Customizing messages on packages for target group communication

Elina Rusko, J. Heilmann

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientific

2 Citations (Scopus)

Abstract

Customization has become a big trend in many fields. You receive advertisement at home that are targeted at you personally and printed with your name. Customization is also seen e.g. in the field of fashion and even cars. This all indicates a growing tendency to differentiation. It is interesting to explore this trend and its possibilities also in consumer packaging. Traditional printing methods have not given a good tool to customize packages. However, the development of digital printing methods with the general demand of shorter series has changed the situation. The concept of customized packaging designs offers plenty of ways to add value into packaging. On packaging messages can be personalized for specific target groups or even one particular person. This gives completely new possibilities e.g. for marketing. It offers more alternatives and better service to different consumer groups - knowing different things appeal to different consumers. Digitally printed customized messages on packages can also be used for campaign products when for example competitions are arranged or different design layouts are needed in trial marketing. In addition, because of the limited space in packages, tailoring different text version for different language areas is more and more needed in international trade. Also, using very flexible digital production, last minute changes make possible to add packages relevant, up-to-date and highly focused information for different consumer groups. In this article, results from VTT's digital packaging printing research project will be presented. Our technical focus has especially been the utilization of inkjet printing in new packaging applications. Using digital printing as a tool for customizing messages on packages will be explored.
Original languageEnglish
Title of host publicationProceedings of the 17th IAPRI World Conference on Packaging (IAPRI 2010)
PublisherScientific Research Publishing
Pages107-110
ISBN (Print)978-1-935068-36-5
Publication statusPublished - 2010
MoE publication typeB3 Non-refereed article in conference proceedings
Event17th IAPRI World Conference on Packaging - Tianjin, China
Duration: 12 Oct 201015 Oct 2010

Conference

Conference17th IAPRI World Conference on Packaging
CountryChina
CityTianjin
Period12/10/1015/10/10

Fingerprint

Packaging
Communication
Printing
Digital printing
Marketing
International trade
Railroad cars

Keywords

  • packaging
  • digital printing
  • customize
  • communication
  • design

Cite this

Rusko, E., & Heilmann, J. (2010). Customizing messages on packages for target group communication. In Proceedings of the 17th IAPRI World Conference on Packaging (IAPRI 2010) (pp. 107-110). Scientific Research Publishing.
Rusko, Elina ; Heilmann, J. / Customizing messages on packages for target group communication. Proceedings of the 17th IAPRI World Conference on Packaging (IAPRI 2010). Scientific Research Publishing, 2010. pp. 107-110
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Rusko, E & Heilmann, J 2010, Customizing messages on packages for target group communication. in Proceedings of the 17th IAPRI World Conference on Packaging (IAPRI 2010). Scientific Research Publishing, pp. 107-110, 17th IAPRI World Conference on Packaging, Tianjin, China, 12/10/10.

Customizing messages on packages for target group communication. / Rusko, Elina; Heilmann, J.

Proceedings of the 17th IAPRI World Conference on Packaging (IAPRI 2010). Scientific Research Publishing, 2010. p. 107-110.

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientific

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Rusko E, Heilmann J. Customizing messages on packages for target group communication. In Proceedings of the 17th IAPRI World Conference on Packaging (IAPRI 2010). Scientific Research Publishing. 2010. p. 107-110