Packaging Innovations debate to examine print technology options

29 January 2014


The BIG Print Debate, being held at the Packaging Innovations show at the Birmingham NEC on 27 February 2014, will address the topic, ‘The latest print technologies: gimmick or sound ROI?’

Exhibition organiser easyFairs asks: “Packaging needs to catch the eye of the consumer, but when it comes to delivering the goods are some of the latest print technologies often more trick than treat?”

The BIG Print Debate is always a popular feature of the show, easyFairs says, and this year’s panel includes: Peter Aldous, creative services director at Elmwood London; Stefan Casey, innovation manager for retail, food & packaging at Faraday Centre for Retail Excellence; Andy Hewitson, joint MD at Reproflex3; and Ian Schofield, own-label & packaging manager at Iceland Foods.

Jo Francis, contributing editor at Print Week, who will be chairing the debate, says: “This is set to be a fascinating debate. The creative and technical options for packaging production are multiplying all the time, from personalisation to special finishes.

“Yet buyers need to choose carefully to ensure the best results while achieving that all-important ROI, especially in an age of booming online sales that's re-shaping the definition of shelf-appeal.”

Francis adds that she is expecting “some forthright views”.

Iceland’s Schofield adds that there is no ‘gimmick’ involved: “It’s real. We are not just talking about digital either – all printers and press manufacturers of all print processes are pushing boundaries more than ever.”

Elmwood’s Aldous is more inclined to reserve judgment: “We have seen price and ecological crusades. Now it seems print technologies are being rushed into packaging to lever any opportunity to engage consumers.”

However, Stefan Casey counters: “Print today has never been so exciting. New digital and print technologies have opened up a whole new world of creative possibilities that knows no boundaries.

“Some technologies are at very embryonic stages, some ready for commercial testing but as we look to the future these technologies will continue to evolve. It will allow creatives to access a new arsenal of innovative technologies to use in packaging, POS and experiential design, both in-store and online.”

There is, Casey adds, “no substitute for an original, creative idea”. But, he says: “There are genuine opportunities for these technologies to be used to add real value to the entire Customer Experience Journey.”

The real opportunity, he says, is “for the supply chain to add this to their production capabilities, to become innovation leaders and custodians of the current and emerging technologies”.

The BIG Print Debate will examine the role played by colour management in underpinning brand integrity; the interaction of print and smart technology such as augmented reality (AR); and the development of new ink formulations that could presage next-generation developments.

Packaging Innovations takes place at the Birmingham NEC on 26-27 February 2014, and will feature seven co-located shows in total: Packaging Innovations, Ecopack, Contract Pack, Packtech, Print Innovations, Labelling Innovations and, new for 2014, Converting Innovations.

Visitor registration is free via the Packaging Innovations website, www.easyFairs.com/PIUK

Companies interested in exhibiting at Packaging Innovations 2014 can find out more about booking a stand by calling the easyFairs packaging team on +44 (0)20 8843 8821 or emailing PackagingUK@easyFairs.com



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