A glimmering foil stamp, high-quality UV coating, intricate fold, creative binding technique—these features catch the eye of the consumer, create brand recognition, and deliver profit-driving results.
From June 14 to 16, 2022, the Association for PRINT Technologies (APTech) and the Foil & Specialty Effects Association (FSEA) present the inaugural Amplify print trade show. Held at the Minneapolis Convention Center in Minneapolis, MN, the event is where print and packaging designers, commercial printers, print finishers, binders, mailers, and creatives come together with equipment and suppliers to those industries. It will be an immersive, three-day experience designed to provide the inspiration, knowledge, and network to amplify your business.
While COVID-19 delayed the original, intended launch of the Amplify event, the organizers are all in for 2022. “Ultimately, we’re planning to develop Amplify into a lasting and engaged community. We also see immense potential to bridge the gap between printers/manufacturers and creative agencies/design,” comments Thayer Long, president, APTech.
Who Should Attend?
Amplify brings print finishing and embellishments to the forefront, showcasing the brands, products, and processes that are raising the standard for foil and coatings, die cutting, folding and gluing, binding, and direct mail.
Attendees will experience live equipment demonstrations in the Technology Zone, network with leading brands in the exhibit hall, and learn from industry experts during educational seminars.
From concept to final production, Amplify connects carton and label manufacturers, digital and offset printers, print finishers and binders, direct mail service providers, greeting card and invitation manufacturers, book and publication producers, as well as creatives and brand owners.
The research is clear, digital embellishment is gaining momentum, and has been well before the world turned upside down in early 2020.
Taktiful, a marketing consulting agency specializing in sensorial marketing, specifically working with printers, OEMs, and brands on how to leverage digital embellishment technologies for maximum impact and effect, says the prevailing definition of digital embellishment is the process by which a physical, visual, or tactile effect is added to a printed piece of matter to enhance it using technology that does not require any tooling, thus allowing for variability in data and significant cost effectiveness in short runs.
“We see many different types of digital embellishment technologies being used, and the utilization of these various techniques depends on the different budgets, desired effects, technical limitations, and environmental considerations of the printers, brands, and agencies that require them,” notes a report published by Taktiful in January 2022, Digital Embellishment Trends in a COVID World.
The Taktiful report comes from a study conducted by the firm in November of 2021, which investigates digital finishing and embellishment trends and the effect of COVID-19 on the market. It polled packaging printers, commercial printers, and trade finishers at the president or CEO level. The study classified embellishment as flat spot UV, tactile raised spot UV, raised digital foil, as well as cast and cure digital foil.
The COVID Effect
According to Digital Embellishment Trends in a COVID World, 75 percent of digital embellishment users felt an impact in their business due to the pandemic.
The print industry saw an immediate and measurable decline of markets like retail signage, graduation cards, wedding and special event-related products, fundraising and non-profit work, and business cards. The silver lining is this decline made way for new trends in book covers, pharmaceuticals, braille, gaming, calendars, folding carton packaging, direct mail, sales and influencer kits, postcards, and real estate.
As far as popular finishing effects, Taktiful reports three-dimensional (3D) tactile varnish as a resounding winner, as well as a significant increase in multiple-pass 3D varnish, meaning two or three passes to create extreme 3D or braille. In terms of foil colors, it sees a high demand for gold and holographic foils.
The full Taktiful report outlines COVID-19’s effect on digital embellishment, including market accelerators, supply chain issues, volume trends, sales obstacles, and future outlook. The first 500 attendees to the upcoming Amplify event will receive a full copy of the report. Find out more at amplifyprint.org/attend.
Expected Exhibitors and Content
In addition to a wealth of knowledge, Amplify has a strong and growing list of exhibitors, including Canon Solutions America, Kurz, and Sakurai as platinum sponsors. Other exhibitors include Absolute/KAMA, American International Machinery, Baldwin, Baumer hhs, Best Graphics Group, Duplo USA, Gietz-Vinfoil Americas, H + M USA, Harris & Bruno, Heidelberg USA, Infinity Foils Inc., ITW ShineMark, K Laser Technology Inc., Metal Magic, OR PRINTER USA, Parkland Direct, Rollem International, Scodix, Skandacor, THERM-O-TYPE, UNIVACCO, Universal Engraving, and W.H. Leary Company.
“Our list of exhibitors is growing by the week and our dedicated team is committed to helping exhibitors and sponsors of all sizes reach their customers, build awareness, and generate new leads. If you are interested in becoming a sponsor or exhibitor, email email@example.com for more information,” comments Jeff Peterson, executive director, FSEA.
In terms of topics covered, APTech and FSEA have thoughtfully considered the educational portion of Amplify to ensure it will be an immersive and unique learning experience for attendees.
The event will also feature more than 18 educational seminars, which will be led by industry experts and cover a variety of topics including sustainability, UV coatings, digital embellishments, direct mail marketing, packaging, creative, workflow automation, sales, and specific markets like cannabis.
The Print Finishing and Embellishment Opportunity
The upcoming Amplify event focuses on teaching best practices, showcasing emerging technologies, and highlighting real-world success stories. It brings together all of the contributors in the finishing cycle from design to printing and finishing to direct mail. Special programming for creatives and brand owners is also on the agenda.
Visit amplifyprint.org for more information on what to expect at the inaugural Amplify event.
Mar2022, DPS Magazine