Digital print has taken hold in several areas in commercial print and book publishing, driven by the need to maximize the return on the investment (ROI) in print. However, packaging print, book printing, and commercial printing are all very different. Books are printed, sold, shipped, inventoried, and often unsold and returned. Print-on-demand has proven to be an effective way to reduce waste. Variable data printing (VDP) and personalization have been shown to increase the effectiveness of direct mail. Can these value propositions apply to digital print for packaging? If so, why haven't we seen more digital print in packaging?
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