FlexiblePackaging January/February 2013 : Page 34

Labels & Labeling: Labeling on a Narrow Web EXTENDING BRAND OPPORTUNITIES WITH NARROW-WEB PRINTING By Peter Chalmers, Contributing writer ackaging plays a key role in consumer decision making at the point of sale. The National Retail Federation estimates that packaging may in fl uence consumer purchase decisions by as much as 70 percent. That’s why it’s so important for brand owners to present an attractively packaged product, no matter what their industry sector. Flexible packaging can be a key differentiator for brands looking to increase sales. For example, fl exible packaging of consumer goods is an increasingly popular choice for manufacturers who produce single-serving products. Since many consumers are dealing with hectic schedules that leave them little time to prepare products for use on the go, a single serving of a product delivered in fl exible packaging produced via narrow-web printing is an attractive alternative. Brand owners can now choose from an affordable array of narrow-web printing materials and equipment to create lightweight packaging that is attractively printed to maximize shelf appeal. This can be a great alternative to expensive outsourced printing options, giving private label, regional and national brands the tools they need to compete for consumer dollars. P to outsource printing, which can be prohibitively expensive. Narrow-web printers can also enable manufacturers to achieve aesthetic goals to maximize shelf appeal and customize products to generate sales growth in targeted regions. Because they can help enhance competitiveness and expand fl exibility, narrow-web printers are becoming a popular tool with manufacturers of all types. Using Narrow-Web Printers for Flexible Package Printing Narrow-web printers can be an ideal solution for manufacturers who produce and package a variety of goods and wish to compete with major national brands. Narrow-web printers give manufacturers affordable options for short runs and sample production to expand market share, and they eliminate the need 34 FLEXIBLE PACKAGING Assessing Packaging Needs Whether their goal is to rebrand an existing product, showcase a new product or offer consumers greater convenience with portion-controlled packages, manufacturers generally begin the process of choosing their packaging strategy by evaluating product attributes and consumer preferences. Applications may include single-serving product presentation, sample distribution and target market production. Flexible packaging delivers unique bene fi ts that can have signi fi cant consumer appeal. Narrow-web printed fl exible packaging can protect food and personal care products, keeping them fresh with a durable, airtight seal. Consumers on the go value convenient, fl exible packaging that enables portion control while enhancing product freshness. Brands that are looking to capitalize on regional preferences or appeal to speci fi c consumer demographics can leverage fl exible packaging to tailor Primera’s FX1000 Double Mandrel products to precise verticals and produce an array of products that can more effectively target individual consumer groups. This strategy increases the amount of choices consumers have as well as the number of selling opportunities for the manufacturer. Another reason fl exible packaging produced via narrow-web printing is growing in popularity is that it meets increasing demands for lightweight packaging. Often used for goods consumers carry when they travel, fl exible packaging produced on narrow-web printers can use fi lm material that takes up less space. This is an advantage not only for the consumer but also for the manufacturer and distributor at every stop on the logistics chain, including warehouses and transit vehicles. The growing demand for green packaging options is also contributing to the rise in popularity of fl exible packaging produced via narrow-web printers. This packaging technique can reduce the amount of material needed to package products and can even be printed on biodegradable or recycled materials to promote sustainability – and improve the manufacturer’s image. | www.fl expackmag.com JANUARY/FEBRUARY 2013

Labels & Labeling: Narrow Web

Peter Chalmers

EXTENDING BRAND OPPORTUNITIES WITH NARROWWEB PRINTING

Packaging plays a key role in consumer decision making at the point of sale. The National Retail Federation estimates that packaging may influence consumer purchase decisions by as much as 70 percent. That’s why it’s so important for brand owners to present an attractively packaged product, no matter what their industry sector.

Flexible packaging can be a key differentiator for brands looking to increase sales. For example, flexible packaging of consumer goods is an increasingly popular choice for manufacturers who produce singleserving products. Since many consumers are dealing with hectic schedules that leave them little time to prepare products for use on the go, a single serving of a product delivered in flexible packaging produced via narrow-web printing is an attractive alternative.

