07.03.2016
Whether in commercial offset printing, newspaper and magazine printing, packaging or label printing, the upheaval in the printing industry is noticeable in all areas of the sector. Economic and technical developments have triggered an increasingly ruinous price war. What are the causes of this ruinous price war and how can label printers respond to this situation?
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The consultations between the printer and their customer that used to be standard practice, ensuring that the label was designed as attractively as possible using the latest printing and finishing options, are now increasingly becoming a thing of the past. Customers work with agencies that are responsible for the entire product design, or have the labels ordered from the printer via their purchasing department. Price is usually the most important factor in the selection process. Flexographic printing, for example, often has an advantage over screen printing due to its higher printing speed, even though it does not offer the same print quality and cannot produce a visible or tactile finish. The advantage for purchasers is that the quality level of pure flexographic labels can be produced by a large number of printers, even those who do not have any finishing options on their printing machines, such as rotary screen printing. This increases the number of potential label suppliers and inevitably reduces the purchase price for the labels. The increasing loss of direct customer contact and the decline in label quality mean that label printers are becoming interchangeable and price pressure is rising.
The three jam jars clearly show that attractive packaging design with bright screen printing colors attracts more attention and generates higher sales figures.
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Continuous technological advances are making label production increasingly simple, fast, and inexpensive. However, this is leading to a price war, which companies are attempting to counter primarily through growth—for example, by expanding their customer base, expanding into new sales regions, or acquiring domestic competitors. In this price war, many label printers are responding by increasing their label output in order to generate the lowest possible production costs. However, high output can only be achieved if the labels are as simple and quick to produce as possible in terms of printing technology – print finishing is therefore dispensed with. As a result, printing companies are often interested in producing labels that are increasingly similar and interchangeable in terms of their visual appearance. By foregoing combination printing, however, label printers are increasing the number of their competitors.
The strength of screen printing with Gallus Screeny screen printing plates: high coverage for large-area motifs and fine lines.
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Ultimately, the label printer's customer has one goal: to sell their product successfully. But how can this be achieved when the labeled products on the store shelf all look identical—more or less blending into the crowd? One of the main tasks of today's printer is to support creative agencies with their many years of expertise and highlight the advantages of combination printing. Only those who stand out on the store shelf today, whether through screen printing applications such as brilliant image effects, three-dimensional fonts, glitter, or tactile reliefs, will be noticed and increase sales of their products. The problem is that many creative agencies know too little about the technical possibilities for transforming flexographic labels produced at the lowest prices into more attractive sales aids when designing labels. It is they who should be informed by the label printer about the possibilities for making labels more attractive without excessively increasing printing costs. After all, inline production on a narrow-web label printing press, such as those from Gallus Printing Presses, also reduces costs. The label printer should show procurement managers and creative designers the optimal path between cost-effective production, as supported by the Gallus inline solution, and sophisticated design.
This transparent label features screen-printed, three-dimensional lettering in brilliant white that is clearly visible and tactile. The four-color label was flexo-printed onto the bright white background of the round logo.
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Economical label production is only possible if there are as few interruptions as possible along the value chain, i.e., if all printing and finishing processes are carried out one after the other in a single operation on one machine. Label printers should combine as many printing and finishing processes as possible on their printing presses, and do so as often as possible. This sets them apart from other label printers and makes them more difficult to replace. On the other hand, the label printer makes better use of the inline production potential of their printing press. The Gallus product portfolio, with its modular narrow web roll-to-roll printing presses, offers every label printer a machine that is optimally tailored to their respective order portfolio and a good solution for economical inline production in combination printing.
The Gallus RCS platform, for example, which is available in 330 and 430 mm printing widths, currently offers the highest productivity and flexibility in the production of demanding labels. This modular, in-line printing press with direct drive can be expanded to up to 12 printing stations and runs at speeds of up to 160 meters per minute. The Gallus RCS enables printing on the thinnest films such as PE, PET, PVC, or OPP from 20 µm, on paper from 60 g/m2, and even on lightweight cardboard. Depending on the type of label required, UV flexographic printing, UV offset printing and roll screen printing can be used as printing processes, combined with finishing processes such as varnishing, relief embossing, hot foil stamping and cold foil printing. For the implementation of silver, gold and metallic colors, Gallus also offers a gravure printing unit, which can also be used anywhere in the machine.
Looking at rotary screen printing in more detail, it becomes clear that roll screen printing is an attractive and economical printing process for generating added value with ease. Even narrow-web roll printing presses that are already in operation can be retrofitted with new screen printing units, thereby expanding the potential of the printing press. As a solution provider, Gallus offers its customers a screen printing system consisting of three components: the printing unit, the Gallus Screeny screen printing plates, and the production of the circular screen. The position of a Gallus screen printing unit can be changed easily, quickly, and cost-effectively in the printing press during everyday production, enabling rapid adaptation to subsequent jobs (Plug & Print). Gallus Screeny screen printing plates – available in eight resolutions, from 100 µm line width to full area – are supplied in sheets or rolls, coated with a photosensitive photopolymer layer and covered with a protective film. The manufacturing process for a print-ready rotary screen is simple and takes less than 30 minutes. Thanks to its economical inline production and simple and fast printing form production, rotary screen printing is an interesting option for better exploiting the potential of a printing press.
The label on this beverage bottle conveys the impression of a refreshing drink to the customer thanks to its bright white color, which has been screen printed.
The causes of the price war in label printing can only be combated in the long term if label printers try to show their customers the advantages and added value of combination printing or print finishing—screen printing is a very suitable printing process here. Only through combination printing can label printers—and their customers—stand out from the competition and differentiate themselves. Once label printers have succeeded in selling the added value of combination printing, they will automatically be able to better exploit the potential of their printing presses thanks to economical inline production.
