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In a recent webinar NAPCO reported the global market in embellishments is growing at 6% to 8% annually. It projected the specialty print market will grow to $45bn by 2028.

But the impact on the bottomline is more tangible. Keypoint Intelligence found creating a superior, value added experience with digital embellishment enables print service providers to generate healthier margins – especially with print buyers willing to pay premiums ranging from 24% to 89% for special effects over standard CMYK only printing.

This presents exciting opportunities but for those who are unsure about exploring the potential of this market here are three reasons to embrace it:

1 Luxury looks attract consumers  

Enhancements attract attention and make people happy. Embellishments provide novel experiences that are both visual and often tactile, especially with foils, embossing and special varnishes. Creating appealing output can help customers achieve higher profiles for their products on the shelf and online, and increased sales. 

A study by the Foil & Specialty Effects Association (FSEA) discovered embellished promotional postcards offering a free car wash achieved a response rate of 16.8%, equalling a 31.25% improvement over the response rate of a non-embellished postcard. The FSEA also found that embellished printed pieces are 2.5 times more attractive to consumers. 

Eye-catching and sensory combinations create appeal and drive greater purchasing, which makes the case for higher margins. While encouraging recipients to touch and hold something generates a sense of ownership that can lead to sales. A study from  Total Retail study showed that 30% of all products that shoppers hold are purchased.  

This approach could work for print service providers demonstrating their digital enhancement capabilities with a sample with added features, and one without. Limited print runs can also be affordably created, and when combined with a call to action, showcase the impact that is possible.

Standing out from the crowd by differentiating its offering, and enjoying the considerable benefits of flexibility that a digital solution brings, were among the reasons Healeys Printers in the UK invested in a Konica Minolta AccurioShine 3600 inkjet spot UV coater with iFoil One in-line hot foil stamping module. The operation was keen to bring spot UV and digital foiling capabilities in-house to offer something different from its rivals with dramatic and eye-catching additions. It also liked the ability to produce spot UV varnishing, from prototyping to full production, without the need for screens, plates or dies.   

2 Digital embellishment future proof business  

 Brands, and the creative designers behind them, are constantly looking for ways to set themselves apart from the competition. Digital embellishments enable quick and easy customization and personalization that is highly scalable and more affordable than traditional methods

As such they are increasingly being specified - NAPCO research on adding value to digital printing revealed that almost half digital print provider respondents enhance digital print with special effects. Another 23% planned to add it.  

 ReBrand in Bulgaria chose to target new market segments and attract new customers by taking the path of transformation – entering the digital printing sector characterized by smaller runs, customization option and short deadlines. The digital print solution project grew into a digital technology print enrichment project and essential to its success was easy to use quick to set up systems.  

It invested in an MGI JetVarnish 3DS to deliver its Digital Liquid Foil service and Managing Director Mladen Marinov states: “If the final product is with Digital Liquid Foil, it is many times more beautiful and powerful, but this happens only when the varnish and foil are used in the right way. It has to be done moderately and highly deliberately." 

3 The time is right   

Almost three-quarters (74.5%) of the 295 respondents in the PRINTING United Alliance State of the Industry Survey, had already diversified beyond their primary printing business. They recognized the need to invest in automation and production speed, for “a perpetual process of streamlining and improving systems to reduce cost.”

Demand for distinctive packaging and versioning is on the rise. Brands are looking to increase their SKUs, expand their product lines and use more personalization and customization with versioning to create more highly targeted marketing. Digital embellishment makes all of this possible. 

This is something UK printing and design agency Sketches Int recognised when it was evaluating ways to stand out in the market by producing high quality printed products featuring 2D and 3D UV and foil. Director Nizar Alolabi commented: “I was looking for help with foiling for the stickers and packaging market, particularly for short run jobs with different artworks, as we specialise in high-end labels and packaging which adds considerable value to any product.” 

Sketches Int chose the Konica Minolta AccurioShine 3600 and the iFoilOne module to produce market leading high-impact and high-quality products for its customers. It delivers increased options for 3D UV and foil products and offers greater flexibility. He adds: “On top of this, being able to offer these options from our in-house production line enables us to save 30% on the costs compared to our competitors, which makes us even more competitive than before!”

Transitioning technology  

It will be no surprise then that Keypoint Intelligence’s 2024 Color Embellishments  reported almost a third of respondents were in the market to purchase a printer or press that can produce embellishments inline in the coming year. Konica Minolta has a full lineup of digital devices, from the AccurioShine 3600 to the JETvarnish Evolution industrial digital embellishment systems, that offer ease of use to help the smooth introduction of new print applications and embellishments. This is an important consideration at a time when recruiting and retaining skilled can be challenging. The single-pass embellishment streams simplify manufacturing processes and reduce time-to-market, while transforming the impact of labels and packaging. 

 

Default to digital enhancement  

Digital embellishment should be the default - not optional. It attracts more attention and drives more purchases, because consumers are seeking captivating experiences. Digital on demand processes enable responsible production by reducing material use and eliminating unnecessary waste. It also increases substrates choice enabling greater creativity. 

Talk to us to see how we can help you harness this technology as your default so you can in the best position to meet the high demand for digital enhancement. 
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