The graphic industry is currently undergoing a transformation and focusing on technological innovation, changes in consumer habits and sustainability. At the recent Graphispag fair, consultant Jaume Casals offered an analysis of the current state of the sector, highlighting the processes, prospects for growth and key trends set to shape the future of the printing and visual communication market.
The graphic industry remains diverse, with a wide range of products and different processes competing in the global market. These include sheetfed offset printing, which leads the market with a 31% share, while the relevance of other sectors, such as newspapers, has significantly fallen, accounting for just 5%. Processes such as screen printing are still to be seen in specific niches, although they are being displaced by more modern alternatives such as digital printing.
Technologies like flexography and rotogravure are playing prominent roles in products such as labels and packaging. Digital printing in both small and large formats continues to expand, due to its ability to provide customisation and ensure shorter print runs.
Future trends and scenarios
Over the next four to five years, digital printing is expected to continue replacing traditional processes, particularly when it comes to commercial products and the label segment.
- Sustainability: in the packaging segment, the transition towards more sustainable materials such as those that are biodegradable and recyclable will be increasingly visible throughout the manufacturing process. The use of recyclable materials, especially paper, is increasing in developed markets, although plastic still predominates in developing regions.
- Innovation: advances in technologies such as inkjet are heralding improvements in quality and efficiency. This kind of printing is emerging as the dominant technology, due to the improvements in quality, speed and capacity for special applications like conductive inks.
- Diversification: generalised growth will be accompanied by a diversification of graphic products and services that respond to the growing demand for personalisation and speed.
- Automation: automation and efficiency are also priorities for graphic companies seeking to remain competitive in a demanding global environment.
- Consumption habits: Consumer behaviour is changing radically. Customers are placing increasing value on sustainability and demanding environment-friendly graphic products and processes. They are also seeking customisation, faster delivery times and greater transparency in production processes.
Customer-company relationships are also evolving. Models such as Web2Print are gaining popularity for standard products, while graphic companies are redesigning their sales strategies to focus on added value so as to help their customers to achieve their marketing objectives.
Challenges and opportunities
The future of the graphic sector cannot just be understood from a traditional standpoint based on price wars. Commercial and production strategies must be revamped in order to address the challenges of the current-day market, focusing on the need to diversify approaches towards the creation of added value and innovation in production processes. Instead of competing with regard to prices, it’s becoming crucial to redefine the value proposition. The key is to turn the graphic product into an essential tool for the success of customers, particularly in the marketing area, in which the goal is to create effective campaigns and products that generate more sales, not just a printing transaction. The challenge entails customising graphic products in such a way that they directly contribute to the customer’s success, beyond a simple technical solution.
In the field of production, one of the most significant challenges lies in the transition towards more efficient technologies such as inkjet printing, which has demonstrated benefits in terms of speed and quality and slowly displaced offset, particularly for high-volume print runs. This technology also creates new possibilities for specialised inks and innovative visual effects, allowing the industry to supply graphic products with high added value. However, quality remains a sensitive issue, as it’s often perceived as a restriction. To overcome the above, it’s vital to continue to develop and specialise equipment and processes, in such a way that customers can acquire unique graphic solutions combining the very best of technology and design.
Artificial intelligence (AI) is shaping up to be another tool that’s key to the future of the graphic industry. AI not only automates processes, it can also aid strategic decision-making, particularly in areas such as design and production. By integrating artificial intelligence into work processes, the industry can optimise planning, improve product quality and anticipate market trends. The challenge will lie in using AI not only to improve operational efficiency, but also to anticipate market needs, thus helping companies to remain competitive.
One basic aspect of the management of the printing industry is data collection and analysis. Many company processes are hampered by the lack of a system suitable for effectively collecting, validating and analysing information. Obtaining data is important, but it’s vital to know what to do with it. The integration of advanced information systems will make it possible to transform dispersed data into useful knowledge to facilitate decision-making, an essential measure for the adaptation to new market demands. The difficulty lies in the fact that many companies still fail to convert these data into specific actions. Operators feel discouraged when the data they collect aren’t effectively used to improve processes, an issue that affects the quality and productivity of operations. The challenge involves not only the collection, but also the interpretation and implementation of strategic decisions based on real and reliable data.
The future of the graphic industry is characterised by the need to adapt to an increasingly digitised and interconnected environment. The challenges include reinventing customer relationships, updating production processes and integrating data management systems to facilitate more informed decision-making while focusing on sustainability. Only by means of specialisation and ongoing adaptation will the graphic industry be able to continue evolving and identifying new opportunities for growth.
Cristina Benavides, Graphispag contributor
