Spoiler: There are more pros than cons.
Most tech-savvy folks understand the difference between inkjet and laser printers—one is cheap and sometimes practically given away, and the other costs significantly more. Commercial printing—the kind used in everything from magazines to product packaging—is a whole other ballgame.
First, let’s define our traditional commercial printing methods.
- Offset: Printing technique that transfers ink from a plate to a blanket to paper instead of directly from plate to paper.
- Flexography: Printing on a web press using rubber or plastic plates with raised images.
- Wide Format: Printing that is wider and requires special equipment to produce larger pieces
...and then there’s digital. Digital printing uses a digital-based image that is directly printed to a variety of media. And these days, all of these printing methods above have “digital” aspects, because most jobs start with designs from digital files. But when we talk about digital printing, we are really talking about laser printing, which consists of electrostatically charged dots on a light-sensitive drum, which attract dry ink (toner) and fix it to the paper by heating.
Offset still dominates for its high quality and cost-efficiency for large runs. But digital printing growth eclipses that of offset, flexography, and wide format, according to the 2020 Drupa Global Trends Report. Growth is what’s key here. Digital is growing by chipping away at the offset market. Digital tends to be faster and cheaper for small quantities, but there are also some important differences to keep in mind.
Two Cons:
Your Customer May Notice: Switching from offset to digital printing can pose some challenges. In most cases, the general audience won’t notice the quality difference, but it can be risky to make the switch. For example, if the audience is familiar with the brand, or when your print piece can be compared to that of a competitor—for example, in a mail campaign, in a showroom, or as a product on a shelf—you want your piece to be true to your brand.
Size and Color Do Matter: Sheet size and colors have also been limitations. The larger digital sheet size (29.5" x 20.9") introduced about 10 years ago still does not meet the larger standard offset sheet (40" x 30"). Also, digital typically cannot print a solid Pantone Matching System (PMS) color, requiring a Cyan Magenta Yellow Black (CMYK) simulation instead.
But Three Pretty Big Pros:
Inks and Metallics and Binding...Oh My! Designing for digital includes more options today than were available just a few years ago. Unique inks, coatings, and embellishments are now more available.There is a wide variety of specific-purpose digital presses now, such as web presses, plastic packaging, and labels. There is also new hardware in the bindery that can cut, score, fold, die-cut, glue, and bind more efficiently to create a workflow, or the process of a job through the print shop, for smaller formats and smaller jobs. These devices and workflows can duplex stocks, that is, mount two or more sheets of paper together to create a thicker sheet or board. Print processes can also bind a single perfect-bound book or laser-cut a unique shape in each piece.
Print as Many or as Few as You Need: Digital also offers low startup costs, which allows for simple proofing and testing as well as on-demand printing. Digital can produce multiple physical proofs for review relatively inexpensively, and it can also be used for prototyping and testing different versions of a direct mail piece, product packaging, or a final printed product. On-demand printing is also more affordable, which can eliminate a warehouse full of product sitting on shelves waiting for a buyer. Or, it can allow a simple personalized touch to an online order, promotional kit, or award program as it goes out the door.
Make it Personal: This brings us to where print and data converge: variable data. Pieces can be printed with different graphics, imagery, and more, and can be personalized—by region, product, or even for a specific customer. The variable data element can be printed on a mail piece, handout, or product package. Or, it can be a simple add-on to a larger project—such as a sticker on a large-run catalog, or an insert, hang tag, or band around a promotional item.
There is a lot to look forward to in this space. The market is changing constantly, with new manufacturers, new devices, and new material offerings. They are not all equal, so it is important to know the best avenue for your project. We have printing experts who geek out over this stuff and they would love to go into more detail—contact us to learn more and our print thinkers can help you spend your dollars in the most efficient and impactful ways.
