英文阅读.docx

英文阅读.docx

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Intherun-uptoDrupa2008,theworld’sprintingandfinishingexpertsagreethattherearetwomajortrendsatwork–highlyfinishedpackagingmaterialsandpackagingaswellassecurityprinting.

TheDrupaprintmediafairpromisestooffereverythingpackagingdesignerandprintingserviceprovidersheartsdesire.Thecombinationofprintinginks,theappropriateprintingsubstrates,therightprintingmachineryandfinishingtechnologies,aswellastheindustry’sinnovativedriveisunparalleledandstimulatesvitalimpetusforthefuturedevelopmentofpackagingprinting.

Stateoftheart:

Themoresophisticated,thebetter.TheEuropeanpackagingprintersandfinishersarepullingoutthestops–allinaidofaresultthat’sshinyandchic.Goldandsilverdominate,butothermetalliceffectsalsocatchtheeye.Varnish,UVvarnish,mattandglossvarnish,foilstamping,coldfoil,rapid-dryinginks–allofthesearefinishingeffectsintendedtoenticecustomersintopurchasingatthepointofsale.Printersareabletoworkonallsurfaces,onthebroadestspectrumofsubstrates–infact,it’simpossibletotryandputafigureonjusthowwidethatspectrumis.

Sheetfedoffsetpackagingprintingisregardedasthemosthighlyindustrialisedoftheindividualsegments–therangeofprintablesubstratesisbroadandextendsfromcorrugatedboardandplasticsineveryimaginablethicknesstotinplate,composites,lightweight/heavy/double-sidedpaperandcardboard.Andtherearevirtuallynolimitstowhatprintingmachinerybuilderscanachieve.Withprocessingspeedsofupto18,000sheetsperhour,theset-upmeasuresareabouttoundergofurtherautomation,resultinginincreasedcosteffectiveness.

GravureprintingisbiginChinaandJapan,aboveallbecauseofthelargeprintrunscommoninthosecountries.Anotherimportantfactoriscigaretteprintingonthereel,especiallyastobaccoisboomingworldwide.

IstheRFIDboomcoolingalready?

Amongthehighlyactivepackagingprintersanddesigners,securityexpertsaresomeofthemosthardworking.Asearchforthekeyword'RFID'aloneturnsuptomes’worthofpatents,conferences,productsandarticles.Majorprintingserviceprovidershavebeenrelativelyquicktoestablishtheirowncompaniesthatfocusexclusivelyonthehigh-techfieldofsecurity.Evenwithinthisnarrowfield,thereareahostofdiversesub-sectors:

RFIDwithspecialmachineryforproducingthesubstratesandtransponderlabels,nottomentionhologramsofeveryvariety,diffractionfoils,lenticulareffectsandothertechnologies.

Inrecentyears,theprintingandpackagingindustryhasbeensweptupintheeuphoriasurroundingallthingsRFID.Now,themoodmaybegraduallybecomingmoresubdued.ThefirstsetbacksoccurredintheUSAandGermanywheredataprotectionofficerscomplainedofcustomersbeingturnedintoopenbooks.Asecondcriticismisundoubtedlytobefoundinthefactthatcost-effectivelabelsareneitherwithinreachnormarket-ready.AsoflateSeptember2007,theglobalstatusquowas:

DependingonthesizeandtypeofRFIDlabels,theirintendedapplicationandthesizeofprintruns,pricesrangebetweenEur0.05andEur0.80perlabel.Thisisclearlytoomuchformostproducts.Experts,therefore,haveafarmoresoberoutlookonthedebateandthemoveisconsequentlytoRFIDlabelsbeingusedexclusivelyinmanufacturers’andtraders’logisticschains.

Capture,save,play:

Fromsecuritycodetogimmick

Datahandlingisplayinganincreasinglyimportantrole.Intheformoflabelsandbarcodes,theprintingandpackagingindustryareprovidedwithlargequantitiesofcustomerdata.Thisdataandultimatelytheprintdataarebeingputtouseinavarietyofwaysrangingfromsecuritycodestowhatyoucouldcallgimmicks.

Asageneralrule,securityprintingaimstoprovideprotectionagainstcounterfeitingandthusgreymarketsandproductpiracybothwithinEuropeancountriesandbeyond.Thedamagetogoodsthatsafetymeasuresonpackagingareintendedtopreventrunsintohundredsofbillionsofeuros.Helpisathandintheformofawidepaletteofoptionsextendingfromguillocheprintingthroughhologramstosecuritythread.Fromamongthiswealthofpossibilities,colourcodesandcolourcombinationsstandoutthankstothemillionsofpossiblevariations.Anotherincreasinglyattractiveoptionisso-calledfingerprintswhosecharacteristicsaren’tapparentatfirstglance.

Printers–veryoftenlabelprinters–activeinthisbusinessdovetailtheirprintdatawiththemanufactureofelectroniccontroldevices.Formerlytraditionalprinters,thesecompaniesareincreasinglyevolvingintoequipmentsuppliers.Thedevicesofferedincludehand-helddevicesorcheckoutsystemsthatverifytheprintinginline.Consequently,arapidandglitch-freeinterfacebetweenthecontroldeviceandticketisnecessary.

What’spossibleinthisfieldreachesitszenithinATMs–andhere,too,labelprintersprovidethesecurityprinting,includingamongotherthingsspecialsecurityinksforbanknotesandbankcards.TheyalsosupplythecontroldevicesintheATMswhichoperateatthespeedacustomerexpectsofanATM.Upto1,800tickets,vouchersorbanknotesperminuteiscurrentlythenorm.Infuture,anevenhigherreading/controlspeedwill,however,becalledfor.

