What is variable data?

What is variable data??

Variable data printing (VDP) provides affordable, mass customization for digitally-printed materials—like product labels including barcodes, serial numbers, or other crucial information.?

While there are a few different types of variable data printing and variable data printing technology, the way it works is pretty straightforward, essentially like creating a template (of static, unchanging elements) and then inserting custom data into placeholder fields. The “variable data” elements are the pieces of information that are changing from one item being printed to the next.

Within this context of variable data printing, a working “variable data” definition is, simply, data pulled from a specific database and inserted into an existing print job, updating and pulling new data for each individual piece of printed material.

Let’s jump to some examples.

Variable data examples

Product barcodes and QR codes are common applications of variable data printing that we’ve all seen before. From groceries to library rentals, the processes of inventorying and tracking transactions are made much easier through these unique codes. In addition to barcodes and QR codes, other recognizable examples of variable data you may have encountered before include serial/consecutive numbering and variable imaging.

• Product barcodes are everywhere, due to their familiarity and versatility. An individual barcode is made up of vertical lines of varying widths—with unique widths corresponding to different digits. In this case, converting numbers to lines makes it easy to scan items quickly for identification—well-suited for warehouse inventory or in-store product identification during the checkout process.
• QR codes, also known as “2D barcodes” are increasingly used for a wide range of applications. Because QR codes are made up of information stored both horizontally and vertically (as opposed to a standard barcode, made up of only vertical lines), they’re able to accommodate an even wider range of uses.
• Serial/consecutive numbering provides an easy way to identify and track specific assets such as inventory or equipment. These can be specific products’ serial numbers or batch numbers, even things like your personal vehicle’s VIN (vehicle identification number) make use of variable data.
• Variable imaging is another offshoot of variable data, where images or other graphical options serve as the variable elements to be used for the print job.?

What isn’t variable data?

Here, it’s worth pointing out the difference between variable data printing and versioning. When the printer uses a digital file for the main design and layout, but pulls unique data from a spreadsheet or other database to input specific information, that’s VDP. When the printer receives multiple digital designs, each with their own contents and properties, that’s versioning.

By way of example, do you remember the Coca-Cola campaign, where you could browse the bottle labels in a particular store and potentially find a Coca-Cola with your own name on the label? Does a Coca-Cola for Josh taste any different than a Coca-Cola for Winston? Are the ingredients or nutritional information any different? Do the products really look different in the cooler? Of course not—they’re immediately recognizable as Coca-Cola.

So, when considering the contents of these labels, the printer would receive the main label design “template,” containing the majority of the label’s information—including the ingredients list, which is not an example of variable data. Only the individual name, pulled from a spreadsheet or database supplied to the printer—which is an example of variable data—changes from label to label.

How to prepare variable data: the basics

The success of a variable printing job has a lot to do with how well the data has been prepared. If you’re not careful when setting up either the master-type document or the variable data itself, entire batches of labels could need to be reprinted—costing valuable time and money.

Step 1: Get your document together

Preparing a document for variable printing isn’t too tricky, as long as you’re familiar with Adobe InDesign or similar document-creation software. Create exactly what you want, leaving placeholders for variable data insertion.

Step 2: Get your data organized

The first horizontal row should contain the titles for your data fields within your variable data spreadsheet—e.g., First Name, Last Name. Within each data field’s vertical column, then, you’ll include the specific values.?

Keep in mind that once the data set is merged into the template document created in Step 1, the values will be directly pulled into the document. This means you’ll need to check (and double-check) things like spelling and capitalization before merging the data.

Step 3: Configure the “data merge”

If you’ve used InDesign for your main design document, then you can set up the “merge” by going to Window > Utilities > Data Merge, which will then prompt you to identify the data file (typically, in a .CSV or .TSV format).?

Once the merge is set up, you’ll be able to preview the document before exporting the file and sending it to your printing partner.

Get your variable data printing done right, and on time, with DuraMark?

Whether you’re new to the concept of variable data printing, or you’re wondering how you might be able to implement VDP for your own business, you can rely on DuraMark for fast, affordable, and high-quality variable data printing. We print labels with industry-leading durability, with 4-day turnaround to get your labels to you with speed you can count on.

Learn more on our website, and then get in touch when you’re ready to print!