The Untapped Potential of Digital Printing
What a refreshing article on The Dieline by Brandi Parker, Head of Realization at Pearlfisher : "What digital print could mean for brands"!
"Digital print offers enormous potential for all brands. It’s not just technology designed for the brand giants. In fact, right now, innovation in digital print is offering a wealth of opportunity for the smaller, challenger brands. Due to the prohibitive cost of large print runs, the smaller brands are actually the ones leading the way. Using digital print, they can be creative; they can experiment; they can iterate quickly. "
“Innovation in digital print is offering a wealth of opportunity…for challenger brands.”
"It’s certain that digital print is not just a passing fad; it’s a valuable technological innovation with great power to impact on consumer behavior. With that in mind, the important thing is for brands to use the flexibility of digital print to create new and meaningful connections with their consumers. And until digital print becomes affordable on a larger scale, it affords a rare opportunity for challenger brands to lead the way. So for now, we’ve got our eyes on the little guys to create new and meaningful brand expressions for consumers. Icons, take note!"