Sometimes you can actually learn a lot from a press release. It’s a bit like reading the tea leaves to divine the future.
A close friend and colleague recently sent me a press release about the Hunkeler Innovationdays 2019 printing and finishing trade show coming up in Lucerne, Switzerland (entitled “Hunkeler Innovationdays to Showcase the Next Generation of High Performance Digital Printing and Finishing,” by Hunkeler). If you know how to read between the lines, you can get a lot of information about custom printing from this simple, approximately 250-word press release.
The Specifics (and the Takeaways)
First of all, this trade show highlights “high-performance technology for the next generation of digital printing and finishing” (“Hunkeler Innovationdays to Showcase the Next Generation of High Performance Digital Printing and Finishing”).
What You Can Learn
Digital custom printing has been around in some form or another since the 1980s and 1990s, when my office had a laser printer to produce hard-copy proofs of our jobs prior to sending them to press. We also had an inkjet printer for color proofs. The color fidelity was abysmal, but prior to that we had used colored markers to indicate color placement on tracing paper overlays that went on top of the base art “mechanicals.” At that time, any computer-applied color was a huge step forward.