Digital Embellishment Market Booms: Insights and Trends for 2026 and Beyond

The world of digital print embellishment is experiencing a surge in growth and interest. Once a niche for early adopters, digital embellishment has become a mainstream strategy for printers looking to differentiate their services and boost profit margins. We spoke with Sean Roberts, National Director of Digital Embellishment at Konica Minolta Business Solutions U.S.A., Inc. (Konica Minolta) about the latest trends driving this market, from the rise of embellished direct mail to innovations on the horizon. The consensus is clear: embellishment is no longer optional, it’s becoming an industry standard.

A Market on the Rise

Research confirms that the digital embellishment market is expanding rapidly, even as other print segments face headwinds. Recent findings show global demand for print embellishment growing at 6–8% annually, outpacing many other print sectors. In fact, specialty print applications enhanced with foils, spot coatings, and textures are projected to reach $45 billion by 2028. Such growth is remarkable in an industry where few categories are seeing significant increases.

This momentum has been evident at major print industry events. Looking back at Drupa 2024, the exhibition featured a buzz around digital embellishment technologies, drawing crowds to see stunning foil and varnish effects in action. In the time since, U.S. shows like Amplify and PRINTING United have kept the spotlight on embellishment. Roberts notes that what was once a specialty topic “has become a more mainstream activity that everyone’s talking about,” leading to “huge market movement” in the last year alone. He’s been traveling extensively to support customers and speak on the topic, reflecting how printers across the country are eager to learn about embellishment and its possibilities.

From Commodity to High-Value Differentiator

One reason for this growth is that embellishment adds value in ways standard CMYK print cannot. In today’s market, basic print runs often suffer from commodity pricing and slim margins. Adding tactile and visual enhancements changes the game. Roberts points out that neuroscience and consumer behavior research back this up – humans are hard-wired to engage more deeply with print that they can see and touch. The “tactile connectivity” of an embossed foil logo or a raised UV design creates an emotional resonance and holds attention.

Brands have caught on to this phenomenon. Marketers now understand that a package or mailer that glitters or shines in a recipient’s hands can trigger stronger response rates and brand recall. For example, one retail study found that 30% of shoppers purchase a product after picking it up, and more than half who pick up an item end up buying something in that category. That physical interaction can be the result of an eye-catching foil or a textured coating that invites a touch. Such tactile experiences literally stick in consumers’ minds. It’s no surprise that premium packaging designs with foil, embossing, or varnish command higher prices, which brands are increasingly willing to pay for the sake of standing out on the shelf.

Roberts observes that this dynamic has shifted print from a cost-driven commodity to a high-value marketing tool. In his view, when a company chooses a printed piece over a purely digital communication, it signals they’re investing more to make an impact. “People who decide to get something printed instead of sending an email are doubling down – they believe there’s more value in print,” says Roberts. And embellishment elevates that value even further by turning a plain postcard or business card into a miniature sensory experience. Printers offering these services report that clients will pay a premium of 20% or more for a job that feels special, far above what they’d pay for standard ink on paper. In short, embellishment is a differentiator – it shifts conversations from “How cheap can you print this?” to “How amazing can you make this look?”.

Printers Investing in Finishing and Embellishment

The boom in embellishments is also part of a larger trend: printers are investing in finishing and bindery solutions at unprecedented rates. In the latest PRINTING United Alliance industry survey, more than half of commercial print providers said their top investment priorities are in advanced finishing, coating, and embellishing equipment – even ahead of new presses or prepress software. Finishing has traditionally been a bottleneck in print workflows, and many shops are realizing that automating and upgrading this stage unlocks new capacity and profit. According to that report, over 50% of printers plan to invest in bindery/finishing automation by 2026 as a way to remove choke points and add value to their offerings.

Digital embellishment fits squarely into this strategy. Unlike conventional foil stamping or spot UV (which require dies, screens, and significant setup), digital embellishment units (like inkjet spot coaters and foilers) can be integrated into a workflow with relatively low overhead. They excel at short to mid-sized runs and variable data work – exactly the kind of jobs many printers see growing. Early adopters a few years ago were often innovative commercial printers using embellishment to differentiate themselves. Now, with the market’s expansion, even more mainstream print shops are embracing embellishments to stay competitive.

