Brilliant minds

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At the Power of Print 2016 seminar in the history-steeped setting of Stationers’ Hall close to St. Paul’s Cathedral in the City of London, an eclectic and fiercely provocative set of heavy-hitting speakers together created a fascinating picture of print and its value – present and future.

Welcoming a highest ever audience, BPIF CEO Charles Jarrold introduced the seminar in the context of this year of great change, including the evolution of print’s role in the multichannel media mix.

The science

The scientific foundation came from Baroness Susan Greenfield, CBE, member of the House of Lords, scientist, writer and broadcaster. The extraordinary Baroness explained the fundamental differences in the way our brains process information via a screen versus the printed page. Engagement, understanding and recall are all significantly higher from print.

The case for print

The case for print was reinforced by Tiffanie Darke, Founder of Method, News UK’s creative agency.  She reminded us that print carries an authority that nothing else can replicate, and secondly, if you want luxury, digital just doesn’t offer an alternative. She also praised print because it’s a proven “platform multiplier”. In other words, it is great when used in conjunction with other channels to enhance Return on Investment.

British advertising legend Dave Trott described creativity as one of the few remaining legal sources of competitive advantage. Dave’s short but very sharp presentation made it crystal clear that when it comes to creativity, simple is smart and complicated is stupid. And the way to succeed in advertising (print or otherwise) is to break established patterns. Stand out from the common herd, repositioning your competition at the same time.

His assertion that much of the messages we see are not even noticed, let alone forgotten, should be a wake-up call to all of us – the simple diagram below sums up his feelings about the process perfectly.

powerofprint

Combining creativity with astute use of data is maybe the key to a bright future for print. Rachel Aldighieri, Managing Director of the British Direct Marketing Association, showed how powerful the partnership can be. And talked about one-to-one-to millions to express the mass use of personalised and relevant messaging.

Not all plain sailing

There are though powerful tides that can hold print back. Kim Willis, Strategy Director of Cedar Communications, reminded us that marketing directors demand to know how effective their campaigns are. And for print, more than digital media, it is expensive to measure results. Further, there is increasing competition for marketing budgets, including from a growing array of “shiny new things” such as Virtual Reality and Augmented Reality.

The Keep Me Posted campaign to protect the rights of consumers to continue receiving printed communications was shared by The Royal Mail’s David Gold – including its reach beyond the UK into the EU and other countries.

The future is bright

So, what conclusions can we draw about the prospects for print? I have a lot of faith in Jonathon Porritt, the acclaimed environmentalist and writer, and co-founder of the Forum for the Future. Jonathon highlighted the print and pulp industry’s drive towards decarbonisation and the relatively small environmental footprint of print. In this era of VUCA (Volatility, Uncertainty, Complexity and Ambiguity), it was good to hear that print can play a part in reducing the risks of runaway climate change and the disruption it would bring.

Back to Kim Willis of Cedar, and her parting thought, which was that in response to growing consumer immunity to the relentless surge of online marketing, brands are turning to the communications techniques that are more meaningful and cut through. This includes experiential marketing with for example live events. In this quest for impact and authenticity, Kim concluded, print surely has a major role to play.

Last word to Wayne Hemingway, MBE, founder of Red or Dead fashion brand. At the end of the breathless, captivating tale of his rise from “club kid” to design guru, he reflected on the central role of print in all our lives. From clothes to flooring to wallpaper. “Print is never going” he declared. And that I think is a fitting way to sum up a truly inspiring day.

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

Thank you Print Power, Two Sides, sponsors, participants and speakers – we all left feeling positive and energised.

Inspiring Print Transformation with Ricoh’s Pro C7100X

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

Since the launch of Ricoh’s  Ricoh Pro C™ 7100X digital press   we have found that many Print Service Providers (PSPs) have been able to offer a  new level of value added capabilities to their clients.

The key to this is the highly accessible and cost effective fifth colour on the cut sheet digital press.

PSPs are discovering just how the fifth colour can produce an amazing array of eye-catching effects, particularly in combination with speciality media. By using the 5th colour station they can enhance their print offerings by printing on a variety of speciality media such as black or coloured sheets, transparency or metallic media.

 

Adding a fresh dimension

PSPs can choose the fifth colour to add a fresh dimension to all elements of print, from books and brochures to business cards, invitations, posters and packaging.

The ability to print additional colours, other than CMYK, such as clear gloss and white toner provides added value. So does offering spot gloss, flood, and watermarks along with printing on coloured and clear media inline, with no need for separate costly and time consuming processes.

We have seen customers develop some very special applications around the fifth colour supported by an ever growing choice of substrates and value added software products such as Color-Logic.

