When I mentioned to a friend of mine that I was working on a title about
digital printing, she sort of looked at me funny
and said, well, I thought all printing was digital.
Now, I can see her point, so I thought
maybe I should define this a little more tightly.
Because it's true that there are digital
aspects for all processes that we call printing.
We're using digital cameras, they don't have any film in them.
We're using page layout programs, we're not cutting out pieces of paper,
we're not using knives and hurting
ourselves while we create our layouts anymore.
We certainly do an awful lot of Photoshop retouching.
We use computer illustration programs to create logos and diagrams.
And there are lots of automated press controls that make
the printing process more precise than it's ever been before.
So, if I say digital does that mean only
if the image is directly applied to the paper?
Well, that's certainly true with inkjet printers, and by
inkjet I mean what you have on your desktop
and also the grand format printers that can create
wall hangings and banners, and wallpaper for that matter.
But toner-based presses, such as the HP Indigo and
the Xerox iGen, don't image directly on the paper.
There's an intermediate blanket or drum that carries the image.
So, direct imaging isn't exactly the definition of digital.
How then do we define digital printing?
Well, digital printing is a process in which no permanent plate is created.
And that gives us some advantages, now short runs are cost effective.
Why print 5,000 when you just need 200?
There's no expense for plates, so there's no expense for platesetters either.
Every impression coming out of a digital device is unique.
Whether that's one of the iGen presses, or one
of the HP Indigos, or a large format inkjet printer.
Each image is distinct, and that gives us the support for Variable Data Printing.
And when I say variable data I don't
just mean changing out somebody's name or their address.
Variable data supports changing out images so you can really customize that output.
And that gives you the ability to create one
to one marketing campaigns that really resonate with the viewer.
When they open up the mail and they see a picture of a product that they've bought.
That's much more than just seeing their name, they're used to that now.
But seeing something that's truly personalized has a big impact.
And you'll see with one-to-one marketing campaigns, the response rate
is significantly higher than it is just for generic mailing campaigns.
And digital printing makes all of that possible.