Photonic Printing

White Paper May, 2019

Engaging Packaging for the Connected World

DataLase.com White Paper May, 2019

10 Introduction Electrostatic Digital Offset (Indigo) 9 The history of printing starts Dot Matrix Printer, Inkjet 8 as early as 3500 BCE, with Laser Printer Global population (billions) 7 Persian and Mesopotamian CIJ Screenprinting people using cylinder 6 Flexography seals to certify documents 5 written in clay, and other Offset Lithography 4 European Movable Type Rotogravure early forms including block (Johannes Gutenberg) 3 seals, pottery imprints Rotary Printing 2 Woodblock Movable Type Movable Type and cloth printing being Printing (Wood & Porcelain) (Metal) Intaglio Lithography in evidence. 1

0 The ubiquitous nature of 2nd 10th 13th 15th 18th 19th 20th 21st innovation today within the Timeline (grouped by century) print sector is therefore no Figure 1: Advances in printing technology occur at periods surprise considering the of rapid global population growth. longevity of its existence. Fast forward in time and in the 15th The drive for innovation continues Digital printing, estimated century we saw the development of and it seems that advances in movable type and alphabetic scripts printing technology align with at around 5% of label emerging to establish the book periods of significant global printing today, and more publishing industry. The human need population growth (see Figure 1). to share and protect knowledge Viewed philosophically, this suggests surprisingly less than 1% 2 drove innovation in text printing that as population increases there of overall packaging and pushed providers to find unique is a greater requirement for new printing today, offers ways to increase the speed and print technologies to help satisfy efficiency of image reproduction, the demands of more people and significant benefits to while all the time reducing cost ever changing trends and tastes. printers seeking short and complexity. Each new solution builds upon the foundations of what has run, cost effective, fast Today, printing technologies – come before to enable a closer turn around work with thermal, pad, lithography, connection between message acceptable quality. flexography, gravure, screen and sender and receiver. digital inkjet – are commonplace Over recent years, project run around the world, meeting the Digital printing has been lauded lengths have decreased significantly needs of text and imagery com- as a revolutionary solution for and job complexities have increased munication in multiple industries, commercial printing that would across the packaging sector, with formats and on a range of enable significant advantages to the use of intricate die cut designs, substrates for a multitude printers in terms of run length ever increasing numbers of tactile of different applications. economics, print flexibility and or special finishes, as well as the service. Whilst digital printing development of clever mass- Whilst the history of modern has certainly secured its place customised marketing campaigns. printing dates back to 1439 and in the home, office and the development of the Gutenberg engineering environments, Take the Coca-Cola ‘Share a Coke’ Press, digital printing, the latest real its use is growing but still remains campaign as a great example of breakthrough in print innovation, somewhat complementary to its digital printing. It enabled the occurred only in the early 1990s with contemporaries in the main high printing of just 100,000 bottle labels 1 the vision of Mr. Benny Landa, who volume print market , packaging. with an individual name, over a flexo launched the world’s first digital pre-printed substrate. colour printing press at IPEX in 1993.

Photonic Printing | Engaging Packaging for the Connected World 2 White Paper May, 2019

Digital printing allows What is Photonic Photonic Printing involves printers to work to a tight Printing? a two-step printing process; deadline, for small jobs one traditional, one new: Taken literally, ‘Photonics’ is an area it is less expensive than A flexographic or of study that involves the use of Step 1: rotogravure printer, using their its litho or flexo equivalents, radiant energy (such as light), whose traditional printing assets and fundamental element is the photon. frequent changes to methods, lays down a ‘patch’ Photonic applications use the of laser-reactive coating containing substrate can be easily photon in the same way that the patented DataLase pigment. electronic applications use handled and the mock Applying the patch should be the electron. up / proofing process considered in the same way as simply applying another colour is simplified; the print Photonic Printing is a new to the print job, even though printing technology developed proof is exact to the the functional coating can by DataLase, a SATO company, be transparent. intended run. that utilises light, specifically created by a laser, in combination However, despite continuous focus with a pre-printed functional coating The patch size will depend on the on improvement, the benefits of which is designed to be reactive specific end use application and digital printing haven’t yet been to the light source. It unifies the can even cover the entirety of able to surpass conventional benefits of traditional analogue the substrate if so desired. printing to properly address print methods (typically flexography simple SKU reduction, language or gravure) with the flexibility differentiation, improved and highly versatile nature forecasting accuracy, or the true of digital printing into a novel personalisation of packaging. inkless-at-the-point-of-printing late-stage personalised printing Digital printing therefore largely solution (see Figure 2). remains in the domain of the traditional printer/converter of packaging, which is too far from Medium/long run mass Short run produced printing customised printing Late stage the consumer stage to be truly variable data printing responsive to change in real time. To make print more relevant and able to satisfy the ever changing Conventional ‘Analogue’ ‘Digital’ Variable 150mm trends and tastes, the printing Printing Data Printing x process needs to move closer 100mm to the consumer.

