Significance of Print Quality in Variable Data Printing
2008 (English)In: Taga Journal of Graphic Technology, ISSN 1748-0345, Vol. 4, no 4, 179-191 p.Article in journal (Refereed) Published
Print quality and variable data printing are two important topics when discussing digitalprinting and its ability to be a commercially successful printing technology. The aim ofthis paper is to determine the significance of print quality when using variable dataprinting to customize printed matters. In this study three levels of colour print quality andthree levels of personalization; entirely static, personalized with name, and personalizedwith name, text and image, were established. Sample material was obtained by creatingfictitious advertisements in the personalization levels, which were then printed at the printquality levels. A panel of respondents was asked to arrange the fictitious advertisementsin order of preference. At all print quality levels, personalizing with only name led to arather small increase in respondent preference compared to the static advertisements.However, personalizing with name, text and image led to a significant increase inpreference compared to a static or name personalized advertisements. Hence, to attractthe respondents a higher level of personalization should be used. The respondents weremore forgiving towards low print quality when the advertising information waspersonalized. Furthermore, personalization contributes more at lower print quality levels,indicating that print quality is more significant in static printed matters or printed matterswith a low level of personalization.
Place, publisher, year, edition, pages
2008. Vol. 4, no 4, 179-191 p.
Digital printing, Print quality, Variable data printing
Media and Communication Technology
IdentifiersURN: urn:nbn:se:umu:diva-52461OAI: oai:DiVA.org:umu-52461DiVA: diva2:504858