Print on point
As the lines between the print and sign industries continue to blur, sign-makers continue to explore ways in which they can capitalise on demand for certain printed applications and take on work that was, in years gone by, reserved for their printing cousins.
Personalised print has been a growing market for a number of years now and many signage businesses have already taken the plunge and moved into this sector. However, in order to make this move a successful one, you need the right sort of kit to take on work.
Direct-to-object (DTO) printers allow sign-makers to print almost anything onto a whole host of items. From pens and skateboards, to mugs and USB sticks, there is a whole world of new opportunities for sign companies. SignLink speaks with manufacturers and suppliers to find out more.
Broader appeal
One manufacturer with its foot firmly planted in the DTO printer market is Mimaki. Martin Southworth, reseller account manager at Hybrid Services, Mimaki’s exclusive distributor for the UK and Ireland, explains that as DTO is such a wide-ranging market, there are lots of opportunities for sign-makers.
“DTO printing is a broad term that can mean anything from industrial printing whereby component parts are printed in order to add functionality – such as a scale, gauge, or other kinds of practical marking – right through to creating promotional items where the value add comes from the brand, design, or pattern applied to an already functional item,” Southworth says.
“The result is with these opportunities, and the wider market’s desire for personalisation, there is substantial demand for DTO printed products across a wide range of industries. The surge seen during Covid, triggered by the buying public’s desire for personalised products has abated somewhat, however, DTO printing has a far broader appeal and the most tangible growth is being seen in the industrial printing sector.”
With this in mind, Southworth offers advice on the type of work and marker sectors that sign-makers should be looking to target when it comes to DTO printing, picking out three broad areas of growth in particular. Firstly, adding functional markings to products as part of the manufacturing process, which he says is a popular area for the Mimaki UJF Series printers in industrial printing.
“Harnessing the power of both digital printing and LED UV cure inks enables a wide variety of items to be printed, such as data plates, electrical covers, gauges, and control panels,” Southworth explains, adding: “With instantly dry ink, there is little to no delay in the manufacturing process, and the fine detail achievable with the Mimaki UJF ensures small type, fine lines, and colour gradients are accurately reproduced.”
Secondly, Southworth says there is the capability to respond to the simple requirement of personalising products for individual customers. He explains personalisation, and therefore adding an element of emotion to the product, is a great way to increase revenue in any print-related business. With DTO printing, he says this could be something as simple as a personalised phone case, or products that command a higher value such as large acrylic photo blocks, or even printed and laser engraved artwork.
Finally, Southworth says sign-makers can look to the potential corporate personalisation offers. This is where, he says, a print becomes personal to a brand, and the Mimaki UJF range of printers are the preferred route for companies producing short-to-medium length runs of branded promotional items for events or corporate giveaways.
“Capable of printing direct to pens, golf balls, name badges, and stationery, as well as many other items, digital DTO corporate personalisation printing brings the production of event collateral and commemorative items into the realms and budgets of most event organisers and brand managers,” Southworth says.
Going into more detail on the Mimaki UJF Series of flatbed DTO printers, which he says combine a powerful mix of high print quality and incredible opportunity in terms of its ability to print to a vast range of materials, Southworth sounds out a number of models in particular.
These include the entry-level UJF-3042FX, which he says is the ideal option for businesses looking to take their first steps into DTO printing. The A3 format flatbed printer incorporates white and clear inks as well as the opportunity to use a primer for the most demanding substrates.
Also in the range are the Mimaki UJF-3042MII e and UJF-6042MkII e, which offer A3 and A2 format bed sizes, coupled with cutting-edge image quality and stability for printing onto what Southworth says is an almost limitless array of materials and objects, up to 153mm thick.
O Factoid: Mimaki’s UJF-3042FX A3 format flatbed entry-level DTO printer incorporates white and clear inks O
“Mimaki’s opaque white ink, primer, and clear printable varnish all offer significant creative potential, ensuring there are few material or application limits, and with proprietary Mimaki technologies such as ‘long drop’, even non-flat surfaces (such as golf balls) can be printed to,” Southworth says, adding: “With the addition of the optional Kebab unit, it’s also possible to personalise the entire circumference of objects such as aluminium water bottles and other cylindrical items.”
In addition, Southworth says the Mimaki UJF-7151 plusII is designed for seamless and reliable high-speed production. The latest iteration of Mimaki’s 710 x 510mm UV flatbed, the UJF-7151 plusII sports eight printheads that enable dual four-colour ink configurations, resulting in 190% faster print speeds when compared to the previous model.
