• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Digital and Hybrid Printers and Presses

    Digital Printing Market Update

    Overlamination Films

    Narrow Web Profile: Quality Tape & Label

    Companies To Watch: Arrow Systems, Inc.
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Great Lakes Label debuts new website

    Epson partner creates label applicators for pharmaceutical products

    ACTEGA removes chemicals from laminating adhesives

    Mat Jones joins Grafotronic

    UPM Raflatac unveils new linerless labeling product
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Epson partner creates label applicators for pharmaceutical products

    ACTEGA removes chemicals from laminating adhesives

    VPF launches deep-freeze adhesive

    New Polyonics label material helps metal processors avoid recalls

    Mactac enhances spirits bottle label
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Great Lakes Label debuts new website

    Mat Jones joins Grafotronic

    Soma partners with Moore & Moore in US

    Acucote expands FSC-certified portfolio

    FTA planning in-person Forum & INFOFLEX
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    UPM Raflatac unveils new linerless labeling product

    Convergence of print markets: Is it inevitable?

    Niagara Label upgrades with Nilpeter flexo press

    INX introduces new inks for flexible packaging

    Mark Andy teams with Bulgarian distributor
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Mark Andy teams with Bulgarian distributor

    Domino grows installation and service teams

    ABG keeps pace with demand with recruitment drive

    Loftware and NiceLabel join forces

    Flint Group announces new XSYS division
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    ACTEGA removes chemicals from laminating adhesives

    UPM Raflatac unveils new linerless labeling product

    INX introduces new inks for flexible packaging

    Acucote expands FSC-certified portfolio

    UPM Raflatac strengthens linerless business
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    HP, Inc.

    Dantex Group

    QC Electronics, Inc.

    OMET Americas, Inc.

    Flexo Label Advantage Group LLC (FLAG)
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Pressrooom Supplies
      • Substrates
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    The most exciting design tool ever

    The development of digital print is reminiscent of the advent of the modern air-brush: suddenly there was a new technology for releasing ink onto paper.

    The most exciting design tool ever
    Hadar Peled Vaissman08.13.20
    I believe that the design community, to which I belong, should embrace digital print as their new design tool.  And I also expect companies will address this community, or target audience, by catering to their needs with tools to actually make it happen.

    As an art director looking at the world through a creative lens, print for me has always been a means to an end. I have always loved print as such, but I was ambivalent about it as I felt I had to compromise my creative ideas to get the best printed results. Whether this was due to color or to production constraints, it was a limiting factor.

    Over the last decade, however, I have had the privilege of managing the creative work done by HP Indigo and became intimately acquainted with digital print. I have fallen head over heels in love with it! Instead of limiting my work, it has actually enabled me to reach new heights of creativity and to stretch the limits of my imagination. I have discovered that digital print is the best, newest, most exciting design tool there is. It is my new paint brush, my color pallet and my tool box.


    The air-brush of today and tomorrow
    The development of digital print is reminiscent of the advent of the modern air-brush: suddenly there was a new technology for releasing ink onto paper. It was easy to learn and use and it quickly became popular. With this new tool a whole new art form started, taking photo-realism and photo-retouching to a completely new level. Digital printing can do just that, too, and be the new air-brush for the graphic-design community; an exciting new chapter that easily expands design capabilities.

    As designers, customers have also changed, and so have their marketing and branding requirements. This affects what is required from us – basically it changes our own product. In the past, branding was based on consistency with the psychological rational being that familiarity will lead to brand recognition, brand preference, buying and loyalty. When my own generation, so-called generation X, walked into a supermarket and saw the myriad brand options on-shelf, our hands would somehow instinctively reach for the one which was familiar, which looked the same as it always had been, reminding us of home, of safety and of predictability.

