Business
Small Business Printing News
| Wednesday, 01 October 2008 10:13 |
Widening Your HorizonsImage Reports is once again a media partner at Total Print Expo, and this year we are presenting a seminar aimed at offset and commercial printers interested in adding digital wide-format print to their services. Here, Sophie Matthews-Paul looks at the benefits of diversification.“All in all, the opportunities for learning how to optimise the use of wide-format solutions are there for everyone’s benefit…….” No-one can pretend that the heady days of wide-format digital print haven’t slowed and steadied out in recent times. We’ve had a wonderful decade as businesses, large and small, have looked at the options which inkjet can bring them. Many have invested heavily in new technologies whilst others have upped their existing kit list with complementary machines and processes to give them the option to produce full-colour applications across a range of different materials for a variety of end uses. The first people who really adopted inkjet were those who wanted to be able to reap the benefits of being able to produce short run jobs direct from the desktop. Amongst the early users were, inevitably, screen-printers and larger sign-making specialists many of whom wanted to be able to output one-offs and very low volumes without having to go through the time-consuming tedium of analogue processing and its labour intensive techniques. Inevitably, as time passed, others saw the benefits of going digital. Print service providers formerly in varied production environments seized opportunities for offering display services ranging from large-format photographs and fine art prints through posters and exhibition graphics to more specialised operations, such as vehicle wrapping and, even, lenticular applications. The shift to digital has been increasingly apparent throughout most genres of print, including labels and packaging as well as the conventional commercial offset litho market. Not surprisingly, the manufacturers and suppliers of wide-format printing equipment have been witnessing a growth in the latter sector who now want to add a display element to their existing digital services, bigger sizes merely being an extension of what they’re already able to produce using toner or ink-jet based low volume work for many existing customers. The drive towards personalisation has been a key growth factor, with variable data and versioning now becoming accepted as the norm rather than the rarity. This has been a strong influence in segments such as those covering transactional and direct-mail requirements and, inevitably, demand is now moving into the wide-format arena where customisation is becoming increasingly popular. Shorter runs are also increasing, becoming essential for many end customers — no-one wants to keep stocks of print which might be outdated remarkably quickly and just-in-time orders have dovetailed neatly in with the abilities of digital production. Larger applications are also governed by last minute requirements and, because of its relatively low cost, a potential customer can be tempted to change his posters, for example, fairly regularly rather than investing in a conventional sign or display with a longer life span. Removing the premium incurred when pre-press was costly in terms of materials, chemistry and manpower has increased the appeal of all digital output. Businesses who formerly were involved in print-related trades have been able to move across to providing a service that, for many, has proved to be a life saver. Companies and individuals who specialised in typesetting and conventional photo-labs, for example, have been able to transfer their existing knowledge to ink-jet. Sign-makers who formerly were involved with computer-cut vinyl now have the opportunity to extend their services into full-colour jobs. And, of course, commercial printers are also able to add wide-format digital output to their ranges of options, most of which have already moved away from analogue production processes. The beauty of wide-format digital print lies in its versatility and the broad selection of machines and ink types currently available. Yes, it’s perfectly possible to invest heavily in ink-jet equipment but it’s also just as easy to purchase keenly priced printers for a modest cost that, despite their low price tags, produce high quality end results quickly and easily. Now that wide-format ink-jet has become established as a serious print process, it warrants — and deserves — the same level of importance as any other output method. Its evolution from basic low resolution machines and development of its capabilities across many display and related sectors has been fast; in less than a decade we’ve moved forward from some fairly hit-and-miss solutions to reliable work-horses which print consistently high quality at good speeds and which definitely serve the purpose for which they were intended. Choosing the right machine to complement an existing offset business depends, of course, on what the company wants to do in terms of digital output. Obvious options, such as size, need to be weighed against ink types and likely materials. Many print companies already use aqueous-based wide-format systems for proofing and moving into the display market is just another step down an already familiar road. Other businesses will be starting from scratch and might be driven by customer demand for specific applications — and this is strengthened by the comfort of an end client knowing he can use the one-stop shop approach and know that he can get everything he needs from a single source. This can range from conventional jobs such as business cards and letter-heads, right through to shop fascias and window graphics, point-of-sale and advertising displays to vehicle liveries. The current economy, whilst daunting for consumers and the commercial sector alike, also provides an opportunity for businesses wanting to add to their existing service offerings by bringing on-board their own capabilities for entering the display market. Aided by the Internet, more people in the street