What is variable data printing and why you need to choose it?

How do you feel when you find a product which seems like customised for you? This product can give you the feeling of being unique and this is how we all want to feel everyday. Surely you've probably seen some marketing campaigns becoming progressively more personal.

From Facebook ads to emails, even your favorite clothing stores are using more and more messages specifically catered to your behavior. It's not a secret that if you create a content on a more personal level, you are developing a better, more in-depth relationship with your consumers. In fact, Accenture found customers are 91% more likely to shop with brands who provide relevant content and offers to them. But customisation it’s not just a digital thing.

Taking personalisation to printed products even on labels or flexible packaging is becoming a trend many known brands, start-ups and direct-to-consumer e-commerce brands are starting to use in conjuction with their other digital marketing strategies.

But how you can personalise the printed labels on your products? The answer lies within Variable Data Printing (know also as VDP).
For sure Variable Data Printing is the right choice for your products if you want the creation of one-of-a-kind products for memorable brand experiences for you customer.
Let’s see how it works.

Variable Data Printing, what does it mean and how it works?

Variable Data Printing or VDP is a method of printing that uses software to change the output of a digital printing press to personalize each printed piece with unique information starting from a spreadsheet or database. This technique was often used in the past for addressing but now is frequently used to personalize graphics, text or the entire marketing message.  In other words, each printed piece can be printed differently from next without having to stop or slow down the press.

For example, this technology allows people to print limited edition labels with numbering, labels with different barcodes, images or text without having to create a whole new design every time.

It gives you plenty of ways to be creative. In general, the more creative and strategic your design is, the higher your ROI will be.

One of biggest advantages of printing variable data digitally is that it doesn’t slow down the printing process. Unlike other types of printing, you don’t need to change out plates to create variations on the same label.
All the variable data is stored digitally, so the press can be programmed to create a range of labels in the same run with no need to stop the presses. That lets you get your variable labels faster and cheaper than if they were done traditionally.

One of the main softwares used to create Variable Data Labels is the Dynamic VDP Plug In for Adobe® Illustrator® created by Esko to print VDP project on digital presses for example HP Indigo.
Technology like HP’s SmartStream Mosaic software allows brands to create truly one-of-a-kind designs. As a result, the brand can produce limitless unique designs for their packaging for great shelf appeal. Of course what is important is to find the right printing company that can offer this service.

In order to be inspired let’s see some interesting projects using VDP.

As you can see the secret of Variable Data Printing is just creativity. Now that you know exactly how it works, it's time to express yourself. If you want to know more or if you are interested in creating a Variable Data Printing label please fill this form with your questions and a member of the Labelado Staff will respond as soon as possible.