There are a few things that still surprise most about digital printing, and for our clients, digital package printing. First, how great the quality is. Second, how fast it can be turned around. But the third is the biggest challenge – explaining the cost. For most, once they enjoy the advantages of the first two, the cost makes sense.
I often compare CL&D Digital to an emergency room at a hospital. The pace is the same, as most clients need their packaging in a hurry with very little lead time. “There’s a photo shoot on Thursday [and it’s Monday], we landed a big sales meeting at a national retailer, or we’re at a trade show next week and want to include some mock-ups,” are cases that we run into daily.
By now, most people understand that when they only need a few of something digitally printed, it will cost slightly more per piece than conventional printing. Why? Digital gets you what you need when you need it – and fast – and you’ve done it without waste, which is another cost factor to consider.
But the real value in digital package printing is in getting to market weeks ahead of the competition, which can mean substantial dollars.
Another analogy is that of an overnight mail service. If you must have it there tomorrow morning, there’s a premium you pay. It’s understood because getting it there fast is the priority.
That’s why for a new launch, being fast and first to market – with the help of digital package printing – can literally be the difference between the life and death of a product
