Making an Impact
While print service providers (PSPs) are all too aware of the special effects that can be added to printed work, the main challenge is communicating the benefits of this to customers and opening their eyes as to why they should consider such effects with their printed work.
One of the primary markets for special effects is packaging, with the addition of effects such as gold foiling or embellishment almost certain to catch the eye of consumers. But the fact is that there are plenty of other applications where special effects can be used to bring extra value to the piece.
Here, Print Monthly speaks with a number of specialist manufacturers and suppliers in this market to find out more about special effects and the latest technologies that can help PSPs offer even more options to their customers.
Stunning Results
Up first is Vivid Laminating Technologies, a manufacturer that has been providing specialist kit to the market for many years. Product and sales manager Lewis Evans says according to studies, something with a special effect on it draws attention six to seven times longer than plain print.
“It is also less likely to be discarded and thrown away straight away; people keep it for longer and it increases the value of the product it is representing,” Evans says, adding: “The most impactful effects are the ones that you can see and feel.
“Foiling has been around for a while, and it is still great, but people like raised print and soft touch. They like rough uncoated boards linked with foil, as well as dark backgrounds with foils on the front of them, which look stunning with navy blues and golds on them. If you get the right colour background of card with the right colour foil, it can be absolutely stunning.”
Evans was also keen to highlight that the cost of offering this sort of service may not be as expensive as PSPs first think. He offered the example of Vivid’s Matrix and Veloblade range, which, as a partnership, can produce luxury packaging and special effects for a variety of markets.
The Matrix 370MP digital foiler is one of the most popular products in Vivid’s Matrix range
“One job a week will pay for the whole setup,” Evans explains, adding: “If PSPs decide to outsource work out, that is going to be much more expensive. For the same or less cost than one job per week that is outsourced, you can create it all in-house and have complete control over the whole process. You can even offer products the same day to the customer.”
Going into detail on Vivid’s collection of special effect products, Evans picked out the Matrix Metallic in particular. This, he says, is the only digital foiling machine on the market that will foil on uncoated stock and is available for less than £100,000. Evans adds that this machine can be combined with Vivid’s Veloblade solution, allowing customers to finish off work after the initial foiling process.
Looking ahead, Evans says Vivid is working on a few ideas to further expand the capabilities of PSPs in special effects. With this, he invites anyone interested in learning more about the manufacturer’s latest solutions to visit Vivid at The Print Show 2023, where again it will have a significant presence.
Elevating Brands
Another major player within this market is Duplo, which offers a range of special effects kit to customers. Martyn Train, managing director of Duplo UK, says one of the easiest ways to make printed products look spectacular is through special effects and embellishments. However, he adds that what’s not so easy is getting the mix right to make it into a premium product and making the customers understand that adding a little extra will make the end products into an unforgettable experience.
O Factoid: Duplo distributes the Bagel Systems range of laminators and foilers in the UK O
“Even on the packaging side, a less valuable item can be instantly turned into a premium one through spot UV, foil, 3D foil, or even a choice of materials,” Train says, adding: “Embellishing packaging elevates the brand instantly at minimal cost.
Even on the packaging side, a less valuable item can be instantly turned into a premium one through spot UV, foil, 3D foil, or even a choice of materials”
“Being able to add special effects to printed products makes print suppliers stand out from those that do not or cannot offer it. With companies now offering online print, adding an option to add embellishment to a customer’s print will set them above the competition.
“Having the option to do these effects means customers will return to them to see what else they can do for future projects. One of the biggest benefits of bringing embellishment in-house is that the printer has complete control over their processes. Control over costs, budget, and time scales adds flexibility to be able to provide a much wider portfolio to existing customers.”
Train goes on to say that PSPs that have this sort of service as part of their offering, need to sell their specialist finishing to customers and the benefits that this will bring to them.
“There are no two ways about it; UK printers have the talent, expertise, technology, and creativity,” Train explains, continuing: “However, if they don’t know how to sell their print, especially the specialist finishing to the buyers, then printers will lose out on the opportunity to add value with embellishment.
“More awareness of the impact extra finishes that UV spot varnish and foiling can achieve needs to be made to marketers, brand owners, and designers. We want every sheet of paper, card, or board to reach its maximum potential.”
