By Wesley Belmans

For decades, printers and marketers have used embellishments for high-end brands and products. Designers and embellishing printeries enhanced the look and feel of items by incorporating complex designs and techniques to make them ooze quality. Luxury. Exclusivity. But today, this type of high-end embellishment is no longer limited to high-end brands. Instead, digital technology makes embellishments possible for regular labels and packaging in various markets. Exclusivity at an affordable price – who would say no to that? Embellishment through digital printing offers a lot of opportunities. Heed the warning on the box, though.

From a list of synonyms for the words ‘high quality’ – you could choose Exceptional, First class, Remarkable, Preferable even Magnificent – but what actually gives the words ‘high quality’ their true meaning? Brand owners in high end sectors such as wine and spirits know that ‘quality always sells’ and they continue to put pressure on label printers to adopt the latest innovations and digital technologies to achieve the highest levels of quality to enhance their brand designs.

Xeikon has confirmed its participation at Print4All 2022. The major Italian printing and converting show returns to Fiera Milano on 3–6 May 2022 following a four year break. Setting up shop in Hall 11P on stand D18, the Xeikon expert team will be on hand to discuss the full portfolio of printing technologies for the graphic arts and labels and packaging sectors.

The official dictionary meaning of ‘to embellish’ is ‘to make something more attractive by the addition of decorative details or features’. Brand owners looking to use embellishments to add value to labels and packaging are now able to take advantage of the latest digital technologies to achieve unusual and unique effects. With consumers’ preferences and purchasing behaviours continuing to evolve, many are far more discerning in their choice of products and brands. Add to that the significant rise in online ordering and this means added pressure on the whole supply chain.

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