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  • 包裝材料分類以及應用
  • 本站編輯:杭州真彩包裝制品有限公司發布日期:2019-11-26 19:16 瀏覽次數:

印刷行業的許多部門或許都在擔心未來,但是包裝和標簽印刷肯定不在其列。這有兩個原因。一方面,技術發展不斷地推動包裝質量向前發展。通過生成到印后的生產過程,這幾年里出現了大量的優勢。另一方面,產品制造商和零售商也在不斷尋求能產生銷售的高影響力的包裝。

大眾市場,豪華市場

據《2013-2017年中國包裝行業發展潛力研究及投資價值評估報告》顯示,消費品包裝的市場分成兩個部分重疊的市場分支,豪華包裝和大眾包裝,其對包裝的不同方面產生影響。在大眾包裝方面,主要重點放在使用產品的包裝或陳列包裝,在超市或百貨商店中將其與其他同類商品區分開來,這樣可以推動用戶的購買決策。就零售商關心的程度,產品不需要在每日的業務中提供主要的支持。除非要進行某種聯合促銷,零售商只是分別把產品放在貨架上,標上價格,由包裝來贏得客戶。

豪華包裝也要在銷售點有影響力,但是強調的是購買體驗。蘋果iPad的購買者進入商店之時,預先就對這個產品有概念了,這歸結于他的生活方式建立在品牌圖像上,幾十年來已經仔細地由制造商培植過了。一旦在銷售點,包裝必須確認這些期望值,回到家打開產品包裝,用戶需要感覺到他在購買時做了正確的決策。蘋果完善了這種“打開包裝的儀式”,就像多個YouTube剪輯所顯示的那樣。

商品包裝的重要性因此在這兩個市場都得到直線上升,這個趨勢未必會很快逆轉。事實與此相當不同,因為最終不會有瞄準消費品市場的公司會承擔不起在貨物包裝上的投資的。

技術上的不斷進步

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據《2013-2017年中國包裝行業發展潛力研究及投資價值評估報告》顯示,從技術術語上說,幾乎沒有哪個印刷行業的分支會像包裝和標簽印刷產生如此多的變化。在新趨勢中,最重要的是數字印刷以各種形式在進步。在創意階段新的軟件解決方案利用云計算有助于改進了所有參與各方之間的協作。新的可視化工具在創意設計人員和開發商創建包裝解決方案時提供技術支持。

新的膠印機在質量上得到進一步的提高,新的數碼印刷機可以進行短版印刷,個性化的包裝成為可能。在印品整飾和印后加工方面的技術發展也使全新的應用成為可能。在標簽領域,長期以來就有向數碼印刷、更多個性化標簽發展的趨勢。RFID標簽的加工變得越來越重要,同時印刷電子行業現在也在不斷地發展。這個行業現在已經離開實驗室,最終用來加工供市場使用的產品而進行賺錢。

最佳設計

創意是生產的第一步。在過去幾個月里,云計算獲得成功——這是在互聯網上進行數字內容的分布和協同工作——也已經給包裝設計帶來多個創新。例如,Chili出版公司在2012年德魯巴印刷展覽會上展示了ChiliPublisher軟件的第三版,它的特點是新的3D折頁模塊,可以讓包裝在設計階段就可視化。當然,這在以前就有合適的3D軟件包也能做得到,但是設計人員要使用這些應用軟件需要很陡的學習曲線,而ChiliPublisher軟件使用類似于桌面出版程序的界面。

同時,用戶或協作的人可以通過云計算或使用手機應用來存取設計。其他公司展示了適合的解決方案,有的是把文件上傳到服務器,有的是設計本身在線形成文件。這些包括這樣的重量級的公司,如Adobe。愛色麗Pantone在德魯巴上展示了PantoneLive。這是新的云計算的應用程序,能保證印刷的顏色與公司的標識在任何可能的承印材料上輸出時能夠匹配,無論是在精細涂布的白紙板還是在棕色的瓦楞紙上。

對于服務提供商,這些新的工具提供了將用戶更加緊密地聯系在一起的機會,也是一個提供更深層意見的機會。

Many parts of the printing industry may be worried about the future, but packaging and label printing certainly aren't. There are two reasons for this. On the one hand, the development of technology continuously promotes the development of packaging quality. A number of advantages have emerged over the years through the post-press production process. On the other hand, product manufacturers and retailers are constantly looking for high-impact packaging that can generate sales.

Mass market, luxury market

According to the "2013-2017 China packaging industry development potential research and investment value evaluation report", consumer goods packaging market is divided into two overlapping market branches, luxury packaging and mass packaging, which have impact on different aspects of packaging. In terms of mass packaging, the main focus is on the use of product packaging or display packaging, which can be distinguished from other similar products in supermarkets or department stores, so as to promote the purchase decision of users. To the extent that the retailer CARES, the product does not need to provide major support in the day-to-day business. Unless there is some sort of joint promotion, retailers simply put the product on the shelf separately, mark the price, and package it to win customers.

Luxury packaging also has to be influential at the point of sale, but the emphasis is on the buying experience. Buyers of apple's iPad arrive at the store with an idea of the product in advance, thanks to a lifestyle built on a brand image that has been carefully cultivated by the manufacturer for decades. Once at the point of sale, the packaging must confirm these expectations, and when the product is opened at home, the user needs to feel that he has made the right decision when making the purchase. Apple perfected this "unpacking ritual," as multiple YouTube clips show.

The importance of packaging has therefore skyrocketed in both markets, a trend that is unlikely to reverse soon. The truth is quite different, because ultimately no company targeting the consumer market will be able to afford to invest in packaging.

Continuous progress in technology

According to the 2013-2017 China packaging industry development potential research and investment value evaluation report, in technical terms, few branches of the printing industry have produced as many changes as packaging and label printing. The most important of the new trends is that digital printing is advancing in various forms. In the creative phase, new software solutions leverage cloud computing to help improve collaboration between all parties involved. New visual tools provide technical support for creative designers and developers when creating packaging solutions.

New offset presses have been further improved in quality, new digital presses have been made available for short-form printing, and personalized packaging has become possible. New applications have also been made possible by technological developments in printing finishing and post-printing processing. In the field of labels, there has long been a trend towards digital printing and more personalized labels. RFID tag processing is becoming more and more important, and the print electronics industry is now growing. The industry has now left the lab and is eventually making money by processing products for market use.

The best design

Creativity is the first step in production. Over the past few months, the success of cloud computing -- the distribution and collaboration of digital content over the Internet -- has also led to multiple innovations in packaging design. Chili publications, for example, unveiled the third edition of the ChiliPublisher software at the 2012 druba print show, which features a new 3D folding module that allows packaging to be visualized at design time. Of course, suitable 3D packages have been available before, but designers need a steep learning curve to use these applications, and the ChiliPublisher software USES an interface similar to a desktop publishing program.

At the same time, users or collaborators can access the design through cloud computing or using mobile applications. Other companies have demonstrated suitable solutions, either to upload files to servers or to document the design itself online. These include such heavyweights as Adobe. Essori Pantone shows PantoneLive on druba. This is the new cloud computing application that ensures that the colors printed match the company's logo when it is printed on any possible substrate, whether it is on a finely coated white board or on brown corrugated paper.

For service providers, these new tools provide an opportunity to connect users more closely and provide a deeper insight.


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