Innovations in Commercial Printing for the Digital Age

The advancements of the digital era have reshaped commercial printing for the better. Print materials can be produced faster and more sustainably. Quality and consistency are the best they’ve ever been. And the finished materials are getting delivered, fully personalized, with unprecedented ease and efficiency.

These advancements have been made possible by commercial offset printers, like Wallace Carlson, striking a powerful balance between traditional craftsmanship and technological innovation. This dual focus has continuously pushed the boundaries of what commercial printing can achieve and led to the development of new and innovative solutions for commercial clients. So, let's take a closer look at how this modern age has come about and explore the specific advantages enjoyed by today’s print clients.

The Evolution of Commercial Printing

As so many of us learned in school, Western commercial printing got its first big break back in the 15th century with Gutenberg’s movable type press. For nearly five centuries after, direct printing was the name of the game, where the paper was pressed directly onto the inked surface. Over the years, this method’s drawbacks were readily apparent, such as its tendency to damage and smear prints. But it wasn’t until the start of the 20th century that an alternative method became commercially viable - offset printing.

Commercial offset printing methods use a series of rollers to transfer ink from the printing plate to the paper, without ever having to press the two directly together. Offset printing produced cleaner, more consistent results, and extended the lifespan of custom printing dies by reducing wear and tear. Over the decades, this process experienced rapid innovation, and by the 1970’s it its speed and efficiency led it to become the dominant commercial printing method.

Then in the 1990’s, another new printing process joined the fray - digital printing. This method eliminated the need to create printing plates entirely, reducing print costs for small-quantity runs. But after more than 30 years on the scene, it hasn’t matched the meteoric rise to dominance offset printing experienced over the previous century. Offset presses continue to operate and innovate, with no signs of slowing down. But why is that?

Offset Printing’s Role in Modern Commercial Print

The fact is, offset printing has remained the fastest, most cost-effective print method for large-volume runs. Despite the up-front cost of producing printing plates, each individual offset print uses less ink than a digital counterpart. So as the number of copies goes up, the cost per print goes down, usually resulting in offset becoming more cost-effective vs. digital printing somewhere around the 500-copy mark. What’s more, top-of-the-line digital printers can only produce around 4,000 high-quality sheets per hour. A flagship Komori offset printing press can handle more than four times that, at 18,000 sheets per hour. 

But speed and cost aren’t the only reasons for offset printing’s continued success. The process also offers clients superior color accuracy, thanks in large part to the development of the Pantone Matching System (PMS). This system is unique to offset printing, and allows for the ultra-precise reproduction of key shades, such as brand or campaign colors.

As compelling as these existing advantages are, offset printers are still pursuing new ways to improve their products and services. Masters of the process, like Wallace Carlson, continue to innovate, integrating new technologies and developing new techniques to continue to outperform the competition in an ever-evolving commercial print market.

Integration of Digital & Print

One of the biggest recent innovations for offset printing has been its embrace of digital technologies as an enhancement of the offset printing process. Offset printers now:

• Employ deep benches of experts in digital design and file preparation
• Use web-to-print platforms where clients submit and manage orders entirely online
• Can use digital lasers for faster printing plate etching
• Use digital sensors to control energy output, reducing costs and improving sustainability

Sustainable Innovations

Environmentally friendly innovations in modern offset printing don’t stop with the improved energy management mentioned above. There have been numerous other advancements towards mitigating offset printing’s environmental impact, including:

• The development of high-quality, sustainably sourced and recycled materials
• The invention of eco-friendly soy and vegetable-based ink options that reduce VOCs
• Implementing technologies like LED UV curing that further reduce energy consumption

Enhanced Personalization

Finally, one of the biggest service advancements in commercial offset printing has been the implementation of data-driven personalization. Digital technology has made it possible to quickly and affordably produce targeted, customized print campaigns en masse. These print materials connect more deeply with consumers and clients than digital-only. These types of campaigns include:

• Personalized direct promotional mailers for retailers
• Individualized enrollment and welcome materials for healthcare providers
• Student-specific admissions and recruitment mailers for educational institutions

Mastering the Art of Old Meets New

Offset printing was born nearly 150 years ago, while Wallace Carlson has been in operation for nearly 100. Those decades have been defined by our commitment to the innovation, improvement, and refinement of our chosen craft. Now, Wallace Carlson is blending that legacy of craftsmanship with modern technology, rapidly advancing print’s capabilities, and rising to meet the evolving needs of today’s commercial clients. 

So, what are you dreaming of? 

No matter how unique or challenging, we want to hear about your next big print goal. We’re the partner that can help you pull off something truly one-of-a-kind that wows your company, clients, collectors, and more. All it takes to get started is reaching out to our Wallace Carlson team today!