    Then the millennials came along, who were brought up to expect personal service. Safety or predictability was less of an issue, familiarity was nothing to them – on the contrary, it was ‘boring’. Millennials do not see themselves as ‘part of a crowd’ – they prefer to be seen as ‘one of a kind’. They expect brand-owners to treat them as individuals and target their products specifically to themselves. Sustainability also became an issue and altogether, mass production and traditional advertising were not cutting it. As a response, marketing departments and advertising agencies started developing more targeted campaigns with ‘activation’ tactics to reach and appeal to these new consumers but still, overall, the personal touch was mostly missing. Millennials, who grew up with the internet, are certainly more used to sharing their personal data in exchange for content. They are happy to participate and click if this means the brand will acknowledge them personally. They expect the brands to use this data and get the product right.

    Now comes generation Z, which is even more internet savvy in every possible way. To them the technology comes as naturally as the air they breathe, it is taken for granted. According to a recent report on customer trust trends from Salesforce “although a slim majority of consumers are still wary of companies’ intentions when it comes to handing over personal data, Gen Z and millennials are more game to take that risk — as long as they are getting something in return”.

    So, how do we offer today’s customers the right product in today’s consumer market? The ultimate answer to this question is: with digital print! Digital print allows us to control and change the data on a print product, using information the consumer has given us to make it the most relevant product possible for them.


    Mind the gap
    At the moment there is a gap between the possibility or idea and what the design world is actually doing. In most cases, designers, being unaware of the potential of digital, still design ‘for any print technology’, being wary of color-limitations and definitely not using the digital tools potentially available to them for an improved brand experience. The ability to close this gap lies in the hands of the print-vendor (or print service provider). Proactive and agile printing firms can help their customers to achieve huge marketing success by offering them such design tools.

    I once worked with a team on the development of such tools and had the honor of collaborating with big international brands who used these tools to deliver astonishing, impactful campaigns where digital print enabled the product itself to become the media. The first campaign was a collaboration with Diet Coke in Israel:

    2 million different Diet Coke bottles
    Coca Cola in Israel was looking to increase their Diet Coke sales and the brand manager, an innovative young millennial, was seeking something new, something different. Having experienced the power of digital print with the "Share a Coke" campaign in summer 2014, a campaign which broke the boundaries of personalized mass-production, she realized that the staggering results of the campaign pointed to an obvious customer need or desire. She then reached out to our marketing team and her brief to us was this: “We need 2 million bottles, every single one different from the other – doesn’t matter how. Just keep the logo and ingredients as they are. Everything must be on-shelf in 2 months”.

    With a combined effort between R&D and design teams, we came up with ‘HP Smartstream Mosaic,’ an algorithm which manipulates the design result. It’s a plug-in for Adobe CC and is very easy to use. The result is one that manual labor could never achieve. How does the algorithm work? Well, in short, the designer supplies the ‘seed pattern’ and the algorithm manipulates it into different results each time a page is printed. Never repeating, always changing. The design work took 2 weeks, with 23 seed patterns created to then achieve 2 million different individual designs. Digital print allowed a fast turnaround and the product was on the shelf on time.

    Save the elephants
    A second such campaign example and a personal favorite of mine used the same algorithm and digital print technology to support an even bigger goal, namely ‘cause-driven marketing’.

    “Millennials and Generation Z are continuously changing the way consumer experiences are being created. Cause-driven marketing plays a large role in this change, and brands and marketers should find a cause to stand for to impact these generations.” This has been concluded by many marketing researches, and Amarula, a liquor brand from South Africa embodies this by supporting the ‘save the elephants’ campaign. Elephants are being relentlessly poached for their ivory and the Amarula brand has from the start been supporting the cause to save them – symbolized by the elephant on its label.

    Using HP Smartstream mosaic, Amarula put 400,000 different bottles on-shelf, each with a differently designed elephant that represents a living one. Two seed patterns were designed and the rest was handled by the digital press and software. For every bottle purchased, Amarula donated money to a foundation they partnered with. Digital print enabled this emotional, big-issue message to get across on-shelf as every bottle could be as unique as every real elephant. Just as with Diet Coke, the message from the brand to today’s younger generation was carried on the product and was supported by a 360˚ campaign which drove consumer engagement and brand equity through the roof.

