It is a brand owner’s nightmare: two packages for the same product sitting side by side on the store shelf and the colors don’t match.

When packaging from the same brand does not match, it opens a Pandora’s Box of potential questions—the kind no brand wants consumers to ask. If the package looks different, are the contents also different? Is this product out of date? Could it be counterfeit? Inconsistency in product packaging can cause the consumer to lose confidence in the consistency of the actual product. And that’s bad news for any brand.

Today, brands are always looking for faster go-to-market strategies and more customization for packaging to reach an ever-changing market. Whether it is for short runs or new variations of package, the demand to use different printing devices for products in the same product line is a requirement today. So, it is critical to know that any new print technology is capable of matching existing print technologies to ensure packaging on the shelves matches, no matter how it was manufactured.