Demand for short-run label printing is growing. Market trends, such as personalisation, regionalisation, e-commerce, and sustainability, are pushing converters to adopt more agile operational models. Nearly one-quarter (23%) of respondents in the European FINAT RADAR 28–2025 converter survey consider short-run flexibility and customer retention critical to future success.
Sarah Ervin, digital printing technical product manager, Domino Printing Sciences, explores how converters can keep up with the pace and complexity of these demands, emphasising that smarter digital workflows are key to staying agile and competitive.
The shift to short-run label printing
The short-run label market is growing fast, with businesses globally valuing the flexibility and agility enabled by small print batches. As a result, companies are looking to enhance product portfolio differentiation to support regional language and regulatory variations, as well as to meet the demands of e-commerce business models. Furthermore, brands want to exploit innovative seasonal and promotional campaigns to enhance customer engagement – such as Dr Pepper’s ‘Pick your Pepper’ and Pepsi’s emoji campaigns. Finally, there is growing excitement about the power of QR code competitions and 2D codes powered by GS1, to provide even greater consumer insights.
As a result, multi-SKU production of more frequent, smaller volumes is rapidly replacing traditional bulk runs. For converters and brands, this shift supports the push to de-stock as part of sustainability strategies: reducing bulk warehousing of substrates and printed labels to help minimise waste from obsolescence.
Limitations of traditional analogue workflows
While the benefits are compelling, the demands of short-run label production are complex. Converters must respond faster, handling more frequent requests for jobs with smaller label volumes – a demand that inevitably leads to bottlenecks. Manual set-up, ensuring colour accuracy and print registration, is time-consuming and can result in significant material waste before achieving the desired output quality. And, of course, correct setup and testing rely on skilled human labour, minimising the risk of expensive errors that disrupt production and damage profitability.
With even repeat orders requiring extensive manual set-up, attempting to embrace short-run label printing using analogue technology creates challenges that will undermine productivity and profitability.
Converters increasingly recognise the flexibility and agility enabled by digital presses as key to thriving in the modern label landscape, but investing in the technology is just the starting point: it is also vital to create effective workflows to maximise efficiency.
How digital workflows drive short-run success
Working with a digital printing supplier to understand how best to rethink and adapt label production processes and workflows can be key to accelerating digital adoption success and boosting press utilisation. Digital workflows can address many operational challenges by streamlining processes and reducing the risk of errors. For instance, being able to access preconfigured settings for commonly used materials significantly reduces media waste during setup, as well as provides an average 30-minute time saving per job when using a digital platform compared to an analogue one.
In addition, instead of preparing every file individually for print, modern pre-press workflows use ‘hot folders’, enabling operators to import artwork and automate repetitive tasks. These presets allow enhanced colour management, perform ‘step and repeat’ layout, and add finishing marks, eliminating the need for manual adjustments, and ensuring repeatability, while high-speed RIP allows jobs to reach the press quickly.
Digital workflows also include file management capabilities that enable convenient archiving and recall of recurring customer jobs. This enables exact reruns of orders with minimal effort to replenish customer stock.
Streamlining pre-press tasks with smart tools like these supports fast turnaround of print jobs, maximising production time. By embracing digital workflows, converters can limit the number of human touchpoints, accelerate processes, and reduce the risk of costly mistakes.
Adopting a digital mindset for competitive advantage
To fully benefit from the speed, agility, and efficiency digital printing offers, and maximise the return on their digital investment, many converters need to step out of their comfort zone and challenge established analogue practices. By embracing digital printing technology and workflows, converters can respond to short-run label opportunities in a timely and profitable manner. Reducing lead times for artwork changes from months to days enables brands to be more responsive to emerging trends and to continuously improve their packaging promotions over time.
Adopting digital workflows positively impacts daily operations. A slick, efficient short-run label model will enable the sales team, for example, to respond swiftly to customer demands and provide an edge in winning new business. Sustainability goals can be enhanced through effective digital processes that reduce wastage. Skills shortages can also be addressed, with easy digital setup enabling fast onboarding of new operators who no longer require print industry-specific skills.
Converters that embrace a digital mindset can continually improve, not only optimising operations but also gaining a stronger competitive advantage. Production can be optimised, at both job and run level, often automatically. Grouping multiple SKUs – even from different customers – on the same substrate and dies to print as one run on a single roll maximises efficiency. Cutting and rewinding labels in batches also reduces finishing time, further supporting the agility required for short runs. Digital workflows can also integrate with MIS systems, importing files or exporting production data for analysis.
Conclusion: digital transformation is key
Short-run label printing is not just here to stay; it is fundamentally transforming the packaging landscape. It enables brands to explore innovations in design with frequent artwork changes, embracing customisation with 2D codes to boost consumer engagement, whilst complying with regulatory demands.
To reap the benefits of short-run label printing opportunities, converters must implement smarter, more agile workflows that deliver clear gains: improved efficiency, reduced waste, and faster response to brand customer needs, supporting packaging innovation.
True digital transformation must extend throughout the converter’s operations, not only to meet customer and sustainability demands cost-effectively but also to drive competitive advantage. Short-run label printing success is about more than investing in digital printing technology: partnering with a digital printing supplier who can support converters during the transition to a new digital mindset is critical.
