"The Customization Craze Isn’t a Craze at All"


Excerpt from above article link.

"Number One, It’s Getting Personal.

Or maybe I should say, “personalized.” With the market for personalized print showing no signs of slowing, the customization craze isn’t a craze at all, but rather an indication that people will continue to want their print, their way.

As the shift to meet increasing demands for personalization persists within the market, manufacturers and printers of all types will need to create and provide the solutions that make this growing market possible - namely faster, higher quality, more affordable digital printing technology.

At the crux of the customization uprising is technology that is fast, flexible, and affordable. I’m talking digital inkjet technology - and the higher quality and faster turnaround times that come with it. According to the 2017 Drupa Global Print Report, the growth of digitally printed packaging is on the rise, with 34% of packaging printers offering digital inkjet print - up from 24% in 2014.

The report shows inkjet is now the dominant technology for most applications with a 74% share of the digital print market in 2016. Digital printing will also continue to grow rapidly in commercial and wide format applications.

Secondly, It’s Now or Never. Printers Need to Adapt.

The projections are clear: In 2018, digital printing will play a vital role in supporting a printer’s growth. The digital print market is projected to reach $187.7 billion by 2018.

And as improvements in productivity and reliability make digital printing more cost effective over higher runs, it stands to gain even more market value while offset processes continue to see a decline in market share. In an industry that’s resistant to change, the rise of digital isn’t something printers can afford to ignore any longer.

Reasons for dodging digital range from nervousness about adopting change, to questions about capabilities and even concern about changing a traditional sales approach. But if there’s ever been a time to adapt in order to meet changing market demands while also improving efficiency and automation, learning new skills and adding valuable new services, it’s now.

Analog just doesn't support the variable personalization and customization, versioned prints, and fast turnaround times the market demands. Moreover, a new study from Smithers Pira shows offset shares falling while the digital printing market grows from $131.5 billion in 2013 to $187.7 billion in 2018. These forecasts are hard to ignore."

Jessica Broy