69 NOTICIAS I NEWS ted, we will likely also be asked for hot stamping in the same design.” At PCM, they use water-based inks and UV-cured inks so that they don’t adhere as strongly and are easier to remove during recycling. “Suppliers are working on raw materials that are more beneficial, less harmful to the environment, and easier to recycle, ” he explained. Personalization, limited series, and technology Personalization represents another prominent trend. According to Martín, “personalization, small series, and limited editions are increasingly in demand.” These productions, however, present industrial challenges when the lines are designed for large volumes. Sandra Mercé pointed out that digital technology allows brands to respond to this demand through shorter runs and personalized products. Miguel Ángel del Baño, for his part, believes that limited editions can also have a strategic function for brands, allowing them to test new proposals in the market before incorporating them into their portfolio. Digitalization is also changing the function of the label. QR codes, NFC, and digital passports can provide traceability and, simultaneously, expand the brand experience. For Mercé, these tools allow brands to establish “a connection with the consumer” and develop storytelling beyond the physical space available on the packaging. This issue presents new challenges for design. Miguel Ángel del Baño summarizes the situation by noting that “sometimes, back labels are real puzzles, ” due to the increasing amount of information that must be included. Looking ahead, the three professionals agree on three main lines of evolution: sustainability, personalization, and technology. For Alex Martín, “we are moving towards a line of decorations and finishes that are more sustainable” and towards packaging with “more QR codes, more information, more storytelling.” Sandra Mercé points to a progressive integration between the physical and digital worlds, while Miguel Ángel del Baño believes that packaging will have to play an increasingly important role in the identity of new generations. “The packaging has to be another part of their look, of their way of being, something that helps them define themselves, ” he stated. In this scenario, the packaging ceases to be merely a container and becomes a point of contact within an increasingly broad brand universe. Cada vez se busca más la personalización, series pequeñas y limitadas. Estas producciones, sin embargo, plantean retos industriales cuando las líneas están diseñadas para grandes volúmenes There is an increasing demand for customization and for small, limited production runs. However, these types of production pose industrial challenges when the lines are designed for high volumes
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