Hybrid: A natural next step in the evoluton of flexo
Meyers’, Dave McConnen, Chief Operating Officer talked to L&NW Magazine about what’s exciting about the growth of hybrid technology, which combines both digital and flexographic units into a single press.
Optimizing Print Production: The Intersection of Digital and Flexographic Printing
The Traditional Trade-Off: Choosing Between Digital and Flexographic Printing
For years, brands and packaging specialists faced a challenging decision when selecting printing technology for their label projects. The choice typically involved significant trade-offs: you could either benefit from the short make-ready times and easy customization capabilities of digital printing, or you could leverage the superior decorative capabilities of flexographic presses for high-end embellishments. This decision often meant compromising on either efficiency or visual impact, forcing brands to prioritize one aspect of their packaging over another.
The Middle Ground: When One Technology Isn’t Enough
Many projects aligned with the strengths of one technology – large runs with consistent artwork naturally fit flexographic processes, while short runs with variable data were perfect for digital. However, a substantial number of label projects existed in the middle ground, requiring both the flexibility of digital and the decorative capabilities of flexo. These “hybrid” projects presented a particular challenge, often requiring complex workflows involving multiple presses and additional handling steps that increased both production time and costs.
Meyers’ Solution: Hybrid Flexo Printing Technology
At Meyers, we recognized this challenge early and embraced an innovative solution that has transformed our ability to serve clients across industries: hybrid flexo printing technology. By combining digital and flexographic printing units into a single press, we’ve eliminated the need for compromise, offering the best features of both worlds in one seamless production process.
Understanding Hybrid Flexo Technology: The Perfect Balance
The Evolution of Label Production
Hybrid printing technology represents the natural evolution of label production, bringing together the strengths of both digital and flexographic processes. Our hybrid presses integrate digital printing units alongside traditional flexographic stations, creating a production powerhouse that delivers unprecedented versatility, quality, and efficiency.
The Best of Both Worlds: Digital and Flexographic Advantages
The digital components provide all the advantages that make digital printing attractive: minimal make-ready time, easy customization, variable data capabilities, and cost-effective short runs. Meanwhile, the flexographic units deliver high-end decorative effects that enhance shelf appeal and brand positioning, including rotary screens, cold foils, specialty varnishes, and precise die cutting.
A Seamless and Efficient Production Process
This technological marriage creates a solution that’s greater than the sum of its parts. With hybrid technology, we can produce complex, high-end labels with multiple SKUs and custom artwork in a fraction of the time required by traditional methods. The MPS EF SYMJET press exemplifies this evolution, representing the cutting edge of print technology that enables us to produce superior labels in a single pass with maximum efficiency.
Unlocking New Creative and Operational Possibilities
For brand owners seeking distinctive packaging that stands out on crowded retail shelves, hybrid technology opens new creative possibilities without the prohibitive costs or extended timelines previously associated with premium labels. Operations teams benefit from faster turnarounds and consistent quality, while procurement specialists appreciate the cost efficiencies gained through streamlined production processes.
When Hybrid Flexo Makes Perfect Sense for Your Labels
Optimizing Short to Medium Production Runs
Hybrid printing technology has fundamentally changed our approach to label production, allowing us to optimize processes for a wide range of projects that previously presented challenges. It is particularly valuable for short to medium production runs that would be cost-prohibitive on traditional flexo presses but require embellishments beyond standard digital capabilities. The hybrid approach eliminates the significant make-ready time and material waste associated with conventional flexo for these run lengths while still delivering premium decorative effects.
Managing Brand Families with Multiple SKUs
Brand families with multiple SKUs that share common design elements but need unique, variable content for each product. Hybrid technology allows us to maintain consistent brand colors and decorative elements across products while efficiently handling the variable components through digital printing, ensuring both cohesive brand presentation and production efficiency.
Enhancing Security and Brand Protection
Products requiring sophisticated security features or brand protection elements. The combination of digital printing with flexographic embellishments creates opportunities for advanced security features that deter counterfeiting while enhancing brand perception.
Streamlining Seasonal and Promotional Variations
Seasonal or promotional variations that maintain core brand identity but introduce special elements. Hybrid technology makes these limited-time offerings economically viable by reducing the setup costs associated with creating completely new plates for each variation.
Customizing for Regional and Targeted Marketing Campaigns
Regional or targeted marketing campaigns requiring customization for different markets or consumer segments. The digital component handles the variable elements efficiently while maintaining consistent quality and brand standards across all versions.
A Smarter Approach to Complex Label Projects
The flexibility of hybrid printing means that many projects we initially planned for either traditional flexo or digital presses now naturally migrate to our hybrid equipment. This shift has significantly improved our ability to serve clients with complex packaging needs, particularly in categories where premium presentation and production efficiency are equally important.
The Growing Demand for Hybrid Capabilities in Today’s Market
Evolving Consumer Expectations and SKU Growth
The label industry is evolving rapidly, driven by changing consumer expectations. Modern shoppers seek more personalized products that align with their individual preferences and values. As a result, brands are expanding their product lines to serve diverse consumer segments, leading to a growing number of SKUs. Managing this complexity efficiently requires advanced production technology that can handle variety without compromising quality or increasing costs. Hybrid printing technology is becoming increasingly valuable in meeting these demands.
The Rise of Regionalized Labeling
This growing demand for variety also extends to regionalization, as brands tailor labels to meet local preferences, regulations, and languages. Hybrid technology plays a crucial role in enabling cost-effective production of these regional variations while ensuring consistent brand presentation across all markets.
