In the late 1990s, many of us in the ad agency and marketing arenas began learning, and eventually hearing about digital photography. Most creative heads and photographers during that time, and into the early 2000s mumbled, “It will never come to fruition, nor will it become an industry standard.” They were correct to believe this during its infancy. But as time always shows us, with patience, human ingenuity, and innovation, technology emerges to become reality. Today, digital photography is mainstream and a “go-to” used by many photographers and artists. The range encompasses all types of categories from lifestyle, fashion, freestyle, table-top, and more. Look at the rise of videography and the social platforms that have grown out of this once emerging-technology.
Like digital photography, the commercial printing industry has seen the rise and growth of digital printing and we are now at a defining moment. Digital, or inkjet printing is here to stay—and more innovative than ever.
Digital printing is becoming a disruptive technology to the offset technique. Digital or inkjet printing today enables print shops to reduce lead times by removing the need for plates, make-ready and set up time. Specific inkjet presses do not require digital paper—they can print on digital or offset papers and substrates. Color is accurate and consistent from the start of the print run to the last sheet, with very little press room consumables. The color proof reviewed is on the actual paper stock of the deliverable. The color match is detailed and exceptional.
Digital offers features, for direct mail and variable data that offset printing cannot. On a digital press, when the project is ready to print, you enter all information with a single pass. High volume, variable data printing is produced inline, one time. There is no need to print shells and overprint with a second pass.
There is also a greater level of control and flexibility in how print shops and customers manage their brands, quantities, and inventory. Short runs are now an option because inkjet printing provides faster turnaround and greater efficiency than offset printing. Output can be created on-demand—eliminating the need to produce documents in bulk that may become outdated should a company change its logo, address, or should the product information change.
Digital printing combines the best of digital and offset, producing color at previously unreachable prices, while creating output more quickly than offset, as well as lower operating costs.
It is important to note that you should seek out print shops with the newer digital presses. They are exceptional in color, cost, and speed—and they can produce short runs efficiently. This is something unheard of on an offset press. With the changing economy and markets, it is time to become familiar with digital printing and apply it to your marketing or printing goals and materials. Call or email me for a quote!
Cindy is the Business Development Manager for ASB Graphics. You can contact her at cchristian@asbgraphics or (336) 906-5562