Commentary & Analysis

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Emerging Technologies for Packaging Innovation

The Graphic Communication Institute at Cal Poly (GrCI), in partnership with Summit Media Group’s Packaging World, release a significant new study involving primary market research in packaging.

The research looks at four distinct groups of companies engaged in the packaging supply chain: consumer product companies, converters, contract packagers and commercial printers. It explores key issues facing the industry today such as the ability of packaging to enhance consumer marketing; standard stock keeping unit (SKU) proliferation and its impact on the packaging supply chain; digital printing as an emerging solution; and the potential for new technologies to create market disruption by challenging traditional converting processes and business models.

Emerging Technologies for Packaging Innovation provides insights into the packaging supply chain through assimilation of over 5,000 data points collected from 550 respondents. An insightful Executive Summary, prepared by Cal Poly prefaces the data and dives into issues including:

  • How technology is changing the way consumer product goods brand owners package and market their products
  • How label and packaging converters are responding to the demands CPG companies are placing on them
  • The extent to which digital printing is recognized as an emerging solution among various groups in the supply chain
  • Perceptions and adoption of augmented realty, near field communication, 3D printing, and printing electronics
  • Whether new entrants to the packaging supply chain will challenge converters through the adoption of digitally enabled technologies

According to Harvey Levenson, past GrCI Director at Cal Poly, “This research project is seminal in its multi-disciplinary approach at the intersection of marketing, packaging, and graphic communication. It’s clear that packaging is the next medium to be revolutionized through digital technology.”

Joe Angel, president and CEO of Summit Media Group, Inc. added, "The impact on marketing via packaging technology continues to be an evolving area and will be for a long time. We are privileged to partner with an outstanding institution like Cal Poly on this ground-breaking research.”

This research drew broad interest when announced earlier this year, with an extensive group of sponsors participating including: Graphic Arts Show Company (GASC); Tag and Label Management Institute (TLMI); PMMI, The Association for Packaging and Processing Technologies; Contract Packaging Association (CPA); Paper, Film & Foil Converter (PFFC); Converting and Package Printing Expo (CPP Expo); Hewlett Packard Company; Xeikon America; Heidelberg USA; Coveris Global; Indopoly Swakarsa; Canon USA; and Domino USA.

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