Advantage: VDP
Before deciding to make the foray into variable data printing, converters should look at their processes and determine if and how variable data printing fits into their businesses.
May 2007 By Chris Mc Loone
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Variable data in packaging comes in a variety of forms resulting from an assortment of needs. In some cases, the variable data might be beverage labeling indigenous to a geographic area or other targeted marketing materials. In other applications, the variable data comes in the form of 2D or traditional bar coding to help protect a brand against counterfeiting or diversion. And, in still other cases, the variable data exists as alphanumeric coding to authenticate promotional purchases.
Digital presses are the engines used to print variable data. “Digital print engines are the most compatible with variable data as they are designed to manufacture data-driven printed products,” says Brad Lena, variable data consultant, PIA/GATF. Dan Briley, North American category manager, industrial products, HP Indigo Digital Press, adds that a digital printing press is most appropriate because “you get the highest quality to ensure the readability of the variable data, as well as a single-step workflow to ensure data integrity.”
Coding processes include noncontact, such as laser and various types of inkjet including drop on demand, continuous, binary array, and thermal inkjet. Sean Skelly, director of marketing, Jetrion Industrial Inkjet Systems, says, “We’re strong believers that UV inkjet printing is the most appropriate for variable data printing for a variety of reasons.” These reasons include:
• Inkjet printing, as a technology, is a noncontact printing process, which is important when dealing with the wide variety of substrates and packaging line configurations that confront package printers. In addition, UV inks adhere very well to a broad range of substrates.
• UV inks never dry in the printhead, making them less prone to maintenance.
• UV inks can be formulated to meet any specialized needs a package printer might have.
Contact processes include thermal transfer. Which process converters choose depends on the application. “The way you pick the right technology for the application,” says Jack Walsh, market manager, Brand Protection Solutions, Videojet Technologies Inc., “is [to consider] print quality, print speed, print height, and contrast. You look at all the factors that are involved and make the recommendation.” However, before deciding to make the foray into the variable data printing arena, converters should take a look at their processes and determine if and how variable data printing fits into their businesses.
Where it is used
“Any type of application that requires a package printer to print a large variety of packaging in short runs is a strong candidate for variable data printing,” says Skelly. He cites the industry’s increasing need for a variety of product versions as driving the need for short runs. “Examples include language localization, ingredient changes, lot tracking, personalization, and test marketing,” he says.
Digital presses are the engines used to print variable data. “Digital print engines are the most compatible with variable data as they are designed to manufacture data-driven printed products,” says Brad Lena, variable data consultant, PIA/GATF. Dan Briley, North American category manager, industrial products, HP Indigo Digital Press, adds that a digital printing press is most appropriate because “you get the highest quality to ensure the readability of the variable data, as well as a single-step workflow to ensure data integrity.”
Coding processes include noncontact, such as laser and various types of inkjet including drop on demand, continuous, binary array, and thermal inkjet. Sean Skelly, director of marketing, Jetrion Industrial Inkjet Systems, says, “We’re strong believers that UV inkjet printing is the most appropriate for variable data printing for a variety of reasons.” These reasons include:
• Inkjet printing, as a technology, is a noncontact printing process, which is important when dealing with the wide variety of substrates and packaging line configurations that confront package printers. In addition, UV inks adhere very well to a broad range of substrates.
• UV inks never dry in the printhead, making them less prone to maintenance.
• UV inks can be formulated to meet any specialized needs a package printer might have.
Contact processes include thermal transfer. Which process converters choose depends on the application. “The way you pick the right technology for the application,” says Jack Walsh, market manager, Brand Protection Solutions, Videojet Technologies Inc., “is [to consider] print quality, print speed, print height, and contrast. You look at all the factors that are involved and make the recommendation.” However, before deciding to make the foray into the variable data printing arena, converters should take a look at their processes and determine if and how variable data printing fits into their businesses.
Where it is used
“Any type of application that requires a package printer to print a large variety of packaging in short runs is a strong candidate for variable data printing,” says Skelly. He cites the industry’s increasing need for a variety of product versions as driving the need for short runs. “Examples include language localization, ingredient changes, lot tracking, personalization, and test marketing,” he says.
Companies Mentioned:
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