Over the last few months we have been looking very closely at the current status of direct digital print in the corrugated packaging industry.
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| Gartner Hype Curve |
There has always been a great deal of hype about this technology for many good reasons. It holds tremendous promise to radically impact our industry and more importantly our customers.
But like most new technologies it is following the Gartner Hype curve. At this moment we are just past the trough of disillusionment and finally on the slope of enlightenment.
Is the technology finally more than just a sample maker or POP maker?
We decided to develop a strategy to assess two critical factors affecting the adoption of this technology in our industry.
- Is there are market for digitally printing packaging?
- What is the current capability of the technology?
To truly asses if things have changed we decided to focus on the box side, as it is pretty obvious that the technology is working for the POP segment. We wanted to find something that was currently being run at decent but not crazy volumes and that had a strong graphic element. We found a perfect candidate and they agreed to let us explore the current state of this nascent technology for producing boxes on a production scale.
For there to be a digital market in packaging the technology would have to compete with multi-color flexographic printing and offset lithographic printing laminated to corrugated sheets in three key criteria:
- Quality
- Speed (Productivity)
- Cost
Over the next weeks we will share with you the results of this project as they unfold.