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      PostPress

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      Print Decorating, Binding and Finishing

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        Enews March 2023

        Working with Paper Stocks and Laminations for Digital Inkjet Embellishments

        December 12, 2022

        Edited by Erin La Row, editor, PostPress

        Digital embellishments can take a project to a new level – enhancing the look and feel of a product and propelling its brand recognition. But even the best-laid plans can experience hiccups along the way. Selecting the correct paper stock and lamination (if applicable) are keys to a successful job when working with digital inkjet spot coatings and/or digital foiling.

        Kevin Abergel, president of Taktiful, sat down with two experts on selecting paper stocks and working through lamination challenges with digital embellishment: Ken Huizenga and Matt Redbear.

        When it comes to digital embellishment specifically, what kind of limitations are you seeing when it comes to the type of paper stocks you can and can’t use? And which ones do you recommend for the best possible results?

        Redbear: I divide it up into three different categories. There are paper stocks that absolutely work, there are stocks that absolutely do not work, and then there are the ones that can be made to work – they have special situations, special production requirements. Obviously, what’s going to work best is a smooth, coated stock. It’s going to give even results if you want a mirror finish. And I want to clarify, too, that what we’re mostly talking about here is polymer varnish overlays. We can move on to talk about other digital development embellishment methods, but when it comes to laying down inkjet varnish, the smoother the stock, the smoother your results.

        There are certain types of offset stocks that I have had good success with, including Royal Sundance Felt – which you would think would never work with the polymer overlay. Cougar® Digital will work as well if the operator is applying the varnish in small areas. If the spot varnish image is large, you’re going to run into problems.

        I have used an offset parchment and offset laid paper, which aren’t supposed to work and have had success. There are others that simply cannot work – anything that has a heavily embossed or hatched surface will be difficult. They do make a digital linen, but it will pick up the texture if you’re laying foil on top of that. Any super-porous felt-types of paper or a cork surface simply won’t work with digital embellishments.

        When working with uncoated stocks, you must create a barrier somehow, whether it’s through laying down a toner first or a lamination on the sheet. You have an advantage when you’re using a Xerox® iGen® because you have the fuser oil, which creates an additional barrier on top of the toner. You can use a clear or white toner as an underlay as well. Any color of toner can be used as a barrier – the darker the toner, the better coverage you will have. You must have some type of barrier with uncoated stocks – a pre-varnish or lamination works as well.

        Huizenga: Much like what Matt said, the smoother the surface, the better. If you’re going to have a stock that isn’t the smoothest sheet, then you may not want to have fine details in the design. However, larger areas or more of a full flood coat can be accomplished with your embellishment press. I tend to prefer, and so do many customers, a dull coated sheet to create the contrast from with spot digital inkjet varnish.

        The new FSEA Sourcebook cover includes a soft-touch lamination over the print and then a raised digital inkjet varnish with a textured red metallic foil (produced by FSEA member Post Press Specialties, Independence, Missouri).

        A critical point when working with paper stocks and digital embellishments is to make sure you keep your substrate as flat as possible. I always found when ordering parent-size sheets and cutting them down, it reintroduced a moisture change. It often can curl a stock, which can create challenges with the sheets going under inkjet heads that clear by half a mil. You want to be sure to keep it as flat as possible. Ordering precut stock that’s already been conditioned and has been sitting on your shelf a while will lend itself to a much better embellished product. A lot of the pearl ices and metallic-look papers do work. You just have to take into account both design elements and what the end use is for the product because there’s a lot of concerns: whether or not it’ll crack, whether or not it can stand up to the bindery concerns; as well as just making sure that it’ll stand up to its environment, depending on where it’s going or where the customer is going to send it.

        Your dyne level is very important. You’re putting down a liquid that has to distribute itself just right. There are dyne pens to test substrates so you don’t get yourself into a bind before you start. If a customer were to ask you to use a certain type of stock that you’ve never used before, I strongly recommend having dyne pens available because you want to make sure that it is in the perfect printing range to apply the digital spot coating. The range is between 34 dynes (minimum) to 45 or more dynes.

