Four critical points to achieve high results in coding thinner flexible packaging

4. Determine Marketing Value and Total Cost of Ownership
To make the best coding decision, it's imperative to consider marketing value as well as total cost of ownership. By selecting the right advanced TTO system, your brand will help ensure consumers that the product will meet their expectations if "purchased by the date clearly imprinted." Ensuring that clear, legible codes appear on every package help strengthen a brand's perception of "freshness" and "trust." When codes are smeared, unreadable or missing, those unfortunate brands often remain on retail shelves.

Also manufacturers should consider the importance that overprinted codes complement the high quality perception of your brand's pre-printed packaging. TTO coding can do just that by ensuring accurate placement of high quality codes on every package. By producing codes that include a mix of graphics, real-time content and bar codes, brands can support greater traceability and protection from counterfeiting.

When considering the impact TTO can make on a brand's competitive edge as well as reducing downtime and material waste, the best coding option for flexible packaging becomes quite clear.

Drew Weightman is a Global Business Unit Manager at Videojet Technologies. His primary responsibilities include business development of Thermal Transfer (TTO) and Thermal Ink jet (TIJ) technologies. Drew provides four years' experience in the product packaging and identification industry; prior to this he was a Vertical Account Manager and Danaher Business System Leader for Videojet.

Videojet Technologies is a world-leader in the product identification market, providing in-line printing, coding, and marking products, application specific fluids, and product life cycle services. Our goal is to partner with our customers in the consumer packaged goods, pharmaceutical, and industrial goods industries to improve their productivity, to protect and grow their brands, and to stay ahead of industry trends and regulations.  With our customer application experts and technology leadership in continuous ink jet (CIJ), thermal ink jet (TIJ), laser marking, thermal transfer overprinting (TTO), case coding and labeling, and wide array printing, Videojet has more than 325,000 printers installed worldwide.  Our customers rely on Videojet products to print on over ten billion products daily. Customer sales, application, service, and training support is provided by direct operations with over 3,000 team members in 26 countries worldwide. In addition, the Videojet distribution network includes more than 400 distributors and OEMs, serving 135 countries.