{"id":8518,"date":"2021-04-10T08:00:17","date_gmt":"2021-04-10T12:00:17","guid":{"rendered":"https:\/\/paragraphinc.ca\/building-creative-agility-with-digital-printing-copy\/"},"modified":"2021-04-11T20:45:37","modified_gmt":"2021-04-12T00:45:37","slug":"smart-packaging-choices-using-digital-technology","status":"publish","type":"post","link":"https:\/\/paragraphinc.ca\/en\/smart-packaging-choices-using-digital-technology\/","title":{"rendered":"Smart Packaging Choices Using Digital Technology"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css=&#8221;.vc_custom_1616081544075{margin-top: -30px !important;}&#8221;][vc_column width=&#8221;3\/4&#8243; css=&#8221;.vc_custom_1616081531625{border-right-width: 1px !important;padding-top: 0px !important;padding-bottom: 0px !important;border-right-color: #e6e6e6 !important;border-right-style: solid !important;}&#8221;][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;full&#8221;][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1616081554774{margin-top: 0px !important;padding-top: 0px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1616083567961{margin-top: 0px !important;margin-bottom: 12px !important;border-bottom-width: 1px !important;padding-top: 0px !important;padding-bottom: 12px !important;border-bottom-color: #e6e6e6 !important;border-bottom-style: solid !important;}&#8221;]<\/p>\n<h4><strong>Recent posts<\/strong><\/h4>\n<p>[\/vc_column_text]<div class=\"eltd-blog-list-holder eltd-minimal \">\n\t<ul class=\"eltd-blog-list\">\n\t<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/supremex-announces-the-acquisition-of-impression-paragraph-inc\/\" >\n\t\t\t\t\tSupremeX announces the Acquisition of Impression Paragraph Inc.\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/the-real-reason-behind-the-printing-paper-shortage\/\" >\n\t\t\t\t\tThe REAL reason behind the printing paper shortage\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/agility-its-part-of-our-dna\/\" >\n\t\t\t\t\tAgility&#8230; It&#8217;s Part of Our DNA\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/three-signs-youre-ready-for-a-digital-storefront\/\" >\n\t\t\t\t\tThree signs You&#8217;re ready for a Digital Storefront\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/speed-to-market-matters-for-point-of-sale-displays\/\" >\n\t\t\t\t\tSpeed to Market Matters for Point-of-Sale Displays\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n\t<\/ul>\t\n<\/div>\n[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1617986908156{margin-top: 24px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1617981330931{padding-top: 6px !important;padding-right: 2% !important;}&#8221;]<em><span style=\"color: #4a7c9e;\"><big>The last in our series on Smart Digital Printing<\/big><\/span><\/em><\/p>\n<p><span style=\"font-weight: 300;\">Digital printing technology is making it possible for marketers to explore an entire range of packaging variations. Whether you\u2019re planning a new product launch, a brand refresh or a strategic exploration of packaging alternatives, short test runs are cost-effective ways for you to evaluate results without delays or risky experiments.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row rtl_reverse=&#8221;yes&#8221; css=&#8221;.vc_custom_1616759233811{margin-top: 0px !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;.vc_custom_1617982468763{padding-top: 12px !important;}&#8221;]<\/p>\n<h4><strong>Learning about your customers<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">How do you create products consumers really want? One way is to allow your consumers to be a part of the process. &#8220;Empathy for what your customers want is probably the biggest leading indicator of business success,&#8221; says designer Tom Hulme. You can check out his short TED Talk about the intersection of the User Experience and \u201cdesire paths\u201d included here<\/span><\/p>\n<p><span style=\"font-weight: 300;\">If you\u2019re launching a new product, exploring a revision or redesign, there are a number of ways for you to bring your customers into the creative selection and design process\u2014 all made possible by using digital printing technology.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Used correctly, digital printing technology can provide you with the tools you need to ensure you\u2019re creating products that people will want, will use and will enjoy.\u00a0<\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_video link=&#8221;https:\/\/www.youtube.com\/watch?v=P9B8PmUR64U&#8221;][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1617986953772{margin-top: 24px !important;}&#8221;][vc_column][vc_column_text]<\/p>\n<h4><strong>Testing<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">You can take the temperature of your audience by testing a variety of packaging approaches with short runs produced digitally \u2014\u00a0 to help you to identify what they like the most. That\u2019s why beauty brands often utilize digital packaging for testing \u2014 building a process that allows quicker time to market because they can quickly zero in on what a group of consumers prefers about one design or configuration over another. But all kinds of other brands are also using this approach as well.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1617987010462{margin-top: 12px !important;}&#8221;][vc_column width=&#8221;5\/12&#8243;][vc_single_image image=&#8221;8515&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1617987172155{margin-top: 6px !important;}&#8221;][\/vc_column][vc_column width=&#8221;7\/12&#8243;][vc_column_text]<span style=\"font-weight: 300;\">According to Greg Maze, sales and marketing manager, Digital &amp; Wide Format,<\/span><a href=\"https:\/\/www.neenahpaper.com\/packaging\"> <span style=\"font-weight: 300;\">Neenah, Inc<\/span><\/a><span style=\"font-weight: 300;\">.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">\u201cAt the launch or launch development stage, a brand will be able to get market feedback quickly by splitting runs and testing multiple packaging concepts. This is a great opportunity for brands to connect with their shoppers and get real-time feedback as well as shopper preferences for packaging,\u201d Maze explains.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Many brands test different design concepts \u2014 using digital printing technology to launch different versions of the same product. Because digital printing jobs are easy to set up, with less steps involved on the front end, and lower start-up costs, designers and marketers can switch designs with ease.