Unveiling the Magic SCIENCE Behind This Must-Have Service

By Sean Roberts, National Director, Digital Embellishment, Konica Minolta

I wanted to take an opportunity to discuss the customer value and ROI that digital embellishment offers to print shop owners and print services providers (PSPs). Commercial printers, PSPs, wide-format printers, the packaging industry, and providers of decorated apparel all face the same key challenges: changing economic conditions, declining traditional print usage by clients, price competition, maintaining profitability and hiring staff.

A large segment is responding by investing in automation, diversifying services, and expanding into adjacent print segments. Many PSPs are also extending and adding to their in-house services, including list management, direct mailing, and fulfillment, to become a value-added supplier to their clients.

Konica Minolta understands current economic variables could be making you hesitate to invest in new technology right now. Some of you may still think of digital embellishment as a premium offering, too. But “he who waits is lost,” which is another way to say, isn’t it time to elevate your services to your customers (if you haven’t already), so your business doesn’t get left behind? Especially with the latest research showing an expected acceleration of the economy in late 2025 and into 2026. In fact, recent NAPCO research shows that the global market in embellishments is growing at 6–8% annually and has become the baseline—with the specialty print market projected to grow to $45B by 2028. 

All the data we’ve seen proves that demand will only increase, because print clients have shown they can set themselves apart with premium printed products that command attention. In turn, digital embellishment services can offer higher margins and increased profitability, with our own research showing specialty print projects deliver 20–30% higher profit margins—even as high as 80%.

Here are three of the most compelling reasons to embrace digital embellishment as you move your business forward.

Reason #1: Consumer preference is driving brands to luxury looks. Enhancements attract attention and make people happy, and embellishments provide novel experiences that are both visual and often tactile, especially with foils, embossing and special varnishes. In turn, an eye-catching and sensory combination creates purchase appeal and drives greater purchases, which makes the case for higher margins. Leveraging human psychology (and showing customers what you can produce) are key to selling more embellishments, whether you specialize in collateral, wide-format, or packaging.

Enhancing a product’s packaging creates a sensorial experience that first attracts the eye, then inspires a consumer to pick up the product to touch and hold it. Total Retail data shows that 30% of all products shoppers hold are purchased—and 56% that hold a product will buy a product in that category.

Pyramidor Printing, a label and packaging in Brissac-Quincé, France, installed a JETvarnish 3D Web digital finishing press in January 2019. They have since opened up new markets with self-adhesive labels, commercial documentation, menus, custom-made trays, and packaging, in addition to sophisticated boxes. Along with their traditional sheetfed and roll-to-roll equipment, the press has expanded the possibilities for their large range of clients in the food industry. Pyramidor’s decision to increase their embellishment offerings was even more important, as their clients were already waiting for the types of services the JETvarnish 3DWeb could provide. “Our clients were very keen on spot varnishing and hot foil stamping, embellishments that are emblematic for manufacturers in the chocolate, gourmet and pastry markets,” said owner Benoît Boret.

Reason #2: Digital embellishment insulates your future. The market is already demanding and dictating new print applications. Brands, and their creative designers, constantly need to find ways to set themselves apart from the competition. While specialty treatments aren’t new to printing, digital embellishments are, and NAPCO research reveals almost half of print provider respondents offering digital printing report enhancing digital print with special effects, while another 23% plan to add it. Digital embellishments offer so much more capability for customization and personalization, more quickly and easily than ever—plus digital is more scalable and more affordable than traditional methods.

When it comes to printers and converters, their key challenges involve the efficiency side of their production process. Their biggest challenge was change-over times between jobs, with almost 50% of these respondents citing this challenge. Just below that, keeping up with increased package versions and the increasing number of SKUs were the next two top challenges. Their answer to enhancing efficiency has been to invest in digital printing equipment, add digital finishing and converting equipment, and utilizing workflow management software to streamline production processes.

Reason #3: You can’t afford to wait. Among the 295 respondents to PRINTING United Alliance’s 2024 State of the Industry Survey, 74.5% have already diversified beyond their primary printing business. They recognize the need to invest in automation and production speed, for “a perpetual process of streamlining and improving systems to reduce cost.” Increasing online order submission and finishing are the top two areas where they want to increase productivity.

This is especially true for packaging printers and converters who cater to brand owners. In addition to label and packaging printers and converters, the research mentioned above included responses from brand owners, which provided some significant findings. One of the questions asked of brand owners was to describe the quantity of SKUs they had printed over the past 24 months. Back in 2023, 41% stated that their SKUs had increased over the preceding two years, which reflected two years that included the pandemic. But in last year’s brand survey that percentage jumped from 41% to 79%—in just two years. The demand for distinctive packaging and versioning is clearly on the rise.

Sustainability is also a big consideration for brand owners. NAPCO research showed a strong understanding of current regulations and legislation in this sector. In addition, 87% of brand respondents stated that sustainability was either essential or very important in choosing a label or packaging printer. And three-quarters of brand respondents said it was either essential or very important that their suppliers can provide documented sustainability information and environmental records – they want actual numbers, not just a call-out on a supplier’s website.

At Konica Minolta, we believe embellishment IS the default. It’s not optional. Study after study shows it attracts more attention and more purchases, because consumers (and your clients) expect a captivating experience from you. Digital output’s quality often rivals offset.

Changeover times between jobs is much quicker, and it’s faster and easier to meet demanding schedules and increase the number of jobs in-house. Adding digital equipment can augment your traditional equipment’s capabilities, expanding options for your clients. Digital processes reduce materials and waste, increase the types of substrates you can use, and help you meet sustainability requirements. Plus, because digital equipment offers automated processes and is easy to use, you can do more with fewer staff and attract younger workers who are drawn to new technologies. The future is digital—and embellishment.

At Konica Minolta, we believe embellishment IS the default. It’s not optional. Study after study shows it attracts more attention and more purchases, because consumers (and your clients) expect a captivating experience from you. Digital output’s quality often rivals offset.

Want to learn more? Download our e-book, How to Make Your Prints Pop (without losing your mind), today! Packed with 35+ pages of industry insight, this comprehensive profit guide from Konica Minolta and Taktiful unveils not just the science behind digital embellishment, but the strategy to implement, market and sell this high-margin enhancement. Unlock the full potential of embellishment and discover how it can drive growth, boost profitability and shape the future of your business.

Originally published on Konica Minolta Business Solutions U.S.A., Inc. website on 4/29/25.