Introduction
Flexographic printing method is often preferred in the field of packaging. The rationale for the selecting of this print method for the first smaller runs of the new products rests on the evidence that the technique leverages the attributes of the flexibility of the printing plate. Besides, it possesses the low viscosity ink that renders it appropriate for application on almost every substrate ( Klimchuk & Krasovec, 2013) . Hence, the choice of this method will enhance the print quality of the new product.
Print Methods
Flexographic Printing Technique
Flexographic printing represents the current version of the letterpress method of printing. Essentially, this type of traditional technique of printing can be applied on nearly every substrate such as metallic coating, fabric, label stock, plastic, cellophane, as well as corrugated cardboard. The method utilizes semi-liquid inks that dry fast ( Bear, 2017) . Notably, the printing process may be performed easily with the application of a digital printer. The combination of powerful MIS with flexible production system is critical in transforming a label-printing firm. For example, the Blue Label Digital Printing integrates Cerm MIS with Esko Automation engine, incorporated in the production system, to step up the production with a sizeable number of employees while multiplying the number of sales ( Greasley, 2016) . By levering on the capability to be employed effectively on nearly all substrates, flexography printing is more current and hence deemed effective in the production of the smaller runs, but this can be extended to the larger production runs.
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In the modern era of digital printing, the flexographic technique has the edge over the other printing methods. The technique is relevant in areas where large production is required. It has the capacity and is effective in the packaging of products as well as labeling ( Klimchuk & Krasovec, 2013) . By having the capacity to print in large scale, the approach is much applicable not only to the smaller runs of the new product but also to the large runs since it does not compromise the aspect of quality in the production of labels.
Flexography printing is relatively fast and hence helps in lowering costs. The method utilizes flexible photopolymer plates for printing that are covered around the revolving cylinders occupying the web press. It has also the component of some inked plates with an image that is raised to a smaller extent. They rotate at high velocity to enable the transmission of the image to the specified template ( Bear, 2017) . The fast rotation is crucial because it ensures efficiency and facilitates massive production, specifically print labels within a short span of time. Firms printing labels for packaging of different products may benefit from this advantage to make them cut down on more operational costs that are often identified with slow systems of production. For example, a slow system may tend to take much power and energy that drive the printing process. It also has been evident that production processes that move at relatively slow pace may require a lot of human labor, a situation that results in the escalation of costs to run the venture. The inclusion of the flexible photopolymer plates with cylinders that revolves at a rapid pace makes the technique desirable in the mass printing and cutting down on the operational costs.
Flexographic printing has the attribute of flexibility that renders it capable of printing on different surfaces, including the absorbent materials as well as the non-absorbent ones. Both the smaller runs and the larger runs can be based on absorbent materials as well as the non-absorbent materials with less difficulty because the technique has flexography ink that works effectively on these surfaces ( Bear, 2017) . The method is appropriate for printing continuous patterns, including wallpapers as well as wrap. Since it can be applied in these areas, it is suitable for printing packaging materials. The flexography ink makes the method practical while printing labels on the absorbent and non-absorbent surfaces.
Flexographic technique comprises rolls of different materials that create room for the production of large orders. The massive orders can run effectively with less interference of reloading the material substrate ( Bear, 2017) . The characteristic is unique compared to the various sheets of paper applied in the offset printing.
Justifying the Choice of the Flexography Technique
The rationale for the selection of flexography in the production runs lies in its advantages. It performs relatively at high speed ( Greasley, 2016) . As mentioned early, speed is a component of cost-reduction as slow processes tend to consume much energy, and thus the aspect of cost-saving is compromised in the process. More workforces will also be required to complete a task that ought to have been completed in within a limited time with a limited number of laborers. These cost elements add up to the overstretched costs incurred in the production process, and these costs are ultimately passed down to the final consumers ( Soroka, 2009) . It implies that the costs of printing the runs will escalate and once this happens, the end-users of the product will have to cushion the costs incurred in printing the labels. The manufacture of this product can only recoup the costs by charging more and thus pricing the product highly. Nevertheless, the strategy may fail in the long-run as fellow business rivals may use this weakness to their advantage by launching competitive pricing strategy that has a relatively lower labeling and packaging costs. Hence, the speed of flexography is an instrument deemed to cut down more operational costs.
Paper Printing Methods
The alternative methods that can be used in the production runs include the paper printing techniques such as offset solvent-based method of printing, UV printing, and electron beam printing. Paper materials are highly porous and absorb a lot of ink and thus the need to apply specific formulation to obtain desirable results ( Soroka, 2009) . For example, paperboard will require specific finishing before printing, such as coating with calcium carbonate or kaolin to make it smoother and even for the ink to settle.
Offset solvent Based Printing
The method requires the dispersal of pigments in an oily solvent such as mineral oil. The reason for this is that printing on paper-based materials does not require a fast evaporation of solvents as seen in the case of printing plastics ( Soroka, 2009) . The ink is initially soaked into sheets of fiber and is fixed after some hours. The technique may involve the use of hydrocarbons that are not fit for printing packaging materials for food items.
UV Printing Method
The technique uses ink that is not a solvent but comprises photosensitizers and photoinitiators molecules, coupled with oligomers and monomers pigments. One the printing is done, the process exposes the paper-based material to UV-light ( Soroka, 2009) . Nonetheless, the method is not advisable for printing packaging materials for handling food items since the volatile photoinitiator may spread easily to the foodstuff.
Electron Beam Method
The technique attempts to mitigate the risk of transfer issues cited in the offset solvent-based printing method and UV printing method. The efficiency of the mitigation process is achieved through the presence of electron beam that facilitates the curing process ( Soroka, 2009) . Owing to the complexity of the application and high capital expenditure to set, maintain and operate the electron beam, it is not a common technique.
Conclusion
Flexography printing method is preferred to the offset solvent-based method of printing, UV printing, and electron beam printing techniques because it is efficient, fast, and relatively cheap and hence making it suitable to the production of the smaller runs. It will also be appropriate for the larger runs since it has the capacity to realize massive production with limited constraints of time and resources. Hence, developing retail packaging for the new product should consider the application of the flexography printing technique.
References
Bear, J. (2017). Flexography . Retrieved from: https://www.thoughtco.com/flexography- printing-technique-1074610
Greasley, S. (2016). What is the Best Type of Printing for Packaging? Retrieved from: http://howtobuypackaging.com/best-type-of-printing-for-packaging/
Klimchuk, M. R., & Krasovec, S. A. (2013). Packaging Design: Successful Product Branding From Concept to Shelf . New York, NY: John Wiley & Sons.
Soroka, W. (2009). Fundamentals of Packaging Technology (4 th Ed.) . Institute of
Packaging Professionals U.S.A.
