Most of the truly innovative work in digital package printing is taking place at only a few companies. Kraft Foods, Coors Brewing, CL&D Digital and IdentiGraphics are among the handful of packaged-goods makers and converters that have found real success with the fledgling technology.

Despite these brave attempts, digital printing has not yet made a significant dent in the business, according to a just-released report by New York-based TrendWatch Graphic Arts. The study, "Packaging: Introduction to the Marketplace," confirms that digital printing—for today at least—is still looking for the respect it deserves.

Overall, only six percent of survey respondents see digital printing as a top sales opportunity for their businesses. Most who agree are product and marketing managers. No package designers give digital a thumbs-up, and these professionals are considered critical to successful applications of digital printing, the report says.

Interviews indicate that, on the whole, graphic designers in the packaging industry have little or no knowledge about digital printing. To them, digital presses are used for proofing very short-run samples, and that's about it, TrendWatch GA says.

Along with digital's use for short-run, targeted labels, cartons and flexible films, one truly successful application is creating comps. Without digital printing, packagers' options (especially with flex packs) are either to take these products to a comping press, an expensive choice, or to use laser prints. This makes digital printing a fast, cost-effective alternative because end-users can get comps in days rather than weeks, the report says.

Some converters use digital print to create test packages—say, 1,500 of each—to see which will work best in a particular sales region. Small companies are also using digital to create very short runs of finished packaging.

Sales samples, however, are among the fastest growing applications. By showing "live" samples to potential customers, rather than paper comps or other mock-ups, package printers can dramatically shorten sales cycles.

Customer awareness of digital print's capabilities is growing, albeit slowly, and the level of awareness varies by industry, says TrendWatch GA.

More info: 866/873-6310, www.trendwatchgraphicarts.com