This maturation means vendors like Konica Minolta have had to support a wider range of customers in implementation. Roberts notes that a few years back, a print shop installing a digital foiling unit was largely on its own to figure out marketing and workflow. “Five years ago, you had to write the playbook yourself,” he says. “Today, a lot of it is more standardized and streamlined – there are clear steps to success.” His team has even published a “Print Embellishment 101” guide with step-by-step change management advice. The goal is to ensure new users have the strategy and staff buy-in to make embellishment a profitable success, rather than letting a shiny new machine sit underutilized. From training designers on file setup to educating the sales team on selling high-end print, change leadership is key. As Roberts puts it, “There are important steps to ensure you have the change leadership in your organization to make it work. We’ve learned to map these out to ensure customer success.”

ROI: High Margins Without Massive Volume

A common misconception is that to justify an investment in embellishment equipment, a shop must run it constantly on every job. In reality, the economics of digital embellishment are very favorable even at modest volumes, thanks to the high added value per piece. Consider the humble business card: a basic digitally printed card might sell for a few cents, but add foil and spot gloss and that same card can command $1.00 or more each. As an example, one print provider produced two-sided business cards with 3D varnish and foil; these premium cards sell for about $1.15 per card, and with 20-up on a sheet, that’s over $20 of revenue per A3 sheet. Only a small fraction of a shop’s total jobs need to be embellished for the machine to pay for itself quickly.

Roberts confirms that printers do not need to run an embellishment press 8 hours a day to see ROI. In fact, many successful users embellish perhaps 10–20% of their total print work – the jobs where it makes the most impact – and that’s enough to generate excellent profits. “The last thing I’d say is you’re going to do all of your work embellished. You don’t even need that,” he advises new adopters. The key is that those select projects carry much higher margins. Industry data backs this up: specialty print projects with enhancements deliver 20–30% higher profit margins, and in some cases up to 80% higher, compared to ordinary print work. By offering a premium service that customers can’t get from every competitor down the street, printers escape the commodity trap and charge for the additional creativity and results.

Key Benefits of Digital Embellishment for Printers

• Premium Pricing & Profit – Brands and print buyers are willing to pay a significant premium for embellished pieces. This translates to higher margins for the print provider. Studies show customers will pay about 20% more for a visually and tactilely enhanced print, and some printers report profit margins on these jobs that are double standard work. Embellishments turn short-run jobs into lucrative projects.

  
  

• Differentiation & Value-Add – In a commoditized market, offering special effects like foil, embossing, or raised gloss sets a printer apart. It moves the conversation away from cost per page to creative impact. Printers who can produce eye-catching, luxurious print effects immediately stand out from competitors, positioning themselves as creative partners rather than just print vendors.

  
  

• Enhanced Customer Engagement – Embellishments make printed pieces more memorable and effective. Shiny or textured elements grab attention quickly – eye-tracking research shows viewers’ eyes go first to the embellished area of a page. Tactile finishes also encourage people to hold onto the print longer, increasing the chance of response. In fact, controlled trials have found that an embellished direct mail piece can boost response rates by around 30% versus a plain version.

  
  

• Short-Run Agility & Personalization – Digital embellishment equipment excels at short runs and variable data, with no need for plates or dies. This makes it ideal for modern marketing campaigns that might have multiple versions, personalized messages, or frequent design changes. A job of 100,000 pieces could be broken into ten targeted 10,000-piece versions, each with region-specific artwork and foils – something not feasible with traditional tooling. Printers can capture these jobs and turn them around fast, meeting marketers’ demand for customization and speed.

  
  

• Scalable Investment – There are entry-point devices for small to mid-sized shops and higher-end systems for large converters, making embellishment a scalable investment. Many printers start with an economical digital spot UV coater or foiler to test the market, then grow into higher throughput models as volume increases. The digital nature of these systems (inkjet or toner-based effects) means maintenance and operation are often simpler than legacy analog embellishment methods.

