Ralf Sammeck, executive vice president for the sheetfed product house, welcomed some 450 print pundits
from over 40 countries to the two-day open house at KBA Radebeul
K
eynote speaker, Thibaud Carlier, EMEA Purchasing Group Manager for
Carton and Labels at Procter & Gamble, outlined some of the demands
which brand manufacturers place on packaging. Alongside its transport,
storage and dispensing functions, packaging should stimulate the
consumer to make a purchasing decision. The form, visual design and feel
of these ‘silent promoters’ at the point of sale play a decisive role. Packaging
is an instrument of communication. Further important requirements and
functions include product compatibility, reproducibility, cost effectiveness,
information on the contents, product protection, compliance with laws
and regulations, added utility value and environment-friendliness.
Countless channels are available to influence a purchasing decision, but only
a few relate directly to packaging. Furthermore, there is a clear divergence
between the in-store and in-home roles of packaging. According to a study
conducted by Pro Carton, in-store packaging is a top performer across all
categories. For a whole range of product types, from food, via cleaning
products to personal care, non-prescription drugs and cosmetics, it is the
packaging which determines more than 50 percent of purchase decisions.
Packaging should speak the media language
Packaging is the only medium which is guaranteed to attract the attention of
100 percent of the target group. Consequently, it should also speak the media
language, with eye-catching decoration and shapes, with an image to promote
the product, and with qualities demonstrating sustainability. Since packaging
has become media, its lifetimes are shorter and volumes are smaller. Flexibility
is essential – and that also places new demands on the equipment and
technologies used for printing.
Jürgen Veil, KBA Key Account Manager for Packaging, presented the broad
spectrum of possibilities for inline finishing and product refinement in sheetfed
offset. Under the heading ‘Xtreme Product Diversity’, he described not only
established coating variants, but also sophisticated multiple coatings with
interesting special effects, for example, the process of micro-embossing,
which was demonstrated. Another valuable option is inline die-cutting.
KBA will soon be offering its cold-foiling solution in large format.
Effectiveness and efficiency were the twin themes of the presentation given
by Sascha Fischer, head of KBA complete services & key account manager
Europe. He introduced the range of products and services available from KBA
to facilitate long-term effective and efficient operation for both new and existing
presses. Job structure analyses, configuration checks, production simulations,
retrofits and upgrades, approved consumables under the brand name Press-
Consum, performance assessments and service agreements are all factors
which contribute to more effective production. Efficiency, on the other hand,
can be enhanced through corresponding training for operators and
maintenance staff, dedicated measuring systems on the press, production
data acquisition and evaluation, production planning and control, and
management information systems. Under the name ‘KBA Complete Services’,
the company offers integrated solutions and automation technologies, all
flanked by comprehensive advice and consulting services. KBA has joined
forces with numerous technology partners, for example, Kodak, Optimus,
Printplus, MBO, ClimatePartner, IPM, Perfecta, Montex and Müller Martini.
The print demos, such as the one shown here on a Rapida 145 with
Wolfgang Ley, head of the KBA customer showroom, were the
subject of great interest
Printed on 128 gsm Hi-Q Titan Gloss supplied by
I
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