Printing and packaging production is changing quickly—but the biggest shift isn’t simply about buying newer presses.

The real transformation is happening behind the scenes: connected workflows, digital production, automation, smarter finishing, shorter runs and more sophisticated packaging.

For brands and marketing teams, that matters because the technology inside a print facility can directly affect what you can produce, how quickly you can get it, how much waste is generated and how flexible you can be when plans change.

In 2026, digital printing is moving further into mainstream packaging production, while automation and connected production systems are becoming increasingly important to improving efficiency.

So what does that mean for the companies actually buying print and packaging?

Here are five trends worth watching.

1. Digital Printing Is Moving From “Specialty” to “Strategic”

Digital printing isn't new. What's changing is where and how it's being used.

Historically, digital production was often associated with short runs, personalization and specialty applications. Now, the industry is increasingly looking at digital as part of mainstream production—particularly when brands need more versions, faster turnaround and greater flexibility. 

That creates some interesting possibilities for clients.

Instead of producing one massive run of packaging and hoping demand stays consistent, brands can consider:

• Shorter production runs
• More frequent packaging updates
• Regional or targeted versions
• Personalized campaigns
• Seasonal packaging
• Testing a new design before committing to a large run
• More SKUs without necessarily carrying huge inventories

The big change?

Print production is becoming more responsive to the way brands actually operate.

2. Shorter Runs Don't Have to Mean Smaller Ideas

Consumers expect brands to move quickly.

A product launches. A campaign changes. A promotion runs for six weeks. A new flavor is introduced. A regional market needs something different.

The old production model wasn't always built for that kind of speed.

Digital production is helping change the equation.

Industry analysts expect 2026 to be an important year for digital packaging as converters increasingly look beyond specialty applications and toward broader production opportunities. Versioning and faster turnaround are among the areas where digital technology can provide meaningful advantages.

For clients, that means more flexibility without automatically committing to enormous quantities.

And sometimes, producing exactly what you need is more valuable than producing the absolute cheapest unit price.

3. The Press Isn't the Whole Story Anymore

Here's one of the biggest things clients may not see:

A great press doesn't automatically create a great production operation.

The future of print is increasingly about what happens between the press, prepress, finishing and fulfillment.

Production systems are becoming more connected, allowing data and information to move between different stages of production. Industry experts increasingly point to workflow integration as a key requirement for getting the full value from digital production and automation. 

Think of it this way:

Design → Prepress → Printing → Finishing → Packaging → Fulfillment

When those systems work together, there are fewer opportunities for information to get lost, work to get duplicated or production to slow down.

For clients, that can translate into:

Fewer bottlenecks.
Fewer manual handoffs.
More consistency.
Better production visibility.
Faster turnaround.

The smartest print operation isn't necessarily the one with the flashiest machine.

It's the one where everything works together.

4. Automation Is Becoming a Production Tool—Not a Buzzword

You’ve probably heard a lot about AI and automation.

But in the print industry, the most interesting applications aren't necessarily flashy.

They're practical.

Automation is increasingly being used to help with things like:

• Workflow management
• Scheduling
• Production data
• Quality control
• Repetitive processes
• Finishing
• Inventory and production planning

Packaging manufacturers are increasingly looking at automation as a way to address labor challenges, improve consistency and protect production efficiency. A 2026 Packaging World outlook found that nearly seven in ten surveyed CPG respondents planned to add automation, cobots or robotics. 

And that's important because automation isn't about replacing craftsmanship.

It's about allowing skilled people to spend more time on the work where their expertise matters most.

5. Packaging Is Becoming More Connected

Here's where things get particularly interesting.

Packaging isn't necessarily just packaging anymore.

Digital printing and connected technologies are making it possible for packaging to become a communication tool.

QR codes, variable content, traceability and digitally enhanced packaging are increasingly being incorporated into packaging strategies. 

Imagine a package that can:

Tell a story.
Authenticate a product.
Provide instructions.
Connect customers to a promotion.
Share product information.
Track an item through a supply chain.

The physical package becomes the entry point to a digital experience.

And because digital production makes versioning easier, brands can potentially create more targeted packaging experiences without treating every version like an entirely separate production challenge.

What About Sustainability?

This is another area where the conversation is becoming more sophisticated.

Sustainability in printing and packaging isn't simply about saying “we use recyclable materials.”

Clients increasingly want to understand the actual production choices behind a project.

That includes:

• Material selection
• Waste reduction
• Energy consumption
• Production efficiency
• Ink technology
• Packaging design
• Recyclability
• Supply chain considerations

The Sustainable Packaging Coalition's 2026 trends report highlights the growing importance of data, design guidelines, recyclability assessments and measurable approaches to sustainable packaging. 

That shift matters.

The future of sustainable packaging is going to require more than good intentions. It's going to require better information.

So What Does This Mean for Your Next Print Project?

The biggest takeaway isn't that every company needs the newest digital press or the most automated production line.

It's that the right production strategy depends on the project.

Before sending a job to print, it's worth asking:

Could a shorter run make more sense?

Would multiple versions improve the campaign?

Could packaging and marketing materials be produced as one coordinated program?

Is there an opportunity to reduce waste?

Would a different finishing process make the piece more effective?

Could digital production give the campaign more flexibility?

Are we designing the project around what we actually need—or simply repeating what we've always done?

Those questions can sometimes make a bigger difference than the choice of paper stock or ink.

The Future of Print Isn't Just Faster. It's Smarter.

The most exciting developments in printing and packaging aren't about technology for technology's sake.

They're about creating more options for clients.

More flexibility.

More personalization.

More efficient production.

More ways to test ideas.

More opportunities to create packaging that connects with customers.

And ultimately, more value from the print investment.

At Crossmark, we're constantly evaluating how technology, production and finishing can work together to help our clients produce better work.

Because the goal isn't simply to print your project.

It's to help you figure out what's possible.

Have a print or packaging project you're planning for 2026? Let's talk about it before it hits the press.

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