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  • 包装材料分类以及应用
  • 本站编辑:杭州真彩包装制品有限公司发布日期:2019-11-26 19:16 浏览次数:

印刷行业的许多部门或许都在担心未来,但是包装和标签印刷肯定不在其列。这有两个原因。一方面,技术发展不断地推动包装质量向前发展。通过生成到印后的生产过程,这几年里出现了大量的优势。另一方面,产品制造商和零售商也在不断寻求能产生销售的高影响力的包装。

大众市场,豪华市场

据《2013-2017年中国包装行业发展潜力研究及投资价值评估报告》显示,消费品包装的市场分成两个部分重叠的市场分支,豪华包装和大众包装,其对包装的不同方面产生影响。在大众包装方面,主要重点放在使用产品的包装或陈列包装,在超市或百货商店中将其与其他同类商品区分开来,这样可以推动用户的购买决策。就零售商关心的程度,产品不需要在每日的业务中提供主要的支持。除非要进行某种联合促销,零售商只是分别把产品放在货架上,标上价格,由包装来赢得客户。

豪华包装也要在销售点有影响力,但是强调的是购买体验。苹果iPad的购买者进入商店之时,预先就对这个产品有概念了,这归结于他的生活方式建立在品牌图像上,几十年来已经仔细地由制造商培植过了。一旦在销售点,包装必须确认这些期望值,回到家打开产品包装,用户需要感觉到他在购买时做了正确的决策。苹果完善了这种“打开包装的仪式”,就像多个YouTube剪辑所显示的那样。

商品包装的重要性因此在这两个市场都得到直线上升,这个趋势未必会很快逆转。事实与此相当不同,因为最终不会有瞄准消费品市场的公司会承担不起在货物包装上的投资的。

技术上的不断进步

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据《2013-2017年中国包装行业发展潜力研究及投资价值评估报告》显示,从技术术语上说,几乎没有哪个印刷行业的分支会像包装和标签印刷产生如此多的变化。在新趋势中,最重要的是数字印刷以各种形式在进步。在创意阶段新的软件解决方案利用云计算有助于改进了所有参与各方之间的协作。新的可视化工具在创意设计人员和开发商创建包装解决方案时提供技术支持。

新的胶印机在质量上得到进一步的提高,新的数码印刷机可以进行短版印刷,个性化的包装成为可能。在印品整饰和印后加工方面的技术发展也使全新的应用成为可能。在标签领域,长期以来就有向数码印刷、更多个性化标签发展的趋势。RFID标签的加工变得越来越重要,同时印刷电子行业现在也在不断地发展。这个行业现在已经离开实验室,最终用来加工供市场使用的产品而进行赚钱。

最佳设计

创意是生产的第一步。在过去几个月里,云计算获得成功——这是在互联网上进行数字内容的分布和协同工作——也已经给包装设计带来多个创新。例如,Chili出版公司在2012年德鲁巴印刷展览会上展示了ChiliPublisher软件的第三版,它的特点是新的3D折页模块,可以让包装在设计阶段就可视化。当然,这在以前就有合适的3D软件包也能做得到,但是设计人员要使用这些应用软件需要很陡的学习曲线,而ChiliPublisher软件使用类似于桌面出版程序的界面。

同时,用户或协作的人可以通过云计算或使用手机应用来存取设计。其他公司展示了适合的解决方案,有的是把文件上传到服务器,有的是设计本身在线形成文件。这些包括这样的重量级的公司,如Adobe。爱色丽Pantone在德鲁巴上展示了PantoneLive。这是新的云计算的应用程序,能保证印刷的颜色与公司的标识在任何可能的承印材料上输出时能够匹配,无论是在精细涂布的白纸板还是在棕色的瓦楞纸上。

对于服务提供商,这些新的工具提供了将用户更加紧密地联系在一起的机会,也是一个提供更深层意见的机会。

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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