Print embellishments like spot varnish, foil, raised printing, effects like glitter and other enhanced printing finishes, make printed materials jump out when handled.
Print embellishments are now easier to justify
Marketers love what can be achieved with embellishments, whether it’s gold, silver or clear ink, but they have historically been difficult to justify.
However, as printing technology is now making embellishments and enhancements possible for more applications, these finishes are now more achievable from a quality, as well as a business case perspective (see the recently launched Iridesse Production Press from Xerox for example).
When marketers decide to print, they are demanding print that goes beyond what they can get via digital media – something special. As we have been saying for the last few years, direct mail is experiencing a resurgence, as are catalogues and packaging and these are fuelling demand for these special finishes.
Adding the Wow Factor
Picture these special touches that each enjoy the wow factor:
- An image that shines on an invitation
- A texture that looks real to touch on a poster
- Text that “pops” in a promotional sign
There’s a growing demand to add this wow factor to a wide range of applications:
- Folding packaging
- Labels
- Marketing collateral
- Business cards
- Greeting cards
- Wedding invitations
- Book covers
- Magazine covers
- Gift boxes
- Direct mail
Embellished print brings more profit than simple CMYK?
Meeting this demand not only brings more high-value jobs into your business, it also helps job profitability against the intense competition for standard four-colour digital printing. Digital print embellishments that go beyond CMYK – enhancements like metallics and extended gamut inks — differentiate commercial printers in the marketplace.
Commoditised CMYK digital printing can use embellishments to tap into higher-margin work, just like the premium bottled waters and speciality coffee. Digital print embellishments provide unique value, higher profits and increased growth.
The value proposition for commercial and in-plant printers is appealing:
- Extended gamut inks, metallic effects and special embellishments are high-value applications, so charge accordingly.
- It’s an expanding market segment with significant growth potential.
- PSPs can lock in business with more “wow” per page with single-pass mixed metallic
- You can amplify page content with vibrant, mixed metallics while replacing costly, time-intensive processes.
The Embellishment Market Shines
Keypoint Intelligence-InfoTrends1 expects digital print enhancement volume will grow at a 27% CAGR from 2015 to 2020, reaching 25 billion pages by 2020. This growth is more than twice that of CMYK digital printing.
Profit margins on digital print enhancement range from 50% to 400%, and ROI is quick. Print buyers will pay a premium of 24% to 89% over CMYK only for digital print enhancements.
Add Print Embellishments and Grow Your Business
Now’s the time to learn and understand the real potential of these applications and how to identify the right ones for your print operation. When you’re ready, you will be able to:
- Create more “wow” with speciality embellishments
- Easily add special touches that attract and engage, while capitalizing on digital’s benefits
- Create more “wow” with stunning four-colour quality
- Take on more short run, short-turn digital jobs without tradeoffs
- Take on new opportunities with confidence
- Accept, preflight and submit jobs smoothly
- Press check to maximize press and operator productivity
- Produce complex jobs within tight deadlines
1. Keypoint Intelligence-InfoTrends, “Beyond CMYK: The Use of Special Effects in Digital Printing,” 2016
This post is based on one originally written by Andrew Gunn, Director of Product Marketing Xerox NAO Operations
