With the continuous improvement of people's consumption level, consumers' shopping ideas and channels become more and more personalized. The main performance is that the channels are fragmented and typed, demand from one to many, and eventually form a fragmented consumer market. The trend of consumption upgrade and channel personalization release has made the category and brand iteratively upgrade to be unprecedentedly active, and the importance of packaging to the product has been rapidly enlarged.
Compared with other countries such as Europe, America, Japan, etc., China's packaging industry started late, but after decades of development, it has begun to take shape, and the market potential is very alarming. At the same time, with the rapid integration of traditional industries and the Internet, the manufacturing industry has undergone great changes and gradually transformed from the original large-scale assembly line production to large-scale customized production. The pursuit of freedom and individuality of the new generation of consumers makes them With more and more privilege, the customized market is gradually expanding and we have ushered in an era of new industrial production.
The market's demand for refined packaging, small orders, rapidity, individuality, and variable technologies is becoming more and more obvious. The promotion of digital printing technology has largely made up for the shortcomings of the traditional printing industry and allowed the market demand to be met. Compared with traditional printing, digital printing is relatively rare in plastic flexible packaging, mainly because: Currently, digital printing equipment has limited productivity and low production efficiency; printing costs have increased compared to traditional printing industry, resulting in the vast majority of corporate owners and The market is largely unacceptable; functional packaging, such as the use of boiled and retort packages, cannot be met.
For the application of digital printing on personalized packaging, a few points of view.
Digital printing machine can basically meet the printing demand
At present, the digital printing equipment used in the domestic flexible packaging field is mainly the HPindigo 6800 and HPindigo 2000 digital presses. In mainland China, the introduction of HP's fourth-generation HPindigo 2000 digital press began in January 2016. Compared to the third-generation HPindigo 6800, it has the advantage of greater width and faster speed. With an effective print width of 736mm, more pattern designs can be realized and the corresponding cost is lower. Currently, four-color plus white printing mode is adopted on the market, and the color reproduction of most manuscripts can be basically achieved. For a few manuscripts beyond the color gamut range, color curves need to be individually adjusted or two sets of spot colors are added to reach the designer. The expected color.
Digital printing is very resilient to originals
In terms of color, the saturation of digital printing colors is slightly worse than that of traditional gravure printing, mainly due to the difference in the color density of the ink itself. Although the color saturation of digital printing is not bright enough compared to traditional gravure printing, its overall resilience to manuscripts is strong.
Traditional gravure printing has many external influence factors. For example, roller wear, ink viscosity control, inconsistent ink colors of different manufacturers, mixed use of old and new ink, changes in ambient temperature and humidity, and so on, can easily lead to color differences, even the same batch of products Inconsistent colors can also be caused by multiple ink additions. Digital printing is very small regardless of whether it is the same batch of products or different batches of products. (The color stability of multi-batch printing is good. The prerequisite is to maintain the equipment properly. , Maintain device stability, and do color management).
In traditional gravure printing, overprinting between spot colors and stacked colors or between spot colors and spot colors requires overprinting and shrinking, but digital printing can achieve zero overprinting, and the overall color of the original document is highly reproducible.
Small batch products have obvious advantages
In terms of cost, the greatest advantage of digital printing is that it does not require plate making. This saves time and plate-making costs. The traditional gravure printing requires a lot of time and cost in plate making. Especially for medium and high speed machines that are currently used, the cost of plate making is higher. For some products with small orders, the integrated cost accounted for a large part of the internal plate fee. .
When some customers launch new products or conduct initial marketing, the amount of products is small and traditional printing is not suitable. With digital printing, you only need to set the manuscript to the format that the device can recognize. After adjusting the required size and typesetting, you can directly enter the machine for printing. The manuscript will be provided on the same day, and the printed matter will be printed on the same day without the need for plate making and cost savings. Of course, the cost of printing and processing of digital printing is still relatively high, which is one of the important reasons for its low penetration rate.
Variable printing technology that implements variable data printing digital printing includes two kinds: one is variable data and the other is variable pattern.
Traditional printing can achieve variable data printing with on-line or off-line auxiliary platforms, such as installing UV coding equipment on printers or inspection machines, slitters, and MFPs, and linking databases for variable data printing. Digital printers only need to add variable data at specified positions when inputting manuscripts, and they can be printed together with the designs. They do not need to rely on other platforms or equipment at the same time. Digital printing enables the appearance of data while data is variable. Colors can also change, allowing complex rainbow-colored printing, no repetitive color printing, and more.
Variable pattern refers to printing patterns on the basis of original artwork resources provided by customers. This allows each pattern to be printed to be different. The same resource pattern can generate N different patterns according to different settings. It is the traditional gravure printing that cannot be achieved. This technology realized through digital printing is called "mosaic printing technology".
Digital printing has obvious advantages in environmental protection
At present, the state is advancing toward increasingly standardized VOCs emission policies. The ink thinners used in traditional gravure printing are all organic solvents and are strictly controlled substances. Currently, there is no widespread promotion and effective use of water-based inks or other emissions-free pollution on the market. The inks will also cause certain obstacles to the subsequent development of most companies. If they cannot solve the problem of emission pollution, the traditional gravure printing companies may even face a crisis of survival. The inks used in digital presses have completely reached non-contact food-grade requirements, meet EU, US and domestic requirements for food packaging, and achieve zero emissions during the production process.
As technology changes to the future, digital printing has emerged. With the advent of this printing method, small batches and personalized customization have been realized in industrialized production, allowing more entrepreneurs to see new directions and new business opportunities. I believe in the future 5~10 In the year, the packaging industry will undergo significant changes and usher in a truly personalized consumer age.
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