Smart Printing Makes Big Steps in Packaging Design

Hewlett-Packard said that digital printing can achieve an incredibly crazy experience.

Forum on active intelligent packaging industry association (Active & Intelligent Packaging Industry Association, AIPIA) on November 14 -15 days held in Amsterdam, Christian Menegon HP's Business Development Manager was entitled "Printing, make your packaging more intelligent "speech.

Brands need to appeal to every single consumer

Christian Menegon pointed out that today, everyone is using " tools " that keep pace with the times . This has become part of our lives.

" What is smart printing? Using simple ink and paper can increase the intelligence of the package. " He said.

" Electronic devices have driven all the changes in the world, and it can even be said that everything today is developed through electronic devices. "

Menegon pointed out that human beings are changing their behavior patterns and values ​​through the use of information rather than the tools themselves.

“ This is valuable information, not a simple package. Packaging is only the final stage of the product and can convince customers to buy products, ” he said.

“ Brands can play a lot of advertising, but this transaction is not completed until the consumer purchases the product. The shape, material, color, and printing of the package are all crucial because the package is static and it does not interact with consumers. ”

“ In the past, the packaging was the protective film of the product or the brand's logo. In order to increase the attractiveness of the package, we added dazzling colors to it, but this is not interactive. ”

“ Now brands need an interactive model to attract consumers and cultivate loyalty. Consumers like valuable brands or want to interact with products, or prefer regional products and seasonal products. For whatever reason, a successful brand All need to stimulate consumer desire for interaction. "

“ The brand that can interact with customers one-on-one is the final big winner. Digital printing can be a big help if you want to attract every unique consumer. ”

Oreo coloring cookies

Menegon praised Orion ’s Oreo brand campaign. " Oreo Coloring " invites consumers to design their own, personalized, flexible and costly packaging.

Doris Brown-McNally , Hewlett-Packard’s global business development manager , points out that the package uses the HP Indigo WS6600 digital press.

According to Cindy Chen , Global E-Commerce Manager of Yizi International , the Oreo Creative Customization launched in November last year has become an important part of the company's e-commerce strategy.

Consumers can choose between two basic packaging designs through shop.oreo.com , an online shopping platform . One is designed by well-known New York designer Timothy Goodman and the other is by street artist and cartoonist Jeremyville .

The packaging design mainly consists of festive patterns such as candles, Christmas trees and Santa Claus. The event also encourages consumers to share their designs on Instagram and Twitter .