What are the Different Types of Custom Package and Brand Printing?

Last Updated on October 3, 2025 by Kira Andrus

With consumers looking for attractive packaging and giving loyalty to brands they have a strong emotional connection to, the demand for custom packaging has never been greater. Unfortunately, customized packaging can be costly due to technology and machine usage as well as the design process. However, custom packaging also improves brand awareness, which can pay off as companies gain consumer attention and loyalty. When it comes to customizing your packaging, it is essential to understand how printing techniques impact cost, quality, turnaround time, and flexibility for your company.

Here’s a look at three common printing techniques:

What is Digital Printing?

Digital printing is a modern printing technique that is becoming increasingly popular. It uses digital files to directly print designs onto flexible materials like plastic films, pouches, or labels without the need for traditional printing plates. Digital printing employs inkjet or laser technology to apply high-quality, customizable graphics, texts, and images onto materials like polyethylene (PE), polypropylene (PP), or foil. This type of printing is gaining popularity specifically in customized flexible packaging due to its ability to produce high-quality graphics, support short runs, and enable fast turnaround times. 

Advancements in technology surrounding both the inks and printers are contributing to the gain in popularity of digital printing. Sharp images, vibrant colors, and good registration are all characteristics of the digital printing process. Videojet, a leader in industrial printers, recently introduced a new inkjet ink with scratch and rub resistance, with a focus on mono-material packaging like HDPE, LDPE, and BOPP. Not only will this provide better quality printing, but it will also allow for easier recycling by using a singular material type. Digital printing is also being increasingly utilized in flexible packaging for direct printing of important information such as barcodes and QR codes.

In addition to new advancements in mono-material productions, digital printing also offers significant environmental advantages. It uses fewer consumables throughout the production process compared to traditional methods, leading to minimal waste and a considerably smaller ecological footprint. Additionally, digital printing means shorter runs can be printed economically – printing just what is needed – leading to much less product waste. Following consumer demand and business trends, many digital printers are being designed environmentally conscious. As recycling, recovery and reuse programs continue to be developed and expanded, the digital printing market is set to grow significantly in the next few years.

There are, however, some drawbacks to digital printing. While digital printing works well on bags, it is not compatible with all materials. Additionally, digital printing is typically more expensive than rotogravure printing and has slower print speeds compared to traditional methods in high-volume runs. 

What is Lithographic Printing?

A type of printing that has been around for centuries, lithographic printing uses a flat printing plate where the image areas are treated to attract an oil-based ink. The non-image areas repel ink by holding water. The plate transfers the inked image to a rubber blanket, which then applies it to the material for printing (typically paper or paperboard). This printing process produces sharp, vibrant, high-resolution images. Brands may use litho-printed sleeves and/or inserts in combination with flexible packaging to enhance shelf appeal and give a high-end look. 

While lithographic printing is more time consuming upfront, it is an efficient means for large-scale jobs once it is set up. It can be used on many types of paper, board, or label stock. Lithographic printing is also a better option when consistency in color is key. If the design requires a lot of solid color, the results will be consistent across all reproductions unlike digital printing. Also, once set up, lithographic printing costs can be low for high volume printing. Lithographic printing has been around since 1796 mainly due to its capacity for high-quality prints and efficient handling of large-scale projects.

Unfortunately, lithographic printing can’t print directly on flexible materials like PE or PP without special layers and prep. It is also not ideal for short runs or rapid design changes, and the initial set up can be expensive compared to digital printing. 

What is Rotogravure Printing?

Rotogravure printing combines high-speed and high-quality printing. It involves engraving the desired image onto a cylinder where tiny recessed cells hold ink. The cylinder rotates in an ink bath, excess ink is scraped off by a blade, and the remaining ink is transferred to the material under pressure. Rotogravure printing is widely used in flexible packaging for products like snack food bags, coffee pouches, candy wrappers, and pet food packaging. 

The biggest advantage of rotogravure printing is its exceptional print quality across millions of units. Rotogravure printing is the only high-speed and volume print process that can produce consistent results. Rotogravure printing offers diverse ink options like solvents, metallics, and fluorescents, enhancing visual impact and enabling greater creative customization than other methods. Additionally, rotogravure printing slightly penetrates the material, making the print scratch and rub resistant. It works well on plastic films, foil, paper, and laminates. 

Because it is extremely efficient for long runs once setup is complete, the cost of rotogravure printing is relatively cost efficient per unit. A rising demand for flexible packaging across various industries is leading to a greater demand for rotogravure printing. This demand is driven by the efficient, durable, and high-quality packaging solutions that rotogravure printing provides. Projections indicate the industry will grow from $2 billion in 2022 to $2.8 billion by 2031.

While rotogravure printing has superior quality and speed for large-scale printing, it is less flexible than digital printing for short runs or customization. Rotogravure printing also comes with high setup costs – engraving cylinders is expensive – and creation can take time. Also, rotogravure printing uses solvent-based inks which are not environmentally friendly. 

Key Considerations

No one type of printing is better than another overall. The type of printing technique depends largely on the material being customized and the number of units being produced. For example, not all printing techniques work on all materials. Digital printing may require coating for some films while rotogravure printing works with a wider range of materials. High-detail graphics are best with lithographic or rotogravure printing because they provide bold colors and clean lines. In contrast, personalization, variable data and unique barcodes/QR codes can be printed efficiently using digital printing. 

Keep in mind that digital printing has the fastest turnaround times, and rotogravure printing has the longest due to the cylinder engraving. Likewise, short runs are best done with digital printing. These are great for prototypes, seasonal campaigns and test markets, whereas long runs are more cost effective with rotogravure printing.

Choosing the right printing technique is a balance, so work with a packaging partner who understands both your brand’s goals and the technical capabilities of each process. Want to learn more about how the custom packaging process works? Check out our video!