Packaging Innovations and Luxury Packaging London 2015, taking place at London Olympia on 16 & 17 September 2015, is set to be the most exciting and inspirational showcase for everything new and exclusive in packaging design.

Show organiser, Easyfairs, has already confirmed that over 150 exhibitors have signed up for 2015 , with major names including Leo Luxe, Fleet Luxury, HH Deluxe Packaging, and Schur Star Systems all being quick to show their support for the most hotly anticipated event for branded, luxury and inspirational packaging in the UK.

Among them, will be exhibitor Stuart Kellock, Owner of Label Apeel and MD of Shuck Designs, who shares his thoughts on digital print and the single biggest threat for printers in 2015.

Q+A with Stuart Kellock owner of Label Apeel and MD of Shuck Designs:

How is digital print transforming the packaging industry?

If you speak to anyone about digital they all talk about personalisation and variable data. The truth is I think that if you take out a couple of notable exceptions personalisation is very limited in its marketing appeal. Does the fact that you have managed to put my name on something make me want to buy it? It is at best a limited gimmick of an idea with a limited market sector. The real impact that digital printing has had is in Localisation. 

Where I am not motivated by seeing my own name, I am motivated by relationship with my town, my region, my community, my clubs, hobbies and interests. Any brand that represents any of these is likely to stimulate a buy potential. Digital print has made amazing print quality available at an affordable rate to smaller localised manufacturers. All the trends we see are towards localisation. 

There are currently 1249 McDonalds restaurants in the UK. Our database suggests there are 1200 breweries in the UK. Imagine that, as many breweries as there are McDonalds? Maybe they should adopt a similar marketing campaign and have a golden ale jug neon side outside each one! We are seeing the same trend in spirits, wine, coffee, cheese. Digital print is facilitating these brands competing on shelf with national and international brands.

What do you think will represent the single biggest threat for printers in 2015, and why?

Our biggest threat is our own stupidity. This is an industry that remains insular and inward looking; far too few printers are putting the customer at the heart of what they do. They continue to believe that just producing print is enough. How often do you hear printers talking about adding value, about exceeding the needs of the customer? If we hear from printers it is to grandstand the latest piece of shiny tin they have just invested in. Nobody is interested in what kit you have got; only what you can do with it. 

What do you anticipate as the next big industry breakthrough?

A realisation that digital is OK but it is not the answer to all issues. This will lead to a resurgence of very high quality conventional printing presses and a recognition that conventional print is here to stay for those who want the very highest colour vibrancy. This is assuming that the conventional machine manufactures actually stop running scared of digital and start attacking its weak spots.

What’s the one thing that the industry should do more of, or do better?

Education, there is a huge shortage of trainees coming through and skills are being lost, we are currently looking for four new trainees and are committed to taking on at least two a year from here on in. This burden needs to be shared across the industry and every employer must play their part.

Customised or sustainable packaging which one is currently more important?

I didn’t realise we had an option. You need to be working on both, all packaging needs to be engineered to as sustainable a point as possible while still being customised to the needs of each customer.

For further information visit http://www.easyFairs.com/PI-LONDON or contact +44 (0)20 8843 8800.