
As a brief introduction, I am the Global Innovation Manager for Scodix, a manufacturer of high-end digital embellishment presses. My history is rooted in print design and production, especially on the embellishment side. This new landscape of digital finishing is considered 'disruptive' in the space of traditional embellishments which have traditionally been done through analog equipment via heat and pressure using different kinds of metal dies to apply foil to a substrate.
Scodix presses, for example, use a cold method and instant curing through each pass. Because the files are read and embellished digitally using ink heads to apply a polymer and the registration is per sheet and extremely precise, this completely changes the landscape for what can be accomplished with decoration on packaging or for marketing. What could could digital embellishment mean for brands and designers?
Creativity. There are many different finishes capable through digital embellishment. Foil and clear varnish are the most common uses of decoration today in digital embellishment, but you can also achieve effects like glitter, jeweled shapes, Cast&Cure, micro-embossing, and a limitless combination of effects that can either be perfectly flat or with extreme tactile lift. Designers can now experiment with textures using that height or by designating half-tones in the design. When applied as a combination effect over foil, this can look like traditional embossing. Cast&Cure is a semi-transparent holographic film in a very wide variety of

patterns and effects. Micro-embossing can be achieved by applying foil over foil, mimicking a detailed engraved stamping look. Brands and designers are only limited by their own imaginations when working with digital embellishment for their packaging and printed marketing needs.
Speed. A lot of brands are moving towards multiple skus, limited editions, and shorter runs when it comes to their packaging. Adding decoration to projects can sometimes be unfeasible economically due to tooling, labor costs, extra material with delays in time waiting for stamping dies to come in. Any revisions require a repeat of time and cost. Through digital embellishment, all of these delays and extra costs are eliminated. Digital embellishment is nurturing of just-in-time finishing and automated production environments, allowing for on-site prototyping and adjustments with shelf-ready proofs right off the press instantly.

Personalization. Consumers are more and more engaged with customization. E-commerce has allowed for bespoke product ordering, the trend of subscription boxes keeps growing, and social media has given intimate visibility to brand packaging and brand experiences. Marketing professionals have leaned into this new shift in engagement, leveraging influencers and brand experiences with new, and creative ways to reach audiences. Packaging has always been ranked as one of the most potent forms of brand expression. Digital embellishment technology introduces new ways to partner luxury with that personalization. Using beautifully foiled, embellished names on a subscription box, crafting beautiful and personalized boxes for specialty events, or just being able to segment and cater to your top VIPs with embellished first names are just a few ways to easily elevate branding through decoration. Spirits and cards have been using this method for years in the way of numbered, limited editions. This typically costly method is now easily accessible to brand and designers for innovative marketing strategies.

Sustainability. One of the most critical components and nurturing of the movement of accountability with brand messaging is sustainability. Most brands are choosing suppliers and methods which eliminate waste and reduce their carbon foot print. Digital embellishment helps support these efforts without sacrificing luxury branding. An LCA conducted by EcamRicert srl and Sher Consulting and Training (Mérieux NutriSciences Companies) showed that Scodix technology performed better with 80% in water reduction, 85% less energy, and 85% less carbon emissions. No harmful chemicals, no mining of metals for tooling, and significantly less make-ready is created through file set-up. Additionally, Scodix prints remain recyclable and deinkable according to their Western Michigan University testing results.

Inclusivity. One of the more evolving considerations for packaging and print as a whole is inclusivity. How can brands make their packaging safer and more accessible to those with impairments or disabilities? One great example of how this can be achieved through digital finishing is with the CyR.U.S. system, an organization dedicated to creating raised symbols on healthcare products. Victoria Land, the owner and founder, has been using digital embellishment with tactile varnish to create these labels due to the heights achieved through the buildup of polymer finishing. It acts as braille, helping those with visual impairments to better define what product they're using. There are very easy, clever ways to add inclusivity into consideration when using digitally applied varnish due to the tactile nature that can be built into the print.
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