Pop Goes the Package: Increasing Eye Appeal to Help Packages Sell

Packaging reaches out to shoppers, engages them, informs them and reinforces a brand on store shelves. Nowhere is this more true than on flexible packaging where vivid colors and eye-catching graphics make a package "pop."

The technologies of choice for this duty have been gravure and flexography, with the latter usually considered the poor cousin when it came to quality. A big change came along in the 1990s with the introduction of digital plates, but the big leap forward was in 2008 with the advent of high definition flexography. First introduced by Kodak, the industry has numerous high-definition flexo solutions designed to improve reproduction of highlights, shadows and vignettes, increase printed line screen capabilities, improve ink lay-down, and deliver vibrant color and gravure-like print quality, all key aspects in producing packaging that pops. Continually being refined, high-def flexography significantly narrows the gap with gravure.

Profound Effect

Introduction of a high-definition flexo system can have a profound effect on production efficiency, cost reduction and quality, regardless of printed line screen or graphic design. High-def systems have been designed to encompass both image reproduction and production efficiency to deliver plates that enable faster changeovers on press, higher press speeds, longer plate lives, reduce makeready time and ink and substrate waste. High-def plates typically also print more consistently than conventional plates on long print runs, resulting in fewer wash-ups. The extended gamut offered by high-def systems can also reduce the number of colors required to print a given design—including spot colors.

Combined Technologies

High definition flexo is actually a combination of hardware, software and plate technologies. Resolutions ranging up to 5080 dpi create finer images with more detail and wider tonal range, resulting in high-quality text and line art. But this technology is just not an effort by equipment and software vendors to foist new offerings on printers and converters. In the face of SKU proliferation and brand extension there is huge pressure from brand owners for converters to provide packaging with better shelf impact, drive costs down, and turn jobs faster to minimize time to market. High-definition flexography is a way to deliver on these needs—and let printers and converters do so profitably. That's important because higher quality, by itself, rarely commands a price premium.

"Brand managers care deeply about shelf impact, but they are also thinking about turnaround times and the total cost of production," notes Emma Schlotthauer, marketing manager for Packaging Solutions at Kodak. "If converters are thinking only of image quality, they may think high-definition flexo doesn't apply to them or have a fit within their client base or business model."

That may be an incorrect assumption, because integration of the appropriate high-definition flexo system can significantly impact production efficiency and cost reduction. Tim Hirsch, owner of Pacificolor in Salt Lake City, uses a wide version of Kodak's Flexcel NX system to gain flexibility. "It helps us keep more customers in-house because we don't have to send out to process bigger plates. And the additional width helps meet increasing demand. In fact, our competitors admit that we have an edge on them, and sometimes come to us for plate output."

High-definition flexography can also pay dividends in terms of workflow and job turnaround. Joe Lydic, art director at Ampac, an Illinois-based provider of retail, food, security and medical packaging, says Esko's HD Flexo has reduced the need to clean up Photoshop files to ensure images are ready to print. "This has leveled production artist skills throughout our staff," he notes. "Whether artists have a full skill set doesn't matter as much as it once did. Now job output is more consistent and it has allowed me to load balance and add capacity from the same size staff."

Spot the Benefits

So what can you expect when implementing a high-definition flexo plate system? First is that introduction of any new plate system, especially one that dramatically changes the way you print, will require optimization. You don't necessarily need to buy new anilox rolls, especially if you are not increasing line screen, but you will need to pay attention to anilox selection, mounting tape and ink formulations. Test a number of files that are representative of jobs you would consider switching to high-def to learn of any challenges or "gotchas."

Next, plan on operator training time and be sure to allow for operators having to "unlearn" some of the workarounds they previously used to get the best performance out of older systems. This is where vendor-supplied training is especially important, perhaps even including certification such as that offered by Esko and Kodak.

"It is very important to have your pre-press and press crews exposed to the latest technology," affirms Klaus Kleeman, technical sales manager from press manufacturer Windmoeller & Hoelscher. "Keeping them trained to the highest level is vital. Modern flexo presses have a lot of automation that can increase your productivity, but a well-trained press crew further increases your output."

With training and optimization complete, the returns can be significant. In addition to higher line speed, shorter makeready and plate longevity benefits, a stable, high-definition, consistent, print platform with a wider color gamut opens the door for other benefits. These may include increased opportunities for combination plates, spot color substitution and a fixed color palette (be it four color or expanded gamut) that can work in the real world of daily production.

"You have to stand out as a provider that understands the market and adopts the best technology to deliver outstanding results," says Ken Abray, president of Autumn Graphics in London, Ontario, a Flexcel NX user. "Our clients trust us to help them maximize their brand value, help their packages stand out on store shelves, and help them be as efficient as possible in every job."

These practices are part of the future of our industry, as software, plate, platesetter, press, anilox, and ink manufacturers work to turn flexo printing from an art form into a true manufacturing process. The implementation of the right high-definition flexo plate system will be the key to success—even if you never need to increase line screen.