Your printing partner plays a key role in achieving this desired outcome. It must be ensured that the final print of the design translates your brand’s essence and forms an emotional connection with its consumers. In addition, each industry demands unique printing solutions that align with government regulations and compliances. For instance, primary packaging for a pharmaceutical product demands stringent safety features whereas luxury cosmetics packaging focuses heavily on conveying the product's value. Thus, an ideal printing partner could help you with a selection of printing techniques to deliver a quality that aligns with both the industry compliances and consumer expectations.

The 5 common printing techniques applied in retail packaging printing are - Screen, lithography (offset), flexography, rotogravure and digital. Choosing the optimal printing solution depends on your specific needs such as packaging type, material, quality, quantity, and the perception you want to create. If your product falls in a category which requires high-quality prints with precise colour accuracy, rotogravure printing is a common choice, provided the material chosen is plastic or flexible. The technique changes with the material - if it is paper (PU, PP) based, lithography (offset printing) is selected. Similarly, if you need to print out a small number of units, probably for sampling or market testing, digital printing can be considered. 

The choice of packaging type or format can determine the required printing technology and vendor specialisation. It's important to note that each printing technique has varying capabilities when it comes to applying ink on different substrates.

Packaging comes in multiple formats, ranging from bottles (round, square, long neck, cylinder, etc.) to pouches (pillow, standing, gusseted, spout, side sealed, custom shaped, vacuum, etc.), jars (wide mouth, double-walled, paragon, economy, etc.), cans (tin, cylinder, rectangular, square, irregular, etc.) and boxes (rectangular, cube, custom shaped, etc.).

Similar to packaging types, there are several material forms. Including metal (aluminium, copper, steel, etc.), wood, rubber (natural, synthetic, etc.), paper, plastic (PU, PP, etc), cloth (cotton, synthetic, etc), leather etc. The characteristics of the material such as texture, flexibility and surface finishing are crucial factors when selecting a printing technique. 

Let us take a look at a few scenarios, 

If you are printing on paper, techniques considered are Digital Printing (only for small print runs), Offset Printing (for large print runs), Screen Printing (for 800 - 1000 copies ) and Direct Stamping.

However, screen printing is not typically recommended for image printing, as the image quality maximum would be only 72 dpi. Also, not ideal for printing complicated designs and high quality.

Likewise, Direct stamping offers mostly single and flat colours. Ideal for less complicated designs with low accuracy and finishing needs. However, if an unfinished look of stamping and screen printing is chosen as your design style, then it is recommended. 

If printing on glass, Screen Printing is considered. If printing on metal, both screen printing and direct printing (Gravure technique) are recommended, provided the print volume is large.

Each printing technique has its own pros and cons. Certain techniques may perform better on specific materials; therefore, it is important to select a method that provides the best results for your chosen material and format, optimising print adhesion and durability. Not all vendors offer all the five common printing techniques; instead, they specialise in one or two methods. 

- Offset printing is available in various machinery types, including single-colour, four-colour, and special colour options. 

- Print quality in offset printing can vary significantly, with capabilities ranging from 120 to 300 dpi. Similarly, speed and colour accuracy also differ based on the specific machine used.

- Heidelberg offset printers feature automatic colour correction, maintaining high-quality output even at faster speeds.

- In digital printing, both print quality and colour accuracy depend on the specific machine. It's important to consider whether you need variable data printing, speciality finishes, or personalised packaging options.

- The resolution capabilities of rotogravure printing machines also differ from one machine to another.

The quantity of packaging required can significantly impact the choice of the most cost-effective printing method. While some techniques may have a high initial cost for small print runs, they can become more economical over a larger number of units. For really small-volume print runs, a reasonable way to consider is purchasing ready-made pouches and opt for sticker printing with lamination that can extend their lifespan.

- Digital printing is often selected for short print runs due to its cost-effectiveness, despite a higher cost per copy, as there is no initial setup cost.

- Flexography and Rotogravure are commonly used for printing on flexible packaging types like pouches. 

- Screen printing is ideal for smaller quantities, limited colours, and designs without images, offering a low total cost despite a minimal initial investment.

- Offset printing is cost-effective for large-volume printing (>1000 copies) on paper pouches and boxes, with no compromises in quality and colour accuracy.

- The Rotogravure technique is cost-effective for PU and PP pouches, typically over 400 kg, providing good quality and colour accuracy.

The level of excellence each technique offers is different in terms of image accuracy and colour vibrancy. Certain printing techniques have limitations on colour output. For example, screen printing is often used for printing on glass bottles as it can apply ink evenly on curved surfaces and produce vibrant, durable prints.

Likewise, flexography printing is limited to 2-3 colours and cannot reproduce fine details of the image present in the design. When printing on cardboard, typically single-colour printing is opted. Rotogravure printing technique delivers high quality image dpi range.

Colour consistency of the offset printing technique may vary with a large number of printing.

Such limitations are important to be considered during the design process of a packaging that relies heavily on visual impact and brand identity. If your product falls into the luxury category and requires high colour accuracy in the final packaging, you must ensure that you have selected the right printing technique.

Each printing technique offers a different level of excellence in terms of image accuracy and colour vibrancy. Some techniques have limitations on colour output.

For example, flexography printing is typically limited to 2-3 colours and may struggle to reproduce fine details. When printing on cardboard, single-colour printing is often chosen. Rotogravure printing delivers high-quality images, making it suitable for detailed designs. However, the colour consistency of offset printing may vary with a large number of prints.

These limitations are crucial to consider during the packaging design process, especially for luxury products where visual impact and brand identity are paramount. Choosing the right printing technique is essential for achieving high colour accuracy and ensuring the final packaging meets the standards expected in the luxury market.

The regulations and compliances change with industry and packaging types. If your packaging is intended for food products, ensure that the printing technique complies with food safety regulations set by government agencies such as BIS (Bureau of Indian Standards). Industries such as pharmaceuticals and cosmetics, have strict regulations regarding product safety and packaging integrity. It is crucial to verify your printing partner is aware of all such industry norms to optimise production cost and time.