking for the right system and company to partner with.

Bar-Shany—Digital is certainly mainstream. We are one of the top three vendors in 2006 and intend to be number 1 in 2007. The quantity of labels printed on Indigo presses in 2006 grew over 50 percent versus 2005.

Stack—The level of interest both from converters and CPGs in tremendous. For labels, inkjet is now a mainstay. For rigid packaging, it is emerging in market leaders like Crown Cork and Seal for 3-piece can printing.

Stalam—Good interest from our customers to learn and prepare for this technology. It is currently not a mainstream printing technology, but has the potential of becoming mainstream in the near future.

pP: How fast and how far do you see digital printing moving into package printing? Where do you see it 10 years from now?

Cutler—Digital printing ten years from now will be the predominant printing mechanism. This will be advanced by newer and better inks, heads, and systems.

Farr—Digital printing will continue to move steadily into the package-printing sector, more as evolution versus revolution. The biggest advancement recently has been in the area of cost—cost of ownership and cost of operation. Maintenance is vastly simpler than it was even two years ago.

Bar-Shany—In ten years, digital will be faster and wider, and variable data will be important, as will security applications. Very long runs will still be done on analog, but by then the vast majority of converters will have digital, and most jobs will be printed on digital.

Stack—I can see a day where there is more inkjet printing in labels and rigid packaging then there is traditional print. In addition, it will actually save money versus traditional print. In ten years, we predict that any major producer of packaging will have made a large investment in, and will be reaping the benefits of, digital printing using UV inkjet technology.

Stalam—In the next few years the usage of digital printing in packaging will accelerate. Ten years from now digital printing will be a mainstream technology along with offset and flexo printing. pP