  
  

The bottom line: Embellishment can deliver strong ROI with surprisingly low risk when approached strategically. As Roberts emphasizes, even sporadic use on the right jobs can make a digital embellishment unit a profit engine rather than a cost center.

Diversifying with Labels and Packaging

Another factor driving digital embellishment is the expansion into labels and packaging printing. Many commercial printers are looking to diversify beyond brochures and direct mail into the more “bulletproof” realm of package printing. Unlike marketing collateral, which depends on advertising budgets that ebb and flow with the economy, labels and packaging are tied to product manufacturing and sales, which tend to be more stable. Every product needs a package or a label, in good times or bad. Printers see this as a smart hedge against economic swings. “If you’re a commercial print shop, getting into labels is a really good strategic move,” says Kevin Abergel (President of embellishment-focused consultancy Taktiful, and host of The Digital Embellishment Show). “Packaging spend comes from production budgets, not marketing budgets. So even if marketing gets cut, companies still need labels and boxes for their products.”

Konica Minolta’s experience reflects this trend. While the company is well-known for its cut-sheet production presses (the AccurioPress line and AccurioJet inkjet technology, for example), it has also quietly become a major player in digital label presses. According to Roberts, Konica Minolta’s AccurioLabel series of toner-based label printers has over 1,700 installations worldwide – a fact that might surprise those who only associate the brand with cut sheet presses.  These narrow-web label presses produce full-color labels for everything from gourmet food jars to health & beauty products.

The company’s push into labels is partly because it complements embellishment so well. Many of those 1,700+ label press customers also need the capability to add spot varnish, foil, or other decorative effects to labels – for example, a craft beer label with a gold foil logo, or a cosmetics label with a tactile spot gloss pattern. Through its partnership with MGI Digital Technology, Konica Minolta offers the JETvarnish 3D Web 400 series of roll-to-roll embellishment machines that do exactly that. In fact, Konica Minolta is currently the only press vendor that can provide a customer both a digital label press and a matching digital embellishment unit for labels, fully integrated in workflow. This unique end-to-end approach is increasing Konica’s presence in the label market. Roberts mentions a newly launched JETvarnish 3D Web 400 model (a wider roll version for high-volume label and packaging jobs) that has already seen its first U.S. installations in 2025. “We’re doing an install as we speak on the West Coast,” he says, noting it’s the latest generation of their rollfed embellishment platform and keeps improving with each iteration.

For commercial print providers, entering labels and packaging is not only a growth opportunity but also a way to capture more customer spend (“share of wallet”). Instead of outsourcing short-run label orders or folding carton jobs, a print company can keep that work in-house with the right equipment. Having digital label capabilities allows faster turnaround and more control over quality. And when embellishment is added to the mix, those labels or packages can command premium prices. Abergel gives this advice to general commercial printers: “If you’re turning away label work or outsourcing it, consider bringing it in-house. A small digital label press, especially paired with digital embellishment, can quickly become very profitable. These aren’t beasts you need to feed 24/7; even at a day or two of production a week they can contribute healthy margins.”

Roberts adds that many printers are pleasantly surprised by the volume of label or packaging work they can capture. The latest digital label presses are highly automated, consistent, and user-friendly – far from the labor-intensive flexo presses of old. Even a modest volume of short-run labels with specialty finishes can pay off. And in packaging, he notes, not every box or carton needs to be embellished; often it’s the limited editions, seasonal versions, or high-end product lines that justify adding foil or tactile coating. That means a packaging converter or commercial printer who installs a digital embellishment unit might only run 10-20% of jobs through it, but those are the highest-value jobs. As one embellishment user told us, “We don’t foil and varnish everything, just the pieces that benefit – and those pieces more than cover the machine payment.”

