October 1st marked a significant gathering of minds in the world of print design and embellishments. The Digital Embellishment Designer Meetup brought together industry veterans, newcomers, and innovators to discuss the evolving landscape of digital embellishments, variable data printing, and the crucial role of designer-printer collaboration. Here’s a comprehensive look at the key discussions and takeaways from the event.
A Warm Welcome and Industry Updates
The meetup kicked off with familiar faces and new participants joining the conversation. Kevin Abergel of Taktiful greeted attendees, including Matthew Redbear, Sabine Lenz of PaperSpecs, and Eric Vessels. The atmosphere was light-hearted, with playful banter about virtual backgrounds and recent travels.
Brandy Rose shared her excitement about attending the PaperSpecs Live Show in Chicago, sparking curiosity about industry events and the valuable insights they offer. Sabine Lenz, known for her no-nonsense approach, was eager to hear feedback about PaperSpecs Live, an event that garnered positive responses from the design community.
The Knowledge Gap in Digital Embellishments
One of the central themes that emerged was the surprising lack of awareness among designers about the possibilities of digital embellishments. Sabine mentioned Scout Driscoll, a designer responsible for millions of wine labels, who was “blown away” by the capabilities of digital embellishments showcased at PaperSpecs Live.
“If she doesn’t know about digital embellishments, we still have a lot of work to do, people,” Sabine emphasized, highlighting the need for continued education in the industry.
Matthew Redbear shared his experience leading four sessions at the PaperSpecs live designer event, where he conducted informal polls to gauge the audience’s familiarity with spot colors, fifth stations, and embellishment design. The results were eye-opening, with many designers admitting they were “absolutely completely clueless” about these advanced techniques.
“It’s okay to admit it,” Matthew reassured. “If we don’t know where the roadblock is, how do we know how to fix it?”
Introducing New Voices and Perspectives
The meetup welcomed new participants like Hans from Europe, representing Konica Minolta, and Gary Bibler, Director of New Business at K Laser. Hans expressed his interest in promoting similar educational initiatives in Europe, noting the importance of understanding regional differences in design approaches.
Gary shared his passion for holographic cold foil and registered holograms, emphasizing the need for designers to understand how to set up files properly for these advanced embellishments.
“Designers have seen these things, but they don’t know where it comes from,” Gary explained. “How do you get it? How do you acquire it? Can you make custom processes?”
Bridging the Gap Between Designers and Printers
Narissa Ignacio-Littman, a foil designer at K Laser, provided valuable insight into the challenges designers face when working with foil and other embellishments.
“I really like to understand how things get set up because I feel like if you understand that, you can really maximize how you want your designs to look,” Narissa shared. “There’s always this problem and disconnect between the designer and the printer.”
Both Narissa and Gary underscored the importance of proper file setup, with Gary noting that designers often fall in love with a holographic pattern without considering how it will scale in the final design.
“They fall in love with the pattern, but they don’t think about where the end result is going to print,” Gary said. “They might see something that looks like silver and say, ‘I can’t see the waves or the little butterflies.’”
The Role of Tactile Design in Accessibility
Natalie Bradley, a recent graduate, expressed her interest in making her portfolio more niche by focusing on adaptability and designs that cater to people with disabilities.
“I think embellishments are very good for adaptability and for people with disabilities,” Natalie noted. “The texture, the feel—I think that’s important to design as well.”
Matthew shared an ongoing project that aligns with Natalie’s interests: creating tactile symbols for the visually impaired. Collaborating with Victoria Watts of the CYRUS System, Matthew is developing highly raised symbols using 306 microns of varnish to create tactile stickers.
“Only 10% of people who are sight-impaired know Braille,” Matthew explained. “So she has come up with her own set of tactile symbols that are easy to read.”
This project underscores the potential of digital embellishments to go beyond aesthetics and serve functional purposes, enhancing accessibility and user experience.
Technical Insights: Achieving the Perfect Embellishment
The meetup delved into the technical aspects of creating effective embellishments. Matthew discussed the importance of layering and adjusting designs at the press level to achieve desired effects.
Brandy Rose inquired about whether adjustments like tightening for each pass are made in the file or on the press.
“It’s something I’m doing on press,” Matthew clarified. “I can actually go in and expand or contract the outer part of each piece.”
Kevin raised an important point about communication between designers and printers.
“How would you as a designer tell the printer that that’s what he has to do?” Kevin asked.
