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FESPA Column
I recently attended a conference focussed on live media and how it is predicted to revolutionise the POP market, replacing static media before too long. The overriding message from the speakers was that digital display technology is the most effective way to market a product, thanks to its ability to catch the eye with moving images and change at the touch of a button to convey varying messages.
Though live media is clearly not going to supersede print media overnight, it certainly might cause alarm bells to ring. In an already competitive environment, these developments should prompt POP print service providers to take a close look at their comparative advantage, asking themselves how they can offer new and innovative products to customers.
The end of the year is a natural time for reflection, and regardless of whether you deem new technologies to be a threat or opportunity, this calls for a review of ways in which customer needs can be better understood, with an emphasis on innovation. It’s no secret that screen printing stands head and shoulders above other processes in its ability to produce unique, amazing print effects. To celebrate this and inspire designers and print buyers to explore the opportunities presented by screen printing, FESPA is working on the FESPA Special Effects book, to be launched at FESPA 2007, Berlin, 5 to 9 June.
FESPA Special Effects will be a beautiful sample book that will demonstrate just what is possible when using screen printing with special inks and on different substrates, showcasing what is achievable with different methods and combinations.
