High Value Features: Increasing Importance

The clear trend in the industry for the last several years has been digital printing technologies overtaking traditional analog technologies.  And over the last few years, the sophistication of documents produced digitally has grown dramatically. You know, it wasn't that long ago that digital meant monochrome letter-sized printing!

Now we've reach a bit of a "tipping point", for lack of a better phrase, in terms of this sophistication. Everywhere you look now, you see digital products being produced with high value features. These features include, but are not limited to:

- Binding (Perfect, Case, Coils, etc.)
- Cutting (many different sizes)
- Folding (many different shapes)
- Coating (UV and others), Laminating
- Die Cutting (should probably be in quotes, because the lasers and other robotic devices are selling like hotcakes now)
- Inks: (additional imaging units have become common; Gold, Pearlescent, Neon Pink, White anyone)
- Dimensionality (i.e., Scodix, and native capabilities in HP Indigo and Nexpress)
- Papers (amazing, beautiful examples for all output technologies)
- Substrates (I spoke to someone who was printing on Hemp the other day, but plastic has become almost commonplace, and if you look at the GPA catalog, you will see a gigantic variety of versatile non-papers.)
- Foil (not done on the digital equipment, but applied to digital output)
- Special Effects (like Color Logic)

I've never seen so many example of amazing business cards since back in the early days of Printcafe... back in those days, a card that cost $3 was a demonstration of how well you could print, and all the things you could do.  PCAF had cards that were folded, scored, die cut, perforated, had at least 7 colors including a metallic and different coatings on both sides.  Those days are back, only it's digital not analog printing that is impressing.  Just take a look at Moo.com.  I bought some business cards from them, and they were insanely expensive-- so I expected the result would be for people to be impressed by them. I was not disappointed, everyone I gave them to (including many commercial printers) appreciated them.

Color Logic System Designer Swatch Book

It has been said for quite some time that anything that can go digital, will go digital.  In fact, I think Benny Landa himself has even said this. However, this is a double edged sword today.  Many things that were previously printed have gone digital in the form of not being printed at all-- rather delivered via the Internet. And many more will.  Some information simply makes more sense to be accessed via the web than via an relatively expensive piece of paper.

Other information, however, benefits greatly from the sophisticated treatments that can only be delivered by high-end commercial printing. When you understand that even the most basic printed piece is going to be more expensive to produce and deliver than something published on the web, you start to realize that the print service providers energy should be focused on producing printed materials for audiences who care about the quality of the piece. There are many examples of these categories of products and I may get into that in a future post.

Clearly, though the smartest operators in the industry have arrived at this conclusion, and are investing in capabilities that will allow them to offer all the advantages of digital printing coupled with beautiful, high-end features. They already have clients who see the value of this work, and they seek out more who fit the profile. This, to me, is the essence of the immediate future of the successful commercial printer.