Brand owners can now choose from an affordable array of narrow-web printing materials and equipment to create lightweight packaging that is attractively printed to maximize shelf appeal. This can be a great alternative to expensive outsourced printing options, giving private label, regional and national brands the tools they need to compete for consumer dollars.

Using Narrow-Web Printers for Flexible Package Printing

Narrow-web printers can be an ideal solution for manufacturers who produce and package a variety of goods and wish to compete with major national brands. Narrow-web printers give manufacturers affordable options for short runs and sample production to expand market share, and they eliminate the need to outsource printing, which can be prohibitively expensive.

Narrow-web printers can also enable manufacturers to achieve aesthetic goals to maximize shelf appeal and customize products to generate sales growth in targeted regions. Because they can help enhance competitiveness and expand flexibility, narrow-web printers are becoming a popular tool with manufacturers of all types.

Assessing Packaging Needs

Whether their goal is to rebrand an existing product, showcase a new product or offer consumers greater convenience with portion-controlled packages, manufacturers generally begin the process of choosing their packaging strategy by evaluating product attributes and consumer preferences. Applications may include single-serving product presentation, sample distribution and target market production.

Flexible packaging delivers unique benefits that can have significant consumer appeal. Narrow-web printed flexible packaging can protect food and personal care products, keeping them fresh with a durable, airtight seal. Consumers on the go value convenient, flexible packaging that enables portion control while enhancing product freshness.

Brands that are looking to capitalize on regional preferences or appeal to specific consumer demographics can leverage flexible packaging to tailor products to precise verticals and produce an array of products that can more effectively target individual consumer groups. This strategy increases the amount of choices consumers have as well as the number of selling opportunities for the manufacturer.

Another reason flexible packaging produced via narrow-web printing is growing in popularity is that it meets increasing demands for lightweight packaging. Often used for goods consumers carry when they travel, flexible packaging produced on narrow-web printers can use film material that takes up less space. This is an advantage not only for the consumer but also for the manufacturer and distributor at every stop on the logistics chain, including warehouses and transit vehicles.

The growing demand for green packaging options is also contributing to the rise in popularity of flexible packaging produced via narrow-web printers. This packaging technique can reduce the amount of material needed to package products and can even be printed on biodegradable or recycled materials to promote sustainability – and improve the manufacturer’s image.

The flexibility this packaging solution offers gives manufacturers significant advantages when it comes to meeting short lead times and producing smaller runs. And manufacturers gain all of these advantages without losing the ability to effectively showcase products with sophisticated graphics and a broad color palette.

Manufacturers can revitalize existing product sales by presenting products in innovative new packages, delivering single portions, samples and other highly portable products. They can create narrow-web printed packaging that allows consumers to reseal the package and presents the product at its freshest by virtue of its strong film material protection.

Along with a practically infinite variety of product applications, manufacturers can also benefit from using durable film material that keeps the package design protected and maximizes brand appeal to compete head-to-head with nationally distributed products.

More Opportunity with Flexible Packaging

With affordable narrow-web printing capabilities and film packaging materials, brands can significantly expand their markets and differentiate their products from those of their competitors. By improving speed to market and maximizing packaging options – from shape to colors to graphics – flexible packaging produced via narrow-web printers delivers opportunity.

As regional manufacturers expand their appeal to capture new market share and producers of food products, personal care items and other goods seek new ways to improve shelf appeal, flexible packaging allows them to address specific demands. These include a reduction in the use of packaging material for greater sustainability and travel convenience.

In all of these activities, flexible packaging produced via narrow-web printing gives brands and manufacturers the tools they need to drive new business with high-quality, affordable printing capabilities. In short, flexible packaging and narrow-web printing capabilities can expand opportunity and enhance business success. FP

About the Author

Peter Chalmers is the product manager at Primera Technology, Inc., developer and manufacturer of specialty printing equipment. Primera Technology serves a variety of clients, including leading food manufacturers, worldwide.

Primera Technology, Inc.
(763) 475-6676; www.primera.com

Read the full article at http://digital.bnpmedia.com/article/Labels+%26++Labeling%3A+Narrow+Web/1302398/144775/article.html.

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