Brand Owner Insights Highlight Night One of Digital Packaging Summit
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The Digital Packaging Summit began last night, headlined by packaging insights from Kevin Chop, the principal packaging graphics director for Diageo, which oversees some of the most recognizable global spirits brands. With a background in the print industry, Chop expressed how digital printing can provide several unique advantages to packaging.
One of the most eye-opening aspects of Chop’s presentation was that, as a brand owner, while color is important, and brand colors should not vary on shelf, in many cases it’s more important to leverage the advantages that digital provides, and not focus on exact color match. Chop explained that if he can implement a creative run of shrink sleeves that feature variable graphics, that is the true benefit — as opposed to hitting a precise color.
Additionally, Chop explained that digital’s advantages allow him to cost-effectively experiment with graphics. For example, he discussed how running a test run on a flexographic press would not make economic sense as the setup and makeready time to create a short run of packaging is not ideal. With digital, Chop says, he can alter graphics on the fly, print a short run and get to see the results in person.
Another benefit of digital printing that Chop said is well-suited for Diageo, is that the quality of the technology allows the company to choose the technology that is best-suited for the job. One of Diageo’s spirits brands is offered in multiple sizes, Chop explained, and it makes the most economic sense to run some sizes flexographically, some offset and some digital. And, he said despite the varying print technologies, they can all be situated together on shelf and look indistinguishable to the consumer.
At its core, Chop related that the key to understanding the benefits that digital printing can provide is to facilitate a conversation between all stakeholders. When the printer, brand owner and designer are all on the same page as to how digital can improve a brand’s perception, that is when the creativity can flow.
“I have never not run a job digitally because a color could not be matched,” he said.
Marco Boer, VP of I.T. Strategies and the co-chair of the Digital Packaging Summit, provides an opening presentation.
In addition to Chop’s presentation, Marco Boer, VP of I.T. Strategies and the event’s co-chair gave an opening keynote presentation, in which he explained the growth opportunities of digital printing and some key advice for converters. With so many digital options available now to the packaging market, Boer explained that it’s essential for converters to focus on what best fits their needs and makes the most sense for the brands and retailers they serve.
Kevin Karstedt, CEO of Karstedt Partners and the event’s other co-chair, hosted a keynote vendor panel, featuring Greg Palm of Mark Andy, James Gargus of HP and Geert Geens of Xeikon. Each of the supplier representatives provided an overview of their latest digital technology and its benefits.
The Digital Packaging Summit continues through Wednesday, Nov. 3 at the Ponte Vedra Inn & Club in Ponte Vedra Beach, Fla.
Cory Francer is an Analyst with NAPCO Research, where he leads the team’s coverage of the dynamic and growing packaging market. Cory also is the former editor-in-chief of Packaging Impressions and is still an active contributor to its print magazines, blogs, and events. With a decade of experience as a professional journalist and editor, Cory brings an eye for storytelling to his packaging research, providing compelling insight into the industry's most pressing business issues. He is an active participant in many of the industry's associations and has played an essential role in the development of the annual Digital Packaging Summit. Cory can be reached at cfrancer@napco.com
