Customizing messages on packages for target group communication

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.