Surface Buzz

Nolan encourages package printers to ask questions and obtain specifics. "Hype attached to terms like ‘convertible' and ‘universal' can create confusion, leading customers to believe a treater magically adjusts to whatever is required," he comments.

Augie Ray, Enercon's director of corporate communications, also emphasizes the importance a bit of explanation plays in the consideration of these systems. With Enercon's Universal Roll System, it's made clear to customers they're getting a roll which functions similarly to a bare roll, but also has a non-conductive ceramic coating—not a ceramic covering as a traditional covered roll would, says Ray.