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Printing_News_September_2016

Special press enhancements do more than just provide a visual pop. They can also add practical effects, such as braille, which allows them to be consumed by those who might be sight impaired. history of print. And, while enhancements have been around for almost as long, it’s only been in the more recent years as technologies have all gotten more cost eff ective, that these enhancements have started to become more budget-friendly for the average print buyer. Combined with the need to make print stand out from not just other printed pieces, but from digital mediums as well, it’s not hard to see why these enhancements are becoming increasingly popular. Because the technologies have made it easier to apply enhancements to some or all of a piece, the only limits to what can be created, today, is the imagination of the designer and the printer. “In general, any enhancement or special coating added to a normal CMYK print will have an impact on the fi nal product and provide an advantage over regular prints,” said Nixon. “However, it’s largely down to the designer to create something impactful, as each enhancement application is unique. We’re continually amazed by what end users produce with our technology. With enhancements like embossing, spot UV, foils, etc., and the opportunity to make print tactile as well as aesthetic, there is really no limit to the creative options available.” Th e best way to get those print buyers and designers thinking about what they could do with press enhancements is to let them see and touch examples. Nixon suggested printing a sample of one of their own jobs with and without enhancements so they can see for themselves how their own pieces can be transformed, rather than just show them samples that they may or may not be able to imagine in use with their own creative concepts. Once a printer has demonstrated how any piece can be more valuable with new textures, coatings, or foils, additional samples can be used to help buyers get a better idea of how much is truly possible. It becomes another way for the printer to be a partner, with valuable suggestions to help increase response rates and sales dollars, rather than just a commodity printer who delivers great print, but that’s all they do. Th at is the true value of special press enhancements. It allows a printer to off er their clients pieces that are far more likely to grab and hold the attention of consumers, which translates to higher response rates, higher brand engagement, and ultimately, higher profi ts across the board. And it all starts with making print pop. PrintingNews®com September 2016 ® Printing News 47


Printing_News_September_2016
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