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Print innovation: how commercial printing trends drive brand success

27 Oct, 2023

In today’s fast-paced digital landscape, it’s tempting to think that commercial printing and packaging is becoming obsolete. However, the truth is quite the opposite.

Yes, the digital revolution has changed the way that consumers interact with brands. But whether a consumer buys a product in-store or online, the physical product still needs high-quality printing and packaging to have the greatest consumer impact.

Print innovation, fueled by modern commercial printing trends in the digital age, therefore remains a powerful tool for businesses and brands to engage and captivate audiences, deliver unique and personalised experiences tailored to consumers, and incorporate sustainability practices and values into print services.

Let’s explore how commercial printing trends drive brand success and why working with a commercial printing company continues to be a vital component of a brand’s marketing strategy.


The impact of print innovation on brands

Print innovation holds a special place in the world of branding. Unlike fleeting digital ads or social media posts, print materials—when done well—can leave a lasting and tangible impression on consumers and invite a deeper connection.

Think about the elegance of a well-designed business card, the anticipation of flipping through the pages of a high-quality magazine, or the joy of opening a beautifully packaged product.

The look, feel, texture, quality and even scent of printed materials can evoke emotions and create lasting memories. This tactile experience enhances brand recall and contributes to a sense of trust, confidence and authenticity in a brand and its story.


Understanding modern commercial printing trends

Modern commercial printing trends have revolutionised print innovation, driving brand success in unique ways.


Graphics and effects

You may have noticed that modern printing and packaging sometimes looks like it’s jumping off the page—literally! Printing and packaging can now include slick visuals like “micromotion”, which can create different layered, shimmering or 3D effects depending on the viewing angle, and laser cutting, which can create subtle textures and feel on packaging.


Customisation and personalisation

Gone are the days of receiving marketing or branding material with the salutation “Dear Valued Customer”, which doesn’t make any customer feel valued at all.

One of the most prominent trends in commercial printing is customisation and personalisation. Brands are recognising the value of offering consumers an experience specifically tailored to them through personalised print and packaging materials.

Whether it’s printing a customer’s name on a direct mail piece or creating personalised packaging, customisation adds a layer of exclusivity and relevance to the brand-consumer relationship. This is achieved through Variable Data Printing (VTP) and can drive not only brand loyalty but also higher conversion rates.

There’s also the exciting integration of augmented reality, QR codes and personalised URLs, allowing printed materials to provide a bridge between the digital and physical worlds. Just think about how many times you’ve scanned a QR code to easily order off a digital menu, find information at the train station, or open extra media content at an art exhibition.

These attention-grabbing and immersive experiences can also provide brands with valuable data and insights on customer preferences, behaviours and desires, allowing future materials to be further tailored, enhancing the customer experience and building more brand trust.


Sustainable printing practices

Increasingly, consumers expect brands to do their part in reducing the environmental footprint of the entire supply chain, and sustainability and environmental responsibility are fast becoming standard across almost every industry.

Sustainable printing practices have emerged as a crucial aspect of brand strategy, with brands choosing to work with print and packaging suppliers who offer eco-friendly and recycled materials, soy-based inks, and energy-efficient and waste-reducing production processes.

Sustainable print materials not only resonate with environmentally conscious consumers but also reflect positively on a brand’s image by conveying its commitment to environmental responsibility.

At Rawson, we’re proud to offer industry-leading sustainability and environmental practices. You can read about how Rawson is making print and packaging more sustainable and environmentally friendly in our blog here, Embracing eco-friendly printing: a guide to sustainable printing services.


Digital vs. offset printing: a branding perspective

The choice between digital and offset printing is another important part of branding, and both have their advantages and applications.

Digital printing is a computer-based printing method that directly transfers digital files onto various printing materials, such as paper and cardstock. It’s ideal for personalised materials and smaller print runs such as business cards, brochures, posters and other marketing materials. Digital printing is known for its high quality and fast turnaround, and is capable of reproducing intricate details and vibrant colours.

Offset printing involves creating printing plates and transferring ink onto a rubber blanket before applying it to the printing surface. It’s great for large-volume print jobs due to its efficiency and cost-effectiveness at scale. Offset printing provides precise colour matching, consistent high-quality results, and can integrate a range of specialised finishes like embossing and foil stamping. Offset printing is commonly used for newspapers, magazines, product packaging and other high-volume print materials.

Your printing company can advise on which method is best for your specific job needs, your budget and your branding goals.


The future of commercial printing trends and brand success

Print innovation and modern commercial printing trends are integral to brand success. Print materials provide a tangible and enduring means of connecting with consumers in a world dominated by digital noise. By embracing customisation, sustainability and the latest printing technologies, brands can create authentic and memorable interactions with consumers, leading to loyal customers and growing sales.

Looking ahead, the future of commercial printing holds exciting prospects. As digital printing technology continues to advance, with a focus on improving efficiency and print quality, we anticipate the integration of more interactive elements and augmented reality into print materials, creating immersive brand experiences.

Keen to discuss how we can help elevate your brand through your print materials? Get in touch with the expert team here at Rawson.

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