In an industry where print volumes are consolidating and traditional business models face ongoing challenges, the future of digital printing demands more than just ink on paper. It calls for innovation, collaboration, and above all, the democratization of advanced capabilities like digital embellishments. At the heart of this transformation are leaders and connectors—people who guide the industry toward more accessible, profitable, and creatively fulfilling solutions.
In the latest episode of Taktiful Tuesdays, host Eric Vessels, Chief Experience Officer at Taktiful, sat down with Andrew Gunn, Director of Production Solutions Enablement for the Americas at Fujifilm. Their conversation touched on Andrew’s extensive journey through the print industry, the rising importance of digital embellishments, and the responsibility shared by all stakeholders—OEMs, software providers, and consultancies—to uplift and educate the market.
A Journey Rooted in Curiosity and Passion
Andrew’s path in the industry began at Xerox in Toronto, then took him to Creo, back to Xerox, and eventually to Fujifilm. Over nearly two decades, he’s witnessed seismic shifts in print technology, workflows, and market demands. His involvement in digital embellishments dates back to the mid-2010s, when he recognized the potential to elevate digital print beyond ordinary CMYK output.
“For me, digital embellishments became the next big frontier,” Andrew said. “It wasn’t just about extending the footprint of digital print; it was about adding that ‘wow’ factor—the ability to differentiate and deliver tactile, emotional, visually stunning experiences.”
Democratizing Digital Embellishments
As print volumes shrink and the number of establishments consolidates, the question becomes: how to inspire growth in a challenging environment? According to Andrew and Eric, the answer lies in making advanced technologies like digital embellishments easier, more accessible, and less intimidating.
“Democratizing the process means giving everyone—from large print shops to smaller creative agencies—the tools, knowledge, and resources to succeed,” Eric explained. “Taktiful aims to provide a clear path: where to go, how to do it, and how to integrate digital embellishments into everyday print offerings.”
Andrew echoed this sentiment, noting that true democratization involves stripping away complexity: “It’s about taking the fear out of it. Not just making it accessible, but also automating parts of the workflow. That way, newcomers can jump in without feeling overwhelmed, and established players can scale up faster.”
Collaboration as the Key to Rising Tides
The print industry’s future thrives on partnerships. Fujifilm, Taktiful, and other players realize they can’t advance digital embellishments in silos. OEMs build sophisticated platforms to create breathtaking output, but connecting those capabilities with user-friendly tools and training requires a network of collaborators.
“It’s important for Fujifilm to work closely with Taktiful and others,” Andrew said. “The industry moves forward when we all share knowledge and lift each other up. Rising tides really do lift all boats.”
Eric highlighted the importance of connecting people, describing Taktiful as a “connector” and “educator” bridging the gaps. Knowledge-sharing events, training programs, and open houses are ways to build these connections and ensure everyone understands both the ‘why’ and the ‘how’ of digital embellishments.
A Glimpse into Fujifilm’s Plans
Fujifilm’s product roadmap includes tripling its digital embellishment capabilities. Andrew teased upcoming global announcements introducing new products to the Revoria family, expanding options for fifth-color enablement, accessibility, and scale. These moves align perfectly with the democratization theme—making high-quality embellishment possible for more businesses at various price points.
Additionally, Fujifilm’s Aspire program offers monthly training sessions designed to enhance designers’ skills. It’s a recognition that selling the technology isn’t enough—customers and designers must also understand how to maximize the potential of these new capabilities. Taktiful’s training and software tools dovetail seamlessly with Aspire, creating a comprehensive ecosystem where technical knowledge meets creative inspiration and solid business strategies.
Overcoming Obstacles and Embracing Curiosity
A recurring frustration in the industry is the mindset that “customers aren’t asking for that.” Andrew and Eric see this as a tremendous opportunity. If customers don’t ask for digital embellishments, it’s often because they don’t know what’s possible. Introducing them to the tactile and visual power of embellishment can open doors to higher-value applications and better margins.
In practice, once print providers show clients what can be done—metallic inks, spot coatings, textured finishes—resistance fades. They learn that many customers, once exposed to embellishments, are willing to pay more for these premium treatments, validating the value proposition.
Finding Purpose, Embracing Curiosity
Beyond technology and strategy, Andrew emphasized the importance of passion and curiosity. He recalled advice from his father: find what you love, commit to it, and the world will recognize your value. Successful professionals in the print industry, Andrew said, are those who remain curious and open to asking questions—not from a place of skepticism, but from a genuine desire to understand and improve.
Eric agreed, noting that curiosity fuels innovation and collaboration. The difference between asking questions (seeking knowledge) and questioning (challenging or doubting) is subtle yet profound. By fostering an environment where asking questions is encouraged, the industry can evolve more rapidly and sustainably.
Looking Ahead
The next few years promise rapid change. With companies like Fujifilm expanding their digital embellishment lines, and organizations like Taktiful guiding the industry’s hand, there’s a palpable sense of optimism. Partnerships, training programs, open houses, and educational events like Paper Specs Live or the upcoming Marco Technologies open house in Minneapolis create avenues for shared learning and growth.
For those invested in print’s future—OEMs, service providers, designers, marketers—this is a moment to embrace. The obstacles are real, but so are the opportunities. By democratizing digital embellishments, nurturing curiosity, and working together, the print industry can offer experiences that captivate customers and redefine what’s possible on a page.
In essence, the shift isn’t just about new inks or fancy finishes. It’s about reimagining what print can be, and making sure everyone has a chance to play a meaningful role in that story.