In our March blog, we explored how the way that a piece of print is used can guide whether you should opt for litho or digital printing. Whilst that still holds true, there is another factor that is increasingly shaping the decision making process - personalisation.
We are seeing campaigns become increasingly more targeted and responsive. With that in mind, the question is no longer a matter of just how you are printing, but how specific each piece of data needs to be.
That is where personalisation, variable data and print of demand really come into their own.
Where once personalisation was seen as something of a novelty, it has quickly become the standard.
If you plan to tailor your messaging by name, location, behaviour, or with the inclusion of individual offers, you are no longer producing a single static piece of artwork - you are producing multiple versions within a single campaign and in that scenario, digital print offers a clear advantage.
Our digital printing service ensures we can adapt the text, imagery, and layout of your print by utilising variable data printing (VDP). This allows each item within the same print run to be completely unique - something that simply isn’t practical or cost-effective when you print using traditional lithographic processes.
At this point, the decision becomes straightforward:
Variable data printing works by pulling information from a database and applying it to each printed item.
This allows you to:
From a marketing perspective, this can massively increase the chances of your print successfully converting. Personalised print performs differently; it feels more relevant and more intentional, making it much more likely to be acted on.
But it also changes how you should plan your print campaigns. As we touched on in our January blog, digital print is best kept flexible throughout the year and personalisation is a key reason for that. As campaigns evolve and data updates, you want your messaging to be able to adapt to it. If you lock everything in early by opting for litho printing, you dramatically reduce your ability to respond to those changes.
Print on demand takes this one step further. Instead of printing your materials in bulk and storing boxes and boxes of print in your office or warehouse, it allows you to print only what you need, as you need it. This is particularly useful if:
Our print on demand service helps businesses to reduce wasted product by avoiding over-ordering, while still maintaining consistent quality and availability.
It gives them the flexibility to update, refine, and personalise without being forced to commit to large volumes up front.
None of this replaces litho printing. It simply clarifies where it works best.
Litho remains the strongest choice for:
As highlighted in our March discussion, litho excels when the content is fixed and the volume is high.
The key is knowing when flexibility outweighs efficiency.
When personalisation enters the conversation, the decision between litho and digital becomes less technical and more strategic.
You are effectively choosing between:
Most successful print strategies now use a combination of both.
Core materials are produced lithographically. Campaign-driven, personalised and evolving materials are handled digitally.
If you are starting to explore personalised print, variable data or print on demand, the best place to begin is with how your campaign needs to function - not just how it needs to look.
We can help you decide what should be locked in early, what should remain flexible, and how to balance litho and digital in a way that supports your wider marketing activity.
Whether you are planning a direct mail campaign, updating your packaging, or looking to make your print work harder, we’re here to guide you through it.
Get in touch with our team to discuss your next print project and build a strategy that gives you both control and flexibility.
From the Colour Print printworks in Norwich, we print and fulfil orders throughout the UK.
Get in touch to chat about your latest print project.
Call us on 01603 488001, email sales@col-print.co.uk or fill out this contact form and someone from our team will be in touch.