Limited Editions and Seasonal Offerings
There is an increased emphasis on limited editions and seasonal offerings that create urgency and consumer engagement. The reduced setup time of hybrid presses makes these short-term offerings economically viable where they might previously have been cost-prohibitive.
Premium Packaging for Mid-Market Products
Rising demand for premium packaging features even on mid-market products, as brands use packaging to differentiate in competitive categories. Hybrid technology democratizes access to high-end decorative effects that were once reserved for only the most premium products.
Variable Data Printing for Personalization and Security
The need for variable data printing to support personalization, tracking, and authentication. Digital components of hybrid presses excel at these applications while the flexo units maintain consistent brand elements and decorative features.
A Future-Proof Printing Solution
These market trends show no signs of reversing. If anything, the demand for customization, regional relevance, and premium presentation continues to accelerate across categories. Hybrid printing technology positions brands to respond effectively to these expectations, delivering packaging that engages consumers without unsustainable increases in production costs or timelines.
The Future of Flexo: Where Hybrid Technology Fits
While hybrid printing technology offers compelling advantages for many applications, it’s important to understand its place in the broader production landscape. Hybrid presses won’t completely replace traditional flexographic printing in the near term, and perhaps not ever. Conventional flexo still offers advantages for particularly large runs where the initial setup costs are amortized over millions of impressions, resulting in very competitive unit costs.
Similarly, as digital print quality and speed continue to improve, standalone digital presses will maintain their importance for certain applications, particularly those requiring extreme customization or very short runs. The printing industry has always embraced technological diversity, with different solutions addressing different market needs.
What makes hybrid technology particularly valuable is its ability to fill the space between traditional flexo and digital-only production. It excels in the middle ground of run lengths and complexity, where neither conventional approach delivers optimal results. Hybrid is especially beneficial for the short-run, high-SKU-turnover jobs that are becoming increasingly common as brands respond to changing consumer expectations and retail environments.
At Meyers, our investment in hybrid printing technology reflects our commitment to offering clients the most appropriate solution for their specific needs, rather than forcing projects to fit our available equipment. By maintaining capabilities across traditional flexo, digital, and hybrid platforms, we ensure that each project utilizes the optimal technology for its particular requirements and objectives.
How Hybrid Technology Benefits Your Brand
Enhanced Shelf Impact with Premium Decorative Effects
Hybrid printing technology enhances shelf appeal by combining digital precision with flexographic embellishments. This fusion allows brands to create eye-catching packaging that captures consumer attention at the critical moment of purchase decision, standing out in crowded retail environments.
Faster Speed-to-Market for New Products and Promotions
Hybrid technology accelerates production timelines, enabling brands to respond quickly to market opportunities and competitive challenges. With reduced setup time and streamlined workflows, hybrid printing can shave weeks off traditional production timelines, ensuring faster launches for new products and seasonal promotions.
Consistent Branding Across Product Families and Regions
Maintaining a cohesive brand image across multiple SKUs and regional variations is critical. Hybrid printing allows for a seamless integration of fixed and variable elements in a single production pass, ensuring consistent color accuracy and quality standards across all product lines and markets.
Efficient SKU Management for Complex Product Portfolios
For brands managing extensive product portfolios, hybrid technology simplifies packaging production. By reducing the complexity and cost of printing across diverse SKUs, it enables more efficient workflow management and resource allocation.
Lower Inventory Risk with Cost-Effective Short Runs
Hybrid printing supports just-in-time production, reducing the need for large print runs that can lead to excess inventory and obsolescence. This is particularly beneficial for brands with frequent product updates, seasonal packaging changes, or limited-time promotions.
Affordable Access to High-End Packaging Features
Premium label designs are no longer restricted to large production volumes. Hybrid technology makes sophisticated decorative effects more accessible, lowering the total cost of ownership for high-quality packaging and enabling brands of all sizes to compete with premium-tier aesthetics.
Empowering Brands in a Fast-Paced Market
In the fast-moving consumer goods environment, where product lifecycles are shortening and competition at retail is more intense than ever, hybrid technology gives brands the agility and creative flexibility needed to stay ahead. By blending efficiency, quality, and cost-effectiveness, hybrid printing is an essential tool for brands looking to elevate their packaging and market presence.
Experience the Hybrid Advantage with Meyers
As early adopters of hybrid printing technology, the Meyers team has developed deep expertise in maximizing its potential for brands across industries. Our experience with the MPS EF SYMJET and other advanced hybrid systems allows us to guide clients toward solutions that optimize both visual impact and production efficiency.
Our collaborative approach to label development ensures that we understand your brand objectives, operational requirements, and budget constraints before recommending a specific production approach. This consultative process often reveals opportunities to leverage hybrid technology in ways that deliver unexpected benefits, from creative possibilities to cost efficiencies.
Whether you’re looking to refresh existing packaging, launch new products, or simply improve the efficiency of your current label production, our hybrid printing capabilities offer compelling advantages worth exploring. The technology continues to evolve rapidly, with each generation bringing new features and capabilities that expand creative and operational possibilities.
Get in Touch for Your Hybrid Printing Needs
Ready to discover how our hybrid printing technology can enhance your product packaging, streamline operations, and optimize your budget? Contact Meyers today to discuss your custom label printing needs. Our team of experts will help you navigate the possibilities and develop solutions that deliver the perfect balance of visual impact, operational performance, and cost efficiency.