Cross-promotionthankstosophisticateddatahandling

InEnglish-speakingcountries,dailycompetitionsareimmenselypopular.Thefewoffsetprintersactiveinthislineofworkgotogreatlengths.Veryoftenthedatahandlingfortheorganisation,control,printing,shufflingandpackagingofallthebingocardscanonlybesemi-automated.Ontopofthat,asophisticatedlogisticaldeliverysystemisinplace.Oncecollected,datawithinthecross-promotionalmediamixisinitiallyusedfortheprintingoftickets,forinstance.Thesamedata,however,formsthebasisfortheprintingofflyers,advertisingspreadsorthecreationofWebsites.Forexample,theusermayrecognisethemagnifyingglassontheWebsitewhichenlargesthekey,recurringadvertisingcopyasbeingthesameasthatwhichappearsontheflyer,advertisingspreadorpackaging.Ofcourse,thelabelorticketwillalsobearthemagnifyingglass.

Afurtherexampleofanapplicationisanon-packpromotionforsoft/cooldrinksintheformofaprintedkey.Thescratch-and-winspecialistmarksthekeyswithprintedcodesandcoversthemwithaspecialscratch-offlayer（thermochromaticorothersecurityinkscouldbeused）.TheprintdataarealsopassedontoadisplaymanufacturerwhoisproducingthebaseforaPC.Thesecomputersstandindiscothequesorpubs.Ifthecodeonthekeyisthecorrectone,thebeveragepackagingdisplayedonthescreenopensandthediscopatronhaswonaprize–atthesametime,ofcourse,internalisingtheadvertisingmessageonceagain.Thecodeonthepackagingservesasthetriggerforadigitalprocessandviceversa!

Formanyconfectionerysuppliers,theidentificationanddecipheringofbarcodesisapriority.Asilverstripisappliedovertheinkjet-printedcodestohidethemfromview.Inthisway,thecustomercanonlyreadthecodeaftermakingthepurchase.Buyerscanthenenterthecodeontheirhomecomputerstoparticipateinacompetition.Theplayinstinctpureandsimpleissuccessfullysatisfiedherethroughthecodeandprinting.Verymuchasby-productoftheprocess,thelabelsarealsospeciallysecuredsothattheycannotberemovedfromthepackagingbeforethecustomerhaspaidfortheproduct.

IntheUSA,expensivebrandedgoodsareadvertisedindedicatedcombinedmarketingcampaigns.Tothisend,thepackagingfinishercreatestheprintedproduct.AtransparentfilmcanbepeeledofftheproductandpositionedinfrontofaspecificareaonaPCscreentotryandsolveanonlinepuzzle.What’sparticularlyattractiveisthatthebrandedgoodsmanufacturer,withthehelpofthepackagingprinterandthenecessaryprintdata/winningcodes,canalsorunoffthecustomermailings.

Bookletsverymuchenvogue

Bookletswithsafetyinstructionsandproductinformationareprovingimmenselypopulararoundtheworld.Spreadovermanypages,theyofferextensiveproductdescriptionsbutareneverthelessprintedandpackedinacompactformat.Anythingandeverything,fromagoodcheesetoafinewine,todaycomespackagedwithabooklet.Thedetailedpackageinsertssuppliedwithmedicineshavelongbeenafamiliarfeatureofpharmaceuticals.Theprinterisalsoresponsibleforpharmacies’labelapplicationsystems.Thespecialpeelandresealpropertiesrequiredcomecourtesyoftheprinterwhoalsoproducesthemonpost-pressmachines.Labelscanalsobeproducedtoserveasecondaryfunctionashangersforinfusionbottles.

Labelprintingisfrequentlyperformedonanarrow-web,eight-colourmulti-processprintingmachinethatallowsforthecombinationofflexo,screen,offsetandletterpressprinting.What’smore,theversionsofthesemachinesusedforpharmaceuticalsarealsoequippedwithextensivesafetyinspectionsystems.Withtheappropriatelicencesforthesefields,bookletsof16to32pagescanalsobeprocessedandfoldedinminiatureformat.

全球的印刷和印后专家一致认为有两项世界趋势正在发生，一是包装材料的高度整饰性（highlyfinishedpackagingmaterials），二是包装印刷的安全性。

印刷油墨的组合，适用的承印物，适当的印刷设备和印后加工技术以及产业的创新动力等，都是推动包装印刷未来发展的重要因素。

在包装印刷市场中，烫金、烫银等闪亮而时尚的印刷效果愈来愈受到人们的重视，其他具有金属质感的效果也颇为引人注目。

一般过油（Varnish）、过UV油、过哑油（matt）和光油（mattandglossvarnish）、烫箔（foilstamping）、冷烫箔（coldfoil）、快干油墨（rapid-dryinginks）等等，所有这些印刷效果都被用来吸引消费者购物。

可以说，印刷商几乎能对所有承印物的表面进行加工。

包装印刷中的单张纸柯式印刷，其承印物范围非常广，包括瓦楞纸板、各种厚度的塑胶片以及印铁、复合材料、轻量/重身/双面的纸张和卡纸等等。

目前，印刷机的生产速度可高达18000张/时，自动化程度将进一步提高，从而增强其成本效率。

在中国和日本，凹版印刷占据著重要的位置。

因为大量印刷活件，尤其烟包印刷都是采用凹版印刷的。

RFID热潮已经消退了吗？

如果到网络上搜索RFID这个关键词，