Matthew emphasized the need for clear communication and collaboration, noting that sometimes the designer’s intent must be conveyed through the salespeople or directly with the printer to ensure the final product meets expectations.
Variable Data Printing: An Untapped Potential
Variable Data Printing (VDP) emerged as a significant topic, with participants lamenting its underutilization in the digital embellishment industry. Kevin recalled an early experience where personalizing prints with gold foil generated immense interest at a trade show.
“I always felt that there was something there that, as an industry, we’re not all capitalizing on,” Kevin said.
Harvey Hirsch, an experienced professional in direct marketing and personalization, echoed this sentiment.
“You have to make clients understand they have to collect data and deploy it,” Harvey stressed. “When they get something that’s multi-level and dimensional and has their name all over it, they can’t throw it away.”
Harvey shared impressive results from past campaigns, including an 80% response rate from personalized boxes sent to a select group of recipients.
Challenges and Barriers to VDP Adoption
Hans highlighted some of the obstacles hindering the widespread adoption of VDP, especially in Europe.
“You have to deal with data laws (GDPR), which is an entirely different game than the technology to print,” Hans explained. “You also need the creativity to make something fun, and here in Europe, we’re tight with some privacy regulations.”
These challenges point to the need for not only technological solutions but also strategic approaches to data management and creative design.
The Power of Physical Samples and High-End Packaging
The discussion turned to the importance of physical samples in educating clients and showcasing the possibilities of embellishments. Warren Werbitt emphasized that every professional should have an embellished business card.
“If you’re in the print world and you don’t have one, shame on you,” Warren declared. “It’s all about how you’re going to talk and position yourself.”
Eric Vessels shared anecdotes about the staying power of high-end packaging, noting that his stepfather kept every Apple product box he ever purchased.
“That underscores your point, Kevin, about higher-end packaging serving more purpose than just delivering the product,” Eric observed.
Perception and the Psychological Impact of Embellishments
Matthew recounted an intriguing experiment involving Dolly Parton bookmarks with subtle differences in embellishments. Despite being printed on the same sheet, recipients perceived variations in Dolly’s skin tone based on whether foil or varnish was used.
“They came back and said, ‘We like the one where Dolly’s skin is pinker and brighter,’” Matthew shared. “It had something to do with the way it threw the light because their focus was Dolly.”
This highlights how embellishments can influence perception in unpredictable ways, underscoring the importance of testing and understanding audience responses.
Closing Thoughts and Future Collaborations
As the meetup drew to a close, participants expressed enthusiasm for continued collaboration and knowledge sharing. Harvey offered to assist with personalization projects, emphasizing the potential for high ROI.
“I can come down there and change the way you think,” Harvey told Matthew, highlighting the value of expert guidance in navigating the complexities of VDP.
Kevin wrapped up the session by thanking everyone for their contributions and encouraging the sharing of projects and ideas in future meetups.
“Let’s keep growing this community,” Kevin urged. “If you have some fun projects you want to talk about next time or show off, we’ll be posting it on LinkedIn.”
Key Takeaways
• Education is Crucial: There is a significant knowledge gap among designers regarding digital embellishments. Industry professionals must prioritize education to unlock the full potential of these technologies.
• Designer-Printer Collaboration: Effective communication and collaboration between designers and printers are essential for achieving desired outcomes and innovating in design.
• Variable Data Printing Opportunities: VDP offers immense potential for personalization and customer engagement but faces challenges related to data management and creativity.
• Tactile Design for Accessibility: Embellishments can serve functional purposes, such as enhancing accessibility for people with disabilities, opening new avenues for impactful design.
• Physical Samples Matter: Providing clients with physical samples helps them understand the value of embellishments and can drive adoption.
• Perception Influences Impact: Subtle changes in embellishments can significantly affect how a design is perceived, highlighting the importance of testing and audience understanding.
Join the Movement
The Digital Embellishment Designer Meetup showcased the dynamic and evolving world of print design. With passionate professionals like those who participated, the industry is poised for innovation and growth.
Whether you’re a seasoned designer, a printer, or new to the field, consider joining the next meetup. Share your experiences, learn from others, and be part of a community that’s shaping the future of print.
About the Digital Embellishment Designer Meetup
The Digital Embellishment Designer Meetup is a monthly gathering of professionals dedicated to exploring the possibilities of digital embellishments in print design. Sponsored by industry leaders like MGI Digital Technology, PaperSpecs, and the Digital Embellishment Alliance, the meetup provides a platform for education, collaboration, and innovation.
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