Digital finishing, a formidable tool for reintegrating sales margins for printers
Digital finishing, invented by MGI Digital Technology as early as 1985, is a formidable tool for differentiation and reintegration of sales margins for printers, thanks to the very high added value it brings to prints conventionally printed in four-color process.
The 100% digital application of UV selective varnish and hot foil stamping - two innovations created by MGI Digital Technology - can magnify any four-color print, giving it a unique sensory and haptic dimension, enabling printers to charge higher prices for their services.
At the last Webinar Digital Embellishment & Sales organized on the MGI JETforce social network, experts in digital finishing Eric Vessels and Kevin Abergel have shared successful strategies for transforming these capabilities into a source of revenue. This article summarizes the main points.
Digital finishing transforms traditional CMYK printing by enriching it with visual elementstactile sensations and functional benefits. Design elements such as glossy effects, hot foil stamping for metallic sparkle, and tactile effects for raised textures change the relationship with print.
Studies presented at the webinar show that ennobled impressions increase impulse purchases by 62 %, and bill up to 33 % more than standard impressions. Digital finishing enables companies to differentiate themselves from their competitors positioned in four-color printing, a hotly contested market and achieve margins of 60 to 80 % or more!
Another point highlighted by Eric and Kevin during the webinar, the fact that the market is currently in a "value phase" for digital ennoblements. The number of JETvarnish technology installations is growing rapidly, creating a certain scarcity of supply, which makes it possible to set premium prices. According to Eric, "it's all about selling value", using the strong differentiation provided by digital finishing to justify higher prices.
One of the key aspects of generating income from ennoblements is understanding their psychological impact. Eric, a behavioral economics graduate, explained that ennobled products are perceived as 46 % higher quality, capture attention 50 % longer, and are preferred by 77 % of consumers over un ennobled options.
The "see, touch, buy" effect illustrates the importance of the tactile impact of ennobling. According to a Clemson University study, ennobled products attract attention 57 % faster and are observed 19 % longer. Most strikingly, touching an ennobled product increases the likelihood of an impulse purchase by 62 %.
In reality, finishing plays an essential role in the perception of quality.
Gillette is a case in point: the addition of hot-silvering to the brand's packaging has enabled it to climb from fourth to first place in the market, despite razor prices ten times higher.
Finishing not only makes prints more attractive, it also makes them more profitable.
