Main content of this page

Anchor links to the different areas of information in this page:

You are here: World of drupa News. Topics of the month .

Packaging materials morph into intelligent sales tools

Printing on packaging materials has been experiencing much less of a decline when compared to other market segments. Indeed, its growth potential is universally acknowledged, not the least because new technologies lend packaging a certain cachet—from personalized digital print to the incorporation of intelligent characteristics, notably various electronic functionalities. In addition, the integration of special security features designed to counter product piracy also becomes increasingly common. Such type of recession-proof packaging serves as both a powerful marketing force and sales tool. By Andrea Bötel

Irrespective of whether an application of metallic or iriodine inks, flat, high-gloss and UV lacquering, spot lacquering, structural lacquering or safety colours are called for—quality manufacture of folding cartons or labels is a daily routine of the printing business. According to customer demand, blind, elevated or relief embossing, together with hot foil or cold foil embossing, enhance the appearance of contemporary packaging. Yet next to a striking design, additional functions are most frequently expected in the packaging of brand name articles, e.g., 2D barcodes or the use of RFID solutions. In other words, processes based on organic electronics, still alien to most service providers in the printing industry.

Nonetheless, printers of packaging materials are advised not to neglect this emerging sector as printed electronics harbours a huge potential for future application. Its technical processes are very much in their infancy, which affords a wonderful opportunity and stern challenge at the same time. At this point, only a handful of printing businesses have the technology to carry out complex projects based on organic electronics within print production.

Drawing of an electrophoretic representation of an e-paper in B/W and color