Technological Advancements in Digital Printing
The wonders of the digital age are apparent all around us. Society has been treated to unparalleled technological evolution over the last few decades. From touch screen phones and tablets to animal cloning, fibre options and nanotechnology, the global landscape is vastly different than it was just thirty years ago. Every business across the globe has evolved, and digital printing is no exception.
Digital press was found in the later 1990’s. Over the last two decades quality marketing collateral has become accessible to everyone. This is no more apparent than for clients with designs on personalising their business, or that have expertise in a niche market.
This is highlighted in the manner in which businesses choose to promote themselves. For example, if you earn a living as a chiropractor, and your primary customer demographic is the local community, placing business cards in the local post office, a venue where a great deal of post office workers are bending and stretching, is a sound marketing ploy. By directly targeting your customer demographic by providing simply accessibility directly to clients you will maximise the potential of gaining a larger clientele.
The evolution of computer software, especially in the capabilities of generating print files, has made accessibility easier for business owners and creative professionals to create a strong brand and market their services. Software such as Microsoft Publisher, Microsoft Word and Adobe allow even someone with a modest understanding of brand marketing to design eye-catching business cards. Once the file is saved as either a .txt or .doc it’s easy to make changes, should you see that design improvements can be made, and copies of the design can be easily made.
Digital presses require much less initial set-up costs compared to traditional presses and produce far less hazardous and chemical waste by-products. Print paper waste was traditionally significant however, digital printing produces nominal waste. Digital printing also offers sharper colours and deeper toners. Therefore finished pieces do not require the drying time of offset printing. They can be cut, dried and delivered in a very short space of time.
Digital printing also offers the opportunity for true design personalisation – a growing trend in digital technology. Through the use of Variable Data Printing (VDP) businesses have the capacity to send personalised mailings to prospective clients using mailing lists and other databases. The VDP printing technique allows a printer to change the graphics or text on each design without slowing or stopping the presses. Turnaround times are vastly improved. Additional software is required but the investment is well worth the additional expenditure.
The growth of digital printing has facilitated the ability for smaller businesses to easily tailor their marketing to the needs of the client, whilst benefitting from reduced production costs. Digital consumers can benefit from creating their own designs and files with software that is both easily accessible and straightforward to use therefore having creative control of their business marketing.
If you’ve not considered the benefits of digital marketing, then perhaps it’s time to!