    So, to re-cap my arguments – today’s consumer market thrives more and more on personalized, or individualized, brand communications; however, many brands are still confused by this fundamental consumer change and by how it affects their supply-chain; printers themselves hold the key to new digital print capabilities but don’t actually participate in marketing strategy talks with brands or their designers – and so the gap remains! The design-community has a real opportunity to unleash digital as their new ‘air-brush’ to create beautiful, personalized multi-channel campaigns and to enable a new kind of marketing. At drupa 2021 you will witness a world of almost endless possibilities. Visit drupa, get in touch and embrace the future!


    About the author: Hadar Peled Vaissman is an independent international Art Director who helps brands to improve their communication mainly through customization, personalization and individualization. She believes that these will elevate a company’s relevance in a digital world.

    Related Expert's Opinion

    • Digital Printing | Flexography | Prepress
      Convergence of print markets: Is it inevitable?

      Convergence of print markets: Is it inevitable?

      The decline in the traditional commercial offset printing industry continues to lead printers to expand their product range.
      Jean Poncet 01.25.21

    • Digital Printing | North America
      Simplifying digital printing with centralized color management

      Simplifying digital printing with centralized color management

      Centralized color management and a multicolor workflow help printers deliver more color, with higher consistency, on time and for lower costs.
      Marc Levine, Director of Business Development, GMG Americas 12.03.20

    • Digital Printing | North America
      Labels support essential markets during pandemic

      Labels support essential markets during pandemic

      Labels have been critical in supporting the medical supplies, pharmaceuticals, and foods markets, among others.
      Andrew Moore, Product manager, Commercial Labels, Epson America, Inc. 11.12.20


    • Beverage Labels | Digital Printers & Presses | Digital Printing | Food Labels | Prime Labels | Sustainability
      Digital printing – enabling the

      Digital printing – enabling the 'connected factory' of the future

      "At Nestlé we are confident that digital printing is a long-term trend that has come to stay."
      Alvise Cavallari 05.05.20

    • Label Finishing Equipment | Prepress Equipment
      Assuring quality in Industry 4.0

      Assuring quality in Industry 4.0

      The era of Industry 4.0 gives rise to a variety of ways in which quality assurance can further optimize production processes.
      Anne-Laureen Lauven 04.21.20

    • Digital Printers & Presses | Digital Printing | North America
      Memjet

      Memjet's DuraFlex optimized for label printing

      Memjet's DuraFlex technology is designed to keep pace with the rising demand for inkjet printing.
      Kim Beswick, General Manager of Memjet office and desktop systems 09.03.19


    • Flexo Supplies | Prepress | Prepress Supplies
      Clean Print: The historical development of the naming convention

      Clean Print: The historical development of the naming convention

      "We have come to understand that the value of the technology goes way beyond the quality and productivity benefits it enables."
      Dieter Niederstad 06.18.19

    • Digital Printing | Ink and Coatings | Substrates

      Hybrid inkjet label solutions: A compromise or best of both worlds?

      Both toner and inkjet solutions have long heralded a digital revolution, but a converter's specific needs will dictate the appropriate answer.
      Paddy O’Hara, Director of Business Development, IIJ 05.02.19

    • Digital Printing | Finishing | Flexography | Prepress | Sustainability

      Introducing Jamie Mackay, PIA's new PE Director, Environmental, Health & Safety Affairs

      "I look forward to working with print companies to help dispel the fears around EHS management."
      Jamie Mackay 03.15.19


    • Digital Printing | Flexography
      Seven challenges for packaging production

      Seven challenges for packaging production

      Printers and converters must assess and respond to digitalization, cost pressures and emerging technologies.
      François Martin, Senior Communication Advisor of Bobst Group 01.08.19

    • Digital Printing | Flexo Presses | Flexography
      Five reasons to choose flexo

      Five reasons to choose flexo

      MPS' Hans Poortinga writes that lower ink costs per square meter, as well as increased flexibility and durability, are among the benefits.
      Hans Poortinga, Printing Technology Expert, MPS 01.07.19