A new generation of technology innovation is therefore required Late stage if printing is going to truly meet the personalised printing needs of today’s highly competitive, fast turnaround, packaging printing market. Printer converters are Photonic governed by brand owners and Printing 150mm retailers who demand true, cost x effective, innovation to drive their 100mm competitiveness, market share and ultimately, consumer ‘Inkless Digital’ loyalty to their brand. Figure 2 – Photonic Printing unifies analogue and digital printing Step forward Photonic Printing. to deliver truly personalised packaging solutions.

Photonic Printing | Engaging Packaging for the Connected World 3 White Paper May, 2019

Figure 3 shows an example of a patch printed label for a bottled drink. The finished label, complete aqua pura with DataLase patch, is then shipped to the printer’s customer (e.g. the bottling company). aqua pura out the Winners Scan this code and find 75cl Step 2: At the packer/filler, in our example at the bottling Natural Mineral Water TYPICAL ANALYSIS (mg per litre) company, the conventionally aquaaquapura pura calcium 55 magnesium 15 sodium 5.0 potassium 0.5 bicarbonate 225 chloride 9.0 sulphate 9.0 nitrate 3.5 printed patch-coated labels have silica 7.0 dry residue at 180˚C 210 pH at source 7.6

Bottled at Aqua Pura Source at Aqua Pura Spring, the variable data printed just before Camarthenshire Wales SA19 5TT Cup C’MONFinal aquaaqua purapura the labels are applied to the bottles out the Winners YOU REDS WEMBLEY 2019 out the Winners

Scan this code and find 5 781210 003632 Scan this code and find Store out of direct sunlight. Once opened, 75cl store in a refrigerator and use within 3 days. by a Photonic Printing system, such 75cl Do not refill or reuse this bottle as the VAReLase Label Solution as Figure 4 shown in . Essentially, the Natural Mineral Water TYPICAL ANALYSIS (mg per litre) aquapura calcium 55 magnesium 15 DataLase laser-reactive pigment Figure 3: An example of sodiuma patch5.0 potassium 0.5 printed label. bicarbonate 225 chloride 9.0 sulphate 9.0 nitrate 3.5 silica 7.0 dry residue at 180˚C 210 contained in the coating changes pH at source 7.6 Bottled at Aqua Pura Source at Aqua Pura Spring, colour once exposed to the laser Cup C’MONFinal Camarthenshire Wales SA19 5TT aquapura

out the Winners YOU REDS (photons) providing a permanent, WEMBLEY 2019

Scan this code and find 5 781210 003632

Store out of direct sunlight. Once opened, 75cl store in a refrigerator and use within 3 days. durable print. Do not refill or reuse this bottle

Today’s Photonic Printing technology enables the high speed printing of variable graphics, text and barcodes in high quality single colour with gradient capability. The variable data can include graphics, ingredient information, ethical sourcing statements, expiry dates/lot codes, Figure 4: VAReLase Label Solutions by DataLase allergen information, prints variable data on the laser-reactive patch. language variances, invididual consumer level, printing The ability to ablate with a laser promotional codes or personalised messages and offering is largely dependent on the any other type of message analytically determined discount specific substrate. Print speeds incentives. Whatever the event are also limited by the amount of relating to the product or the occasion, if there is an information being printed, meaning or consumer. opportunity to use packaging there is little room for flexibility to to deliver relevant marketing adapt to changing future demands, Similarly, Photonic Printing can campaigns that truly connect with particularly if the changes are driven deliver a consumer engagement consumers, whilst at the same time by legislation. Photonic Printing is a marketing campaign for brands delivering highest value and returns much quicker printing process that seeking to leverage exposure for the brand, then Photonic enables high resolution graphics, at key events. For example, Printing is the only solution. text and barcodes to be printed during special events such as at speed, and as long as the The Olympics, World Cup or any The use of laser systems in laser-reactive patch has been other sporting event, a tailored industry is widespread, but this printed following DataLase best message for a specific market or is generally for ablation processes practice, the print quality will event (local, regional, or national) and the marking and coding of be consistent regardless can be printed, even down to the expiry dates and lot codes only. of the substrate.