Top Applications and Emerging Use Cases

What kinds of applications are seeing the most traction with digital embellishment? The answers have evolved over the past couple of years as the technology spreads. According to the 2025 Taktiful/WhatTheyThink Digital Embellishment Study, business cards remain the single most popular application for digital foil and varnish effects. This aligns with what Roberts sees in the field – the humble business card has experienced a renaissance as professionals seek more impactful leave-behinds. A card with a shimmering foil logo or a glossy raised pattern immediately stands out in a stack. It’s something people are more likely to keep (and show others), reinforcing a positive impression of the giver. “You’re already handing someone your card in person – might as well make it memorable,” says Roberts. “The longer they hold onto it and look at it, the more your brand sticks with them.”

Right behind business cards, however, is a perhaps unexpected heavyweight: direct mail. In that same embellishment usage study, direct mail pieces were the second most common application, leapfrogging ahead of brochures, books, and other traditional items. This is a striking change from a few years ago. (In the 2023 edition of the study, direct mail didn’t even crack the top five applications.) By 2025, it seems embellished mail has gone mainstream. Printers and marketers have rediscovered that even in the digital age – or rather, because of digital overload – a physical mail piece with sensory appeal can yield great results. “There’s definitely a resurgence in direct mail, and embellishment is a big part of that,” Roberts notes.

He points to a customer in Michigan, who produces sophisticated direct mail campaigns for clients using multiple layers of spot UV and variable foils. “They’re doing spot UV over spot UV with different textures, plus foil personalization – really intricate pieces,” he describes. These aren’t generic postcards; they’re highly targeted mailers that might vary by recipient, with data-driven content and even unique foil elements (e.g. the person’s name or a location-specific image in foil). The US Postal Service is actively encouraging this kind of innovation as well. Through July 2026  the USPS is offering the  “Tactile, Sensory & Interactive” (TSI) mail promotion, which offers 4-5% postage discounts for mail that includes special inks, coatings, or interactive elements. Qualifying enhancements range from raised UV coatings and holographic foils to scented papers and even origami-like folds. By literally giving a postage rebate, USPS is saying: if you make your mail more interesting and engaging for recipients, we’ll help foot the bill. That’s a strong vote of confidence in the power of embellished mail.

And the performance bears it out. A recent study by the Foil & Specialty Effects Association documented just how much tactile embellishment can boost direct mail response rates. In a controlled A/B test, they sent 7,500 postcards promoting a car wash – half were plain CMYK, and half had digital spot UV and foil added. The result: the embellished postcards achieved a 16.8% response rate vs. 12.8% for the plain ones, a 31% lift in response attributable solely to the foil and varnish effects. The marketing team noted that the shiny, textured mailers simply caught people’s eyes more and made the offer feel higher-value – enough to drive significantly more customers to redeem the coupon. Findings like this are fueling wider adoption of embellishment in direct mail campaigns, especially in sectors like real estate, education, nonprofit fundraising, and any area where a slight increase in response can mean big ROI.

Beyond business cards and mailers, brochures and collateral are another growth area. Corporate brochures or event invitations with selective varnish and foil accents exude a sense of quality that aligns with premium brands. Book covers and dust jackets have also become a hot application – there’s a mini-boom in boutique publishers releasing special edition books with foil-embellished covers or jackets (for example, high-end coffee table books, graphic novels, or limited-run commemorative publications). In fact, “books” showed up as a top-five application in the embellishment user survey. Many of these are short-run or print-on-demand projects that can leverage digital embellishment economically.

In the packaging arena, digital embellishment is making waves for short-run and versioned jobs. Historically, decorative effects on packaging (like foil stamping or specialty coatings) were done with analog processes better suited to long runs. But now, brands launching limited editions or regional variants of products can use digital methods. Roberts shares an eye-opening insight: some consumer brands are choosing to run large orders (tens of thousands of pieces) on digital embellishment equipment, even if it’s more costly than traditional foil stamping, simply because they prefer the look. Digital foil and varnish can achieve certain ultra-glossy, raised effects that hot stamping can’t replicate. The shimmer and depth of a digitally applied foil (which sits on a thick layer of clear varnish) gives a 3D gleam that catches shopper attention. For luxury goods or trendy limited releases, that shelf appeal justifies the cost. “Some brands don’t care that it’s more expensive – they’ve done the studies and found the digital foil’s brightness gets more attention on the shelf,” Abergel explains. In other cases, a 100,000-piece job might be subdivided into a dozen smaller batches with unique designs for different flavors or regions. Digital embellishment shines here since each batch can have a totally different foil or varnish design with no retooling, whereas doing 12 versions with conventional stamping would be impractical. This flexibility is opening new doors for creative packaging campaigns.

