July 3, 2024
Digital Printing in the Corrugated World
Conventionally, corrugated converting has relied on more analog printing methods such as flexography and lithography, which require print plates, extensive setup times, and potentially additional operations. The leap into digital printing has dramatically changed this narrative. Digital printing eliminates the need for physical plates, allowing for on-press design changes, shorter turnaround times, and lower cost for small runs. Most importantly for design, it allows for more flexibility and customization by using features such as variable data to create personalized packages. Designers can now use vibrant colors and complex patterns where it may not have been possible with traditional printing. Graphic differentiation is critical in a market where everyone is doing what they can to stand out. Brands can now tailor their displays or packaging to appeal to specific markets, whether by location, nearest sports team, or even down to the individual. The same display rollout can have an image of the New York City skyline at every store in the Northeast, an image of Malibu at every store in Southern California, and an image of the World’s Largest Ball of String at the only supermarket in Valley View, Texas. The possibilities are endless.Production CAD Cutting
At the same time as the rise of digital printing, there has been the rise of production CAD cutting. The same tables that have traditionally been used for prototyping and small-run sampling have evolved to be faster, more automated, and more accurate to handle larger quantities for production with a very tight print-to-cut tolerance. These tables work the same way as traditional CAD cutting tables but are set up to cut faster and automate sheet infeeding and outfeeding to minimize the need for operator intervention. With these, the minimum quantity before a die cut is needed continues to rise, therefore not needing the same tooling investment. From a design perspective, this opens the door to more complex, structurally innovative solutions that may not have been possible with traditional die cutting. Like digital printing, this also means that modifications to a design can be made on the fly without needing to adjust tooling. It can also lead to more customization by pairing a customized graphic marketing strategy with a customized structure. The same display rollout mentioned earlier could have customized cut lug ons for the New York City skyline, Malibu, and the World’s Largest Ball of String. It also allows designers to use their imagination and leave traditional design rules such as minimum slot widths and no intersecting curves in the past. By not falling back on the same die cutting rules, designers can create things that would have been vetoed by production.Design and Technology Integration
The combination of digital printing and high-speed production CAD cutting has helped realign manufacturing with innovative design to create things that would otherwise be nothing more than a vision. High-quality e-commerce packages with personalized names on the inside are now a reality for large production runs, not just small ones. Minimum quantities for test runs or multiple setups for each print variation are now a thing of the past. This speeds up the design-to-market process and enhances the final product’s accuracy and quality at a decreased cost. As highlighted earlier, it can give designers the keys to execute modular structures and location-based marketing strategies, or even the ability to test different designs in the same rollout to see what impact that has on sell-through.Sustainability
Another great area of development in the digital future is further support for sustainability. Digital printing can reduce waste by eliminating unwanted minimums for test runs and excess printed material. Similarly, production CAD tables can minimize material waste by optimizing the use of each sheet. Both also help to eliminate some of the complementary waste associated with cutting dies and print plates. A potential design opportunity is to create logos or patterns with cutouts instead of print. Production CAD cutting can make this possible for some logos and patterns that do not lend themselves to efficient die cutting.Future of Design in the Digital Environment
Looking to the future, we may see an increase in creativity to match the increase in technology. Digital printers are like cellphones these days and can become outdated every other year. With this rapid progress, we can quickly improve upon what we can do digitally, from smaller print minimums to improved color matching. With the rise of augmented reality (AR) and artificial intelligence (AI) in the retail world, we may see more predictive design analytics to optimize the performance of packaging design both in store and through manufacturing. AR can give designers more tools to share what various design options could look like next to each other. AI may help speed up the design process and minimize errors. Increased customization can mean increased design time because new designs have to be created for each option. AI may someday help automate this process. As brands continue to look for ways to stand out on shelves in a dynamic marketplace, the demand for innovative and customized packaging and displays will likely increase. Technologies such as digital printing and production CAD cutting will be at the forefront, pushing these boundaries. In the same way design was pushed further by the introduction of CAD software from the drafting world, designers will be able to do more with less and will be able to march to the beat of their own drum, bypass industry norms, and do things never done before. In conclusion, the rise of digital printing and production CAD cutting tables marks a significant turning point in the world of corrugated design. Analog manufacturing is not going anywhere anytime soon, but adding these capabilities not only makes for more dynamic and efficient production but also paves the way for future innovation that could reshape how retail packages and displays are created and presented in an increasingly competitive market.