Photonic Printing | Engaging Packaging for the Connected World 4 White Paper May, 2019

A reduction in SKUs supports development and marketing What are the benefits inventory and transport reductions, strategies. By postponing the of Photonic Printing? cashflow improvements, as well stage of pack printing to the latest as less overall waste. For instance, point in the supply chain process Benefits of Photonic Printing if a brand wants to carry out a and closer to the consumer, such for the supply chain personalised campaign that displays as at the point-of-sale, brands are customers names on the bottle able to deliver late-stage, or even By postponing the actual point label, instead of running 100,000 last-stage, customisation to their of print to the latest stage of labels of each name and then packaging, thus enabling real-time production, at the point of packing mixing the bottles in the packing responsiveness to events, markets and filling or even at point-of- process, taking 12 weeks to deliver and consumer trends creating timely sale, brand owners are able to the project end-to-end, each patch relevance and brand loyalty. maximise their forecasting data printed bottle label can utilise accuracy and minimise waste. Photonic Printing by producing Packaging information can Analytically derived messages and whatever combinations of names personalised recommendations required just before the label is be tailored to a moment can be printed directly onto the applied to the bottle; real-time, or occasion in a very short product to help encourage impulse on-time and efficiently. timescale. A celebratory buying behaviour, brand loyalty and increased revenues. For example, Using a pre-printed functional message about a soccer for seasonal products e.g. sun coating exposed to a laser light, score, the winner of the tan lotion, if the weather forecast at the latest point in the supply changes, discount codes or time- chain, eliminates consumables French Open or ITV’s X limited promotions can be applied from production areas; no inks, Factor, for example, can be to each product to boost what no mess – just an efficient printing printed on products and may become slacker sales than process that requires minimal anticipated. This can happen in operator intervention to help be on shelf within hours of real-time, right at the point of the improve operational efficiency, the event. Photonic Printing weather forecast update coming increase productivity and enhance through to the packing hall. Time sustainability credentials. will necessitate advances delays are eradicated and excess in logistics and delivery to production quantities are avoided; Benefits of Photonic Printing ensure that the consumer’s this reduces costs, waste, inventory for brands and retailers and maximises retailer satisfaction. appetite for the here and In recent years, both brands and now through products and Photonic Printing enables single retailers have been subjected to packaging is satiated. pack personalisation – individual significant change in the retail packs (not runs) can be printed environment. With the advent of As with all new technologies, a new with variable information at the online shopping, the demands digital infrastructure is required latest point in the supply chain. of the new i-generation, to integrate with brands’ current Traditional packaging printing dominance of discounters and workflow processes. Using a methods usually involve pre- huge growth in start up brands Photonic Printing solution removes printing of pack stock keeping created by internet trading, both the complexity for the brand owner units (SKUs) which are stored parties are seeking new and whilst offering operational and for call off as needed. Photonic innovative ways to make their marketing benefits. Graphics chain Printing negates the need for products stand out from the management becomes easier, printing and storage of multiple crowd. They want to increase providing brand owners the power SKUs. Generic information can their consumer engagement and to manage their own promotions at be pre-printed and variable data, sustain the narrative to build the touch of a button. such as languages, flavours, or brand loyalty and beat off the marketing messages, can be mounting competition. postponed to the last point prior to shipment. Only one SKU needs Photonic Printing is an exciting to be prepared in readiness, and unique consumer engagement not multiple SKUs for the many tool allowing true packaging demands of today’s typical personalisation and customisation, fragmented brand portfolio. which is integral to brands’ product

Photonic Printing | Engaging Packaging for the Connected World 5 White Paper May, 2019

