It strikes me that in packaging design right now we have the good fortune to be witnessing a perfect storm of technological advance and market conditions. Digitisation of media and retail channels is creating a need and a chance for brands to engage with consumers in new ways. There’s an impetus to connect the dots between the various physical and digital moments of truth – and increasingly brand owners possess the data about consumers to personalise those engagements either side of the digital/physical divide. Meanwhile, rapid advances in the quality, agility and value proposition of digital printing means that marketeers can now look upon almost any packaging substrate as an agile communication medium. Already an important material for in-store communication, as well as being the default packaging in e-commerce, corrugated is widely regarded as the digital print market with the most exciting potential. Advances such as last year’s launch of the HP PageWide C500 bring digital flexibility along with analogue print quality to corrugated board.