75 September / October 2023 - Issue 344 www.printmonthly.co.uk TASTE FOR SUCCESS / SPECIAL EFFECTS expectation is already there,” Morgan explains. “For brands owners, it’s a big decision but getting it right can mean introducing or retaining the brand in new or existing customers' minds. The tangibility enhances credibility and provides an opportunity to create a physical representation of a brand’s identity, if designed appropriately this can be something quite special. “Things like consistency of quality and the ability to address client concerns are important to brand owners, and so should be important to printers. Not only does this work at the top of the market, leading brands strutting their stuff, but also for more personal intimate products.” Offering advice on new investments, Morgan says that many customers will be working to specific or tight budgets, so being able to upsell special effects can heavily depend on the extra costs incurred. He adds that if printers can offer to take the product to the next level without introducing more roadblocks for the buyer, this is a sure-fire way to bring in more work, and so you need the equipment to match. “Things like flexibility of scale and ease of setup and use win practically over cumbersome old technologies, especially in the middle market where premium specification is not predetermined from the buyer,” he says. With this, he draws attention to one of Friedheim’s finishing partners in Komfi, a specialist in lamination equipment, and how working with solutions from the manufacturers has helped a number of its customers succeed and grow. One customer has a peak season before Christmas, producing photobooks. These products are embossed, and the customer has huge amounts to create in this period. For the rest of the year, the customer uses Komfi’s Amiga 52TE for standard lamination only. “Those who already have a laminator from Komfi will know how reliable and productive they are,” Morgan comments, adding: “Anyone looking to strengthen their lamination abilities or embellishment offerings should be seriously considering the Amiga Tandem Emboss, but the entire Tandem range has a lot to offer anyone with lamination in their remit.” Clearly, there are plenty of benefits that special effects can offer to your customers across all manner of printed applications. Having the kit in place to deliver such effects will allow you to work with customers on a wide range of innovative projects that will draw plenty of attention and praise from consumers. Duplo distributes the Bagel Systems range of laminators and foilers in the UK Factoid ▼ Komfi is one of Friedheim International’s finishing partners. Pictured: the Komfi Fullmatic 52 ▲ Komfi’s Amiga 52TE, available through Friedheim International, can be used for special effects such as embossing
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