Offset Printing
Value Added Printing – Research Results & Samples from the PrintCity Alliance
Friday 28. August 2009 - As part of its ongoing PRINTplusX project, the PrintCity Alliance is making available the summary of Value Added Printing (VAP) research results from a graduate thesis recently completed by Jochen Wied.
In addition interested brand owners, designers, publishers and printers can now request a package of VAP samples by post from PrintCity.
Value Added Printing Research Results
Jochen Wied, a student at Germanys Hochschule der Medien in Stuttgart, completed a graduate thesis on the Cost and Benefit of Value Added Printing, working together with the Fachverband Medienproduktioner (f:mp.) and PrintCity in 2008/2009.
A summary of the results of this paper are now published in English and German and are also available on the PrintCity web site www.printcity.de. The original full thesis is available in German on request also.
The research study, begun in 2008, included the creation of a specially designed PRINTplusX folder showing a range of VAP samples using unique, fictitious brands to act as a discussion point in interviews and later Workshops.
The research project findings are based on over 100 surveys by Jochen Wied during Drupa 2008 with people from various countries, and by an Internet survey in Germany involving over 400 experts, including brand owners, designers, publishers, printers and others.
A formula was developed to assess the benefits of various VAP techniques utilising the quantitative data collected and other inputs from published brand research. Called the Advertising Value of Finishing (AVoF), it was used to measure comparative impact, in a range of printing & packaging added value situations.
Jochen Wieds Value Added Printing research results include:
· Research completed indicates that roughly half of all printed advertising media can be meaningfully upgraded by means of enhanced print finishing techniques
· New emerging VAP print finishing techniques can offer good niche differentiation opportunities for printers & packagers
· Quality perceived by customers at the Point of Sale (POS) is vital in impulsive/emotional buying decisions; less is often more
· Customer product loyalty may double if a brand can be experienced with several senses, rather than with one
· VAP gives a print product added value by intensifying the impact of a brand message – this should be used in combination with other marketing techniques
While every print/packaging project is different, brand owners, designers & publishers should consider and measure the opportunities from Value Added Printing together with their printers and suppliers. It is the partnering of all concerned in the process which will ensure the most impactful & efficient use of VAP techniques and materials, to achieve differentiation, recognition and increased sales for a brand.
Value Added Printing Samples Now Available from PrintCity
A package of VAP samples is available now on request from the PrintCity Alliance, to show the range of techniques & materials and how they can be creatively combined.
These samples include the Novum and Beef creative magazines from Germany, samples published by Print Perfection and the f:mp., the FIPP09 37th World Magazine Congress printed programme from the PPA in the UK, manroland produced VAP samples showcasing brands including Harley-Davidson, JOOP, RADO, Bacardi & Siemens, plus an all-new varnish sample from Weilburger.