Moving towards mass customisation
One area that sets digital aside from analogue printing is customisation, a macro trend which is shaping many industries.
“There is a marked increase in self-expression among consumers, with more people wanting to distance themselves from homogenised designs and instead opt for something that is ultimately more reflective of their character,” explains Marcus Timson, co-founder of the InPrint and Pure Digital events. “This behaviour is also permeating throughout the world of home décor, which presents an invaluable opportunity for PSPs.”
Today it is possible to customise digitally printed décor applications – such as wallpaper, murals, canvas fine art and photo prints – to individual requirements for any interior environment. This enables retail, corporate and hospitality brands and their designers to be dynamic and meet evolving consumer expectations. The flexibility of the latest printing technology means that interior spaces can now be custom designed and easily updated using a range of printed graphics and surface décor techniques, creating the opportunity to refresh and update interiors inexpensively within reduced timeframes.