The Mimaki UJF-7151 plusII has eight printheads that enable dual four-colour ink configurations
“The printer breaks creative boundaries with several features developed to enhance image quality, such as MFD2 processing functionality to further control dot position, delivering the very sharpest edges and finest lines,” Southworth says.
Positive direction
Another major manufacturer that has a significant presence in the DTO market is Roland DG, with a number of machines on offer to customers. Rob Goleniowski, head of sales at Roland DG, says that as the modern shopper continues to ask for something different and is increasingly expecting retailers to give them the ability to customise and personalise their prized possessions, this represents significant opportunity for those active in the DTO sector.
“In fact, the gift personalisation market presents an attractive sight to business revenue and the opportunity for brands to command a premium price, with analysts predicting a growth rate of 7.7% between 2020 and 2027 in the global market for personalised gifts,” Goleniowski says, referring to a recent study by ResearchAndMarkets.com.
The report suggests that the global personalised gifts market could be worth as much as $43.3bn (£35.7bn) by the year 2027, and with print-related items making up a large portion of this area, there is plenty to get excited about for sign-makers and print companies with DTO technology at their disposal.
“These indicators show the market for direct-to-object printing to be heading in a positive direction this year, and we only expect this to continue in this era of hyper-personalisation,” Goleniowski says.
“Our prediction is that UV printing will continue to grow in popularity next year. The lengthening cost-of-living crisis means that printers require energy-efficient and cost-efficient technology. UV technology allows for lower energy consumption and instant drying of images, helping to keep costs low creating more affordable products for businesses and customers.”
With this in mind, Goleniowski picks up on some of the machinery from Roland DG that can help sign-makers take advantage of the demand for DTO and related applications. Mainly, he picks out the VersaUV LEF2 series, the latest generation of Roland DG’s benchtop UV printers.
Examples of products printed using Roland DG’s VersaUV LEF2 series technology
Featuring a range of advanced features that Goleniowski says will help users to streamline their operations and make printing even faster, which in turn will increase their efficiency and allow users to decrease certain costs.
Examples of products printed using Roland DG’s VersaUV LEF2 series technology
“Completely enclosed when printing, it runs clean, and cool with energy-efficient UV-LED lamps and low-maintenance head technology,” Goleniowski says, adding: “The printer also holds the capability to deliver high-quality graphics onto a vast range of flexible and rigid objects and substrates – giving users an all-in-one printing solution – and cutting machinery costs for businesses in the long term.”
Untapped potential
One provider that offers Roland technology in the UK is Service Offset Supplies (SOS), which is an independent supplier of both digital and litho print kit to the market. The company also has on offer a range of other DTO printers, with digital sales specialist Duncan Macdonald saying that the business is well placed to help and advise customers on the most effective solution for their business.
“Ultimately, as an independent supplier, we offer a greater range of options than you would get by going directly to a manufacturer,” Macdonald says, adding: “We have had a lot of success with Roland desktop LEF direct-to-object printers, which offer the ultimate in both quality and versatility to this sector, but we also offer other solutions with different size and performance specs, such as Focus machines.”
Among the Focus printers available from SOS is the Focus Atlas 1311, which is a relatively new solution for the UK market. A flatbed machine capable of printing on objects 32cm thick, the Focus Atlas 1311 offers a maximum print size of 1,300mm x 1,100mm and can be supplied with a rotary attachment for rounded objects – something Macdonald says will open up even more DTO markets to print companies of all shapes and sizes.
Available from SOS, the Focus Atlas 1311, is a flatbed machine capable of printing on objects 32cm thick
“Direct-to-object is a growing market with plenty of untapped potential, but it's important to have backup when trying something new, and long-term service is what SOS is all about,” Macdonald says.
Direct-to-object is a growing market with plenty of untapped potential, but it's important to have a backup when trying something new”
From what manufacturers and suppliers have said here, it is pretty clear that there is plenty to get excited about when it comes to DTO printing. As is always the case when working in a specific market, sign-makers need to ensure they are running the right sort of kit to deliver high-quality products to customers – and with the DTO sector more diversified than many, getting this choice right is of paramount importance.
However, fear not, because demonstrated here, there are plenty of affordable options available to those seeking to move into the market for the first time and those on the lookout for ways to enhance their established offering.
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