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cokeIn recent years there has been an increase in the popularity of variable data printing. In the past, the format was primarily used for marketing materials, in particular for personalisation of marketing materials. It is only recently that variable data printing has come into the mainstream as a viable alternative for printed packaging.

What is Variable Data Printing?

Variable data printing allows you to change aspects of your design to make it more relatable to specific sections of your audience. Most commonly, variable data printing is used to personalise direct mail campaigns. The customer’s name and address is printed on one section of the brochure or flyer, while the rest of the design remains the same across the campaign.

Variable Data Printed Packaging

That same technology is now gaining popularity for businesses with digitally printed packaging materials, thanks in large part to Coke’s ‘share a coke’ campaign. Coke used variable data printing to print the world’s most popular names onto over a billion bottles of Coke, inspiring customers to ‘share a coke’ with their friends, family and loved ones. The campaign was hugely successful and as a result the popularity of variable data printing for packaging materials is on the rise.

Ideas for Variable Data Packaging for Your Business

1.       Nutritional Information

If you’re distributing foods to a variety of countries where the legal requirements for what information is required on the back of products might differ, then variable data printing can help to fulfil your legal obligations while maintaining credibility and professionalism.

2.       Location Specific Design

Why not consider one set of packaging for your Melbourne customers and another for those located in Sydney. You could feature fun facts about the cities, or incorporate a design that celebrates each city’s landmarks.

3.       Product Tracking

Variable data printing on packaging would allow you to individually number each of your products, rather than an entire shipment or ‘run’. This would be particularly useful for designer products that require registration.

With variable data printing you’re only limited by your imagination. Contact the team at Kwik Kopy today to discuss your ideas – or ask for ours!

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