appreciate what can be produced digitally, so the growth of wide-format one-offs and low volume prints will continue. Fine artists are no longer committed to having to produce run lengths of several hundred to make their art-work cost-effective; jobs can literally be produced to order, thus spreading the cost and taking away the necessity for storage of large sheets of output. Commercial photographers are benefiting by being able to offer their clients a far wider range of sizes and finished options now that they no longer have to rely on wet chemistry’s limitations. Yet, surprisingly, in one of my recent surveys both local retail and the general public had little idea of what could be produced digitally, with common remarks confirming that many offset printers and copy-shops weren’t geared up for larger options. Not all print companies are multi-million pound organisations that offer all types of production process. There are many thousands of smaller businesses that are eager to benefit from new technology but many aren’t too sure of the best method of approach and which markets to tackle. In truth, anyone with a good grounding in using a PC or Macintosh can learn how to work with colour files and the required formats pretty easily. The Internet provides endless pages of help and basic instruction on how to get the best out of applications, such as Adobe CS3’s Photoshop and Illustrator or CorelDraw. Companies wanting to make sure that the transition to producing displays instead of general print jobs can also benefit from specialised training courses that are now available. The Roland Academy is a good example, and is currently the largest industry accredited wide-format graphics education facility in Europe. Run in conjunction with Walsall College in the West Midlands, this facility has been in operation for two years and its success has been proven by the addition of courses tailored to the types of application and machinery which are now becoming increasingly important amongst the digital fraternity. Vehicle wrapping and the production of exhibition graphics have both become popular options and these complement introductory and intermediate modules which explain the ins and outs of digital print, along with getting best results from graphics software and RIPs. Most of the machine suppliers offer basic training, on- or off-site, when equipment is purchased, and the same applies to producers of complementary programs, working with different materials, finishing and applications. All in all, the opportunities for learning how to optimise the use of wide-format solutions are there for everyone’s benefit and offer a tremendous incentive to those entering the wide-format market for the first time. Many of the advantages which lie in the inkjet market are based on the process’s versatility. Stephen Hood of ESP Technologies Group would be amongst the first to commend wide-format production because, for him, it not only adds the ‘wow’ factor but it’s enabled him to ‘think out of the box’ and to develop creative ideas and possibilities which were never possible with screen-printing. As a branding specialist, Hood has many direct and agency clients who aren’t sure whether or not their base designs can be transformed into workable branding projects which, in effect, bring a perceived added dimension to an application. Understanding the capabilities of his machines as well as knowing which inks and materials will produce the best end results are both valuable assets but it’s having the knowledge from Hood’s design team, through his production operatives to those handling the finishing which is important. Moving into wide-format digital print can bring an element of experimentation hitherto not really possible with traditional print processes. Output isn’t restricted to conventional posters and displays; decorating wall coverings, furnishings and roller blinds are examples of how it can be applied to offices and, even, homes. All-over wrapping of vans and cars serves a double purpose as graphics can protect original paintwork as well as provide mobile advertising. Repeat business can be garnered amongst smaller retailers who, formerly, didn’t benefit from the ability to produce one-offs and short-run promotional graphics; now they find it cost-effective to feature fresh displays on a regular basis. The offset market is spoilt for choice in terms of technologies. Aqueous-based printers are still proving to be popular, low-cost wide-format options for many shorter term jobs. Machines coming into the solvent-based family give greater durability without additional protection, with HP’s new latex printing technology due to arrive soon which gives the best of both worlds — the ease of use of aqueous with the life-span of mild solvent systems. Then there’s the growing number of printers which use UV-curable ink, addressing the need to print direct to rigid substrates as well as being able to print outdoor durable quality onto flexible media. Although, in wide-format ink-jet, you tend to get what you pay for there are many reasonably priced machines available that produce remarkably good results. Deciding on which ink type to choose will depend on the type of output required and which markets a new user is likely to want to pursue. In truth, the majority of end customers aren’t interested in the equipment used to produce his job; all he wants is for it to be fit for purpose, to be delivered on time at the right price. For print providers thinking about moving into the digital display market, the timing couldn’t really be better. Machines and the technologies driving them have matured. Their capabilities have been enhanced by the advances made in computerised and associated technologies, all of which benefit speed and efficiency throughout the production process. The wide-format sector might be well-established now but there’s still plenty of opportunity for growth and diversification. As such, it’s not surprising that the offset market is now looking at the larger picture and deciding to invest in the future 
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