Apples and Oranges

Marketing is key

According to McKeown’s presentation, gravure has not marketed its advancements as well as flexo has. He stated that what the gravure market must sell to brand owners is quality in graphic reproduction, consistency, and shelf impact. The importance of marketing the positives of what the gravure market is doing is critical. “I think there’s more perception of cost difference than there really is, and I think gravure has to overcome that by explaining [that] to their end users,” says Lepp.”