With this, Train has words of advice for those PSPs looking to enhance their offering with the addition of new special effects kit. When investing in technology, Train says PSPs must keep in mind that ease of use and accuracy should be at the top of the list on embellishment equipment. He adds that there is no point in offering speciality finishing and the end product then be either inconsistent or unprofessional.
Komfi’s Amiga 52TE, available through Friedheim International, can be used for special effects such as embossing
“It’s usually the fine details that make the best items of printed products stand out – and that is where the best quality finish is needed,” Train says, adding: “Then in addition to this, with short runs and high order numbers, ease of use and automation play critical roles in any print production, not the least on the finishing side.
“It is even more important with the number of bottlenecks we see at the finishing end. Automation and good integration between machines are vital, as is testing on multiple substrates and stocks. Picking the right foil to go over spot UV and the right stock play a very important role too.”
Train goes on to pick out some of the latest and most popular solutions available at Duplo. These include the DDC-810 and DDC-8000 spot UV coaters, both of which he says are easy to set up, use, and maintain. The two machines also use the same user interface, with only a few additions for the larger model due to all the extra features such as inline foiling.
However, Train adds that Duplo has discovered PSPs need to truly understand what they are trying to achieve with spot UV and work with the designers.
“Simply adding a UV layer solid to print isn’t using this tool to its potential, to create impactful print, spot UV needs to complement the artwork, creating textures to give tactile finishes to the products,” Train says.
“This kind of joined-up thinking between designers, marketers, agencies, and their printers brings much higher interactions with end-users. And nothing needs special effects more than seasonal print campaigns during the festive seasons – where standing out from the array of similar products will mean a successful season or not.”
As for other solutions, Duplo distributes the Bagel Systems range of laminators and foilers, from B3 to B2 sheet sizes, in the UK.
Create Something Special
Highlighting a third solutions provider in this market, Friedheim International works with a wide range of partners to deliver finishing products to customers. Marketing executive Seth Morgan says being a little different with the services you offer can go a long way.
“Being noticed, remembered, and enjoyed is something the commercial printer has always tried to provide for clients and here in 2023 we have all the options and data to achieve it – so the expectation is already there,” Morgan explains.
“For brands owners, it’s a big decision but getting it right can mean introducing or retaining the brand in new or existing customers' minds. The tangibility enhances credibility and provides an opportunity to create a physical representation of a brand’s identity, if designed appropriately this can be something quite special.
“Things like consistency of quality and the ability to address client concerns are important to brand owners, and so should be important to printers. Not only does this work at the top of the market, leading brands strutting their stuff, but also for more personal intimate products.”
Komfi is one of Friedheim International’s finishing partners. Pictured: the Komfi Fullmatic 52
Offering advice on new investments, Morgan says that many customers will be working to specific or tight budgets, so being able to upsell special effects can heavily depend on the extra costs incurred. He adds that if printers can offer to take the product to the next level without introducing more roadblocks for the buyer, this is a sure-fire way to bring in more work, and so you need the equipment to match.
“Things like flexibility of scale and ease of setup and use win practically over cumbersome old technologies, especially in the middle market where premium specification is not predetermined from the buyer,” he says.
With this, he draws attention to one of Friedheim’s finishing partners in Komfi, a specialist in lamination equipment, and how working with solutions from the manufacturers has helped a number of its customers succeed and grow.
One customer has a peak season before Christmas, producing photobooks. These products are embossed, and the customer has huge amounts to create in this period. For the rest of the year, the customer uses Komfi’s Amiga 52TE for standard lamination only.
“Those who already have a laminator from Komfi will know how reliable and productive they are,” Morgan comments, adding: “Anyone looking to strengthen their lamination abilities or embellishment offerings should be seriously considering the Amiga Tandem Emboss, but the entire Tandem range has a lot to offer anyone with lamination in their remit.”
Clearly, there are plenty of benefits that special effects can offer to your customers across all manner of printed applications. Having the kit in place to deliver such effects will allow you to work with customers on a wide range of innovative projects that will draw plenty of attention and praise from consumers.
Your text here...