The Power of Tangible Print in a Digital World

Underpinning all these trends is a broader cultural shift: in an increasingly digital world, physical print is finding new value as a welcome tangible experience. Younger generations who grew up swiping screens are now driving a renaissance in mail and print – precisely because it offers something digital channels lack. A 2025 Harris Poll study found that 72% of Gen Z and Millennials wish brands would surprise them with more mailed goodies or print pieces, and over three-quarters of younger consumers say touching and feeling products is “essential” to their purchase decisions. In a world of endless email and social media ads, a beautiful piece of print feels novel and personal.

Roberts shares anecdotal evidence of this from his own observations. “When I go through my mail at home, the piece with a foil stamp or a textured feel is always the first thing I grab,” he laughs. One particular financial services company keeps sending him offers with tasteful foil accents and soft-touch laminate on the envelope – and he admits he opens it every time because it looks important. That’s exactly the reaction marketers hope for: use print enhancements to elevate their message above the junk mail pile. If the piece feels high-value, the recipient assumes the content inside is high-value too.

Kevin Abergel recounts a personal story that drives the point home. For his child’s recent birthday, he noticed most parents send e-vites or simple emails for party invitations. As a print aficionado, he decided to go old-school and mail a physical invitation – but not just any invite. He designed a small card featuring his five-year-old son dressed as a Power Ranger (with the help of some creative AI image editing), then had it printed with vibrant colors and finished with glossy coating. The results astonished him. Not only did far more people RSVP yes to the party than usual, but weeks later other parents told him, “We’ve had your card on our fridge all month – our kids love it!” That little embellished print became a mini poster on display in each household, continuously reinforcing the social connection. None of that would happen with a plain email that gets archived or deleted. As Abergel puts it, “There’s a permanence that comes with putting something on paper and in the mail. We kind of forgot the power that print can really bring.”

Even in business contexts, print materials are proving their lasting impact. Roberts gives a simple illustration: if he emails a prospect a PDF of a brochure, it might languish unread in their overflowing inbox. But if he visits and hands them a printed brochure – say, a nicely bound overview of Konica Minolta’s solutions, complete with foil and spot gloss on the cover – chances are they’ll flip through it and remember it. Studies have shown that physical printed media can be easier to recall and make a deeper impression on readers, due to engaging multiple senses (sight and touch) rather than just one. Many companies, from tech startups to retail brands, are rediscovering print as a way to cut through digital noise and build brand trust. The rise of embellished print is tied directly to this desire for “real”, tactile interactions in a screen-saturated era.

Innovation on the Horizon

With demand for embellishment growing, what’s next on the technology front? According to Roberts, innovation is in full swing in this sector. Konica Minolta’s partner MGI (the French digital finishing pioneer) has a dedicated R&D team continually pushing the boundaries of what digital print enhancement can do. While Roberts couldn’t divulge all the details, he hinted at new solutions coming in late 2026 into 2027 that will leverage core technologies across multiple platforms. The idea is to scale the offerings both up and down – meaning print providers can expect higher throughput machines for volume producers, as well as more compact, entry-level models to make embellishment accessible to smaller shops. “We’re looking to give great run rates and great entry points for all types of customers, whether you need high output or an entry product,” he says. In short, the menu of digital embellishment equipment is about to broaden, allowing printers at any size to find a solution that fits their volume and budget.

