In the first part we wrote about design, hybrid printing and artificial intelligence. Now it is time for three topics that decide how print works in practice: sustainability, marketing and packaging. They all share one thing - paper once again makes an impression that a screen cannot match.
- Sustainability has stopped being a premium option and become a standard when choosing a printer.
- Printed advertising is enjoying a renaissance because it engages more strongly than an online banner.
- Packaging today is part of brand identity, not just product protection.
- Storytelling on the label builds a bond with the customer and makes the product stand out.
Sustainability - not a trend, but a standard
Sustainable papers and inks
Sustainability in print is no longer a choice, but what customers expect. Papers with FSC and PEFC certification, which guarantee that the raw material comes from responsibly managed forests, are on the rise. Recycled papers have matched conventional ones in quality, and often have an extra asset - an interesting texture and a natural character.
Unconventional raw materials are also entering the game: sugar cane, hemp, rice straw and stone paper, which is waterproof and contains no wood. Traditional petroleum-based inks, meanwhile, are giving way to soy and plant inks, water-based inks and energy-efficient UV LED inks. A similar direction shows up in our own range - eco flyers are made on Kraftliner, ecru Kazan with added grass and Flora, in formats from A6 and DL up to A3 and squares.
Less waste, less energy
Modern machines focus on efficiency - energy management systems, automatic cleaning and air recirculation. Techniques such as dry offset and eco UV do not require lengthy drying, so they use noticeably less energy and reduce harmful fumes.
Increasingly common are also:
- print-on-demand, which reduces overproduction and storage,
- digital printing with minimal waste - exactly as much is printed as ordered,
- roll paper instead of sheets, which allows better use of material.
Production ethics and carbon footprint
Today the customer looks not only at quality, but also at ethics. More and more printing houses declare carbon neutrality, offset CO2 emissions and opt for a transparent supply chain with certified suppliers.
Sustainability is ceasing to be a premium add-on - in many tenders it is what decides the choice of printer.
Marketing through print
Offline advertising is doing well
Contrary to appearances, printed advertising is not fading into the shadows - it is enjoying a renaissance. Flyers, brochures, catalogues and posters are coming back into favour as effective tools of direct marketing, especially locally.
A paper message engages more strongly than a digital one: it stirs emotions, builds trust and stays in the memory for longer. In times when ad blockers hide online ads, a well-designed flyer simply stands out from the crowd. Short local runs, personalised mailings and print supporting omnichannel campaigns - such as a catalogue with a QR code for online purchase - work especially well.
When planning a local campaign, order a smaller, well-targeted run rather than a huge stock. A set of coherent flyers and posters in one visual identity will work better than random print in large quantities.
VIP prints for loyal customers
In a world of mass communication, exclusive print is becoming a symbol of distinction. Companies segment their base and prepare special materials for their most important audiences: regular customers, partners and brand ambassadors.
Hardcover catalogues with personalisation, printed certificates and limited editions are in fashion. From that shelf we make Prestige vouchers on STARDREAM and MODIGLIANI stocks, where the premium feel comes from the paper itself. Added to this are finishes that lift the premium feel - in our offer we provide these with gloss, matt or soft-touch lamination. Yet sometimes a small gesture means the most: a handwritten thank-you card tucked into the parcel.
Print in e-commerce
In online retail, printed elements inside a shipment are one of the few physical points of contact with the brand. More and more stores treat packaging as part of their strategy, not just a way to transport goods.
Thank-you cards, coupons and QR codes for the next purchase, mini catalogues matched to purchase history, and printed instructions and guides are becoming standard in parcels. Such printed moments build loyalty, improve the customer experience and increase the chance of a repeat purchase.
Packaging of the future
Packaging as part of the brand
Packaging no longer protects only the product - it is a fully-fledged carrier of the brand. Customers buy what is recognisable, consistent and visually attractive, so companies treat packaging design as an extension of their identity.
What counts is colour consistency with the brand palette, materials matched to the character of the product and details that evoke emotion - a soft texture, precise print, an unusual shape. The role of sensory design is growing, in which packaging appeals not only to sight, but also to touch.
Smart packaging and microprints
Packaging is also becoming an intelligent carrier of information. As part of smart packaging, NFC tags linking a product to an app, variable data printing on labels, hard-to-counterfeit 2D codes and microprints visible only under a magnifying glass, which protect against fakes, are all used.
Functional labels that react to their surroundings are also becoming popular: changing colour as the temperature rises or indicating the level of freshness. Thanks to them, packaging stops being a dead object and becomes a digital extension of the product.
Storytelling on the label
Today's customer wants to learn the story of the product, the people behind it and the values of the brand. That is why storytelling now enters at the label design stage, and the label becomes a space for telling a micro-story.
Labels describing the origin of ingredients or local suppliers, short manifestos and dedications, artistic illustrations and QR codes leading to a film or podcast about the brand are in fashion. Such a narrative builds an emotional bond and makes the product stand out, and it can also be educational - especially with niche and artisanal products.
Summary: a renaissance of print in the digital age
The year 2025 is a turning point for printing. After years of dominance by the digital world, print returns in a more mature form - as a multisensory medium, integrated with technology and rooted in environmental values. It is not a competitor to digital, but its perfect complement.
Intelligent print supported by AI and variable data makes it possible to personalise projects with great precision. Sustainability becomes an element of competitive advantage, and print an increasingly interactive and sensory experience. For brands that understand this, print is a strategic tool for building relationships with customers. Because in a world where anyone can send an email, only a few are able to create a printed message that truly stays in the memory.
Want to turn these trends into something concrete? Take a look at our printing offer, check the rules of file preparation, or go back to the first part for the threads on design and technology.
