Introduction
Packaging in retail serves multiple purposes. Packaging enables the products to be transported in a relatively safe manner. The packaged products are protected from the foreign material and spilling. Retailers can elect to print the packaging material. Printing the packaging material gives the retailers more options (Kerry et al., 2008). For instance, retailers can print the packaging material in order append their brand on the product (Breetz, 2015). Printing the packaging material is also done in order to comply with regulations requiring labeling of products. The method of printing that is used depends on the type of packaging material and the size of the runs. Other factors such as the cost of different printing methods also influence the choices that the retailers make. This paper highlights the different methods from which a retailer can choose when printing small runs of folding cartons. The paper will also discuss whether a change of other printing methods is recommended in the case production is scaled up, and larger runs are required.
Print Methods for Small Runs
Many printing methods are at the disposal of retailers looking to make small runs of color printed packaging material. One of the printing methods that retailers can use is the flexography printing methods. Flexography is a printing method which employs a printing plate. The printing plate upon which the content to be printed is placed is made using the rubber. When the color to be used for printing is chosen, it is used to ink the printing plate. The inking of the printing plate produces an image which is pressed onto the packaging material that the retailer requires to be printed. The flexography printing method is versatile because it can be used to print on different surfaces. Some of the surfaces on which flexography printing method can be used include cellophane, plastic paper, and metal among other materials.
Various variants of digital printing can also be employed by retailers in order to color print their packaging material. One of the variants in digital printing which can be used for color printing short runs of packaging material is the inkjet (Hutchings & Martin, 2013). This method uses droplets of ink from one or multiple printing heads to create an image. This variant of digital printing is preferred because it is versatile. The versatility of the printing method is because of its ability to print on different substrates such as canvas, paper, floor tiles and plastic. The inkjet printing is also preferred because it is very cost effective, especially for short runs (Hutchings & Martin, 2013).
Alternatively, retailers can use xerography, another variant of digital printing. This printing method uses electrical charges which are applied to a drum. The electrical charges draw toner particles which are then transferred to the substrate on which the printing is to be done. Xerography is very effective in terms of the quality of printing because the toner is fastened to the substrate through a fuser built into the device. The purpose for which the fuser is built in is to melt the tone, by that ensuring that it is fastened to the substrate. The printing method is very cost-effective for small runs of packaging material (Prepressure, 2013).
Printing of Large Production Runs
The decision on whether to change from the methods used in printing short runs and adopting another method is dependent on several factors. In this case, the consideration is the change from short production runs to large production runs because of the good performance of the product in the market. Even so, there are still several factors to consider. A determinant to consider is the number of copies of packaging material to be printed. The number of copies of packaging material to be printed is a significant factor because while some of the methods of printing considered for short production runs can still print many copies of packaging material, they are only cost effective when used for short production runs. In this case, it is prudent for a retailer to consider changing to another printing method when the production is scaled up to large production runs.
It is also worth considering the cost of different printing methods. Cost is an essential determinant of the choice of printing methods because it contributes to the production cost. A retailer would prefer a method that costs less to print the same amount of packaging material without compromising the quality of the printing. Finding a printing method that is cost effective for large production runs helps the retailer to reduce the production costs. A reduction in the production costs helps the retailer maximize the profits (Menasha Packaging Company, 2015).
Depending on the number of copies of packaging material, a retailer should consider the speed of different printing methods. The speed of printing methods is vital to the core business activities of the retailer. The retailer may receive an order which requires many products to be packaged. Such a retailer would prefer a printing method that takes the packaging material to press faster to other printing methods (Menasha Packaging Company, 2015). Some printing methods such as the flexography prints n largest pieces of the substrate which are then cut to the desired size after printing. Printing on large substrates allows the retailer to turn over many units of the packaging material within a period of time. The high turnover makes the printing method fast and suitable in cases where many packaging materials are needed in short order (Menasha Packaging Company, 2015).
The quality of the final product is also a factor worth considering when deciding on whether to change the method of printing. Quality is an essential element during packaging. Besides communicating the brand of the retailer’s product, quality also adds to the cosmetic and aesthetic value of the product (Menasha Packaging Company, 2015). The quality of the finished product varies from one printing method to another. It is prudent for the retailer to choose the printing method which produces the best quality in the final print. Poor quality printing material as a result of printing can be misconstrued as a sign of poor products by the consumers. Digital printing methods offer better quality compared to the other printing methods (Menasha Packaging Company, 2015).
Conclusion
Various printing methods are at the disposal of retailers for both short and large production runs. Various factors influence the choice of printing method used. The cost effectiveness of different methods is the major distinction from printing methods which are applicable for short production runs. The printing methods preferred for short printing runs are more cost effective compared to the other printing methods. When changing to large production runs, a retailer might need to change the printing method owing to the larger printing needs compared to the small production runs. By considering factors such as quality, cost, the number of copies and the speed of the printing method, a retailer can ensure that he gets the best final product while also getting value for money.
References
Breetz, C. (2015). Product packaging as a tool to demand a price premium: Does packaging enhance consumers' value perception to justify a price premium. Hamburg. Anchor Academic Publishing.
Hutchings, I. M., & Martin, G. (2013). Inkjet technology for digital fabrication. Chichester. Wiley.
Kerry, J., Butler, P., & Wiley InterScience (Online service). (2008). Smart packaging technologies for fast moving consumer goods. Chichester, West Sussex, Eng: John Wiley.
Menasha Packaging Company. (2015). Large format digital printing. Retrieved from http://www.menashapackaging.com/large_format_digital_printing.html
Prepressure. (2013). Printing process. Retrieved from http://www.prepressure.com/ printing/processes
