As print and corrugated production continue to align, new opportunities are emerging across packaging, retail display, and e-commerce. During a webinar, Nick Kirby, non‑executive director, Zeus Packaging and FESPA corrugated ambassador, outlined the concepts of corrugated and print, their overlaps and shared potential.
During the session, Kirby discussed how the two worlds are converging meaningfully, in terms of shifts in demand and shorter runs, as well as how e-commerce, campaign windows and products are pushing packaging into faster, more localised and more versioned production logic.
In terms of channel convergence, Kirby said display, retail activation, promo packaging and e-commerce packs are increasingly discussed together rather than as isolated production categories. Wide format and flatbed printers often already possess part of the workflow discipline, and equipment familiarity and customer access is required to enter the overlap zone.
Where Print And Corrugated Overlap
Print strengths: brand graphics and colour control, faster creative turnaround, short-run job scheduling discipline, and campaign-led customer relationships.
Corrugated strengths: structural design and board logic, performance and durability requirements, converter economics, and transit and supply-chain economics.
Overlap zone: POS displays, promo packaging, versioned short runs, and retail activation.
Kirby illustrated what capabilities printers can already use to enter the corrugated space, and what may be needed to be added to maximise full potential.
Capabilities many printers already have: UV flatbed familiarity; RIP, colour management and job workflow discipline, short-run scheduling and versioning experience; client-access to retail, promo and brand campaign work.
Capabilities that usually need to be added: structural CAD and packaging design capability; cutting, creasing and packaging specific finishing; board handling, feeding and production workflow changes; confidence in compliance, durability and packaging specs.
Four Realistic Routes In Corrugated
– Use existing flatbeds now: start wit POS and short-run campaign packs.
– Add flatbed and finishing capabilities: expand once the case is proven; gain more control over corrugated output.
– Build packaging demand before scaling technology: validate overall through existing accounts.
– Partner with converters before investing: de-risk learning and market entry, useful when sales confidence leads production readiness.
Corrugated is a new exhibition and conference focused on corrugated packaging and point of sale (POS) display production. The first edition of the event will take place alongside FESPA Global Print Expo and its co-located shows Personalisation Experience, European Sign Expo and Textile, at Fira Barcelona from 19-22 May 2026.
Those in Africa who can’t attend the event can register for the FESPA Africa expo, taking place Tuesday, Wednesday and Thursday, 8-10 September 2026, Gallagher Convention Centre, Gauteng.
