Dear Colleagues, Partners, and Friends,
It is with great excitement and a profound sense of responsibility that I write to you during what I believe is a transformative moment for our industry. Over the past several years, we have witnessed a remarkable evolution in digital print embellishment technologies. What was once a niche sector, often viewed as a specialized subset of the broader print industry, has now grown into a dynamic and integral part of the modern printing landscape. These advancements are not just technical marvels; they are game-changers, unlocking unprecedented opportunities for brand owners, designers, and print service providers alike.
A Transformative Moment in Print Technology
The rise of digital embellishments represents one of the most significant shifts in print technology in decades. By enabling intricate tactile and visual enhancements—from metallic foils and dimensional coatings to unique textures—these innovations have allowed brands to create unforgettable experiences for their audiences. For print service providers, this evolution has opened doors to new revenue streams, new markets, and new ways of delivering value to clients.
But with great opportunity comes great responsibility. History has shown us that the introduction of new technologies in the print industry often comes with challenges. Without careful planning, innovation can outpace the industry’s ability to adopt it sustainably, leading to unintended consequences. In the worst cases, this can erode the value these technologies were designed to create.
Avoiding the “Race to the Bottom”
One of the most persistent challenges we face as an industry is what many of us refer to as the “race to the bottom.” In the rush to gain market share or outmaneuver competitors, some providers resort to slashing prices to unsustainable levels. While this tactic may provide short-term wins, it often leads to long-term damage. Reduced pricing can devalue the technology, undermine the perceived quality of the output, and make it increasingly difficult for providers to invest in further innovation or maintain high production standards.
This is not a new phenomenon. Over the years, we’ve seen similar patterns play out in other segments of the print industry—from offset to digital. The lessons are clear: without strategic planning and collaboration, even the most groundbreaking technologies can falter. As the CEO of Taktiful, I believe there is a better way forward—a path that prioritizes sustainable growth, mutual success, and the enduring value of digital embellishments.
Four Pillars for Sustainable Growth
To build a strong foundation for the future of digital embellishments, I encourage all stakeholders in our ecosystem—technology providers, print service providers, designers, and brands—to rally around four key principles:
- Prioritize Education and Value
The first step in avoiding a race to the bottom is to shift the conversation away from cost and toward value. Digital embellishments offer a unique set of benefits that go far beyond simple aesthetics. They create tactile experiences that engage the senses, enabling brands to tell richer, more impactful stories. They also allow for unparalleled customization, making it possible to produce short-run and personalized applications that were once unimaginable.
As an industry, we need to educate our clients and end users about these advantages. By highlighting the premium benefits of digital embellishments, we can foster appreciation and demand for these technologies. This requires not only marketing efforts but also robust training programs and thought leadership initiatives that showcase the transformative potential of embellishments.
- Commit to Sustainable Pricing
Sustainable pricing is the cornerstone of a healthy, thriving marketplace. While the temptation to compete on cost can be strong, it is ultimately a losing strategy. Instead, we should focus on building enduring relationships with clients—relationships based on mutual trust, shared goals, and a commitment to quality.
A stable pricing model benefits everyone in the supply chain. It ensures that technology providers can continue investing in research and development. It allows print service providers to maintain high production standards while achieving fair margins. And it reinforces the value proposition of digital embellishments, helping to position them as premium, must-have offerings for brands.
- Foster Collaborative Partnerships
No single entity can drive the success of digital embellishments on its own. Sustainable growth requires collaboration across the entire ecosystem. Technology providers, consumables suppliers, print service providers, and designers must work together to create a robust and enduring marketplace.
Collaboration can take many forms. It might involve sharing best practices, co-developing training programs, or engaging in open dialogues about evolving market needs. At Taktiful, we’ve seen firsthand the power of partnerships in advancing the adoption of digital embellishments. By working together, we can amplify the unique capabilities of these technologies and ensure that their value is recognized across the industry.
- Innovate Responsibly
Innovation is the lifeblood of our industry, but it must be pursued responsibly. As we continue to push the boundaries of what’s possible with metallic foils, dimensional coatings, and textured effects, we must also consider the broader implications of our advancements. This includes addressing environmental impact, minimizing waste, and ensuring the efficient use of consumables.
In addition, innovation must be inclusive. Too often, the focus in digital embellishments has been on large, high-end machines with million-dollar price tags. While these systems are critical for certain applications, they are not accessible to all businesses. To truly unlock the potential of digital embellishments, technology providers must also develop smaller, more versatile machines that fit a wider range of budgets and shop floors. By diversifying our offerings, we can make these technologies more accessible, allowing businesses of all sizes to participate in this exciting evolution.
- Adapt to Evolving Market Dynamics
The print industry is constantly evolving, shaped by new trends, economic shifts, and changing consumer preferences. To remain competitive, we must stay agile and forward-thinking. This involves leveraging data to understand market needs, embracing new business models (such as subscription-based or service-oriented approaches), and staying ahead of technological trends.
By proactively adapting to these changes, we can ensure that digital embellishments remain relevant and indispensable in the future of print. Whether it’s exploring new applications, entering new markets, or responding to emerging consumer demands, adaptability will be key to our success.
A Shared Vision for the Future
At Taktiful, our mission is to empower the print and brand communities to unlock the full potential of digital embellishments. We believe that by prioritizing education, committing to sustainable pricing, fostering collaboration, and innovating responsibly, we can avoid the mistakes of the past and usher in a new era of excellence.
This is a collective effort, and I am deeply grateful for the creativity, passion, and commitment of everyone in our industry. Together, we have the opportunity to shape the future of print technology—responsibly, sustainably, and profitably.
Thank you for your partnership and for your dedication to the growth of our industry. I look forward to working alongside you as we continue to explore the possibilities of digital embellishments and chart a path toward lasting success.
Warm regards,
Kevin Abergel, CEO, Taktiful
