Digital printing has led to an influx of limited edition packaging concepts. But has the segment run its course?
We are all wired to get excited by things that exist fleetingly.
Brands have been taking advantage of the boost limited editions give their products for a very long time.
But when digital printing arrived, limited editions surged.
And therein lies the rub, as they say.
The premise – and the appeal – of limited editions is that they are enjoyed rarely.
Take Christmas, for example. Would Christmas be the crowd-pleasing spectacular that it is if it came every month?
Limited editions, however, are great for the packaging industry.
Not only do they promote business, they promote the importance of packaging as a driver of sales.