CHILI publish announced it has published a new educational white paper on the digital packaging opportunity. Titled “Digital Packaging: A Box Full of – ization Potential,” this document gives suppliers and print customers a comprehensive look at the trends that are driving packaging production today, and the technology needed to succeed in this new paradigm. The white paper is available now for download on the CHILI publish website.

Geert Fransen, Product Manager CHILI publish, authored the white paper. He notes, “There was a time when the purpose of packaging was simple: to contain the product and tell the consumer what’s inside. But today, packaging has evolved and is now a marketing channel in and of itself. As a result, packaging now needs to keep pace with the marketing trends that help brands to get – and keep – a prosperous connection with the consumer. It’s a much more complex process, and that’s why CHILI publish developed this white paper. We wanted to give suppliers and print customers a solid understanding of the technology they need to succeed in this new packaging paradigm.”

In this newly published white paper, CHILI publish helps suppliers and print customers understand the processes and technical solutions that are needed to fully employ these “– ization” differentiators and create digital packaging that speaks to the consumer in a variety of ways, including: Customization - seasonal or promotional elements that are added to a standard package design for a temporary campaign, or colors that are altered for a limited edition. Regionalization – elements on the packaging that differ from region to region, especially legally required labeling information. Individualization – going beyond personalization and tailoring an entire package to one person, including their favorite color, the shape they best respond to, fonts, mood, images they like and ofcourse their name.

Digital communications have transformed the relationship between brands and consumers. Marketers are now able to capture and use more consumer data than ever before. In exchange for all this data, consumers expect to receive targeted, personal communications from their brands at each stage of the buying process - including packaging.

To meet this demand for individualized products, it is not enough for packaging providers to understand the need for personalization; they must also fully embrace the technology required to create packaging that goes beyond personalization and to “the –ization of differentiators.”

There is now a range of technologies available that let users easily and effectively achieve this type of individualized packaging. In the white paper, readers will find a vendor-agnostic discussion about these technologies and how they can be employed to ensure that packaging acts as a powerful marketing tool.

Geert Fransen, continues, “Making packaging part of your marketing effort is daunting for many brands and packaging suppliers. The goal of this white paper is to remove that challenge by giving readers an understanding of current technology that can best support the “– ization” of packaging at each step in the production process.”