Introduction
Packaging of new products requires serious consideration as it is from packaging that consumers will identify the new products. The packaging does not only take in to account covering the products but also labeling of these products. Adding graphics and labeling of products helps in the recognition of brands and also institutes an eye-catching presence in the environment of retail. Nearly all companies consider new products as their life-blood for their growth strategies, and also a source of advertising, investment, and development. It is therefore necessary to ensure that new products are well packed and labeled or printed in a way that they are captivating to the consumers. The success of new products is, in most cases, dependent on effective packaging, with a primary role of ensuring recognition (White, 2013).
The print method
New products need to penetrate the market, and for this reason, they need to be labeled using an appropriate print method to enable them penetrate the market. Other than penetration of the market, there are other factors to consider when choosing a print method. These include the number of colors to be used, cost effectiveness, the volume of products, the availability of funds for printing, the type of substrate material to be printed, among other factors.
In the development of retail packaging for a new product that would then be shipped to the market, flexographic printing method would be the most appropriate to apply. Flexographic printing is an economical method of printing that is versatile, and one that is a high-quality process (Kipphan, 2005). The process allows for the application of up to six colors; it would therefore be suitable to accommodate the three colors that would be required in printing the packaging cartons for the new product. The method has a powerful image resolution, and is therefore appropriate to use for the new product.
Why flexographic printing method?
A major challenge that faces most of the new products is their visibility on the shelves. It is upon the manufacturer to ensure that new products are packaged in a way that they are easily visible on the shelves. There is a connection between sales and visibility and it is a reality that not many shoppers go looking for new products. Packaging of new products must hence force the consideration of products. Flexographic printing can help counter this problem as the method develops impressions that are easily visible and ones that are also appealing to the customers. Flexography is a high-quality printing method and hence the quality of the images on the packaging materials will be captivating to the customers (White, 2013).
Flexographic printing renders durable and safe impressions. Considering the fact that the product is to be shipped to the market, flexographic printing offers a lasting solution for packaging as the impressions on the packaging materials are durable. There are some regulations from the government that require packaging materials, more so those that are used for packaging food to be printed using ink that cannot wear off. In such situations, the printing method offers a solution as impressions made using this method do not wear off or even degrade. To build more on this, the manufacturer may later change the packaging material from carton to say plastic materials. Most traditional printing methods make impressions that do not adhere to materials such as cellophane, plastic and other non-porous materials. In case of such changes, flexographic printing would remain dominant, as it is applicable to most if not all packaging materials.
A case of a change from smaller to larger production runs.
In case of a change from smaller to larger production runs, there would be no justifiable reasons to change to a different method. A good argument for maintaining the printing method even after a change in the production run would be captured in terms of cost. There are other advanced methods of printing which include digital printing and screening but these methods are expensive to use and maintain. The methods are also not very effective, especially digital printing, when it comes to larger production runs (Modern packaging, 2008). For instance, digital printing is slower compared to flexographic printing and would hence lower the rate of packaging. The cost of maintenance of the machines and other equipment used in digital and screen-printing is much higher than the cost of maintenance associated with flexographic printing machines. It would hence be advisable to stick to flexography as it is even much more cost effective when it comes to large-scale production, compared to screen and digital methods.
Conclusion
When considering different printing options, it is wise to make a decision by reconciling the versatility, quality, and cost-effectiveness with application of the intended use of the printing method. In the case of packaging, flexographic printing possesses various advantages that make it suitable for numerous commercial and consumer applications. The capabilities of this printing method surmount traditional methods and the method is more or less on the same level with other modern printing methods.
References
Kipphan, H. (2005). Handbook of print media: Technologies and production methods. Berlin [u.a.: Springer.
Modern packaging. (2008). New York, etc: Morgan-Grampian Pub. Co., etc..
White, J. C. (2013). Letterpress now: A DIY guide to new & old printing methods.