Variable data printing
Variable-data printing (VDP) (also known as variable-information printing (VIP) or VI) is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file[1]. For example, a set of personalized letters, each with the same basic layout, can be printed with a different name and address on each letter. Variable data printing is mainly used for direct marketing, customer relationship management, advertising, invoicing and applying addressing[2] on selfmailers, brochures or postcard campaigns.
Variable Data Printing
VDP is a direct outgrowth of digital printing, which harnesses computer databases and digital print devices and highly effective software to create high-quality, full color documents, with a look and feel comparable to conventional offset printing. Variable data printing enables the mass customization of documents via digital print technology, as opposed to the 'mass-production' of a single document using offset lithography. Instead of producing 10,000 copies of a single document, delivering a single message to 10,000 customers, variable data printing could print 10,000 unique documents with customized messages for each customer.
The returns for variable printing vary from double the normal return at the basic level to 10-15 times the return for fully variable jobs (needs source). This naturally depends on content and the relevancy of that content, but the technique presents an effective tool for increasing ROI on marketing campaigns.
There are several levels of variable printing. The most basic level involves changing the salutation or name on each copy much like mail merge. More complicated variable data printing uses 'versioning', where there may be differing amounts of customization for different markets, with text and images changing for groups of addresses based upon which segment of the market is being addressed. Finally there is full variability printing, where the text and images can be altered for each individual address. All variable data printing begins with a basic design that defines static elements and variable fields for the pieces to be printed. While the static elements appear exactly the same on each piece, the variable fields are filled in with text or images as dictated by a set of application and style rules and the information contained in the database.
There are three main operational methodologies for variable data printing[3].
In one methodology, a static document is loaded into printer memory. The printer is instructed, through the print driver or Raster Image Processor (RIP) to always print the static document when sending any page out to the printer driver or RIP. Variable data can then be printed on top of the static document. This methodology is the simplest way to execute VDP, however its capability is less than that of a typical mail merge.
A second methodology is to combine the static and variable elements into print files, prior to printing, using standard software. This produces a conventional (and potentially huge) print file[4] with every image being merged into every page. A shortcoming of this methodology is that running many very large print files can overwhelm the RIP’s processing capability. When this happens, printing speeds might become slow enough to be impractical for a print job of more than a few hundred pages.
A third methodology is to combine the static and variable elements into print files, prior to printing, using specialized VDP software. This produces optimized print files, such as PostScript or PPML[4], that maximize print speed since the RIP need only process static elements once[5].
VDP Software & Services
There are many software packages available to merge text and images into VDP print files. Some are stand-alone software packages, however most of the advanced VDP software packages are actually plug-in modules for one or more publishing software packages such as Adobe Creative Suite [6].
Besides VDP software, other software packages may be necessary for VDP print projects. Mailing software is necessary in the United States (United States Postal Service) and Canada to take advantage of reduced postage for bulk mailing [2]. Used prior to the VDP print file creation, mailing software presorts and validates and generates bar codes for mailing addresses. Pieces can then be printed in the proper sequence for sorting by postal code. Software to manage data quality (e.g. for duplicate removal or handling of bad records) and uniformity may also be needed[7]. In lieu of purchasing software[8], various companies provide an assortment of VDP-related print file, mailing and data services.
VDP Software & Services Providers
Following is a list[8] of companies providing software and/or services for file merging, mail presorting and/or data cleansing for variable data printing.