        Testing the dyne level of the sheet is going to help with bite (how much adhesion you’re going to get into the paper), but also wettability (how well does the varnish smooth out to get a nice, glossy look). Those are the two things you really want – you want it to adhere and you want it to flow on that sheet as nicely as possible. I remember running into issues for clients from time to time on certain C2S sheets. So basically, the coatings are on both sides of the sheet and, if you built up a big enough stack, some of that issue is the coating would stick to the varnish if it was too hot in the production environment.

        Redbear: If you’re printing on both sides, it’s all stock dependent, but the smoother and glossier your stock, the more of a problem you’re going to have. We have built a rack where we can literally stand the sheets up apart from each other when it comes off the stacker. We stand them up rather than lay them down to get the pressure off them. Then they cure for another 24 to 48 hours and that usually overcomes the problem.

        Including a soft-touch or matte lamination before a digital inkjet spot varnish or foil is used creates a nice barrier but also great contrast for the finished piece. What suggestions do you have when it comes to using lamination, and what kind of limitations have you experienced?

        Huizenga: Laminating the paper stock is a great addition – soft-touch laminates can look fantastic. That contrast I talked about earlier becomes tremendous with a soft-touch laminate. I think for me, the biggest concern is what kind of laminator is being used. You obviously need to consider heat and curl, because as discussed earlier, you can’t get a curly sheet under inkjet heads. Making sure that you get the temperature just right, that your finished product lays flat and that it can go into the machine comfortably are very big concerns.

        Redbear: Lamination issues are widespread and either it’s just not a full lamination or you get the ragged edges because the blade didn’t cut it clean – either can create issues with sheets being sensed as a double-fed. As far as appeal and use, people seem to gravitate toward the soft-touch laminates more. You’re adding the reverse tactile effects to the other tactile effect. You’ve got the complete 180 degrees going on. This can create really sexy pieces, particularly with a lot of contrast or very dark colors or just black.

        Another concern is it can be too thick for some digital embellishment machines. If laminating an already thick stock, you accidentally may find yourself beyond the machine specs. Another thing is to be mindful of your registration marks. Make sure the glossiness of the laminate doesn’t throw off any registration system you may have on your press, and make sure that if you do laminate, the entire width of the sheet gets laminated. If not, those registration marks can remelt in the laminator, and then ghost across the sheet via the hot laminator rollers, and subsequently throw off your registration system when it comes time to embellish.

        The dyne level also is important when it comes to laminate rolls and unfortunately, laminates have a shelf life just like foil has a shelf life. The dyne levels will start dipping after the laminate roll has gone past its prime. Also, when you’re buying your laminate, number one, make sure that you’re getting that sell-by date. And number two, if you’re using something you have in stock, track how long it’s been on the shelf. If it’s been on the shelf for two to three years, you might have flow issues and adhesion issues that are linked to the dyne levels. And, of course, as you mentioned, getting the right laminate to stick to the right ink – some laminates stick better with specific inkjet inks or toners.

        Huizenga: I also would like to add one quick thing to consider when you’re using laminate – a lot of people are using single-sheet cutters

        for their cutting of the dimensional products. Laminate is pretty much a no-go on most of those machines, so you need to be thinking about diecutting or very carefully guillotine cutting these sheets. It’s an important thing to keep in mind when you’re designing.

        This article was derived from a recent video interview with Ken Huizenga and Matt Redbear in a four-part series. Members of the Foil & Specialty Effects Association and the Digital Embellishment Alliance have access to this video series and others. To learn more, visit www.embellishdigital.com.

        Marketing Shifts: Finishers Reach Customers/Prospects

        December 12, 2022

        By Hallie Forcinio, writer, PostPress

        When the pandemic curtailed in-person events and meetings, marketing tactics shifted to include greater use of digital communications such as social media, e-newsletters and websites. With face-to-face meetings returning, these tactics remain essential components of marketing programs, along with focused messaging, new products and product samples.

