3 Reasons to Explore Texture Printing with Konica Minolta’s MGI JETVARNISH 3DS
The Development of Print Technology in the Digital Age
With the advent of inkjet printing technology, print providers are embracing new technology advances and investing in digital printing equipment to support manufacturing processes. Estimated to surpass $130 billion by 20221, the inkjet printing industry is revolutionising to meet the increasing demands of enterprising customers in the market seeking more appealing and innovative printing processes. This has fuelled the evolution of the print taxonomy which enhanced printing processes by focusing on overlaying special effects. These corroborate marketing strategies to influence a consumer’s sensory experience.
Rethink Product Evaluation: A Multisensory Perspective
Technological advancements have created a paradigm shift in product development – gone are the days where visual inputs suffice in influencing a customer’s purchase intentions. Given the vast array of products available in stores today, it is essential for product manufacturers and brand owners to create shelf impact and build brand appeal through breakthrough printed products. Growing competitiveness amongst brand owners to attract customers’ attention has led to the utilisation of touch as a persuasive tool.
The integrative conceptualisation of multisensory aspects of product and package design is a game-changer in strategic sensory marketing aimed at shaping holistic customer experience. According to a study by Joann Peck and Jennifer Wiggins, the multisensory interaction of visual and tactile product evaluation increased psychological ownership by 22% and valuation by 24%2 , compared to products reliant on singular sensory stimulation.
Turning to Texture Printing | MGI JETVARNISH 3DS
Comparatively, creating tactile elements and visually appealing prints through embellishment with UV spot printing has also gone digital. Unlike other analogue processes, our MGI JETVARNISH 3DS has state of the art UV inkjet technology capable of adding value to prints. It applies varying thickness of spot UV varnish directly on a wide range of digital and conventional prints in one pass with the AIS SmartScanner for an automated sheet-to-sheet registration.
The MGI JETVARNISH 3DS, an ultra-precise 2D/3D Spot UV coater is an asset given its ability to increase profitability and productivity through rapid prototyping, complete customisation of special effects, and a short run turnaround time.
1. Garner Product Confidence with Visual and Tactile Interaction
With the increased research backing the effectiveness of sensory marketing, many are turning to texture printing to create multidimensional conversations through products that communicate with customers both viscerally, and subconsciously. Labelled as a type of neuromarketing, digital embossing and hot foil stamping evokes a sense of ownership through personal connections from the very first touch and sight.
According to the Asia Pacific Journal of Marketing and Logistics3, focusing on product aesthetics and haptic perception directly impacts consumer attitude towards product and purchase intention. It elicits excitement and boosts confidence in product quality evaluations salient on haptic properties. Customers reported a longer fixation duration of 1.93 seconds on packages with foiling4 due to the visual texture of metallic print, compared to the 1.6 seconds spent on those unenhanced.
2. Increase Purchase Intentions Through the Creation of Distinctive Products
Packages with speciality printing and foil enhancement have a proven track record of amplifying shelf presence. With a 46% higher quality perception, foil-enhanced packaging is said to increase the rate of attraction to a product by 2.5 times5. Print embellishment techniques of such calibre are now accessible with the fully integrated iFoil option that fits seamlessly with the JETvarnish series lineup.
3. Deliver Dynamic and Professional Performance
Designed with intuitive interfaces, the MGI JETVARNISH 3DS technology streamlines and facilitates print production. Featuring a revolutionary software suite, its professional performance addresses market changes and business expectations proactively. Fit with in-built inkjet technology, the printer meets digital production demands with a fast output of up to 2,300 sheets per hour without compromising on UV spot printing quality. By managing job functions with specifications complementing a wide range of print applications, the MGI JETVARNISH 3DS is a frontrunner in producing irresistible products capable of improving brand awareness and business productivity.
Take Printing to New Heights with MGI JETVARNISH 3DS
A global leader in digital printing and finishing equipment, MGI has made print embellishment accessible and affordable. The MGI JETVARNISH 3DS value adds to digital and offset prints via its unique inkjet applications capable of applying fully dimensional varnish coats and foil textures. From increasing interactivity using tactile elements to nudging readiness to pay premium charges for top-notch products, the new embellishment techniques our JETvarnish series features are a dark horse in the print industry that will ignite new print possibilities.
Interested to find out more about Konica Minolta’s MGI JETVARNISH 3DS?
1 TheInkTank (2019). “Advances in Industrial Inkjet Printing Driving Success in 4 markets”. Retrieved from: https://www.kaocollins.com/inktank/4-markets-benefiting-advances-industrial-printing/
2 Peck, J., & Wiggins, J. (2006). It Just Feels Good: Customers’ Affective Response to Touch and Its Influence on Persuasion. Journal of Marketing, 70, 56-69.; A. Krishna et al. (2017). Sensory Aspects of Design. Journal of Retailing 93 (1), 43-54.
3 M.S., Balaji, R., Subhash, & J. Subhash (2011). Role of tactile and visual inputs in product evaluation: a multisensory perspective. Asia Pacific Journal of Marketing and Logistics 23(4), 513-530.
4 Konica Minolta (n.d.). “Embellishment – Transform your printing with digital varnish technology”. Retrieved from: https://www.konicaminolta.eu/eu-en/solutions/professional-printing/embellishment
5 “An initial study into the Impact of High-Visibility Enhancements on Shelf Presence”; A 2013 Study Commissioned by the Foil & Specialty Effects Association
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