Print in the world of corporate communications
As is the case with any industry, debate subsists around ‘the best’ approach to fulfil a customer’s need. It is after all the very nature of a competitive business environment. This healthy debate was as ever true in our recent print series – a platform for industry specialists to discuss the world of print in all its many forms, and how it relates to corporate communications.
One topic of great discussion, which has existed for a number of years, was whether lithographic printing is in fact dying out with the arrival of digital print.
Park Communications, a lithographic print specialist argues that litho printing has never been more popular. Teamed with a great range of recycled or FSC paper products, various creative print finishes, carbon neutral publications and ink options with modern pigments, today’s customer is spoilt for choice.
That said, Park Communications recognise there is a place for digital: “If you require 20 copies of a board report printed overnight then a Xerox type solution would suit your needs. If you need 200 copies of a fine art booklet printed in a day then Indigo would be the best solution.” This message resonated with PurePrint, the digital print specialist. They made the valid point that today’s brands are fighting to get messages out to consumers, and digital print is becoming an ever more vital way of overcoming this as it makes sure “the printed message is dynamic, quick to market and flexible”, ultimately enabling the brand to be more targeted with its corporate communications.
Despite all of this, the world of print isn’t so clear cut as just being about ‘digital’ and ‘lithographic’ solutions. Today’s market has a far greater number of bespoke options. Granite, a specialist in bespoke printing, openly admits that this area of the industry is facing challenges: “The industry’s problems have arisen from internet usage, the poor economic climate, squeezed budgets and raw material costs soaring. We all know fuel costs are rising, but paper continues to increase along with the aluminium for the plates too”. This does pose a problem, but has simply meant printers have had to find creative ways to make budgets work for clients and for businesses, whilst not jeopardising quality or levels of service. This is where bespoke printing really comes into its own and stands out from the crowd. Yes, this quality costs more, but the ultimate differentiator is the excellence of the final product – something which the ‘Average Joe’ printer cannot compete with.
Park Lane Press Ltd. echos this idea, developing a revolutionary, environmentally friendly way of print: “for print runs extending past digital print boundaries, a sustainable option is waterless lithographic print. It allows you to produce your printed corporate communications, without using water in the printing process, or the harmful widely used chemical IPA”. They further explain that this process is revolutionary as it “uses unique printing plates that have a rubber silicone layer over the aluminium surface. The printed image is etched into the silicone layer; and the ink therefore sits within the impression, instead of on top of the plate as with conventional litho”. This process offers a wider colour gamut, more vibrant colour and higher resolution possibilities, lifting former constraints that conventional print carried.
In summary, it seems the world of print is as alive as ever. The question is what type of printing to opt for? Whether it be high quality bespoke or environmentally friendly, there is an option to fit your need, your budget and your principles.
You can access the full print series from the BergHind Joseph blog here.