        The pandemic also forced companies to be more proactive. Sam Michaels, creative manager at Studio On Fire, a supplier of impression-based printing, including letterpress, foil stamping and embossing, recalled, “Working with existing customers during COVID-19 became an exercise in communication about safety protocols and supply chains. Things that had never been worries previously had to be planned for: Our conversations had to start much sooner for re-orders. Pivots had to be made as material availability waned. We tried to really amp up our transparency and alert our clients about the roadblocks we were facing.”

        More digital communications

        Without in-person events such as sales calls, conferences, tradeshows and shop tours, service providers increased emphasis on digital communications. “The restrictions of the pandemic pushed us further onto the internet than ever before: Google Meets, TikTok, email newsletters, etc.,” Michaels said.

        LinkedIn has become a favorite social media outlet for Phillips Graphic Finishing, a trade binder and finisher, which serves printers in eastern Pennsylvania and parts of New Jersey and Maryland. “We post in-house-created content as well as links to interesting developments in the industry,” said Andrew Hoffman, president and CEO at Phillips Graphic Finishing.

        The company also publishes an e-newsletter called “Finishing Touch.” After emailing monthly for the past two years, it’s currently on hiatus before it shifts to a quarterly schedule in 2023. Each issue includes four links to outside content plus one article written in-house, which also is posted on the company’s website.

        Studio On Fire maintains an inventory of samples created to show the company’s capabilities.

        Studio On Fire focuses its e-newsletter content on events it is hosting/attending, interesting projects and educational articles about in-house capabilities. Newsletter and social media content is created in-house with everyone participating to identify interesting examples to film, photograph and write about. Michaels said, “We post social media content a few times a week. People love videos of machines. TikTok especially loves the paper cutter.” Although the company does some cross-posting, it avoids posting the same item on all channels so readers don’t find the posts annoyingly repetitious.

        Digital Marketing Services, Inc. (DMS Color), a digital printer that supplies collateral materials, packaging, promotional items and other printed products, takes a more personal approach. Its in-house-generated e-newsletter typically posts every 60 days and announces employee work anniversaries, birthdays and employee of the month as well as content about products being produced and common obstacles. “It’s always good to humanize the company,” said Matthew Greer, CEO/CTO at DMS Color.

        At DataGraphic, a supplier of printing and printing-related services including offset lithography, digital printing, letterpress, screen printing, custom book printing and bookbinding, bi-weekly e-blasts with professional photography showcase noteworthy projects. “We want to stand out from the crowd whenever we can,” said Glenn Schuster, president of DataGraphic. “As a result, we tend to get some difficult projects that other printers would turn down.”

        An enhanced website features new landing pages, new content, hyperlinks and better calls for action. DataGraphic also has beefed up its social media presence by tagging posts and is working to improve search engine optimization (SEO).

        New products/services

        Although the pandemic brought disruption, it also proved to be a good time to introduce new products/services. Studio On Fire launched Craft Lock Box certified child-resistant, all-paper packaging for cannabis applications. Michaels said, “Marketing a product vs. a service is a new endeavor altogether. Marketing to a cannabis client means you might be talking to a farmer, not a designer. It’s a higher level of client education, but we actually enjoy that.”

        DMS Color pivoted during the pandemic to produce personal protective equipment and also launched a new division, Gold Leaf Packaging, to serve the cannabis industry. “Having a separate division helps focus the message and generate demand,” Greer said. “We had to make sure our SEO was right and that we were guiding people and having the right conversations. We really doubled down on our marketing efforts and positioned ourselves as thought leaders and content matter experts.”

        Traditional marketing continues

        Traditional tactics, word-of-mouth and cold calling remain important marketing tools. Michaels said word-of-mouth is “our most successful way to grow. Our team spends a lot of time working directly with clients, developing their projects, creating dielines, optimizing art, tracking down the perfect materials (and, of course, providing the highest level of printing); it’s a level of service that is easy to recommend to others. We also have developed a level of expertise in several consumer niches, especially packaging within the cannabis market. Having folks on our team who understand the restrictions/guidelines to be aware of as additional states legalize, that’s not something every printer has.”

