Whether you’re talking toner or inkjet, there’s no doubt that digital printing is moving at full speed. From the printing equipment, to various digital paper options, to media mix must-haves like augmented reality—printing technology seems to be moving at the speed of light.
Yet, for many print buyers, there are less and less resources that can be obtained to maximize their investment and get the results that they—and their clients—need to standout in an oversaturated marketplace.
This is where Project Peacock comes in. Created by Deborah Corn, the self-appointed Intergalactic Ambassador to The Printerverse at Print Media Centr, Project Peacock was created with the goal of gathering amazing partners to show-off some of the opportunities and applications now available with digital printing, inkjet, wide format, finishing and AR/VR marketing technology. Our first stop was New York (click on the link if you missed that recap). This week, we wrapped up our Chicago tour.
Project Peacock Chicago presenters included:
Ashley Maydak (me!): Brand Marketing Manager at Domtar – Cougar®, Lynx® Opaque Ultra, Husky and Inkjet brands
Tonya Powers: Sr. Manager, Marketing – Production Print Solutions at Canon Solutions America
Randall Paar: Manager, Marketing – Display Graphics at Canon Solutions America
Sarah Mannone: Vice President, Client Services at Trekk
As a professional who began my career as a graphic designer and print buyer, I could relate to the audience in many ways. I think the worst feeling is to work incredibly hard on a printed piece only to feel disappointed in the end result. The second worst feeling is to promise one thing to a client, have them fall in love with the concept, then have to turn around and tell them the idea they love can’t be done in the way it was initially described. The best way to prevent these “disasters” is to have an understanding of the key components in the process. Simply put, there are a variety of inks and types of printing equipment available today. Selecting a paper that’s designed to work with specific equipment is a must for best results.
As the speaker in attendance for Domtar, I educated the audience on the importance of selecting the correct paper for that specific technology, whether it be offset or digital (inkjet or toner). I also stressed the critical nature of planning a project in advance (no matter how quick-turn) and collaborating early and often with your printer. For inspiration, I presented a few promotions that feature digital print and papers, including Make Your Mark on Cougar, The Domtar Collection of Inkjet Papers, and the Lynx Digital Super Smooth brochure (visit domtarpromo.com to receive complimentary copies). To continue the awareness and education, I also reminded every one of our Blueline Magazine—every issue is full of tips and techniques to help your print project exceed your expectations.
But this visit was an education for me as well. Every time I visit the windy city, I leave amazed by the phenomenal print work and design work coming out of the Chicago area. FCB Chicago, ARC Worldwide, KraftHeinz and Ableson Talyor—thank you so much for taking the time to chat print, paper and augmented reality with us! I look forward to seeing how you continue to elevate the print world with what I’m sure will be innovative digital print solutions!