A number of examples have really stood out for me are as follows.

  • white toner used in combination with metallic board to create a hot-foil effect on the HarperCollins childrens book covers we demonstrated at drupa
  • Black envelopes such as those from Blake Envelopes which we used to create impact as part of our own drupa marketing campaign.

Here’s how the 5th colour station is helping some Ricoh customers to strengthen relationships with their clients.

Pushing the boundaries with some amazing results

It is the flexibility of the Pro C7100X that appealed to Dutch operation Benda Drukkers. They  use a lot of unusual paper types for their portfolio of services ranging from business stationery to brochures and books. With the white toner Benda Drukkers also now produces a high image quality on coloured media.

Loesje Benda, owner of Benda Drukkers,  says the operation can now offer existing customers a broader portfolio. It can print on all kinds of special paper stocks, as well as envelopes and even plastics. This versatility has also attracted a new audience of, for example, graphic designers.

The business has been able to bring in new clients as a result of its Pro C7100X. And, by inspiring people to use the new possibilities in creative ways, its print volume is on the rise as well.

He says that adding white and clear enables it to produce all kinds of special effects that no regional competitors can match. It allows them to get ahead of the game and create new applications and opportunities.

More about Benda Drukkers

Another fan is family owned printer Offsetpaino L.Tuovinen Ky, Finland. It printed its own business cards on 0.3mm birch veneer using white and CMYK.

More about Offsetpaino L.Tuovinen Ky
To learn more about the fifth colour please watch https://youtu.be/r73ZlELmk_I

For application ideas please visit ..

https://ricohppshowcase.wordpress.com/2016/05/20/amazing-5th-colour-applications-at-drupa/

 

Industrial Zone at drupa

Here Ricoh will focus on factory automation, the smart factory, track and trace, integrated industrial innovations and specific industrial verticals, especially automotive and healthcare. 

Not to be missed

  • Demonstrations of a wide  of live applications in packaging , robotics and manufacturing
  • Solutions for Additive Manufacturing, Optics, Electronics, IMS, Industrial Inkjet
  • The Rapid Fab Lab will be running Live Master Classes for key clients on demand.

Key Technologies

Technologies on display will include Additive Manufacturing and robotics as well as a number of other Ricoh innovations including in the field of inkjet head development.

 

 

 

 

Commercial Printing Zone at drupa

Ricoh’s Commercial Printing Zone at drupa is intended to show the broad range of solutions that Ricoh can now offer Commercial printers – from high productivity cutsheet to banners and signage.

Not to be missed

  • Ricoh’s latest cutsheet devices Pro C9110 and Pro C7110 along with versatile feeding and finishing options
  • live end-to-end production on lean manufacturing principles for efficient production of high quality print samples and a diverse variety of show and visitor collateral.
  • see our Commercial Print workflow in action

 Key Applications

These are just some of the samples we are planning to show. Look out for more surprises at the show itself !

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Workflows

Ricoh’s commercial printing workflow integrates offset and digital environments for
a more productive hybrid print operation

Commercial Printing Workflow

Ricoh at drupa button

Open New Worlds photoshoot – Rock Band

 

 

The location

These shots were taken at Blueprint recording and rehearsal studios in Manchester. Loved by many leading artists, Blueprint has played host to Lady Gaga, Justin Timberlake, Pharrell Williams, Duran Duran, Moby and it is where Elbow recorded their massively successful album – The Seldom Seen Kid.

The idea

Use a Rock Band to illustrate how Ricoh’s variable printing helps you
respond to the most variable of needs.

Therefore we created a made-up band, called – appropriately – the Fake Dolls.
Each member of the band was holding a different piece of Ricoh print collateral, in the form of the covers of their latest album, all printed using Ricoh technology. And so highlighting the quality and possibilities offered by Ricoh’s digital print solutions.

The Results

A suite of images for the Direct Marketing route, to be used throughout the campaign.

 

 

Open New Worlds photoshoot – pixelstick

 

The location

These photos were shot on London’s iconic South Bank, alongside the River Thames, on a wet evening in late December This location allowed us a panoramic view view of many of London’s most famous landmarks as well as the graffiti walls of the South Bank, the backdrop to London’s most well known skateboarding scene.

The idea

Using the latest technology  in light painting – the ‘light stick’ – and overlong camera exposure, we created a unique piece of actual art painted in light.  We commissioned the artist Ben Hughes and used a Pixelstick – a new technology that consists of 200 full colour RGB LEDs inside a lightweight aluminum housing.

The Results

The art of the new...

The art of the new…

The finished piece was composed of patterns of colourful light dancing against the city backdrop.