Screen International expects personalisation applications to unlock the market for digital in the packaging sector, says Mark Sherman, area director for the Middle East and Sub-Saharan Africa.
But digital solutions such as the Truepress JetSX are not set to take the place of conventional solutions, he told Packaging MEA.
“Digital printing in any sector is rarely about replacing something that can be done with conventional methods – offset or flexo remain the most effective way for producing any work in volume,” he said.
“Digital printing provides an opportunity to do something different and at the moment this means the Truepress JetSX is a niche product aimed at packaging innovators who recognise the added value that personalisation and customisation can bring. There is a whole new business of ‘gifting’ being developed around the capability of this machine and introducing the emotion of a personalised message can add significant value to any gift.”
Screen is already making inroads into the regional packaging sector with imaging technology such as its PlateRite FX87011 thermal CTP, he added.
“Screen has achieved significant success in the flexo CTP market with installations across the region and in different packaging sectors including labels and cartons,” said Sherman.
At Labelexpo in Brussels, Screen launch its first inkjet press dedicated to producing labels.