WHAT IS DIGITAL PRINTING?

Digital printing has been around for a long time. Businesses have used some form of digital printing for decades to print such things as the bills and statements that consumers receive in the mail. The only problem with this old-fashioned digital printing was that is was printed in black only, and it didn’t look very good. About twenty years ago, digital printing technology evolved to the point where it was possible to print in multiple colors. Again, there were significant limitations in quality and cost. Then, about four or five years ago, digital printing technology made a quantum leap in quality, speed, and cost. The amazing thing about today’s digital printing is that the quality is nearly indistinguishable from offset, and the cost is competitive with offset for small quantities. But the REAL power in digital printing is the ability for every sheet of paper coming out of a digital press to be a unique variable image.

WHAT IS VI PRINTING?

VI printing is short for Variable Information printing. In VI printing, the image that is printed can be varied completely from one page to the next as the digital press runs. VI printing allows for high levels of personalization within a press run, a process referred to as mass customization, or 1-to-1 marketing. Through the use of a database, text and images can be varied based on information contained in the database fields. This is frequently called a “data driven” process. For example, if a database contains demographic data, such as gender, an image that is most appropriate (golf clubs for a man, or a spa package for a woman) can be printed to create a more relevant, personal message or experience for the recipient. So why is this important? Years of research and business practice show that personalization yields higher response, and improved results. Whereas a typical static, non-personalized direct mail campaign might result in a 1% or 2% response rate, a well-designed, highly personalized mailing can yield response rates in excess of 20%!

HOW CAN CONQUEST GRAPHICS HELP?

Conquest Graphics has been using full color digital printing technology for nearly a decade. We are experts in using digital printing technology, and we can help you leverage digital printing and variable information printing to maximize your business results. Our two Xerox iGen3 digital presses are state-of-the-art, and offer speed, quality, and cost that is comparable in every way to conventional offset printing. To learn more about the iGen, click here. For more information about digital printing and variable information printing, contact us at sales@conquestgraphics.com, or call us at 800-707-9903 for more details.