• 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
    Controlling Static

    Spirits Labels

    Digital Finishing

    Metallic Effects Labels

    Narrow Web Profile: WS Packaging Group
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Schreiner MediPharm develops smart label for Ypsomed

    ID Label celebrates 25 years

    Printeos Group goes digital with Durst Tau 330 RSC

    Technicote names new national sales director

    drupa 2020 to address packaging trends
    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

    Schreiner MediPharm develops smart label for Ypsomed

    The e-commerce impact on warehouse and barcode labeling

    Schreiner ProTech launches enhanced anticounterfeiting label technology

    Lecta launches new Creaset HG HWS paper

    PragmatIC launches ConnectIC family
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Schreiner MediPharm develops smart label for Ypsomed

    Printeos Group goes digital with Durst Tau 330 RSC

    Technicote names new national sales director

    drupa 2020 to address packaging trends

    Yazoo Mills donates to local school's manufacturing program
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    The e-commerce impact on warehouse and barcode labeling

    Printeos Group goes digital with Durst Tau 330 RSC

    drupa 2020 to address packaging trends

    Yazoo Mills donates to local school's manufacturing program

    Hart Labels invests in Dantex PicoColour
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Printeos Group goes digital with Durst Tau 330 RSC

    Hart Labels invests in Dantex PicoColour

    Phoseon reflects on a year of new UV LED technology offerings

    iTek Packz opts for second Edale flexo press

    Colordyne introduces entry-level 1800 Series C
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    Yazoo Mills donates to local school's manufacturing program

    GSE website providing ink management guides in Spanish

    Michelman showcases durable label technology at HP Indigo Global VIP Event

    Lecta launches new Creaset HG HWS paper

    UPM Raflatac opens new slitting and distribution terminal in South Africa
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    MPS North America

    Flexo Wash LLC

    SPGPrints America, Inc

    Ritrama, Inc.

    Elkem Silicones USA Corp.
    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
    • 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
    Online Exclusives

    TLMI looks at sustaining print in a digital world

    The evolution of digital channels is actually having a positive impact on the print industry.

    Troy Johnson, a member of Schawk’s SGK team, explores the role of print in the digital space.
    Troy Johnson, a member of Schawk’s SGK team, explores the role of print in the digital space.
    Related CONTENT
    • TLMI announces printTHINK Summit
    • Kodak opens Flexo Packaging Technology Center in Shanghai
    • Blue Software appoints Peter Hulsmans as European GM
    • Kodak breaks new ground for flexo growth in Oklahoma
    • Avery Dennison drives sustainability goals
    Greg Hrinya, Associate Editor09.12.17
    As part of TLMI’s inaugural printTHINK Summit, a panel of industry experts explained how suppliers and converters can remain relevant as the world continues to move toward online purchasing.

    Enercon’s Todd Krupa moderated the session, which took place on September 6 at the Hyatt Regency O’Hare. Thomai Serdari, a marketing and brand strategist who also serves as an adjunct professor at NYU, was joined by Troy Johnson, a member of Schawk’s SGK team, and Doug Weiss, business development and brand support manager at Kodak.

    While many might think that the internet is having a negative impact on labels and packaging, Serdari took the opposite approach. “Everything happening online and through digital channels is affecting–in a positive way–how the field of packaging is evolving,” said Serdari.

    Even though online purchasing seems like it has taken over from print, Johnson cited statistics that prove the contrary. In the US, 1.4% of all sales come through e-commerce–meaning that the vast majority still takes place on the shelf in the store. By 2025, the world is targeting 9% of all sales being conducted online.

    There are regions that are ahead of the US, too. South Korea and the United Kingdom both do more online shopping.

    According to Johnson, both the digital and physical channels need to be managed, and synergy is critical. Johnson said that 81% of consumers research online before buying, and 54% of survey respondents cite consistency between digital and in-store channels as the most important aspect of the digital retail experience.

    Consumers are becoming more demanding about their purchasing and experiences, as brands try to establish better relationships with customers. Meanwhile, the internet is allowing new businesses to crop up, and they require their own unique packaging to stand out on crowded shelves.

    “PepsiCo took packages that were one and two colors previously and moved to eight, nine, and even 10-color designs to continue building that brand equity, as well as consistency and trust, that consumers have come to know,” said Johnson.

