Debating The Case for Standards in Digital Embellishments

Debating the Case for Standards in Digital Print Embellishments

By Kevin Abergel, Taktiful

The digital print embellishment industry is on the brink of a transformative evolution. In the latest episode of The Digital Embellishment Show, host Kevin Abergel tackled a subject that’s been generating buzz across the printing world: the urgent need for standardized practices in digital embellishments. Joined by an expert panel comprising Sabine Lenz of PaperSpecs , Sean Roberts from Konica Minolta USA, and Ryan Moskun of Harris & Bruno International , the discussion centered on how a lack of standardization impacts designers, print service providers (PSPs), and equipment manufacturers alike.

“It’s the Wild West,” Abergel remarked during his opening monologue, referencing the industry’s current state of inconsistency. With technology evolving rapidly, industry players face challenges in ensuring consistency, clarity, and quality control. The episode, described as a follow-up to Abergel’s widely-discussed article “The Case for Standards in Digital Embellishments,” explored these challenges and potential solutions, highlighting the benefits of a unified approach.

Designers in the Crossfire of Confusion

Sabine Lenz, founder of PaperSpecs and a leading advocate for the design community, shed light on the confusion designers face. “A confused mind doesn’t make any decisions,” she said. With over 19,000 print creatives in her network, Lenz emphasized that inconsistent terminology—such as the interchangeable use of “soft touch” and “velvet coating”—leaves designers bewildered. This confusion often leads them to stick to traditional four-color printing, bypassing the rich possibilities digital embellishments offer.

To address this, Lenz argued for simplifying communication. “The differentiation doesn’t come from the equipment itself; it comes from how you use it and the relationships you build with your clients.” Her insights underscored the need for a common language that bridges the gap between designers and printers, making it easier for creatives to embrace embellishments as a tool for innovation.

Standardization: A Rising Tide for All

Sean Roberts and Ryan Moskun brought their perspectives as OEM representatives. Roberts highlighted the parallels between digital embellishments and earlier industry innovations like white ink in wide-format printing. “Without a common scale, everyone claimed to have white ink, but none were the same, with hues and opacities varying greatly,” he explained. This lack of consistency hampered adoption rates—a challenge the digital embellishment sector now faces.

Moskun agreed, pointing out that variability in gloss levels, foil adhesion, and tactile finishes creates customer frustration. “If a designer asks for ‘high-gloss’ and receives something entirely different from their expectations, trust erodes,” he said. Both panelists emphasized the importance of aligning on measurable standards that can ensure repeatability and quality control, no matter the equipment used.

“Think about 可口可乐公司 ,” Abergel chimed in. “They need to print the same color red globally. Why shouldn’t digital embellishments have that same level of consistency?”

Education and Accessibility

Another key theme was education. According to Lenz, many designers are unaware of what’s possible with digital embellishments, which limits market adoption. “Most designers spend 80% of their time on web and digital projects, leaving little room to learn about print,” she said. This knowledge gap calls for simplified tools and hands-on training to demystify embellishment processes.

Moskun highlighted the importance of workshops like those hosted by PaperSpecs Live. “You could see the light bulbs going off in the room as creatives started to understand how they could integrate these techniques into their work,” he said. Such initiatives, the panel agreed, are critical for fostering wider adoption.

Abergel raised an intriguing idea: developing tools that make designing for embellishments as simple as using online platforms like Vistaprint. “If we can widen the funnel and make it easy for anyone to create for embellishments, we’ll see exponential growth,” he argued.

A Path Forward: Terminology and Collaboration

Throughout the conversation, the panelists consistently returned to the need for a standardized terminology. “Terminology is the key to unlocking everything else,” Lenz stated. Without a common language, even the best educational efforts can falter. She proposed starting with straightforward classifications, such as distinguishing between “polymer-based foiling” and “toner-based foiling,” and building from there.

The panel also explored the potential role of industry associations like the Foil & Specialty Effects Association (FSEA) and APTech in leading standardization efforts. “These groups have the expertise and the infrastructure to bring stakeholders together,” Abergel noted. He suggested leveraging existing frameworks, such as ANSI certification, to establish ISO standards that could be iterated upon as technology evolves.

Overcoming Barriers to Adoption

Despite the benefits, implementing standards won’t be without challenges. Roberts pointed to regional differences and the pace of technological advancement as potential obstacles. “By the time standards are adopted, the technology might have moved on,” he cautioned. To address this, he recommended looking to adjacent industries, such as automotive paint, for proven methodologies that could accelerate adoption.

Lenz emphasized the urgency of acting quickly. “We don’t have five years to sit around hashing this out. Designers who understand print are retiring or moving on, and we risk losing an entire generation,” she warned.

Final Thoughts: A Unified Vision

In their closing remarks, the panelists shared a unified vision for the future. “If we do this right, we can grow the market for everyone,” Abergel concluded. The key, he argued, lies in setting aside competitive differences to collaborate on creating a more accessible and consistent ecosystem.

The conversation marked a pivotal moment for the digital embellishment industry, highlighting both the challenges and opportunities ahead. By embracing standardization, fostering education, and prioritizing collaboration, the industry has the potential to elevate print to new heights, making digital embellishments a cornerstone of modern design.

As Roberts succinctly put it, “A rising tide lifts all boats.” With the collective will to standardize and innovate, the future of digital embellishments looks brighter than ever.