DIGITAL digest

“This can cause them to fall back on static printing,” the designer said.

Designers Thrown a Curve

Kalagher believes designers on the whole are five years behind printers in terms of their knowledge of, and experience with, variable data. He advised printers to be selective in choosing which designers to go after, but said it’s worth investing the time and effort to bring the right ones up to speed because they can, in effect, become salespeople for a digital print provider.