    Since consumers have a multitude of choices, brands are required to generate intriguing narratives. According to Serdari, brands are going directly to the consumer through digital channels. The powerful stories that consumers see online must be condensed into labels and packaging. There is also a strong trend toward niche brands, where companies develop products emphasizing individuality, customization and specialized branding.

    Johnson added that inconsistencies in brand presentation create confusion, doubt and less of a conversion rate. By offering multiple product views–with synchronized online and physical packaging–increase sales by 58%.

    Optimizing the mobile and online experience is another way to enhance the consumer experience. Johnson added that Unilever’s online sales are growing at twice the rate of the global e-commerce market.

    Brand owners can find success by offering retail sites that are searchable based on product attributes, comparison functionality, shopping based on consumer preferences, and product pages that are recognized by search engines.

    “As a consumer, I want to understand that same product I see online is the same product I’m getting at home,” explained Johnson. “When we have something that looks so completely different, it doesn’t engage and starts to erode the equity the brand has built. Brands have made a concerted effort to spend a lot more money and time in thinking about what a package will be moving forward.”

    Niche brands are proliferating every day, and they are afforded a larger online presence. In addition to individuality, brands are emphasizing textures, colors, transparency, materials and shapes in their printed products.

    Serdari categorized individuality in three ways: bio-science, emotions, intellectual. Bio-science incorporates the label’s textures, patterns, colors, while colors and the sensitivity of the substrates are designed to speak to the consumers’ emotions. “Emotions play a huge role that evolve between the consumer and the brand,” explained Serdari. “Younger consumers, millennials specifically, are a much more emotional generation than baby boomers. This can be expressed with a different approach in aesthetics.”

    Another trend that Serdari sees is transparency, especially with beauty labels and packaging. Transparency is a medium that can convey richly-colored products, impressing quality upon consumers. Not only does transparency allow the customer to see the product, it gives them–millennials specifically–a great look at the environmental friendliness of the package.

    Labels are also seeing experimentation with new typography. Brands like Google and YouTube have created their own fonts to further establish branding. “Media companies are inventing new types of fonts for their messaging, and I’m pretty confident that a lot of strong brands are going to do the same,” said Serdari. “This provides an opportunity for details and experimentation.”

    For an overview of the TLMI printTHINK Summit, click here. 
    Related Searches
    • digital
    • TLMI
    • millennials
    • converters
    Suggested For You
    The first TLMI printTHINK Summit The first TLMI printTHINK Summit
    TLMI hosts inaugural printTHINK Summit TLMI hosts inaugural printTHINK Summit
    'You bought inkjet…now what?'
    Packaging around the world Packaging around the world
    PepsiCo joins The Recycling Partnership PepsiCo joins The Recycling Partnership
    Kodak announces expanded digital partnerships Kodak announces expanded digital partnerships
    Use labels to showcase customer reviews Use labels to showcase customer reviews
    Getting Technical Getting Technical
    2017 DuPont Award for Packaging Innovation Winners 2017 DuPont Award for Packaging Innovation Winners
    Buckeye Business Products installs three machines from ETI Converting Buckeye Business Products installs three machines from ETI Converting
    EskoWorld features Executive Summit, Brand Track EskoWorld features Executive Summit, Brand Track
    Craft Beer Label Market Craft Beer Label Market
    FTA Annual Forum takes deep dive into inks and coatings FTA Annual Forum takes deep dive into inks and coatings
    GPA explores brand survival at Dscoop Phoenix GPA explores brand survival at Dscoop Phoenix
    TLMI opens registration for printTHINK Summit TLMI opens registration for printTHINK Summit

    Related Online Exclusives

    • Digital Printing | Industrial Labels | Specialty Labels
      The e-commerce impact on warehouse and barcode labeling

      The e-commerce impact on warehouse and barcode labeling

      CEO Neil Johnston discusses how ID Label customers continues to seek new label and signage solutions to help them address the market's rapid pace of change.
      02.15.19

    • North America
      Keith Nagle joins Phoseon Technology

      Keith Nagle joins Phoseon Technology

      A strong industry presence, Nagle makes the move from Nilpeter to Phoseon.
      Greg Hrinya, Associate Editor 02.11.19

