Ahead of the first Pure Digital show, to be held in Amsterdam on 17-19 March 2018, the show organisers have conducted a survey on digital print.
This canvassed the opinions of professionals from design and print to ascertain the challenges, opportunities and trends for short run digital printing for commercial print, packaging, retail and décor.
Topics surveyed included the question of why digital printing still represents only a small percentage of the value of all print production. The majority (35%) questioned the creative industry’s understanding of the true potential, while 24% gave the reasons as higher costs and slower output speed.
Respondents believe consumers are driving the change and this will continue to be the defining factor for growth. A major barrier, however, is the divide between the print and creative industries, with more collaboration throughout the supply chain needed. Printers should step up to become equal partners with creatives; making new connections is vital for growth.
Marcus Timpson, co-founder of the show, commented that packaging and décor are fast moving segments, closely defined by consumer behaviour. He said, ‘Digital print solutions for packaging campaigns are on the increase where they can arrest the attention of the consumer and distinguish a product that sits on a supermarket shelf, to encourage a sale.’
