Digital print nears tipping point for labels

At a digital label and package printing event this week, one of the speakers said, ‘Digital printing has the most value in the hands of the final user, and eventually that's where it will be.’ The final user in this case is a brand owner or retailer.

In fact, three speakers at the event pointed towards a trend for brand owners to bring digital label production in-house. As digital technology started to rise in adoption five to six years ago I remember this often being discussed both internally amongst L&L editors and amongst peers at industry events - was this an opportunity or an issue? Together we mulled it over some in Atlanta.

One of the conclusions was that in some cases it might be a tactical option for digital label converter experts to provide 'facilities management' as an added service value to their business. I agree to some extent. For certain types of work this could prove to be a valuable competitive edge (ex. full color logistics labels).

Still, I believe that in more complex cases, such as the recent Share a Coke campaign in Europe, the jobs will require external production, and in this case a collaboration of experts - with one main conductor capable of delivering the turn-key answer. There's potential for digital technology to create a whole new way of servicing a brand's packaging needs.

With this successful Coca-Cola campaign, there's no doubt that smart global brands will be more eager than ever to hear about the benefits of digital technology. Are converters ready? We'll be moving faster now towards a tipping point.

It'd be great to carry this discussion into the TLMI Technical Meeting this fall. And of course, the conversation will be buzzing at Labelexpo Europe. There are so many angles to talk about.

Already in the marketplace there are great personalized packaging offerings made possible by digital technology - and there’s plenty more to come: Pepperidge Farm , Kleenex, Heineken, Yankee Candle