Is a box just a box? How packaging is impacted by the digital revolution.

Those who have been around the packaging industry can tell you that no one can predict its future. From experiments gone awry – like Jacques E. Brandenberger’s failed attempts at transparent tablecloths that ultimately resulted in the invention of cellophane in 1908, to petroleum-based materials used to protect ammunition during World War II(1) – the drivers of innovation are constantly changing. When self-service retail and new food products, particularly frozen food, became available in the 1950s, Europe took a lead role introducing new packaging and distribution that became important in providing mass-produced food at reasonable prices.(2) Then the popularity of bottled water in the 1990’s resulted in packaging innovation for ultra-lightweight, collapsible plastic bottles.

Moving into the 21st century, counterfeiting and security concerns, particularly in Asia, have led to tamper-proof, authentication, track and trace, and anti-theft packaging innovations. Likewise, the demand for sustainability and environmentally friendly packaging in North American markets has resulted in some companies transitioning from petroleum-based plastic containers to containers made from corn and biodegradable PLA drinking cups(3). Others are using renewable, compostable pouches made of a bio-polymer derived from plant and corn starches, while using the latest eco-friendly water-based printing inks, which contain less than five percent of volatile organic compounds.(4)

From accidents in the laboratory to security demands by brand owners to environmentally conscious consumers – different factors drive packaging innovation at any given time. While the argument that a box is “just a box” remains true, the way the box will look and how it will be produced has evolved and will continue to evolve going forward.

To map out a growth strategy, packaging converters must understand and use the knowledge of what drives innovation today. Many converters are building growth strategies around digital print technologies, and some early adopters have already integrated digital presses into their current operations.

Will this be a revolution of replacing current flexo equipment with digital? Or will it be more of an evolution of new products and technologies integrated with more traditional means of production? No one knows for sure, but studying trends in similar industries can provide perspective. Further, certain conditions in packaging today may accelerate the integration of digital package printing equipment into existing shops sooner than expected. 

To develop an effective growth plan, converters need a clear picture of future packaging requirements, an understanding of brand owners’ expectations and knowledge regarding the latest capabilities of digital print and other innovative technologies.

Learning from the Past

Let’s start by looking at general commercial printing to learn from the economic and technological changes that took place when digital equipment was first introduced and eventually became a mainstream technology.

Commercial printers who understood the trends and spotted the growth opportunities were early investors in digital presses. They reaped the benefits by being able to deliver on more profitable, short-run jobs with fast turnaround times.  While conventional print volumes declined, digital print volumes actually increased.(5)

Commercial printers were enticed by many of the same benefits that packaging converters find attractive about digital printing: No plates, minimal setup time, fast turnaround, the ability to easily incorporate variable data and the advantages of advanced color matching.

Flexibility was a key to digital success in general commercial printing. The same is true for packaging, particularly in terms of substrates. This can be seen clearly in the top three segments – flexible packaging, boards and rigid plastics – all of which vary greatly in thickness and printing methodology. As digital print technology has progressed, solutions are now available across a broad number of substrates including films, plastics, folding cartons and corrugated. Printing on substrates with varied thicknesses can be handled better by digital technology than traditional flexo solutions.

One of the early challenges for commercial printers adopting digital technology was compatible workflow and finishing solutions.  Today, most leading workflow and finishing vendors have solutions for both offset and digital production.