By DPS Magazine Staff
Once a means to an end, finishing technologies advance to become a profit source for modern print service providers (PSPs). As the term print embellishment/enhancement gains mainstream attention, UV spot coating is front and center of the discussion.
Above: Harris & Bruno’s ZRX UV coating solutions are designed for precision, versatility, and long-term reliability.
Bob Waddington, product line leader for curing and drying, BW Converting, sees two primary factors behind the increasing popularity of UV spot coating. First, it is a cost-effective alternative to flood coating an entire print area. “By applying coating only to select portions of the printed piece, printers can achieve the same high-quality finish while reducing material consumption and associated costs.”
Second, UV spot coating enhances visual appeal, making printed applications more eye catching. “The ability to highlight specific design elements—such as logos, images, or text—creates a striking contrast that immediately draws the viewer’s attention. The combination of gloss and matte or satin spot coatings adds depth and dimension, giving the final piece a premium feel. This level of aesthetic differentiation is a major driver for brands looking to make an impact,” offers Waddington.
Josh Romberg, EVP sales and marketing, MBO America, agrees, adding that enhancing print with spot coating not only elevates visual appeal but also unlocks new revenue opportunities—especially in the high-impact direct mail sector. “By adding tactile depth, dimensionality, and texture, spot coatings transform ordinary print into premium, attention-grabbing pieces that drive engagement and get higher conversion rates. With the ability to create striking contrast and sensory appeal, this advanced finishing technique allows printers the ability to deliver high-value applications that stand out.”
The technology continues to advance. “One of the most amazing developments within digital UV spot coating is the variety of machines that now apply coatings at depths from 5-microns to >25-microns. This flexibility creates many new opportunities for the UV coating to become something more than just a clear coating,” shares Dan Plash, sales manager, Breit Technologies, adding that it allows for various depths within one image—lines for different weight, doming, braille, and textures that can be seen and felt.
Adding Value
When it comes to UV spot coating and digital embellishments, Nick Bruno, president, Harris & Bruno, says the return on investment is “undeniable.” More importantly, it drives real results. “Studies show that tactile and visually enhanced print captures more attention, boosts engagement, and increases brand recall. Whether it is luxury packaging, specialty business cards, or high-end marketing collateral, UV spot coating transforms print into a high-value product that customers are willing to pay for.”
“The contrast between coated and uncoated areas—or between gloss and matte/satin finishes—creates a compelling effect that enhances the perceived quality of the final product. In a competitive print marketplace, aesthetics directly influence consumer engagement, making UV spot coating an invaluable tool for brands seeking to differentiate themselves,” says Waddington.
Quantifying the cost savings of spot coating compared to flood coating is complex, as it depends on two key variables—the size of the coated area and the actual amount of coating applied (coat weight). “Because these factors vary significantly between jobs, it is difficult to assign a universal value to the savings,” admits Waddington.
Compared to flexographic coating equipment, Waddngton says it’s worth noting that while digitally printed matte and satin coatings are available, their formulations present certain challenges. “These coatings rely on matting agents—dry particles dispersed into the coating—to create the desired finish. The larger the particle size and the higher the concentration of matting agents, the more pronounced the matte effect. However, digital printheads have limitations in the size of particles they can process and apply to a substrate. As a result, while digital presses can produce matte and satin coatings, they are not yet capable of matching the same depth and richness that can be achieved with flexographic coatings. While advancements in digital printing technology are closing this gap, flexographic coating stations still provide superior matte and satin finishes due to their ability to apply heavier coat weights.”
Making it Mainstream
Creating digital embellishments with UV spot coating equipment is certainly not a well kept secret. What used to be niche is now becoming an industry standard. “As automation improves and costs become more manageable, more commercial printers are integrating spot UV embellishment into their workflows. The demand for premium, eye-catching print continues to rise, and those who offer it gain a competitive advantage. UV spot coating is no longer reserved for high-end applications, but is now easily applied to short run and personalized jobs. It is quickly becoming an expectation across multiple print segments,” offers Bruno.
UV spot coating technology addresses a need for many markets served by print. “As we move the print industry forward, the product must be a high value to compete with other message delivery methods. Embellishment through spot coating is a great way to add value for nearly any product from direct mail, general commercial, or book covers,” says Romberg.
Waddington adds that high-contrast printed products consistently capture attention and are used widely across industries. “The growing availability of hybrid digital presses, many of which include flexographic coating stations, has made UV spot coating more accessible than ever.”
For printers looking to adopt or expand their use of UV spot coatings, Waddington says it’s advisable to consult with ink and coating suppliers to explore the range of available options. Many suppliers offer coatings specifically formulated to work with hybrid digital and flexographic press configurations, further broadening the application possibilities for spot coating.
Plash describes UV spot finishing as both niche and mainstream. “Niche markets have been created for offline digital UV coaters and flat screen coaters. Mainstream could develop further as we discover new ways to economically apply heavy coat weights inline with high-speed printing.
Room to Grow
What’s exciting about UV spot coating is the tremendous room for growth.
“The momentum is definitely growing, as more printers strive to stand out and make their customers stand out,” says Bruno.
Waddington also sees UV spot coating growing, particularly within the digital print sector. “The primary driver of this growth is the evolving capabilities of next-generation digital printing presses. Newer digital machines can now produce coatings that closely resemble those applied via flexographic methods, something that was not possible just a few years ago. As digital technology continues to advance, UV spot coating will likely become even more prevalent, offering printers expanded creative and functional possibilities.”
Romberg sees huge potential for the usage of spot coating in the continuous inkjet space.
As digital embellishment technology evolves, Bruno says new effects and applications keep expanding and pushing the boundaries of the market. More print providers recognize the value of UV coating and invest in the capability to differentiate themselves. “With continued innovation in coatings, automation, and special effects like Harris & Bruno’s patent pending xMatte effect, the industry is far from reaching its peak. The demand for high-impact, sustainable, and premium print solutions is only getting stronger.”
Hitting the Spot
As brands and print buyers look for ways to elevate their materials, UV spot coating technology delivers a premium look and feel.
“From high-end packaging to direct mail, these embellishments create an emotional connection with the audience, leading to higher engagement and response rates. In today’s attention-driven economy, UV spot coating is driving engagement in a way that unembellished print never could. Physical engagement with products on a shelf has shown time after time to boost shelf velocity considerably,” states Bruno.
Plash agrees, noting that spot coating grabs attention and brings focus to a specific area of a printed piece, like a logo, image, or important text. “Studies have proven that an extra second or two is all it takes to close a deal.”
May2025, DPS Magazine
