Trendsetters in Printing and Graphics

Insiders expound on the year's latest innovations.

Sam's Club, BJ's, and Costco all have something in common besides the obvious classification of "wholesale club." Each of these massive marketplaces loudly displays bulk size versions of the splashiest, flashiest, boldest, brightest graphics on packaging within 120,000 sq ft or more of otherwise drab concrete walls.

Concepts, a York Container company, York, Pa., entered the digital printing arena in 2004, after months of careful research. Digital printing propelled Concepts into the small quantity, high-graphic market.

"Wholesale clubs and warehouse stores are experiencing unprecedented growth. That, in turn, has created additional demands for attractive colored boxes on white liner," says John Bird, president of JB Machinery in Weston, Conn. "Wholesale clubs, warehouse stores and today's marketing chains demand shelf-ready packaging, greater message amplification, shelf velocity and branding."

While the appeal of warehouse club product packaging may be driving certain trends, other experts argue it's the equipment you run, or the type of printing employed. We've "toured" the industry to seek out the latest trends so board converters can investigate the most appropriate options for enhancement of their printing and graphics capabilities — and ultimately drive their businesses forward.

Overall Direction

"In corrugated, there is a slow, but very steady, trend toward fine graphics — display-type work driven by the fact that there are not nearly as many ads in print media or television. The trend seems to be shifting toward in-store marketing or displays, especially in the club stores that have resulted in more seven- or eight-color presses with UV coating capabilities on corrugated," says George Sickinger, president and ceo of Color Resolutions. His Fairfield, Ohio-based company manufactures inks and coatings for the corrugated and folding carton segments, including UV and water-based coatings.

On the folding carton side, Sickinger says the trend is to provide unique specialized packaging to stand out in the marketplace.

"We see a proliferation of products related to producers of food and beverage packaging," Sickinger adds. "To differentiate, packaging is getting more creative in terms of shape of package, features such as glow in the dark, fluorescence — anything to catch the consumer's attention."

Tom Weiler, national account executive with Flint Group's Packaging Division in North America, headquartered in Ann Arbor, Mich., views the corrugated and folding carton industry trends on three fundamental levels: commodity, functional/convenience and specialty.

"The trend in the commodity portion of the market is toward price sensitivity," Weiler says. "The key purchasing decision factor is price. Relationships are less important; anyone can do business if the price is right."

Improved functionality impacts the beverage side of the business. One example may be the fridge packs for refrigerator dispensing of drink cans. Consumers may "pay a little extra for convenience," he says.

And as for the specialty arena, Weiler says that often, cost of equipment and materials bar entry into this market. For those successful enough to make substantial returns on specialty products, key drivers are often a unique component of the products and reduced competition. Examples of up-and-coming specialty items, Weiler says, include new substrates, such as holographic materials, high-end metallic, six- and seven-color process, and UV and specialty coatings.

Specific Trends and Innovations

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