Having greater flexibility in using behaviour, encouraging appropriate variable data enables the brand disposal of a product, avoid littering What next for to offer enhanced consumer and rewarding responsible recycling Photonic Printing? engagement opportunities to drive for example (see Figure 6).This helps sales by printing more relevant brands and retailers meet their Photonic Printing is highly content more often and more Corporate Social Responsibility versatile and can be adapted quickly. This high shelf appeal (CSR) commitments and clearly to a wide range of packaging strategy creates a positive communicates the importance the substrates and applications. consumer packaging experience brand is placing on CSR in the way It is currently targeted for use that lasts long after the point of the pack is presented to them. in the food and drink, home purchase, generating long-term, and personal care sectors and even lifetime, product and brand Finally, and again very importantly, a wide range of QSR / food engagement. Facebook reminds in the light of recent food safety service applications. us of anniversaries and events scares, late stage customisation by reshowing previously posted of packaging can effectively be The opportunities for increased images. What if a brand could used to tailor allergen advice supply chain efficiency and brand offer a similar level of engagement and nutritional information when engagement are endless when through its products and packaging changes are required at short Photonic Printing is deployed to keep consumers coming back notice. For example, an ingredient effectively in the new pack for more? Photonic Printing makes needs to be swapped out due to a development process. all of this possible. stock-out situation or there is a legislative change mandated. Personalised individual consumer- One generic SKU can quickly orientated marketing campaigns have real-time variable data can also be executed to create applied and the food safety greater relevance to the brand’s challenge is resolved. With no target consumer group, driving consumables required, it is higher value for the brand owner impossible to run out of in turn. appropriate labels to specify legally required information. In the food service and quick service restaurant (QSR) sectors, for example, Photonic Printing solutions, such as VAReLase Cup Solutions by DataLase, can be connected to exploit consumer ‘big data’ developed by brands. Just by scanning a smartphone app at the point of purchase, or ordering ahead via a loyalty app, a personalised message can be printed directly on packaging that incorporates a DataLase patch, such as disposable paper cups.

The messages are tailored to the individual customer’s recent purchases and preferences, offering competitions, promotions or discounts, to encourage repeat or higher value purchasing, driving engagement and loyalty.

With sustainability at the forefront of consumer concern and media attention, Photonic Printing can also Figure 5: VAReLase Cup Solutions by DataLase turns a generic paper cup be used to drive positive consumer into personalised packaging and can help encourage positive consumer recycling behaviour.

Photonic Printing | Engaging Packaging for the Connected World 6 White Paper May, 2019

Photonic Printing is clearly can bring many advantages With the global population set set to change the way brands to the various stakeholders to increase significantly over the engage with consumers. coming years, the market is ready It will revolutionise marketing along the supply chain at for new printing technology to campaigns, allowing consumer significantly lower cost than enable brands to engage with preferences, trends and emotions consumers through packaging to be reflected in products, other print alternatives, on a one-to-one level. strengthening brand engagement which is an added bonus and loyalty. It will truly give packaging a voice, making it when bringing a new This is the a more valued part of the marketing printing solution to market. age of Photonic mix, and will ultimately increase the time brands are able to DataLase is continuing to invest Printing – Engaging engage with their consumers. in the future of Photonic Printing and is excited about its potential. Packaging for the A true win:win technology, New and innovative Photonic Connected World. Printing solutions are in the pipeline Photonic Printing unusually with the goal of providing the entire simplifies, not further packaging world – from designer to converter to retailer and brand – complicates, the packaging with faster speed to market and supply chain process when reaction times, increased operational it is introduced. Most new efficiency and further enhancement of brand engagement capability. print innovations require some adjustment or adaptation to the supply chain and workflow to cope with the additional complexities of supply. In the case of Photonic Printing, the technology

Notes *1 Packaging represents c.50% of all printing worldwide Bolanča S. et al.: Packaging Printing Today, acta graphica 26(2015)4, 27-33. *2 According to Smithers Pira, digital packaging and label printing worldwide was valued at $10.5 billion in 2015 – and the digital print for packaging market will grow by an average CAGR of 13.6% in constant value (real) terms to 2020, with a print volume CAGR of 16.2% globally. But this is changing as new digital equipment to print on cartons, corrugated, flexibles, rigid plastics and metals is being introduced. Despite this projected growth, digitally printed output currently only makes up a small percent of packaging. Just 5% of labels are now printed digitally and less than 1% of all other packaging is printed digitally.

Photonic Printing | Engaging Packaging for the Connected World 7 For further information about DataLase Photonic Printing, please visit: VAReLase.com