Cutting edge

21 September 2015



Cutting edge


Cutting edge

Die cutting will remain far more relevant to customers across the packaging supply chain if it becomes more digitised, has greater integration with different machines to personalise a brand's packaging and manages to cut complex shapes in a wide variety of substrates.

From standard secondary box packaging to complex bespoke limited edition designs, die cutting has always been a critical component of a converter's service offering. As brands attempt to differentiate themselves in the marketplace, and design is leveraged for impact, how converters incorporate die cutting into their processes has to be more integrated to meet growing demand.

Coupled with a shifting demand for die-cut products, has been a parallel expansion of digital printing and a digital workflow. Machine suppliers are increasingly moving to support the entire digital print workflow with die cutting being just one process that can be managed centrally. Machine vendors such as Horizon, for instance, have seen a steady increase in demand for their intelligent finishing systems that are flexible enough for long-run die cutting jobs to be completed, yet can be paused and reset quickly when short-run bespoke die cutting jobs are needed rapidly.

Heidelberg also has an expanding range of machinery for converters to choose from. Paul Thompson, packaging marketing specialist at Heidelberg UK, says: "Heidelberg remains committed to supplying and servicing a wide range of die-cutting equipment, machines which meet the need for accurate cutting at speed. Machines have to be easy to operate and fast to set up. The machines we offer can increase capacity or provide improvements in operational efficiency. We are more than happy to get involved with projects and to help users find solutions that give them the flexibility, efficiency and profitability."

For converters, the choice of die-cutting technologies is vast. To meet their customer demand and the increases in diversity that will be needed in the future, converters are increasingly looking for multifunctional machines that allow the flexibility they need to service their markets. Even a cursory glance at last year's Dieline Awards reveals how die cutting has been embraced as an essential component of innovative design. "This year's winners highlight the most creative, innovative and boundary-pushing packaging design from designers, agencies and brands all across the globe," says Andrew Gibbs, founder of The Dieline and creative and editorial director of HOW magazine.

A great example of how die cutting has evolved with the use of digital technology comes from Sunrise Hitek, which has developed its digitally die-cut charcoal foam inserts using the product itself as a mould for optimal accuracy. The use of innovative packaging designs continues apace. A recent report into how packaging impacts multichannel retailing from Pro Carton read: "Innovative cartons are in demand for customised packaging quantities, attractive brand designed gift packaging, which can be handled efficiently and standardised, packaging solutions, which adequately protect fragile products during shipping, product packaging, which can also be used as packaging for shipping and packaging solutions, which are sensibly designed for both B2B and B2C."

The folding carton market is thriving. According to research carried out by Smithers Pira, the market had a value of USD $140 billion in 2012, and will reach USD$184 billion by 2018. This level of expansion isn't surprising when you consider that there has been a consistent upward trend with single serve products, which increases the need for carton-based packaging.

 

Converter innovation

For converters competing in a marketplace that demands innovation, yet economies of scale, accuracy and high levels of packaging strength and flexibility, die cutting is embracing technologies to make it possible.

Timo Kallio, technical service director at Metsä Board, says: "Digital die cutting (such as plotter and laser) has enabled easy and effective dummy production, as well as the use of IT technology and digitalisation in tool making. In addition using a steel counter plate instead of matrix plates has enhanced how converters approach die cutting. Also, special varnish and lacquers can make embossing and braille instead of mechanical embossing. And tool material development and easy to make tooling have enabled fast make-readies and the folder gluer is often more economical option for braille made at die cutting."

Richard Pacey, technical director at Qualvis, says: "I am really keen on the productivity benefits of a DuoPress for inline foiling, die cutting and blanking for high volume, high-end packaging. I think development in this area is particularly interesting for me given our core business. The recent investment for our die shop in a new state of the art Servi form rule processor with broaching capability has greatly improved the output of our in house die shop and reduced the make-ready times in our cut crease department, specifically reducing patch up time."

Differentiation is a core driver for all converters. Using different technologies with die cutting is enabling diverse packaging options brand owners can utilise today. "As a converter, you want to make sure that you can differentiate and please your customers with a flexible and low cost alternative," said Jon Haag, director at Division Packaging Solutions. "Hence plates and knives still have been the main technologies for high volume productions, since the tooling cost is fairly reasonable and last a long time for repeat orders. Of course you are a bit dependent on type of operation and material, namely, if you produce from reel or from sheets and the thickness of the material you want to cut through."

The future of die cutting

As consistent a service as it is, die cutting doesn't receive the recognition it deserves. It is a process that offers brands a unique finishing concept or a completely innovative pack design. With digital die cutting becoming the norm, novel and unique form factors will become more affordable as costs reduce.

Haag says: "Many technologies under development in the packaging industry are delayed or pushed back due to cost levels. The cost pressure on packaging has been high for decades, but we now see many large brands putting more emphasis and innovation on packaging as a very successful strategy to boost sales and win market shares. Consumers get emotionally affected by clever packaging and we will see more utilisation of this in the near future. Hence, die-cutting, printing and intelligent packaging will rise to new levels within a short space of time."

Converters are also looking to streamline their workflows and offer high volume and bespoke short run to their clients. These seemingly irreconcilable demands are being met with next generation machines such as the Highcon Euclid, that offers the high speed to reduce costs, yet has the capability to offer cartons on demand by using polymer cutting tools.

There is little doubt that die cutting is a service that converters will continue to offer to their clients. Designers and their brand sponsors constantly push the envelope with innovative pack design, often using several constructions and finishing techniques. Die cutting remains a clear favourite. The future for die-cutting is bright if more digital systems are used to offer fine cutting, and if machines become more integrated to offer personalisation, which continues to be a hot topic for brand owners.



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