In the modern business landscape,
where competition is fierce and
customer attention is fleeting, the quest
for differentiation and eye-catching
products has become a necessity for
companies across industries. While
printing matters, the embellishment is
of strategic importance. There is a
growing emphasis on visually
captivating designs and packaging that
can attract and influence consumers. In
response to this demand, digital
enhancements and embellishments
have emerged as transformative
solutions, empowering brands to do
things not possible before building on a
true digitalized production. This article
dives deep into the implementation of
digital embellishment, exploring the
advantages, cost considerations, and
potential return on investment (ROI)
associated with adopting this
innovative printing technique.
Unparalleled Flexibility and Customization: Cost Efficiency
and Waste Reduction
Digital enhancement offers a plethora of benefits that are
widely recognized in the industry. One of the key advantages
lies in its unparalleled flexibility and customization options.
Unlike traditional methods, which often involve timeconsuming
and costly processes for making changes in
designs or personalization, digital enhancement enables
quick and easy adjustments. This makes it an ideal choice
for short print runs, prototypes, and variable data printing.
The economic implications are significant as this flexibility
enhances cost efficiency by reducing waste and enabling
businesses to cater to diverse customer preferences.
Enhanced Marketability
Moreover, the inclusion of enhanced visual and tactile
elements in printed materials has a profound impact on
consumer perception. It conveys a sense of luxury and
quality that elevates the marketability and perceived value of
the products. Furthermore, the ability to offer customizable
and personalized embellishments not only attracts a wider
customer base but also allows businesses to tap into niche
markets, thereby boosting sales and revenue.
Environmental Sustainability: Minimizing Waste and
Hazardous Materials
Beyond these well-established advantages, digital
production makes an excellent case for decreasing
environmental impact too, by minimizing waste and
mitigating the use of hazardous materials commonly
associated with traditional embellishment methods. A
notable player in the digital embellishment space is Scodix, a
leading supplier of innovative enhancement systems. The
company recently validated its environmental credentials
through a Life Cycle Assessment (LCA) study, which
revealed that its digital process reduces CO2 equivalent
emissions by 85% and decreases fossil fuel usage by nearly
85% and water consumption by 80% per B1 sheet compared
to traditional hot stamp foiling. Furthermore, Scodix achieved
a certification that allows products enhanced with Scodix
Spot™ Varnish embellishments to carry the recyclable
symbol, as long as the substrate used is also certified as
recyclable. This eco-friendly approach not only contributes to
a positive brand image but also meets the growing
consumer demand for environmentally conscious products.
Unlike other companies offering digital embellishment
solutions Scodix has heavily invested in making its life cycle
more environmentally friendly and this is important to notice.
Establishing a Compelling Business Case
While the benefits of digital embellishment are evident,
Print Service Providers (PSPs) often face the challenge of
establishing a compelling business case for integrating this
technology into their production line. The adoption of digital
enhancement technology requires an initial investment,
which can be significant, especially for smaller businesses.
However, it is crucial for printers to carefully weigh this
capital expenditure against the long-term benefits and
potential ROI in order to make an informed decision.
Compared to traditional embellishment methods, digital
technology offers notable cost advantages, particularly in
terms of reduced labour and setup costs. Expensive dies,
plates, and extensive setup times are no longer required. The
digital nature of the technology allows for faster job
turnaround times, resulting in increased productivity and
reduced labour expenses.
A compelling replacement technology
Moreover, digital technology has transcended its initial role
as a solution solely for short print runs. Nowadays, it can
efficiently and cost-effectively handle longer print runs.
Additionally, digital processes now support a much wider
range of substrates, making them compatible with diverse
printing needs. For instance, Scodix technology works with
over 200 different substrates, including 36 foils and a variety
of uncoated papers. Consequently, digital technology can
seamlessly complement larger printers equipped with
traditional processes or serve as a compelling replacement
for them.
Enhancing Perceived Value and Driving Premium Pricing
Probably the most compelling argument for quick Return
on Investment of digital enhancement lies in the increased
value it brings to the product. With the addition of Scodix
embellishment, the perceived value of printed materials is
enhanced significantly. By incorporating tactile elements and
eye-catching finishes, businesses can create a sense of
luxury and premium quality that resonates with consumers,
leading to increased customer interest and a willingness to
pay a higher price. This boost in perceived value is
particularly beneficial for companies operating in competitive
markets where product differentiation is crucial for success.
Scodix digital enhancement technology takes the
customer experience to new heights by captivating and
engaging customers on a deeper level. The tactile nature of
the finishes created by Scodix technology invites interaction,
stimulating the senses and leaving a memorable impression.
This heightened engagement can drive customer loyalty,
repeat purchases, and positive word-of-mouth referrals,
ultimately boosting sales and contributing to overall business
growth.
The Path to Differentiation and Business Success
In conclusion, the sustainable benefits of digital
embellishment combined with the proper economics offer
advantages for businesses looking to offer new services and
differentiate themselves in the market. Beyond the obvious
benefits of flexibility and customization, digital technology
provides cost-efficiency, environmental sustainability, and
increased marketability. Of course, digital embellishment
won’t replace conventional embellishment technologies but
as we all know, digital is the way forward and the one who
embark on it early will be able to help their clients to do
things not possible before and many brand owners are keen
at sustainable innovations.
Being French, I can’t miss the recent MGI business case
done for the Beaujolais wines losing attractiveness over the
years. By adding advanced digital embellishments on
Beaujolais wine labels, the JETVARNISH 3D WEB has been
able to enhance the attractivity of the bottles on the shelves
pleasing a brand owner far beyond its expectations.
The environmental advantages of digital embellishment
cannot be overlooked. With reduced waste and minimized
use of hazardous materials, digital technology aligns with
the growing consumer demand for sustainable products. By
adopting digital embellishment, businesses can not only
enhance their brand image but also contribute to a healthier
planet.
While the initial capital expenditure may be a
consideration, the long-term benefits and potential ROI of
digital embellishment make a compelling business case.
Reduced labour and setup costs, faster turnaround times,
and compatibility with a wide range of substrates make
digital technology an attractive option for both small and
large print service providers. Whether as a complement to
traditional processes or as a replacement technology, digital
enhancement provides the means to elevate print materials,
engage customers on a deeper level, and drive business
growth.
As businesses strive for differentiation and excellence
digital embellishment present a compelling opportunity. It
takes more than a digital press to be successful. Embracing
innovative digital finishing techniques can unlock a realm of
possibilities, leading to increased profitability, enhanced
brand recognition, and a sustainable competitive advantage
in today's dynamic marketplace. All this will be on stage at
drupa and a must see for all the one who are looking at
developing new applications and new services for their
clients, for those who believe in end-to-end digital
production and to the one who simply look forward to do
things not possible before.
About the author: Francois Martin is a Freelancer Print, Labels &
Packaging Industry Consultant. After more than 20 years in Print &
Packaging driving for innovations enabling new things not possible before
he is looking at digital innovations able to transform the print and
packaging industry to be more effective and more sustainable going
forward. He is as well a communication senior advisor and consultant.
(Images courtesy Scodix)
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