Digital printing allows consumers to do more and crazy things they could not imagine before, says Hewlett-Packard (HP).
Speaking at the AIPIA (Active & Intelligent Packaging Industry Association) Congress in Amsterdam (November 14-15), Christian Menegon, business development manager, HP, discussed ‘how print can make your pack intelligent’.
Brands need to address consumers individually
He said, nowadays, people use ‘tools’ they didn’t have years ago and it’s become a standard in our lives.
“What is smart about printing is that it’s just ink on material but actually what the print represents can be used to add value to a package to become smart,” he said.
“Electronics devices have driven all these changes and has been the main contributor to change, everything today has come through the evolution of electronics.”
According to Menegon, humans are changing their behavior patterns and the value today is not in the tool itself but how we use information.
“It’s the information that is of value, not the package. Packaging is the last stage that is used to convince the customer to buy a product,” he said.
“Brand owners can do as much advertising as they want, but it’s not until the consumer buys the product that the deal is done. Shapes, material, color and print are all important, but there is no chance to have an interaction with a consumer if it is static.
“Before, packaging was the layer protecting the goods or a way to identify a brand, and to make it attractive, we added color, but there was no interaction.