The drive to increase awareness of digital packaging innovation has been joined by Xeikon.
The Digital Printing Initiative (PODi) has announced that Xeikon has become a member and joined the ranks of industry leaders focused on the adoption of digital technology applied to labels and packaging. In addition to its widespread base of document and commercial printing customers, it has been focusing on the growth opportunities in the label and packaging market for the last several years.
Under the leadership of Carl Joachim, senior partner, Caslon & Company, PODi has added innovative packaging as a core application. Rab Govil, president, said, ‘With Xeikon joining us in our quest for digital innovation in packaging, we have added an industry pioneer that saw the opportunity in packaging years ago, and continues to invest in this market. PODi members, and the packaging value chain overall, will benefit from the understanding Xeikon brings in all aspects of the packaging workflow.’
With the rapidly increasing capabilities of consumer brand companies to micro-market their products, and develop market/consumer specific messaging, packaging is becoming a primary vehicle to drive brand revenues and loyalty. As a result, packaging companies have come under intense pressure to handle an increasing number of shorter runs. In this regard, today’s digital presses can address many of the quick turnaround, substrate and image fidelity requirements that brand managers demand. When compared to traditional printing processes, digital printing and related processes offer improvements in cost, platform scalability, waste, production time, capital utilisation, and sustainability.
With an increasing adoption of QR codes and other more aesthetically pleasing on-ramps to the Internet such as augmented reality, printed electronics, and near field communication (NFC), packaging is rapidly becoming an interactive medium for brands to enhance the consumer experience.
Mr Joachim added, ‘We have begun to create a diverse community focused on the intersection of technology providers, commercial printers, converters, contract packagers, designers, and marketing agencies, all of whom have a strong motivation to realise the benefits that digital technology can bring. Not only is digital printing for packaging forecasted to grow at a CAGR of 15%, making it the fastest growing print application, but interactive and electronically enabled packaging is expected grow at a similar pace.’
