Printing Technologies: Why It Pays to Know Your Stuff

Across the printing industry, technology marches on, opening up new profit centers for print providers. With so much change happening so fast, though, it can be tough to keep pace with new market developments — especially for busy print distributors. So, what are the newest technologies transforming the industry today, and how can print distributors leverage them to seize profitable new business opportunities?

It’s All About Keeping It Personal

According to Brian Brooks, manager of the product management group for Roland DGA, advances in digital printing are propelling the printing industry into “a more dynamic and customer-centric future,” marked by a shift toward on-demand production, shorter print runs, and greater customization. “Customers now expect tailored solutions and personalized experiences, and digital printing is facilitating these changes,” says Brooks.

The trend toward personalization, he adds, is also being driven by advances in software that, for example, allow for variable data printing, which allows each piece to have unique content like personalized text, images, and designs.

Michael Fries, VistaPrint’s executive vice president of global manufacturing, sees advances in inkjet printing as a driver of profitable growth opportunities for print providers.

“The biggest shift I’ve noticed is a vast improvement, not only in terms of the quality, but of the versatility of inkjet printing,” he says. “Although it had limitations, inkjet has been a well-adopted technology in large-format and book printing. As it’s become mature, we’re seeing that it can produce high-quality, high-volume work across several mediums and has vastly expanded into commercial printing.”

Fries also sees the ability to personalize prints as a significant game changer for print providers. “Everything that can be personalized is being purchased,” he says. “Whether that’s a laser-engraved pen, a business card, or a retractable banner, we’re seeing our small-business customers use these products to grow the reach of their brand and create a personal touch through their marketing.”

Among Roland DGA customers, demand for personalized printing is especially strong among SOHO (Small Office, Home Office) businesses. “Roland DGA devices allow brands to create vibrant and durable prints on a wide range of substrates, opening up new applications in packaging, labels, signage, textiles, on-demand and personalized clothing, and more,” Brooks says.

Making a Fashion Statement Pays

One of the fastest-growing categories for print distributors today is, in fact, decorated apparel, says Fries. “The applications are endless when you think about the evolution and improvement of printing technologies,” he says. “T-shirts are a great example. The types of text, artwork, and imagery we print is getting more complicated, but the quality of today’s printing makes it possible.”

Brooks also notes that Roland DGA’s direct-to-garment and direct-to-fabric printing technologies have been sought after for personalized apparel and promotional product orders.

Even business cards are getting a makeover for businesses, notes Fries, adding that VistaPrint customers today are gravitating toward elevated, premium finishes for these must-haves. “The digital technologies we use make it possible to offer customers a high-quality product in a very individual way, regardless of the size of the run,” he says.

Economizing with Tech

New, advanced ink formulations are helping print businesses save on their printing costs as well.

“Eco-solvent printing reduces ink consumption and waste while delivering high-quality prints, resulting in long-term cost savings,” says Brooks. “UV printing eliminates the need for additional drying time, reducing production cycles and increasing efficiency.”

For many small businesses that rely on print distributors, the benefits of new, advanced printing technologies extend beyond the realm of cost savings, though.

A Greener, More Profitable Bottom Line

Advances in printing technology are also helping print distributors capitalize on growing consumer demand for sustainable products. As a case in point, Brooks says, resin printing, now available through Roland DGA’s TrueVIS product line, uses inks that are both fast-drying and environmentally friendly.

“These GREENGUARD Gold certified inks have low VOC content, minimizing air pollution and reducing the environmental impact,” he says.

Fries sees demand for eco-friendly printing processes growing as well — and, accordingly, printer manufacturers are answering the call. “It has become more relevant to think about the product itself and its impact on the environment,” he says.

Media Matters

New profit centers for print distributors are also emerging around the many new, unconventional substrates that digital printing technologies support today.

“The industry is learning to print on more diverse substrates,” says Fries. “For example, printing on wood, etching on glass, and engraving on stainless steel have all become possibilities. This wasn’t possible many years ago, but the technology has evolved to a point where almost anything can be personalized.”

On the Horizon

While the industry has come a long way in terms of technological advances, we have only scratched the surface of what the next generation of printing technologies will deliver to the market — and what savvy print buyers will want, expect, and buy going forward.

“From eco-solvent, UV, and resin printing to direct-to-garment and direct-to-fabric printing, new innovations empower print providers to meet the evolving demands of customers,” says Brooks.

And new technologies will play an even greater role in the variety of printed products available to buyers, notes Fries. “Digital printing technology in and of itself is a tool,” he says. “It’s the end result that creates customer value.”