Packaging as a vector of emotion: when digital finishing redefines packaging codes

An interview with Kevin Abergel and Joe Deboy explores the changes underway in the world of packaging, where digital ennoblement is asserting itself as a lever for sensory impact and commercial differentiation.

Guest on The Digital Embellishment Show on the JETforce, MGI Digital Technology's Social NetworkJoe Deboy, Vice President of Sales at Napco USA, a U.S. industrial company specializing in packaging, shared with Kevin Abergel an in-depth reflection on developments in the packaging market. A frank exchange, free from any promotional rhetoric, to decipher the challenges and prospects of a changing sector.

Napco's digital turnaround dates back five or six years. Joe Deboy looks back on a period when the company was still exploring how to effectively integrate digital printing and finishing techniques into the world of folding cartons. While visual rendering was gaining in richness, cutting, folding and gluing remained analog steps, often costly and inflexible.

To meet this challenge, Napco invested in high-speed laser cutting solutions. By eliminating the need for traditional metal forms, this technology has reduced production costs, shortened lead times and paved the way for a more sustainable approach. Joe sums up: " Less tooling, fewer adjustments, and faster execution ".

But this technological breakthrough is only part of a broader strategy. By combining printing, finishing and digital die-cutting in a single production workflow - particularly in the format B2 - Napco has put together an all-digital offering, which is particularly competitive for small production runs. A configuration that enables them to stand out from competitors still rooted in traditional methods.

One of the strengths of this transformation lies in its adaptation to new markets. When asked about the most receptive segments, Joe cites the cannabis, cosmetics and young brands sectors. These players operate in environments where distinction through packaging is crucial. Yet the economic trade-offs are complex: " When a 75-cent box is used to package a dollar product, the added value must be convincing. "he stresses.

This is where the emotional factor comes in. Joe stresses the importance of physical interaction between consumers and packaging. "Every time a customer takes a box in hand, the chances of a purchase increase. It's proven," he asserts. The aim is to create that moment of sensory contact that encourages the decision to buy.

Customer evangelism is an integral part of this role. Many are still unaware of what digital embellishment can do, even in the printing world. Joe prefers to start every discussion by listening to the objectives: "Showing a glossy effect isn't enough. You have to prove that it has an impact on sales," he says.

The issue of scalability is also addressed. If a brand goes from a thousand to several hundred thousand boxes, can digital keep up? Joe moderates: each technology has its limits. Digital excels in flexibility and customization, but analog remains relevant for very large production runs. We need to discuss this right from the start of the project.

To back up its arguments, Napco set up A/B comparative tests: one series of products with embellishment, another without. The results are unequivocal: the enriched versions win over consumers. However, purchasing decisions are often held back by finance departments. "It's not the creative people who hesitate," Joe smiles, "it's the financial managers, who demand concrete proof of return on investment.

Joe's speech is pragmatic: "If you're not interested in beautification, this may not be the right partnership."he confides. The challenge is not to sell at any price, but to accompany those who are looking for a differentiating tactile experience. For him, packaging is more than just a container: it must create an emotional bond, arousing desire through its texture, shine or relief.

With this in mind, Napco is exploring new substrates. The next step is embellishment applied to corrugated boxes, a segment that has yet to be fully exploited. Joe sees this as an opportunity for subscription brands and influencers, keen to create memorable unpacking experiences. Trials are underway, incorporating UV spotlights and metallic effects.

Throughout the interview, one idea runs like a thread: embellishment is not a mere coquetry. It's a strategic lever in a world where capturing attention is becoming a major commercial challenge. As Joe sums up: "It's not about selling gilding. It's about creating an experience that compels people to act.

Before concluding, Kevin and Joe talk about their forthcoming meeting at Amplify, one of the industry's major trade shows. An opportunity to show what digital technology can do for packaging today. Napco's objective is clear: to continue exploring, innovating and demonstrating that emotion also comes through packaging.