Changing the print mindset

Packaging Solutions

Digital printing has seen rapid growth in recent years in the packaging sector and has proved to be a highly desirable technology, thanks to its short run advantages, economic viability and customisation capabilities.

The trend for digital has brought about a fundamental market shift, often at the expense of flexographic printing which has struggled to compete at a time when cost and added value features are crucial elements for the customer more than ever before.

Clifton Packaging is challenging the industry held mindset that flexo is simply not as competitive when it comes to truly short print runs. The company believes customers should not have to compromise.

Shahid Sheikh, managing director at Clifton Packaging, said: ‘Essentially we are saying to our customers ‘forget about the run length, we will deliver the quality you need if we can amortise the uneconomic run length across the rest of your custom’. We are assessing the economics of the print run very differently to ensure our customers receive true value for money.

‘There will always be a place for digital in the marketplace but at the current time it is most suited for samples, mock ups and very small print runs. It is not ideal for the mainstream due to the associated high costs and low run speeds.

‘Flexo should always be the technology of choice because when orders are planned correctly, it actually works out as the most cost effective option due to its better efficiency in terms of run speeds and print quality, which ultimately has a major influence on consumer purchasing. Furthermore, the very latest flexo presses can deliver High Definition printing, significantly reduced downtime and waste to counter any argument of being uneconomic. Digital is therefore in our minds but at present, it is nothing more than an expensive compromise.’

Indeed, the company is so confident in its belief that it has already worked with customers to convert previously digitally printed jobs back to flexo to deliver finished packs with outstanding graphics, whilst accommodating the economics of the shorter print run.

Clifton Packaging developed five new designs of stand up pouches for The British Quinoa Company. Stephen Jones, director, said: ‘Clifton Packaging assisted us greatly in getting our printing process perfected and we were even able to visit their site at the start of the print run to make sure that everything was as required. The finished products look great.’