Converters and printers typically draw the lines for which technology to use primarily based on the unit cost, which is dependent and print length and application. “Right now the sweet spot for digital is smaller runs, but there are other trends that go beyond the cost versus print length demand,” says Renzi. “Some of these market trends include personalization, short runs, differentiated packaging, and single use packaging, and all of these trends are conducive to digital print. That’s why there is an expectation for double digit growth in the next five years.”