Viewpoint - Angelina Stojsavljevic

The print global industry continues to demonstrate how innovation, creative thinking and sometimes even integration will ensure that it has a bright future. In December 2013, international analyst Smithers Pira forecast an annual growth of 2% for the industry to 2018 - driven by growth in transitional economies, as well as added-value opportunities.

The key lies in turning print into something more than just ink on a piece of paper and instead developing applications where the printed 'product' itself is truly valuable. High profile examples include printed electronics, 3D printing and cross media. Yet it's not only these areas of technological innovation that are creating valuable print applications; sometimes it can be a creative use of well established technologies that turns print from something disposable into a must-keep item.

One high profile example of creativity giving rise to a valuable printed 'product' is the bottle labels in Coca-Cola's 2013 'Share a Coke' campaign. In the campaign, which originated in Australia before expanding to become the company's largest-ever global promotion, the soft drinks giant replaced its label with 250 of the most common first names from around the world in multiple different languages. This enabled customers to 'share a coke' with friends and family, and has evolved into multiple campaign activations. It has achieved enormous success for the brand, which has seen both sales and social media engagement increase.

The bottle labels were printed in two stages: first using conventional label printing for 75-90% of the design, and then digital print to enable the printing of variable names. In some activations, a specially developed can printing technique enabled simultaneous printing of eight or 12 different names.

Coca-Cola's Gregory Bentley says: "Different activations around the world saw variation being done in different ways. For example, production in Germany is of refillable PET bottles with wash-off paper labels, so we didn't actually need to use digital printing for the labels that were on shelf, because labels could be mixed to gain the variation in names. We enabled true 'personalisation', making it possible for customers to go online and order a bottle with a particular name on; these orders were fulfilled using digital print.

"From a technical perspective, the labels aren't actually 'personalised' per se," he continues. "Our role was using digital print as an enabler for variable print, and printing a selection of names so that consumers could do the personalisation themselves by finding a name on shelf and buying it."

Exploiting the unique benefits of print - such as the physical and tangible - is another way in which print service providers can differentiate themselves by using print to do things that are not possible with electronic communications. Social stationery - such as wedding invitations, change of address cards and thank you notes - provides a range of good examples where print is the value. Print's tangible, in-your-hands quality is also being used to produce valuable products in the form of brochures for luxury brands, art galleries, auction houses and property developers. The photo merchandise market is also cashing in on its physical qualities.

Another technique being used increasingly to create valuable printed pieces is the physical integration of print with digital technologies using cross media. Cross media technologies such as QR codes are being used increasingly in product packaging and retail displays. Research published in 2012 by internet behaviour analyst ComScore found that of the 14.2 million smartphone users in France, Germany, Italy, Spain and the UK who scanned a QR code in a three-month period, 38% scanned one printed on product packaging.

The growing popularity of interactive packaging is largely being driven by growth in online shopping, because as consumers become more accustomed to looking for additional production information, discount vouchers and discounts, they are increasingly looking for it on packaging.

QR codes aren't the only technologies being used to bring packaging to life - augmented reality (AR) and near field communication (NFC) are growing in prominence in both packaging and in-store displays, as marketers seek to create an immersive retail experience.

Creative thinking paired with technological innovation is transforming the print industry. This is why Ipex 2014 will focus on providing visitors with opportunities to learn more about how they can use new trends to grow their businesses. From Future Innovations and the Inspiration Avenue, through to the co-located Cross Media Production and World Print Summit, as well as a series of Masterclasses, Ipex will be abuzz with new ideas.

Future Innovations will offer an opportunity to find out in one place what is happening in the industry and what areas have high growth potential for the next few years, including digital print on packaging. Inspiration Avenue will showcase the power and versatility of print via a range of impact statements, facts, growth opportunities and signposting for visitors. Cross Media Production will offer an opportunity to 'get under the hood' of cross media campaigns.

Ipex 2014 will take place on 24-29 March at the ExCeL London.

The author's views in this feature may not be shared by this publication.

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