InfoTrends recently released its multi-client study Packaging and the Brand Owner, which offers insights into brand owners’ opinions and preferences regarding packaging. The report focuses on label, folding carton, and flexible printing applications where color digital presses are now competing with conventional print technologies.

According to Bob Leahey, project manager for the study and associate director at InfoTrends, awareness of color digital presses is high, with over 75% of respondents indicating that they were aware converters have digital color capability. “Consumer brands have a strong and growing interest in the types of services that color digital can provide—short runs, jobs with 50 or more SKUs, and personalized print are key examples,” he said.

In addition, a commitment to sustainability is now a big factor in the choice of printing methods and materials for packaging and labels. The report also found that there is also high interest in on-line marketing and interactivity, and for many brand owners packaging now has special features to support that interest. “Forty percent of the total respondents indicated they had on-line sales. Of these, 40% said they do design packaging and labels specifically to support on-line marketing efforts. Based on follow up interviews, most of these features were a mix of company URLs, Facebook and Twitter accounts, and Quick Response (QR) codes.”

For more information contact Scott Phinney at +1 781 616 2123 or e-mail [email protected].