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Design of the Month – Digital Makes Customization Easy

June 15, 2022

As an ongoing feature, Velox will spotlight a Design of the Month that exemplifies the capabilities that exist today in digital direct-to-shape printing. The goal is to inspire and educate designers and brand owners to think beyond analog decoration to an exciting spectrum of colors, textures, finishes, and precise detail never before achieved. Enjoy!

Customized products are perceived as luxurious and special. They grab consumers’ attention while giving them the sense that extra thought was invested in them as individuals. Imagine a person holding a product in their hand that has original text in the language they speak (without a secondary label), or that includes the name of the city where they purchased it – what a way to personalize your product! It’s a powerful and effective marketing tool, though not often used due to the limitations of most current printing technologies.Take, for example, this customized hand cream tube series designed for “Boutique Hotel.” Each of the three tubes complements the others and highlights a different city where the hotels are located. The designer used different colors, text, and an iconic element of each city. Looking closer, you can see the common design elements (fern and leaves) differ in color and position for each tube. The use of gradients and rich color brings a high level of realism to the leaves. Together, the design creates a cohesive campaign that positions the hotel chain as one of quality, uniqueness and good taste. Digital direct-to-shape printing on rigid packaging, such as plastic tubes, makes this kind of customization easy to accomplish.

In contrast, plate-based technologies are not cost-effective to use for full customization. A way to work around this is to use the same design but change the color of a particular element. Using this technique, a series of partially differentiated packages can be created, but true customization is not feasible.

Digital decoration technology, on the other hand, enables higher levels of design freedom using a wider spectrum of colors, totally different design elements, and variations in text to create a unique look for each tube.

In addition to allowing easy and cost-effective customization of the tube design, the Velox IDS-PT 250 digital direct-to-shape decoration system also allows printing on the cap (as shown) and 360-degree decoration. The design is not interrupted by a gap, seam or overlap, which further enhances the appearance of luxury.

Customization like this has many benefits: it helps your products stand out on the shelf, creates a more personalized and memorable customer experience, increases satisfaction, and drives customer loyalty. And it’s all achievable with the right technology (and a great designer)!

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