The label and package printing industries are among the strongest segments of print, marked by stable demand and high growth potential. As digital printing and production technologies lower the barriers of entry into these segments, they have emerged as primary convergence targets for print service providers and even promotional products distributors seeking to expand their offerings.

The label and package printing segment is marked by stable demand and high growth potential. (photo courtesy of Cory Francer)

Despite the dynamic opportunities in packaging, there are some pitfalls that must be sidestepped to achieve success. Here are five mistakes to avoid when entering the packaging market.

1. Taking the “Field of Dreams” Approach

Unlike the magical baseball field in Iowa, packaging is not a “build it and they will come” situation. Before making a move into labels or packaging, promo companies should ensure they have customers and prospects in the pipeline and can meet their needs. Otherwise, that new expensive equipment could be sitting idle for quite some time.

2. Underestimating Material Complexities

One of the biggest misconceptions about packaging is that it’s just like printing anything else. While the concept of applying ink to a substrate is the same, label and packaging materials must be able to withstand variables including extreme temperatures, scuffing and moisture. This makes substrate education critical for success.

3. Forgetting the Finishing Factor

There’s a reason label and package printers are often referred to as converters. Beyond simply printing on a substrate, they also must “convert” it into its final form, whether that’s a label, folding carton, flexible pouch or corrugated container. In packaging production, finishing equipment is just as important as printing, and not exploring and investing in the right machinery can lead to added costs, delivery delays and disappointed customers.

4. Overlooking Color Management

Accurate color reproduction is critical across all printing industry segments, but packaging is a whole other ballgame. For the consumer packaged goods segments, in particular, the way a label or package appears on shelf is essential for the brand owner’s messaging and ultimately driving a purchase. Brand colors are often so closely tied into the consumer’s recognition of a product that if they appear “off,” consumers may think something is wrong with the product inside. Color consistency is also imperative, as noticeable color variations among packages on shelf can very quickly deter a consumer.

Color consistency is key in the label and packaging segment. (photo courtesy of Cory Francer)

5. Overpromising on Design

A common packaging pitfall can occur when a brand is pitched on a design for a package or label, only to find it can’t be feasibly reproduced at production levels or at the desired price point. At the prototyping stage, adding embellishments and special effects is both fun and low risk. But if the brand owner falls in love with the most premium design, that could lead to significant disappointment and an unpleasant surprise when they’re informed it can’t be delivered.

Labels and packaging are exciting, dynamic applications to expand into, packed with growth potential and creative outlets. But packaging is risky, as it’s essential to a product’s life cycle and brand communication. By understanding these potential hazards and proactively avoiding them, promo firms can set themselves up for packaging success.

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