While print service providers (PSPs) are all too aware of the special effects that can be added to printed work, the main challenge is communicating the benefits of this to customers and opening their eyes as to why they should consider such effects with their printed work. One of the primary markets for special effects is packaging, with the addition of effects such as gold foiling or embellishment almost certain to catch the eye of consumers. But the fact is that there are plenty of other applications where special effects can be used to bring extra value to the piece. Here, Print Monthly speaks with a number of specialist manufacturers and suppliers in this market to find out more about special effects and the latest technologies that can help PSPs offer even more options to their customers. Stunning Results Up first is Vivid Laminating Technologies, a manufacturer that has been providing specialist kit to the market for many years. Product and sales manager Lewis Evans says according to studies, something with a special effect on it draws attention six to seven times longer than plain print. “It is also less likely to be discarded and thrown away straight away; people keep it for longer and it increases the value of the product it is representing,” Evans says, adding: “The most impactful effects are the ones that you can see and feel. “Foiling has been around for a while, and it is still great, but people like raised print and soft touch. They like rough uncoated boards linked with foil, as well as dark backgrounds with foils on the front of them, which look stunning with navy blues and golds on them. If you get the right colour background of card with the right colour foil, it can be absolutely stunning.” Evans was also keen to highlight that the cost of offering this sort of service may not be as expensive as PSPs first think. He offered the example of Vivid’s Matrix and Veloblade range, which, as a partnership, can produce luxury packaging and special effects for a variety of markets. “One job a week will pay for the whole setup,” Evans explains, adding: “If PSPs decide to outsource work out, that is going to be much more expensive. For the same or less cost than one job per week that is outsourced, you can create it all in-house and have complete control over the whole process. You can even offer products the same day to the customer.” Going into detail on Vivid’s collection of special effect products, Evans picked out the Matrix Metallic in particular. This, he says, is the only digital foiling machine on the market that will foil on uncoated stock MAKING AN IMPACT With an increasing number of retailers and brands using special effects as a way of catching the attention of consumers, we pick out some of the equipment that will allow printers to add more value to work 73 TASTE FOR SUCCESS / SPECIAL EFFECTS September / October 2023 - Issue 344 www.printmonthly.co.uk ◄ Duplo’s finishing equipment can be used to create a wide range of special effects in print
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