07.03.2016
Whether in commercial offset printing, newspaper and magazine printing, packaging or label printing, the upheaval in the printing industry is noticeable in all areas of the sector. Economic and technical developments have triggered an increasingly ruinous price war. What are the causes of this ruinous price war and how can label printers respond to this situation?
The consultations between the printer and their customer that used to be standard practice, ensuring that the label was designed as attractively as possible using the latest printing and finishing options, are now increasingly becoming a thing of the past. Customers work with agencies that are responsible for the entire product design, or have the labels ordered from the printer via their purchasing department. Price is usually the most important factor in the selection process. Flexographic printing, for example, often has an advantage over screen printing due to its higher printing speed, even though it does not offer the same print quality and cannot produce a visible or tactile finish. The advantage for purchasers is that the quality level of pure flexographic labels can be produced by a large number of printers, even those who do not have any finishing options on their printing machines, such as rotary screen printing. This increases the number of potential label suppliers and inevitably reduces the purchase price for the labels. The increasing loss of direct customer contact and the decline in label quality mean that label printers are becoming interchangeable and price pressure is rising.
The three jam jars clearly show that attractive packaging design with bright screen printing colors attracts more attention and generates higher sales figures.
Continuous technological advances are making label production increasingly simple, fast, and inexpensive. However, this is leading to a price war, which companies are attempting to counter primarily through growth—for example, by expanding their customer base, expanding into new sales regions, or acquiring domestic competitors. In this price war, many label printers are responding by increasing their label output in order to generate the lowest possible production costs. However, high output can only be achieved if the labels are as simple and quick to produce as possible in terms of printing technology – print finishing is therefore dispensed with. As a result, printing companies are often interested in producing labels that are increasingly similar and interchangeable in terms of their visual appearance. By foregoing combination printing, however, label printers are increasing the number of their competitors.
The strength of screen printing with Gallus Screeny screen printing plates: high coverage for large-area motifs and fine lines.
Ultimately, the label printer's customer has one goal: to sell their product successfully. But how can this be achieved when the labeled products on the store shelf all look identical—more or less blending into the crowd? One of the main tasks of today's printer is to support creative agencies with their many years of expertise and highlight the advantages of combination printing. Only those who stand out on the store shelf today, whether through screen printing applications such as brilliant image effects, three-dimensional fonts, glitter, or tactile reliefs, will be noticed and increase sales of their products. The problem is that many creative agencies know too little about the technical possibilities for transforming flexographic labels produced at the lowest prices into more attractive sales aids when designing labels. It is they who should be informed by the label printer about the possibilities for making labels more attractive without excessively increasing printing costs. After all, inline production on a narrow-web label printing press, such as those from Gallus Printing Presses, also reduces costs. The label printer should show procurement managers and creative designers the optimal path between cost-effective production, as supported by the Gallus inline solution, and sophisticated design.
This transparent label features screen-printed, three-dimensional lettering in brilliant white that is clearly visible and tactile. The four-color label was flexo-printed onto the bright white background of the round logo.
Economical label production is only possible if there are as few interruptions as possible along the value chain, i.e., if all printing and finishing processes are carried out one after the other in a single operation on one machine. Label printers should combine as many printing and finishing processes as possible on their printing presses, and do so as often as possible. This sets them apart from other label printers and makes them more difficult to replace. On the other hand, the label printer makes better use of the inline production potential of their printing press. The Gallus product portfolio, with its modular narrow web roll-to-roll printing presses, offers every label printer a machine that is optimally tailored to their respective order portfolio and a good solution for economical inline production in combination printing.
The Gallus RCS platform, for example, which is available in 330 and 430 mm printing widths, currently offers the highest productivity and flexibility in the production of demanding labels. This modular, in-line printing press with direct drive can be expanded to up to 12 printing stations and runs at speeds of up to 160 meters per minute. The Gallus RCS enables printing on the thinnest films such as PE, PET, PVC, or OPP from 20 µm, on paper from 60 g/m2, and even on lightweight cardboard. Depending on the type of label required, UV flexographic printing, UV offset printing and roll screen printing can be used as printing processes, combined with finishing processes such as varnishing, relief embossing, hot foil stamping and cold foil printing. For the implementation of silver, gold and metallic colors, Gallus also offers a gravure printing unit, which can also be used anywhere in the machine.
Looking at rotary screen printing in more detail, it becomes clear that roll screen printing is an attractive and economical printing process for generating added value with ease. Even narrow-web roll printing presses that are already in operation can be retrofitted with new screen printing units, thereby expanding the potential of the printing press. As a solution provider, Gallus offers its customers a screen printing system consisting of three components: the printing unit, the Gallus Screeny screen printing plates, and the production of the circular screen. The position of a Gallus screen printing unit can be changed easily, quickly, and cost-effectively in the printing press during everyday production, enabling rapid adaptation to subsequent jobs (Plug & Print). Gallus Screeny screen printing plates – available in eight resolutions, from 100 µm line width to full area – are supplied in sheets or rolls, coated with a photosensitive photopolymer layer and covered with a protective film. The manufacturing process for a print-ready rotary screen is simple and takes less than 30 minutes. Thanks to its economical inline production and simple and fast printing form production, rotary screen printing is an interesting option for better exploiting the potential of a printing press.
The label on this beverage bottle conveys the impression of a refreshing drink to the customer thanks to its bright white color, which has been screen printed.
The causes of the price war in label printing can only be combated in the long term if label printers try to show their customers the advantages and added value of combination printing or print finishing—screen printing is a very suitable printing process here. Only through combination printing can label printers—and their customers—stand out from the competition and differentiate themselves. Once label printers have succeeded in selling the added value of combination printing, they will automatically be able to better exploit the potential of their printing presses thanks to economical inline production.