Direct-to-object printing moves packaging decoration onto the container

Direct-to-object printing is gaining attention as an alternative to conventional labels, sleeves and pre-printed packaging, allowing brands and manufacturers to decorate rigid containers directly during production.

Engineered Printing Solutions is highlighting a range of technologies including pad printing, single-pass inkjet, multi-pass inkjet and robotic printing for packaging applications.

The approach can be used across bottles, jars, tubs, tubes, closures, cans and pails manufactured from materials including plastic, glass and metal.

Labels and sleeves can be removed from the packaging system

One of the main advantages of direct-to-object printing is the ability to eliminate separate decorative components.

Instead of applying a printed label or sleeve to a finished container, artwork, variable data and branding are printed directly onto the packaging surface.

This can remove the need for label stock, adhesives, sleeves and application equipment while also reducing the number of materials incorporated into the final pack.

Digital printing supports short runs and variable data

Digital DTO systems also make it easier to produce smaller batches, seasonal editions and regional versions without maintaining large inventories of pre-printed packaging.

Variable information such as lot codes, serialisation and product-specific graphics can be introduced directly into the printing process.

Manufacturers can therefore hold undecorated containers in stock and print them according to actual demand, reducing SKU complexity and the risk of obsolete packaging when artwork or regulatory information changes.

Rigid packaging is a key application area

According to Engineered Printing Solutions, rigid primary packaging represents one of the strongest application areas for DTO technology.

Cylindrical and conical containers are particularly suitable because they can be rotated under the printheads, allowing graphics to be applied around a large proportion of the surface.

Clear PET bottles are a common application, while aqueous ink systems can also be used on porous substrates such as corrugated board, moulded fibre and paper-based packaging.

Surface preparation remains a major technical challenge

Successful direct printing depends on more than the printing equipment itself. Adhesion can be difficult on moulded packaging surfaces, requiring treatments such as plasma, flame or corona before ink application.

Ink chemistry must also be matched to the substrate and the environmental conditions the packaging will encounter during filling, distribution and use.

Accurate product handling and registration are equally important, particularly because dimensional variations between containers can affect print consistency.

Food and pharma applications add compliance requirements

Packaging for food and pharmaceutical products introduces additional constraints around ink migration, food contact and substances of concern.

Engineered Printing Solutions says its high-viscosity water-based inks for natural substrates are PFAS-free and designed to meet relevant European and industry requirements.

These compliance considerations mean DTO installations must be designed as complete production systems combining pre-treatment, inks, automation, quality control and inspection rather than simply as standalone printers.

Printing technology could also simplify recycling

Direct decoration may provide sustainability advantages where it enables mono-material packaging to remain free from incompatible labels, sleeves or adhesives.

This can simplify material identification and sorting while reducing the number of components that need to be separated during recycling.

As digital printing technology continues to improve, direct-to-object systems could become increasingly attractive for packaging manufacturers seeking greater production flexibility, lower inventory complexity and more streamlined pack structures.