Ten years ago, "digital printing" was a dirty word in high-end design. It meant banding, poor registration, and shiny toner. Today, the HP Indigo and Ricoh presses in our room rival offset quality. But the fundamentals of craft remain unchanged.
What Has Changed?
- Speed: A job that took 5 days (plates, make-ready, drying) now takes 5 hours.
- Personalisation: Variable Data Printing (VDP) allows every single brochure to have a different name and image.
- Short Runs: You no longer need to print 1,000 copies to get a good price. Printing 50 premium books is now viable.
What Has Not Changed?
The Laws of Physics
Ink still needs to dry (even if faster). Paper still expands with moisture. Bindings still have physical limits.
Most importantly, the human eye hasn't changed. We still spot a 0.5mm misalignment. We still feel the difference between a cheap 200gsm cover and a premium 300gsm one. Technology has improved the tools, but the standard of "quality" is eternal.
The Next Decade
We see a return to tactility. As the world goes digital, physical print is becoming more premium, more textured, and more special. We are investing in embellishments—foil, emboss, spot varnish—because in a screen-fatigued world, touch is the new luxury.