| Company | Product | Software/Service | VDP File Merge | Mail Presort | Data Cleansing |
|---|---|---|---|---|---|
| Adobe | InDesign | Software | Yes | ||
| Anchor Computer | Service | (A) | Yes | Yes | |
| BCC Software | Mail Manager | Software & Service | Yes | Yes | |
| Bitstream | Pageflex | Software | Yes | ||
| dBase | dBase | Software | Yes | ||
| Data Services Inc. | Service | Yes | Yes | ||
| Digital Formatting Services | EZ-VDP | Service | Yes | Yes | Yes |
| DirectSmile | VDP Studio | Software | Yes | ||
| Em Software | EmData | Software | Yes | ||
| Finite Matters | PatternStream | Software | Yes | ||
| Flex Systems | FlexMail | Software | Yes | Yes | Yes |
| Flex Systems | FlexStream | Software | Yes | ||
| GMC Software Technology | Inspire | Software | Yes | Yes | Yes |
| Hewlett-Packard | SmartStream Designer | Software | Yes | ||
| Infigo Software | Variable Data Printing | Software | Yes | ||
| Eastman Kodak | Darwin | Software | Yes | ||
| JBM Systems, Inc. | OctoTools | Software | Yes | ||
| Jet Letter | PageBuilder | Software | Yes | ||
| Lortondata | A-Qua Mailer | Service | Yes | Yes | |
| Lytrod Software | Proform Designer | Software & Service | Yes | ||
| Meadows Publishing | DesignMerge Pro | Software | Yes | ||
| Melissa Data | Service | Yes | Yes | ||
| Microsoft | Microsoft Access | Software | (B) | ||
| Microsoft | Microsoft Excel | Software | Yes | ||
| Microsoft | Microsoft Word | Software | (B) | ||
| Objectif Lune | Printshop Mail | Software | Yes | ||
| Peachtree Data | Service | Yes | Yes | ||
| Pitney Bowes | AddressRightPro | Software & Service | Yes | ||
| PTI Marketing Technologies | FusionPro | Software | Yes | ||
| Satori Software | MailRoom ToolKit Architect | Software | Yes | Yes | |
| Satori Software | Bulk Mailer | Software | Yes | Yes | |
| Smart Soft | Smart Addresser 2020 | Software | Yes | ||
| TEC Mailing Solutions | MailPreparer | SaaS | Yes | Yes | |
| TEC Mailing Solutions | MailListCleaner | SaaS | Yes | ||
| Xerox | VIPP Pro Publisher | Software | Yes | ||
| XMPie | UDirect | Software | Yes |
- (A) Provides VDP software from Objectif Lune
- (B) Produces conventional (non-RIP optimized) print files
Origin of the concept
The term variable-data printing was first introduced to the printing industry by Frank Romano, Professor Emeritus, School of Print Media, at the College of Imaging Arts and Sciences at Rochester Institute of Technology.[citation needed] However, the concept of merging static document elements and variable document elements predates the term and has seen various implementations ranging from simple desktop 'mail merge', to complex mainframe applications in the financial and banking industry. In the past, the term VDP has been most closely associated with digital printing machines. However, in the past 3 years the application of this technology has spread to web pages, emails, and mobile messaging.
See also
- Desktop publishing
- Digital printing
- Dynamic publishing
- Mass customization
- Offset printing (not variable at all)
- Print on demand (not usually variable)
- Transaction printing (highly variable)
References
- ^ "ABC's of VDP - A Variable Data Printing Basics Guide" (PDF). Electronics for Imaging, Inc. Retrieved 3 June 2011.
- ^ a b "Saving Mailing Costs with Variable Data Printing". On Demand Expo eNewletter. 23 May 2011. Retrieved 1 June 2011.
- ^ "Variable-Data Printing: Personalized Delivery of Information for the 21st Century". Rockport Custom Publishing, LLC. Retrieved 4 June 2011.
- ^ a b "Speaking In Tongues: Sorting Out Variable Data Printing Languages" (PDF). Volume 7, Number 17. The Seybold Report. Retrieved 4 June 2011.
- ^ Hohensee, Reinhard. "Managing Variable Data Full-Color Printing at High Speeds" (PDF). InfoPrint Solutions. Retrieved 5 June 2011.
- ^ "A New Generation of Variable Data Publishing Solutions" (PDF). Adobe Systems Incorporated. Retrieved 5 June 2011.
- ^ Frey, Franziska. "Upstream Database and Digital Asset Management in Variable Data Printing" (PDF). Printing Industry Center at RIT. Retrieved 5 June 2011.
- ^ a b Jordan, Jessica. "Designing for Digital: Skill Sets Needed to Design for Variable Data" (PDF). Rochester Institute of Technology. Retrieved 5 June 2011.