February 2019 Spray 19
ability to maintain or increase market share. Therefore, there is a
growing demand for higher decoration capabilities, including selective
white, embellishments and print enhancements.
The second is the growing awareness of environmental issues.
Brands need to implement more efficient and environmentallyfriendly
technologies throughout their products’ supply chain
to reduce their environmental footprint, said Nir. The resulting
impact on container decoration is implementing technologies that
can reduce inventory and scrap.
The third, and probably the most “un-chartered,” trend is
derived from the modern, social networks-based, rapidly changing
environment in which consumers are living. Consumers are used
to—and now demand—rapid change, constant renewal and ultimately
bi-directional interactions. Brands need the ability to evolve
on an ongoing basis and to constantly change to become part of
the brand values. Brands also need the ability to better interact
with the consumers. This also reflects on decoration requirements.
“On one hand, one needs the ability to maintain brand identity,
but on the other hand, one needs the ability to deliver constant
change and segmented engagement with consumers,” explained
Nir.
“We all know about the role of digital printing in decoration,”
he continued.
“The ability to efficiently produce short runs for marketing campaigns
is the core application of digital printing. Yet, once digital
printing crosses the chasm and becomes applicable for any run
length—in other words become a principal decoration technology—
this is when the real decoration disruption occurs.”
When asked of the challenges associated with the latest decorating
technologies, Nir stated that packaging converters are, by
definition, risk aversive. Direct-to-shape decoration technologies
have been in use for decades and this market segment has de-facto
zero digital decoration activities. Therefore, the biggest challenge
of these direct-to-shape mass production decoration technologies
is the initial adoption. Once it is implemented and offered by a
few aerosol manufacturers, Nir believes it will quickly expand to
the rest. Brand owners are playing a crucial rule in mitigating this
challenge, as they are
the ones driving the
manufacturers to innovate
and implement new
technologies.
With the digital
printing machine D240,
Hinterkopf GmbH,
Eislingen, Germany, is
now using digital printing
technology for the
decoration of cylindrical
hollow bodies. Photorealistic
images with vibrant and vivid colors and pin-sharp texts
open up new options for graphic design and product marketing.
Even small editions or samples can be produced cost-efficiently at
any time, according to the company. No extra time is needed for
Shelf Appeal!
The D240 printer from Hinterkopf.
CCL SETS THE BAR HIGHER
FOR SEXY SHAPES AND THE
KIND OF LOOKS THAT CATCH
EVERYBODY’S EYE.
Score a “personal best” for your premium brand products with the
unmatched performance of CCL aluminum aerosol packaging.
• Dynamic Graphics & Decorating
• Full-Length Contouring & Shaping
• Unsurpassed 100%
Recyclability
• Travel-Friendly Sizes
• Rust-Free Construction
CCL Container
One Llodio Drive, Hermitage, PA 16148
cclcontainer.com
Call
724-981-4519, xt 357
Email:
kkizer@cclind.com
OR