New Product Packaging

free essayThe design of product packaging is identified as an essential tool for increasing sales in the market as well as letting the consumers develop trust and respect for the new product (Shaughnessy, 2007). For many consumers, the aspect of packaging is as critical as the product itself. Such a tendency implies that the packaging must evolve along with a quality product. It is also important to consider the issue of sustainability of the packaging design. The cost incurred due to the production of the product packaging should be within the stipulated budget. The packaging industry needs also to develop a structural role in a capitalist society.

Digital printing is the most appropriate method for printing the packages that might attract contemporary consumers. It contributes to the creativity that may suit the dynamic society in the US. Moreover, Giles (2000) indicates that digital printing is fitting for a small business because it allows direct transfer of an image from the computer or a camera and is cost-effective. Therefore, a preferable method of printing is digital flexography. Flexography is a method, which is good for printing on a variety of different materials; hence, it will be much easier to use it to print on the carton, which is a non-absorbent material (Giles, 2000). Although the color specification for this package production is only three colors, flexography can use a wider range of colors. Incorporating up to ten colors, the method can easily ensure a high-quality color printing of images, thereby allowing using any images on the folding carton. Moreover, laser-etched anisole rolls have greatly improved package print quality making the product more desirable. The method is also less costly as compared to other printing techniques. Finally, high quality is attributed to this method because it uses either water-based ink, which has low viscosity, or oil-based ink, which tends to be more expensive but equally useful. The less viscous nature of the ink makes the print dry much faster. This, in turn, advances the production process and minimizes cost while increasing the returns.

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To work successfully, mass production would demand that the efficiency of printing is tremendously improved while the desired level of quality is maintained. Moreover, it will require a higher rate of production with reduced cycle time as well as effective production planning and control (Shaughnessy, 2007). For handling larger runs, rotogravure and digital printing can be used as they are all relatively appropriate for mass production. However, the gravure method has a major setback that concerns quality. Since all images are printed as dots, they may not make a good impression and, therefore, reduce the desirability among consumers. Hence, digital printing is more suitable method than rotogravure despite the high initial capital outlay required in the short run to initiate the process.

There is a number of reasons for digital printing to be opted for. It is more flexible in a wide range of aspects as opposed to other methods. It is also important to recognize that digital printing can ensure the larger runs of production required. Additionally, it can make hundreds of thousands of differentiated impression on the printing surface as opposed to other methods, which are limited to printing the same image or pattern from a single set of plates. It can comfortably be used with absorbent or non-absorbent materials since its ink is not absorbed into the paper. This makes it flexible and easy to use as far as the different kinds of materials are concerned. The most impressive feature of the digital printing is that the initial image does not alter on the package. This makes it more favorable regarding the quality of the final product and, hence, customer satisfaction. Apart from that, digital printing eliminates the mechanical processes involved in traditional printing methods, such as making plates, which can prove to be an obstacle in mass production. The method has a trait of acute accuracy and, thus, reduces wastage of materials during production. While the enterprise is only interested in three colors, digital printing can provide a wide range of colors and is able to meet the demands of the business concerning colors if the enterprise makes adjustments to their number and types. Finally, although the initial outlay cost is very high in the short run, it tends to be low in the long-run with increased unit output and reduced overall cost.

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The chosen methods are considered to be the most suitable for printing packaging of the new product to be transported to the US because of the consumer’s nature there. Klimchuk and Krasovec (2012) acknowledge that the consumers in the US prefer products that they associate with the celebrities and fashion. Therefore, digital printing is the most efficient because of the ability to transfer images of any complexity from the Internet and print them on product package.

In conclusion, a distinctive packaging is an efficient method for a product to be introduced in the US. Therefore, the small business should pay attention to the package when in the process of making their product they reach international scope. Due to the fact that the importance of packaging increased in promoting and advertising the brand, its development process should also be enhanced. Digital printing is an appropriate choice for doing this because of the quality of prints, long-run cost efficiency, the simplicity of the process, and room for package improvement.