Printing and Imaging

Special Effects: Sticky Images

By Gretchen A. Peck

Sticky graphics—that’s what print buyers want. Whether artists or marketers, they share a common goal to create images that grab attention and leave an impression, images that compel you, and perhaps even haunt you. Sometimes the vision calls for those images to become part of the environment, to be stuck on a wall, wrapped around architecture, placed over windows, and all kinds of surfaces.

It’s not unusual in large format graphics to print to interesting substrates that are both visually intriguing and install challenged. Specialty substrates—such as metallic and chalkboard—with adhesive applications abound, but print service suppliers must be both left- and right-brained when choosing among them. Print buyers look to the print provider for technical and performance guidance, as well as creative insight into how ideas may be achieved.

Read more at: http://www.digitaloutput.net/special-effects-sticky-images/

Published by Digital Output magazine, February 2014

Printing and Imaging

Variable data makes the leap

By Gretchen A. Peck

Commercial printers and their print-buying clientele long ago recognized the benefits of personalized print and built workflows that took in vast volumes of disparate data and blended it with static print images. The ability to customize each and every page that comes off a press changed the marketing and advertising game forever—for the better.

For example, consider email marketing. Experian Marketing Services’ 2014 publication, 2013 Email Market Study, found that personalized emails inspire six times the response, transaction, and revenue rates than non-personalized messages. And the effectiveness of personalized print is equally compelling. The study reports that customized promotional mailings may garner as much as 29 percent better open rates.

Now, digital large format print service providers (PSPs) are taking a page from the commercial print playbook and rolling out variable data print (VDP) for their own breed of print projects.

Read more at: http://www.digitaloutput.net/variable-data-makes-the-leap/

Publishing by Digital Output magazine, April 2014