    • North America
      Converters Expo South concludes in Charlotte

      Converters Expo South concludes in Charlotte

      The one-day exhibition welcomed 87 exhibiting companies, featuring suppliers from many areas of the labels and packaging industry.
      Greg Hrinya, Associate Editor 02.08.19


    • Catching up with Contiweb

      Catching up with Contiweb's new CEO

      Rutger Jansen gives his thoughts on what 2019 has in store for the web offset label and packaging industry, his company and print providers.
      02.05.19

    • Digital Printing | North America
      Dscoop brings

      Dscoop brings 'Edge' to HP users conference

      Dscoop Edge Orlando will take place March 24-27 at the Gaylord Palms Resort & Convention Center in Orlando, FL, USA.
      01.29.19

    • Digital Printing | North America
      Personalized packaging gives brands a boost

      Personalized packaging gives brands a boost

      HP explores how a new generation of customers value digitally-printed products.
      Greg Hrinya, Associate Editor 01.23.19


    • Beer Labels | Beverage Labels | North America | Pressure Sensitive | Spirits Labels | Wine Labels
      Kurz looks to elevate brand perception on shelf

      Kurz looks to elevate brand perception on shelf

      The company supplies foils that can match any application and substrate.
      Greg Hrinya, Associate Editor 01.22.19

    • North America | Wine Labels
      Avery Dennison launches new wine label materials

      Avery Dennison launches new wine label materials

      The labelstock supplier has collaborated with both wineries and converters to develop more than 150 substrates.
      Greg Hrinya, Associate Editor 01.21.19

    • Flexible Packaging | Food Labels
      PSG teams with Mactac for reseal solution

      PSG teams with Mactac for reseal solution

      Mactac approached PSG for assistance with a highly unique, but extremely quick-turnaround flexible packaging project.
      01.14.19


    • Digital Printers & Presses | Digital Printing | Europe | North America
      Xeikon plans multiple events for 2019

      Xeikon plans multiple events for 2019

      Xeikon Café North America will take place May 14-16 in Chicago, IL, and several new Xeikon Café On Tour events have been announced.
      Greg Hrinya, Associate Editor 01.11.19

    • Flexography | Prepress Equipment
      Tapecon continues 100-year evolution with help from Flexo Wash

      Tapecon continues 100-year evolution with help from Flexo Wash

      The company cleans anilox rolls more efficiently and thoroughly without damage or increased downtime on press.
      01.07.19

    • Flexo Supplies | Flexography | North America
      FLAG holds largest Annual Members Meeting in Ohio

      FLAG holds largest Annual Members Meeting in Ohio

      Nearly 100 members participated in education, interaction and networking from November 6-7.
      Greg Hrinya, Associate Editor 12.10.18

    • Beverage Labels | North America
      UPM Raflatac boosts beverage labels

      UPM Raflatac boosts beverage labels

      The company’s Vanish line provides high opacity for this growing label segment.
      Greg Hrinya, Associate Editor 11.20.18

    • Gulf States Label increases productivity with PPG Teslin labelstock

      Gulf States Label increases productivity with PPG Teslin labelstock

      With a move to PPG Teslin labelstock, the Houston-based company was able to double its workload — and save $120,000 annually.
      11.19.18

    • Kinetic Label blends youth with seasoned experience

      Kinetic Label blends youth with seasoned experience

      The young company is growing fast with “Strong, uncomplicated and reliable" equipment.
      11.12.18


    Breaking News
    • Schreiner MediPharm develops smart label for Ypsomed
    • ID Label celebrates 25 years
    • Printeos Group goes digital with Durst Tau 330 RSC
    • Technicote names new national sales director
    • Xeikon Café Europe reveals Academy program
    View Breaking News >
    CURRENT ISSUE

    January/February 2019

    • Controlling Static
    • Spirits Labels
    • Digital Finishing
    • Metallic Effects Labels
    • Narrow Web Profile: Investing in the future at WS Packaging Group
    • 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”.

    • privacy policy
    • term and condition
    • about us
    • contact us

    follow us

    Subscribe

    magazines

    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image
    Image

    Copyright © 2019 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