Digital Printing

Digitally printed retail packaging such as stand up pouches and flat bags are all the rage, and should be touted as a great solution for small runs. While companies like Epac and Roastar and the like have billed themselves as a “one stop shop” there are limitations

Let’s start with some Pros and Cons:

Pros

• Having minimum set up times allows digital presses to be your best value for short print runs.
• Vibrant colors
• Inline Finishing
• Low Cost
• Paper Choices (if you are using paper)
• Quick Turnaround Times

Cons

• Long print runs…expensive…
• Small Overall Size – Generally
• Longer runs cost more
• As your print run gets longer, the value of digital printing diminishes, and offset becomes a better solution.
• Film choices…if you are using film is an issue
• Metallic Inks are not able to be run through the HP ws6600 press.
• For the most part, digital printing can duplicate a large part of the color gamut, but some limitations are present, since most of the digital printing is duplicated from CMYK.
• HP's Digital Press operates with what is known as a "Click Charge". We'll spare you the details, but essentially every X repeat has a charge that is paid to HP which covers maintenance and ink to run the press. This can add up on large runs.
• The HP inks cannot be used for direct food contact applications.
• In direct sunlight, digital inks will fade quicker than flexographic ink or offset ink.
• The digital press can actually print CMYK a little better than a traditional flexographic label press. But there are some limitations on duplicating spot colors. It's easier to mix spot colors on the flexo presses.
• Opacity of the inks on a digital press are not as great.

As digital printing pertains to flexible retail packaging, it is absolutely imperative to understand the scope of your project. As the information above confirms…small runs on digital presses are great and you cannot beat the turn-around time. However, what happens if:

• Your business expands and you now need 15,000, 25,000 or more pouches or bags? Are you going to want to continue paying $.35 to $.50 each?
• What if your business expands and you want to run production…you need to design your artwork using only CMYK…if you want digital and production printing to match
• Does your digital supplier also run full production (in the US…often they do not).
• Did you know many companies overseas have both digital and full production capability?
• What about adding specialty features like a pour spout, a fitment for liquids…very few digital print companies can do this…overseas can, because they have a production line and the equipment and staff to do this.

Digital printing has its place, for sure. However, know your options.