Packaging is a Hot Opportunity for Commercial Printers
Cory Francer, EIC, packagePRINTING
On Tuesday afternoon, Cory Francer, editor-in-chief of packagePRINTING, gave a presentation, titled “Packaging 101 for the Commercial Printer,” on how commercial printers can access packaging opportunities.
Francer explained two key market trends impacting packaging that commercial printers should be aware of and can take advantage of. The first trend, SKU proliferation, refers to how brands are expanding the quantity of products they sell under their brand name. They’re not necessarily increasing the amount of products they’re putting on shelf, just growing their product lines. Because of this, packaging run lengths are decreasing, opening up the packaging segment to more digital printing opportunities, leveling the playing field for commercial printers with digital.
The second trend, Francer said, is the consumer desire to “shop small” and support local businesses. He explained that consumers are actively seeking to buy products made locally, and for the most part, these brands don’t produce the quantities of products that would be cost-effective for package printers to produce on their conventional equipment - largely designed for long-run work.
“With basic digital capabilities, a commercial printer can bring these short runs in house that don’t require much complex artwork or finishing, and help keep these local brands’ work in the community,” Francer noted.