    • Flexography | Prepress

      Celebrating 45 years of flexo label innovation

      Asahi Photoproducts looks at the history of flexography in the label market and what it means for the future.
      David Galton 12.18.18


    • Digital Printers & Presses | Digital Printing

      Reaching new markets with inkjet

      The technology enables increased print speed on coated substrates for higher production volumes and decreased time to market.
      Eef de Ridder 11.26.18

    • Digital Printers & Presses | Digital Printing

      Industrial-scale color inkjet digital printing set for take-off in labels and packaging

      A new report details opportunities in automated high-volume/high-speed industrial-scale production.
      James Bevan 09.20.18

    • Digital Printers & Presses | Digital Printing | Flexo Presses | Flexography
      Hybrid: A natural next step in the evolution of flexo

      Hybrid: A natural next step in the evolution of flexo

      The technology is going to grow, and it’s going to grow quickly.
      Dave McConnon 03.27.18


    Trending
    • Niagara Label Upgrades With Nilpeter Flexo Press
    • APR, SpotOn! Launch New Color Management Platform
    • Convergence Of Print Markets: Is It Inevitable?
    • Domino Grows Installation And Service Teams
    • Great Lakes Label Debuts New Website
    Breaking News
    • Great Lakes Label debuts new website
    • Epson partner creates label applicators for pharmaceutical products
    • ACTEGA removes chemicals from laminating adhesives
    • Mat Jones joins Grafotronic
    • UPM Raflatac unveils new linerless labeling product
    View Breaking News >
    CURRENT ISSUE

    November/December 2020

    • Digital and Hybrid Printers and Presses
    • Digital Printing Market Update
    • Overlamination Films
    • Narrow Web Profile: Quality Tape & Label
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Omega-3s Evidenced to Reduce Low-Grade Inflammation in Elderly Men
    MIND and Mediterranean Diets Linked to Later Onset of Parkinson’s Disease
    Kerry Launches Web-Based Tool for Plant-Based Formulation Challenges
    Coatings World

    Latest Breaking News From Coatings World

    Keyland Polymer UV Powder, LLC Launches UVMax Defender
    Scott McLaughlin to Race in PPG Colors During Rookie INDYCAR Season
    Vink Chemicals Offers parmetol PSG
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Butterfly Network Appoints New Leader
    BD Names Chairman of Board
    Interplex Acquires OCP Group
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Adare Pharma Solutions Opens New Small-Scale Lab
    Stevanato Group Launches After-sales Service Offering
    X-Chem Acquires IntelliSyn and AviSyn
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    The Estée Lauder Companies Announces Game-Changing Sustainability Goals for Travel Retail
    Aura Introduces Customizable Hair Care
    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line
    Happi

    Latest Breaking News From Happi

    Nice-Pak Receives EPA Approval for Disinfectant Wipes
    FDA Takes Major Action on Hand Sanitizers from Mexico
    Symrise Shares 2020 Sales Figures
    Ink World

    Latest Breaking News From Ink World

    Epson Partner Creates Label Applicators for Pharmaceutical Products
    Smurfit Kappa Sets New Sustainability Targets with Better Planet 2050
    Paragon Expands Direct Mail Capabilities with Ricoh Pro VC70000
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Great Lakes Label debuts new website
    Epson partner creates label applicators for pharmaceutical products
    ACTEGA removes chemicals from laminating adhesives
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    American Made Production Equipment for Mask Manufacturers
    Kimberly-Clark Releases Q4, Full Year Results
    Freudenberg to Establish Apparel Interlining Competence Centers
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Spinal Elements' Lucent XP-Curved Expandable TLIF Gains FDA Nod
    FDA OKs OrthoSpin's 2nd Gen Robotic, Digital External Fixation System
    Nextremity Solutions Enters Supply Agreement with Fort Wayne Metals
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    North American Semiconductor Equipment Industry Posts December 2020 Billings
    First Solar Signs Definitive Agreement to Sell US Development Platform to Leeward
    PRINTING United Alliance Announces TAGA Presents Virtual Event

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login