PrintCity Alliance members Leonhard Kurz, manroland, MEGTEC, Merck, Océ, Sappi, Tolerans, UPM and Weilburger Graphics are exhibiting at Ipex 2010, focusing on three leading 'themes' PRINT: LEAN.GREEN.SEEN.

Of these industry hot topics, 'SEEN' is possibly the most interesting opportunity for new business growth in printing, allowing visual, touch, aroma and electronic interaction with consumers, to drive product differentiation, increased business and hence profitability.

Value Added Printing & Packaging – SEEN
SEEN is actually far more than just visual printing techniques 'seen' by consumers.

Tactile and visual Value Added Printing (VAP) enhancements including foils, protective coatings, special inks & pigments, pearlescent coatings, formats and postpress, special papers and linkage to electronic media can all add to consumer print attraction, positive reaction and sales. All the senses can play a role – visual, touch (haptic) and smell – in different ways.

All VAP techniques can be utilised singly or in combination, to create the required consumer & business impact. Benefits can vary by method used and in which sector it is focused:

 - Magazines
- Newspapers
- Packaging
- Books
- Promotional print

Benefits from Value Added Printing & Packaging
Utllising Value Added Printing & Packaging techniques has many benefits for brand owners, designers, advertising agencies and printers – all of which can help end product competiveness, differentiation and business growth. These include:
 
- Raised image and brand recognition with VAP brochures, packaging etc.
- Increasing the response rate up to twice for mailings
- Increased revenue from advertisers in magazines and newspapers
- Significantly increase revenue at the point-of-sale with creative and highly attractive packages, magazine covers or displays
- Increased customer loyalty, with brand values enhanced, by haptical (touch), visual and other experiences (magazine/ newspaper), or consumer goods (packaging)

PrintCity Alliance VAP Shared Projects & Research
PrintCity Alliance members have been researching the benefits of VAP processes for some years now and are among the world leaders in this area. At Ipex 2010 visitors can access their combined knowledge and discuss research findings from these PrintCity VAP activities:

- SEEN – Value Added Magazine Printing – for a demonstration of VAP opportunities for magazines at Ipex, see the creative printed conference programme from the 2009 FIPP World Magazine Congress in London. More PrintCity member activity is planned in this area for magazine printers & publishers in the period 2010-2012.
- SEEN – PRINTplusX – ongoing since 2008, the PRINTplusX project assesses the value and benefits of competing VAP processes, using interactive workshops involving brand owners, designers, advertising agencies and printers. At Ipex ask about our research findings so far and compare VAP techniques yourself.
- SEEN – VAPoN – our unique project on Value Added Printing of Newspapers (VAPoN) continues to reflect world leading innovation opportunities through heatset offset printing, enhanced paper, ink and various drying technologies. At Ipex explore new opportunities involving inline stitching & slitting or digital printing. Four years of shared research & combined member knowledge are an Ipex 'must see'.

Who should visit PrintCity at Ipex?
All printers, publishers, brand owners, designers & advertising agencies can gain valuable knowledge benefits, plus process & technology application ideas by visiting PrintCity Alliance members at their Hall 17 'connection of competence hub' at Ipex.