        DataGraphic is looking beyond current customers to new markets as well as for new customers in existing markets.

        At DataGraphic, although it receives many referrals via word-of-mouth recommendations, the company also takes a direct approach and reaches out to clients via phone and email.

        With the launch of its Gold Leaf Packaging division and face-to-face interaction curtailed by the pandemic, DMS Color focused on cold calling and identifying what vehicles (phone, email, Zoom meetings, etc.) worked best. Although cold calling is essential, Greer noted, “It can be hard to reach the right person.” As a result, whenever possible, he favors events. “Events bring decision-makers and executives into one place,” he explained.

        Importance of samples

        Studio On Fire maintains an inventory of samples of client projects as well as in-house promotional samples created to show the company’s capabilities. Michaels noted, “One thing remains true, getting to touch/feel the printing still helps, thus we mail out more sample boxes than ever before. The printing we do sells itself when you can feel it.” Seeing and touching samples sparks ideas and helps prospective customers understand processes that they may not have worked with before. Samples can eliminate the need for prototypes and save the time and money associated with prototype tooling and press setup.

        Seeing and feeling the quality of the work is key. “Samples can bring clients over the finish line by providing a better understanding of what they are ordering and confirming that print can do what they are trying to do,” explained Nicole Cappiello, a member of the sales and business development team at DataGraphic. Samples also reveal the clients a company serves and “lend credibility,” added Schuster.

        At Phillips Graphic Finishing, a box of samples goes on sales calls. The company also relies on its website to present examples of its work.

        Gauging success

        Key performance indicators (KPIs), dashboards and other analytics help track marketing efforts. Phillips Graphic Finishing tracks KPIs and identifies customers gained via marketing efforts. It also compares revenue from resulting projects vs. revenue from existing customers.

        DataGraphic studies analytics to see what information customers are looking for and find interesting. “We have our own customer relationship management (CRM) program and know who responds,” explained Schuster.

        “We also are taking a closer look at how customers find us,” Cappiello said.

        “Google Ad Words, Instagram, assorted social media efforts all have dashboards, but they don’t always tell you what you need to know,” Michaels said, adding, “In the end, we can tell if we’re succeeding by what jobs hit the production floor. When we market our capabilities well, you can hear it: The machines are running, and the shop is abuzz with activity.”

        Greer looks upstream to the pipeline to gauge success. “The level of business coming in is the leading indicator of what’s to come,” he said. To closely monitor the sales process, DSM Color uses CRM software and recently hired a vice president of Sales and Marketing.

        Looking forward

        Like every year, 2023 will bring challenges and opportunities. Challenges relate primarily to turnaround time, supply chain issues and rising costs, particularly for paper. “We used to buy paper a la carte for each project,” Schuster said. “Now, we are stocking up when we can so we have stock on hand. Where customers used to be dead set on a brand and type of paper, they now definitely need to look at alternatives.”

        Another huge challenge is teaching customers how to set up and work with files for embellishment processes. “A good design workflow and prepress workflow are essential,” Greer said. But, a lot of designers are not familiar with what is needed and not all design programs provide sufficient support.

        Opportunities rely largely on diversification and communication. “The world changes so quickly, we’ve learned not to put too many eggs in one basket,” Michaels said. Cappiello agreed, noting DataGraphic is looking beyond current customers to new markets as well as for new customers in existing markets.

        DMS Color is taking a similar tack and expanding its web-to-print process shop site by developing a web interface for packaging. The web-to-pack site will present 100 different packaging options for the cannabis/CBD markets. To complement its digital foil equipment, it also has installed a traditional machine for higher volume jobs.

        To foster communication, Phillips Graphic Finishing plans to do more email marketing in 2023. Hoffman explained, “The more you communicate with customers, the more they understand your capabilities. People get distracted and forget. Using LinkedIn and the e-newsletter to promote name recognition and keep our capabilities fresh in people’s minds helps attract business.”

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