“The best way to predict the future is to invent it.” -Alan Kay, American computer scientist.
This is a great time to be a brand owner or a publisher. The latest innovations in digital print technology have created new opportunities to re-evaluate the role of print in customer communications, marketing and publishing.
Once focused on forms replacement for transactional documents, production inkjet has blossomed into a versatile and powerful tool that companies like yours are using to take advantage of cutting-edge applications – and even create new ones. The marketing landscape’s shift to digital is spurring new demands from brand owners, making it imperative for the industry to shape the future of print, rather than simply responding to the status quo. Here are three ways that production inkjet – and the printers who use it – are innovating print applications and technologies:
White paper in, full colour out
In today’s world of immediacy, companies are expecting what they want, when they want it, no questions asked. For a print shop, this requires digital technologies that are nimble enough to deliver a transactional production run just before one for direct mail, with minimal downtime.
Throughout the past ten years, production inkjet has evolved into an affordable and effective route to white paper in, full colour out applications. Whether it’s a full colour transactional document, glossy direct mail piece or graphics book, inkjet technology can meet the needs of each demand with precision and high quality.
Being able to produce short runs of varied output is also a key advantage of inkjet. In the case of books for example, while offset is still the go-to technology for producing high quantity runs of books, inkjet is enabling book printers and publishers to produce shorter runs that are just the right amount for a given purpose. Review copies used during the editing process and marketing copies distributed during the promotional phase of a book launch are two such applications where low quantities are needed. What’s more, inkjet is enabling books to never truly go “out of print” by making it easier for printers and publishers to meet one-off demands for old and rare books from consumers. In the educational market, class-customised booklets that might be used only by one or a handful of professors, and versioned textbooks are yet other opportunities to put inkjet’s short run capabilities to use.
For example, we will be showing at the Hunkeler Innovationdays show this month in Lucerne a full colour book, The Cult of Porsche: In the Beginning. This is digitally printed on offset stock, delivering the impact and quality that, until now, has been associated only with offset printing. Originally produced in short runs and shown at last year’s London Book Fair, it will be inkjet printed for the first time for Hunkeler Innovationdays.
Personalisation /variable data
The opportunity to customise direct marketing output has never been greater. As more transactional communications transition to intangible, digital forms such as email and mobile apps, the value of printed communications is increasing. The clients of printers are demanding high quality output that grabs attention with relevant content and interactive elements such as QR codes and interactive print solutions like Ricoh’s Clickable Paper. By virtue of the sheer amount of customer data available to agencies and their brand clients, items like coupons can be customised with items that go beyond the usual name and gender information. Deeper demographic and psychographic information can be incorporated and reference the recipient’s recent purchases, buying habits, and other information that ensures the direct marketing content is being received at the right time, by the right people with the right message. Inkjet’s heritage in variable data, coupled with its continued evolution as a graphic communications tool that rivals the colours and print quality of offset, further empowers marketing agencies and brand owners to take advantage of this opportunity. Have a look out for the The Bianchi catalogue on our stand. With its challenging brand colours and high quality bike imagery it will demonstrate the results inkjet is capable of such as readily reproducing work previously the preserve of offset.
All of these innovations will be on display in the Ricoh booth at Hunkeler Innovation Days. Stop by to learn more. We look forward to seeing you at the show.
This article is from European Printing Industry Coverage from WhatTheyThink