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FLEXO Magazine : July 2014
a promotion, to have a differential response time or to be able to compete • Costs Being one of the key influencers when pricing a product, having a good control of costs throughout the process will show what can be improved. If preprint costs are looked at as one of the biggest impacts, it will be very important to look at the av- erage printrun and printing technology used. At the same time, something like thinking of a lighter flexible packaging will help optimize the cost of delivery The cost of raw materials also continues to become increasingly relevant, due to the impact they have on a package’s cost model. A package’s weight is one of the factors customers are already looking for and, in particular, should evolve with new advance- ments in lamination, coextrusion, new materials and the like • Safety Oddly enough, safety is a factor that must be taken both as a threat and an opportunity at the same time. If, for example, hard type British Retail Consortium (BRC) regulations require a greater control over processes, traceability, cleaning, etc., they allow a company that is properly equipped to distance itself from competitors who are not certified or open market opportunities where these regulations are required by print buyers • Sustainability There are five points to consider when discussing sustainability: » Respect for the environment » Reducing chemical emissions » Lowering energy consumption » Minimizing waste » Using recyclable materials When you think about the green factor as a trend, note that new degradable or compostable materials are constantly appearing. Printers must be prepared to work with them. At the same time we also have to be prepared for conversion technologies that emit less volatile organic compounds (VOCs) to the atmosphere, such as water based conversion and electon beam (EB) printing TARGETING TRENDS In the light of these factors, we should think about the new trends that reinforce packaging’s message. These trends are: • Emphasis on safety (health, food safety) • Integration of processes (digitiza- tion, unification of languages, design) • New products and new packaging (so- phistication, single dosage, new materials) • Superb functionality (easy open, easy consumption, ergonomics) • Exclusive packaging (differ- entiation, anti counterfeit, flashy) • New ranges of communica- tion (purchase experience, social media, advertising campaigns) • Reduction of serialization (short series, regionalized informa- tion, constant renewal) • Brand interest (corporate social responsibility, promotions, glob- al mindset with a local strategy) • Comprehensive sustainability (lighter packaging, more recycling, biodegradable materials, greater logistical efficiency) • Traceability (delivery, local products, control of the production chain) n About the Author: David Centelles an in- dustrial mechanical engineer with more than 10 years experience in the packaging sector, is leading the project of the Manel Xifra Boada Technological Center as its managing director. The Manel Xifra Boada Technological Centre aims to be the benchmark in the flexible packaging sector as a key driver of knowledge. Established as an independent entity in 2013, it focuses on training and consulting, academ- ic activities and innovation development. Centelles, giving a lecture at the Alimentaria Fair, April 3, titled “Flexible Packaging: Optimization And Innovation for My Product’s Packaging.” 38 FLEXO | JULY 2014