\u00a0 And there are no quality compromises required. High-level digital technology easily meets the quality needs of all kinds of brands \u2014 from mass market to luxury.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row rtl_reverse=&#8221;yes&#8221; css=&#8221;.vc_custom_1617987280439{margin-top: 24px !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;.vc_custom_1617985353402{padding-top: 12px !important;}&#8221;]<\/p>\n<h4><strong>Experimental Marketing<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">Experiential marketing is a strategy that directly engages consumers and invites them to participate in the evolution of a brand or a brand experience. In fact, an entirely new field of marketing has emerged \u2014 \u201cengagement marketing.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Engagement marketers believe that consumers should be actively involved in the production and creation of marketing programs, encouraging them to develop a relationship with the brand. That\u2019s a complete reversal from the old-fashioned view of consumers as passive receivers of messages,<\/span><\/p>\n<p><span style=\"font-weight: 300;\">For some real world examples of big brands using experiential marketing to connect with their audiences,<\/span><a href=\"https:\/\/blog.bizzabo.com\/experiential-marketing-examples#volkswagen\"> <span style=\"font-weight: 300;\">check out this article<\/span><\/a><span style=\"font-weight: 300;\">\u00a0 \u2014 showing the ways that digitally printed items were used in building the overall experience \u2014\u00a0 from custom floor graphics, to wallcoverings, to window clings, to banners and vehicle wraps.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">In these cases, the experiential strategy involves packaging and presentation \u2014 but not the product itself \u2014 building a powerful and positive brand association that makes the strategy pay off many times over.<\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;40px&#8221;][vc_video link=&#8221;https:\/\/youtu.be\/SByymar3bds&#8221;][vc_column_text css=&#8221;.vc_custom_1617991168722{margin-top: 12px !important;}&#8221;]<strong><small>The Fun Theory, an initiative of Volkswagen, is one of a series of experiments for brand campaign of VW. Fun can obviously change behaviour for the better.<\/small><\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1617987358869{margin-top: 24px !important;margin-bottom: 0px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1617985333052{margin-bottom: 0px !important;}&#8221;]<\/p>\n<h4><span style=\"font-weight: 300;\"><strong>Start ups<\/strong><\/span><\/h4>\n<p><span style=\"font-weight: 300;\">Even smaller and brand-new companies that are just getting started can take advantage of digital printing, because shorter run approaches are perfectly suited to limited budgets and fast time-frames. Being able to print very small quantities and multiple versions permits marketers to be agile in planning and implementation, learning and adapting quickly without investing precious time, money and effort on products and designs that don\u2019t meet expectations.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1617987414006{margin-top: 24px !important;}&#8221;][vc_column width=&#8221;5\/12&#8243;][vc_single_image image=&#8221;8517&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1617986745266{margin-top: 9px !important;}&#8221;][\/vc_column][vc_column width=&#8221;7\/12&#8243;][vc_column_text css=&#8221;.vc_custom_1617986273416{margin-top: 0px !important;}&#8221;]<\/p>\n<h4><strong>Something for everyone<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">Advances in digital printing are making it entirely practical to explore approaches that once seemed out of reach. It\u2019s a true game changer to be able to make agile decisions about customer preferences\u2014 so you can\u00a0 make changes without costly explorations of unsuccessful approaches, and without being stuck with investments in packaging inventory.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">If you\u2019re a marketer eager to explore your packaging options, you can do it quickly and easily with sophisticated digital printing technology. And don\u2019t stop at printed images. You can use a variety of finishing enhancements as well \u2014 from digital foil to a variety of coating effects (even three-dimensional raised effects).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">The possibilities are endless. In fact, if you\u2019re a marketer eager to explore your packaging alternatives, you\u2019re only limited by your curiosity and creativity. The sky\u2019s the limit.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_id=&#8221;subscribe&#8221; el_class=&#8221;vergex-post-narrow&#8221;][vc_column][vc_empty_space height=&#8221;75px&#8221;][vc_text_separator title=&#8221;&#8221;][vc_empty_space][vc_row_inner][vc_column_inner width=&#8221;5\/6&#8243;][vc_column_text]<\/p>\n<h4><strong>Subscribe and stay connected<\/strong><\/h4>\n<p>Subscribe to the Paragraph <em>Insights<\/em> Blog to ensure you don\u2019t miss a single post. When you subscribe, you\u2019ll also be approved to receive customer-exclusive content \u2014 like special reports and planning guides \u2014 all FREE of charge. Just click SUBSCRIBE and we\u2019ll keep you updated.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][vc_empty_space height=&#8221;27&#8243;]<a href=\"#\" target=\"_self\" style=\"color: #ffffff;background-color: #4b7c9e;font-size: 14px;font-weight: 600\" class=\"eltd-btn eltd-btn-medium eltd-btn-solid eltd-btn-custom-hover-bg eltd-btn-custom-hover-color vergex-subform-english-popup eltd-btn-rotate eltd-btn-arrow-center\" data-hover-bg-color=\"#335577\" data-hover-color=\"#ffffff\" >\n    <span class=\"eltd-btn-text\">SUBSCRIBE<\/span>\n    <\/a>[\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Digital printing technology is making it possible for marketers to explore an entire range of packaging variations. If you\u2019re planning a product launch, a brand refresh or looking for packaging alternatives, short test runs help you evaluate results without delays or risky experiments.<\/p>\n","protected":false},"author":10,"featured_media":8526,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[370,362],"tags":[357],"class_list":["post-8518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-technology","tag-marketing-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Smart Packaging Choices Using Digital Technology - Paragraph<\/title>\n<meta name=\"description\" content=\"Digital printing technology is making it possible for marketers to explore an entire range of packaging variations. 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