Digital Printing Revolutionizes Brand Packaging

Posted Friday, November 06, 2015

2 million one-of-a-kind labels printed on HP Indigo
2 million one-of-a-kind labels printed on HP Indigo

The battle at the shelf is fiercer than ever before. With about 30,000 SKUs introduced ever year it is even more challenging to compete on a crowded shelf where everything looks the same. Compounding this challenge is the shrinking center store as the perimeter footprint increases. Digitally printed product labels, sleeves, and folding cartons opens up the creative possibilities for brand marketers to win at the shelf like never before.

We’ve all been subject to a tremendous amount of information regarding the importance of creating a personal, relevant connection with shoppers in order to impact purchase and gain their loyalty. Short run, digital printing is a way for consumer brands to target populations and accommodate their needs with multiple packaging versions of the same product: like “single serve” and “family size”, or imprinting different languages, messages and photos depending on location and other variables.

Heinz packaging

Examples of Hyper Customization

The

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Tags: Coca-Cola , digital printing , KDM POP Print Solutions , packaging

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How Digital Printing Benefits Brand Marketers

Posted Friday, February 27, 2015

Diet Coke: 4 of the 2 million unique label designs available courtesy of digital printing
Diet Coke: 4 of the 2 million unique label designs available courtesy of digital printing

Digital Printing technology has evolved to cater to the retail landscape and opened up many possibilities for brand marketers. It is an efficient printing process for marketers to introduce a new brand, test new markets and execute more frequent and locally targeted campaigns with customization, all while improving the time to market and reducing production costs.

Digital printing technology has come a long way (baby) since its early days 12 to 15 years ago. This print method, whether large format or small format, has overcome many of its initial limitations:

  • Quality. Today’s technology offers print quality that competes with offset.
  • Color Matching. Digital color matching is now highly accurate with the addition of hexachrome colors like orange and green.
  • Color Gradations.  Now, smooth gradations and flesh tones are possible with the addition of a suite of light cyan, magenta, yellow and black inks.
  • Dot Gain. The newest presses have little to no dot gain and can

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Tags: Coca-Cola , digital printing , KDM POP Print Solutions , packaging , point-of-purchase

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Home Improvement Trends: Embracing the Growing DIY Shopper

Posted Sunday, June 29, 2014

Designer Wall Finish interactive product demo kiosk- KDM Retail
Designer Wall Finish interactive product demo kiosk- KDM Retail

Consumers are feeling pretty confident these days about taking on do-it yourself (DIY) projects in their homes- whether simple repairs or complete home renovations. Influences on this growing trend are coming from sources like Pinterest, where they are gathering up ideas and tips on DIY projects; home improvement shows on networks like HGTV; and the vast amount of DIY videos found online, specifically YouTube. DIY enthusiasts are heading to their local hardware stores and home improvement retail centers to seek out new products, how-to instructions and creative guidance to help them tackle their projects. According to a recent press release from Elmer’s, home improvement purchases are likely to increase about 7% in 2014-2015, up significantly from 2012.

Consumer Brand Product Innovations Offer More Choices, More Creativity
Many of the DIY project trends focus on incorporating a variety of substrate materials, using bright paint colors, organizing home spaces and personalization. Consumer

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Tags: CPG , home improvement , KDM POP Print Solutions , packaging

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How Digital Printing Allows Brands to Customize Packaging

Posted Friday, March 07, 2014

Share a Coke
Share a Coke

“Do not send me a mass message. Listen to me. I am unique.”

We have been posting several KDM Blogs lately about customization at the point-of-purchase; why it is important in helping to stand out at the shelf, for making a connection with your target audience, and how some retailers and consumer brands are executing successfully. Like Coca-Cola’s Share a Coke campaign and New Balance 574 shoes at Foot Locker. Brand packaging is no different, as was discussed in great detail in the webinar “Digital by Design”, part of the Package Design webinar series sponsored by KDM this past month. This webinar featured guest speakers Rob Wallace, Managing Partner of Wallace Church & Co., and Melody Nealon, Lead Designer of AMES International Inc. for Emily Chocolates.

Hyper Customization
“Brands need consumers”, says Rob Wallace. He spoke about the need for Hyper Customization for brands to succeed at the point of purchase. The Share a Coke campaign generated a

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Tags: Coca-Cola , digital printing , KDM POP Print Solutions , packaging

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Eye-Tracking Reveals In-Store P.O.P. Intelligence for CPGs

Posted Thursday, September 05, 2013

Wouldn’t it be powerful to know which of your in-store point of purchase materials were having the greatest impact on why something did or didn’t sell? Eye-tracking technology pinpoints and records exactly where shoppers are looking while in a retail store environment, a virtual store or a mock store by producing a heat map of the fixation. It is a research tactic being used by consumer packaged goods (CPG) companies to document the shopper’s engagement with their categories, brands, packaging, point of purchase (POP) displays and materials. CPG brands can then use the data collected from the shopper’s perspective to optimize their in-store marketing efforts.

Forms of Eye-Tracking Being Used by Marketers
The August 2013 cover story in Shopper Marketing Magazine discusses the evolution of eye-tracking and the various forms being used by marketers:

  • Virtual simulated store- desktop software allows users to go down aisles, interact with and select products. 

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Tags: CPG , digital printing , KDM Merchandising Solutions , KDM POP Print Solutions , packaging , point-of-purchase

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