Packaging, for brands, can be one of the first and most lasting touchpoints with a consumer, but has not commonly been thought of as a key pillar of the marketing mix. In the digital age, with brand experiences needing to transcend online and offline environments, digital printing has emerged as a new channel to connect these experiences, offering flexibility and interactivity, and driving ROI.

Part of a 4-module certification program developed in association with HP Graphic Arts and WARC, this first module, exclusively launched at Dscoop Edge Rockies, introduces the role of product packaging in the marketing media mix and the use of digital printing as a way to unlock packaging as a creative, brand-building channel.

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