Another area of innovation is in new embellishment techniques and materials. For example, MGI has developed special security foils that contain covert identifiers – invisible to the naked eye but readable with a scanner – for anti-counterfeiting purposes. A digital embellishment press can apply these just like regular foil, adding not only visual flair but also a hidden security feature on packaging or documents. This kind of printed electronics and security printing convergence is an exciting frontier. Imagine event tickets, high-end brand packaging, or even official documents that have a foiled seal which doubles as a fraud deterrent. The technology is here, and Europe in particular has seen early adoption of such applications.

Speaking of Europe, Roberts was impressed by some creative use cases abroad. In his recent trip to MGI’s headquarters and customer sites in France, he saw luxury shopping bags fully embellished with foil and gloss designs – turning a simple paper bag into a keepsake item. He also saw experimental applications where embellishment was used in ways not common in the U.S. yet. European printers seem willing to try adding foil or textured coatings to all sorts of printed products, from wine labels to postcards to folding cartons, even if just to test market reaction. This spirit of “pushing the envelope” (sometimes literally!) is likely to spread as more designers realize they can be truly inventive with digital embellishment. Roberts encourages U.S. printers to pay attention to these global trends and think outside the box – there may be untapped markets by applying foil, varnish, or other effects to products that traditionally haven’t had them.

Overall, the future of digital embellishment looks bright. Continuous R&D, coupled with growing user experience, will yield more efficient machines, new effects (e.g. imagine digital glitter, neon, or holographic effects on demand), and smarter workflow integration. As volumes increase, costs per impression should come down, making embellishment even more economically attractive for everyday jobs. Konica Minolta and other vendors are also focusing on workflow software and color management to ensure adding embellishment is as seamless as printing CMYK – important for wider adoption.

Embracing the Embellishment Opportunity

For print businesses, the takeaway from these developments is to seriously consider adding digital embellishment capabilities if they haven’t already. We are at a point where enhanced print is no longer just a gimmick or luxury add-on; it’s becoming a core part of the print product mix. As one industry commentator put it, “Embellishment is no longer optional, it’s the new baseline.” Consumers are coming to expect a bit of sparkle or texture in their print, and brands see it as a way to strengthen engagement. Printers who can offer these services stand to gain higher-margin work, attract new customers (like luxury brands or creative agencies), and differentiate themselves in a crowded market.

The data and anecdotes we’ve explored show that the demand is real – from higher response rates on mail to premium pricing on business cards and packaging. And thanks to digital technology, it’s easier than ever to start small with embellishment and scale up. If you’re worried about how to sell it, take heart from the fact that once clients see and feel an embellished sample, 9 out of 10 express interest and understanding of its value. Showpiece samples and a bit of client education can go a long way in generating sales. Industry groups and vendors have also produced playbooks, case studies, and even training courses on how to succeed with embellishment – you don’t have to go it alone.

The excitement around embellishment is evident at industry events. At the upcoming PRINTING United Expo 2026, for instance, there will likely be entire pavilions dedicated to finishing effects, with live demos of the kind of foils and varnishes we’ve discussed.  Trade associations like the Foil & Specialty Effects Association (FSEA) are actively spreading knowledge, as seen with their direct mail study and seminars. Printers can tap into these resources to learn best practices.

In conclusion, digital embellishment represents a powerful intersection of technology and creativity in print. It marries the timeless impact of tangible media with modern digital precision and flexibility. Whether it’s a shimmering foil business card exchanged at a networking event, a textured mailer that cuts through the clutter, or a gorgeous package that practically sells the product off the shelf, embellished print makes a statement that plain ink on paper just can’t match. As we move into 2026, it’s clear that printers who embrace these capabilities are positioning themselves for growth – and giving their customers a crucial advantage in capturing attention. In a marketplace where every impression counts, now is the time to make those prints pop. The tools are ready, the market is ready, and as Sean Roberts and other experts remind us, the results are real. In the words of an old saying he paraphrased, “He who waits is lost.” When it comes to digital embellishment, waiting too long to get on board could mean missing out, while acting now could elevate your business to a new level of profitability and prominence in the years ahead.