Variable Data Printing
Encyclopedia
Variable-data printing (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 image
s 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. 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 on selfmailers, brochures or postcard campaigns.
, 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. 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.
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 it’s 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 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, that maximize print speed since the RIP need only process static elements once.
.
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 . 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. In lieu of purchasing software, various companies provide an assortment of VDP-related print file, mailing and data services.
. 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.
Writing
Writing is the representation of language in a textual medium through the use of a set of signs or symbols . It is distinguished from illustration, such as cave drawing and painting, and non-symbolic preservation of language via non-textual media, such as magnetic tape audio.Writing most likely...
, graphics
Graphics
Graphics are visual presentations on some surface, such as a wall, canvas, computer screen, paper, or stone to brand, inform, illustrate, or entertain. Examples are photographs, drawings, Line Art, graphs, diagrams, typography, numbers, symbols, geometric designs, maps, engineering drawings,or...
and image
Image
An image is an artifact, for example a two-dimensional picture, that has a similar appearance to some subject—usually a physical object or a person.-Characteristics:...
s may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database
Database
A database is an organized collection of data for one or more purposes, usually in digital form. The data are typically organized to model relevant aspects of reality , in a way that supports processes requiring this information...
or external file. 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
Direct marketing
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional...
, customer relationship management
Customer relationship management
Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing,...
, advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, invoicing and applying addressing on selfmailers, brochures or postcard campaigns.
Variable Data Printing
VDP is a direct outgrowth of digital printingDigital printing
Digital printing refers to methods of printing from a digital based image directly to a variety of media. It usually refers to professional printing where small run jobs from desktop publishing and other digital sources are printed using large format and/or high volume laser or inkjet printers...
, 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
Offset printing
Offset printing is a commonly used printing technique in which the inked image is transferred from a plate to a rubber blanket, then to the printing surface...
. Variable data printing enables the mass customization
Mass customization
Mass customization, in marketing, manufacturing, call centres and management, is the use of flexible computer-aided manufacturing systems to produce custom output...
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. This naturally depends on content and the relevancy of that content, but the technique presents an effective tool for increasing ROI
Return on investment
Return on investment is one way of considering profits in relation to capital invested. Return on assets , return on net assets , return on capital and return on invested capital are similar measures with variations on how “investment” is defined.Marketing not only influences net profits but also...
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
Mail merge
Mail merge is a software function which allows to create multiple documents from a single template form and a structured data source.-History:This technique of merging data to create gave rise to the term 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.
In one methodology, a static document is loaded into printer memory. The printer is instructed, through the print driver or Raster Image Processor
Raster image processor
A raster image processor is a component used in a printing system which produces a raster image also known as a bitmap. The bitmap is then sent to a printing device for output. The input may be a page description in a high-level page description language such as PostScript, Portable Document...
(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 it’s 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 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, that maximize print speed since the RIP need only process static elements once.
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 SuiteAdobe Creative Suite
Adobe Creative Suite is a collection of graphic design, video editing, and web development applications made by Adobe Systems. The collection consists of Adobe's applications , that are based on various technologies...
.
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
United States Postal Service
The United States Postal Service is an independent agency of the United States government responsible for providing postal service in the United States...
) and Canada to take advantage of reduced postage for bulk mailing . 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. In lieu of purchasing software, various companies provide an assortment of VDP-related print file, mailing and data services.
VDP Software & Services Providers
Following is a list 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 Adobe Adobe is a natural building material made from sand, clay, water, and some kind of fibrous or organic material , which the builders shape into bricks using frames and dry in the sun. Adobe buildings are similar to cob and mudbrick buildings. Adobe structures are extremely durable, and account for... |
InDesign | Software | |||
| Anchor Computer | Service | (A) | |||
| BCC Software | Mail Manager | Software & Service | |||
| Bitstream Bitstream A bitstream or bit stream is a time series of bits.A bytestream is a series of bytes, typically of 8 bits each, and can be regarded as a special case of a bitstream.... |
Pageflex | Software | |||
| dBase DBASE dBase II was the first widely used database management system for microcomputers. It was originally published by Ashton-Tate for CP/M, and later on ported to the Apple II and IBM PC under DOS... |
dBase | Software | |||
| Data Services Inc. | Service | ||||
| Digital Formatting Services | EZ-VDP | Service | |||
| DirectSmile | VDP Studio | Software | |||
| Em Software | EmData | Software | |||
| Finite Matters | PatternStream | Software | |||
| GMC Software Technology | Inspire | Software | |||
| Hewlett-Packard Hewlett-Packard Hewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, USA that provides products, technologies, softwares, solutions and services to consumers, small- and medium-sized businesses and large enterprises, including... |
SmartStream Designer | Software | |||
| Infigo Software | Variable Data Printing | Software | |||
| Eastman Kodak Eastman Kodak Eastman Kodak Company is a multinational imaging and photographic equipment, materials and services company headquarted in Rochester, New York, United States. It was founded by George Eastman in 1892.... |
Darwin | Software | |||
| JBM Systems, Inc. | OctoTools | Software | |||
| Jet Letter | PageBuilder | Software | |||
| Lortondata | A-Qua Mailer | Service | |||
| Lytrod Software | Proform Designer | Software & Service | |||
| Meadows Publishing | DesignMerge Pro | Software | |||
| Melissa Data Melissa data Melissa Data Corp. provides U.S. and Canadian address, phone and email verification solutions, mailing lists, and data hygiene and enhancement services. The company is based in Rancho Santa Margarita, Calif. and was founded by computer industry veteran Raymond Melissa, in 1985... |
Service | ||||
| Microsoft Microsoft Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions... |
Microsoft Access | Software | (B) | ||
| Microsoft Microsoft Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions... |
Microsoft Excel | Software | |||
| Microsoft Microsoft Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions... |
Microsoft Word | Software | (B) | ||
| Objectif Lune | Printshop Mail | Software | |||
| Peachtree Data | Service | ||||
| Pitney Bowes Pitney Bowes Pitney Bowes Inc. is a Stamford, Connecticut-based manufacturer of software and hardware and a provider of services related to documents, packaging, mailing, and shipping, collectively referred to as mailstream. The company has approximately 36,000 employees worldwide. It is one of 87 existing... |
AddressRightPro | Software & Service | |||
| PTI Marketing Technologies | FusionPro | Software | |||
| Satori Software | MailRoom ToolKit Architect | Software | |||
| Satori Software | Bulk Mailer | Software | |||
| Smart Soft | Smart Addresser 2020 | Software | |||
| TEC Mailing Solutions | MailPreparer | SaaS | |||
| TEC Mailing Solutions | MailListCleaner | SaaS | |||
| Xerox Xerox Xerox Corporation is an American multinational document management corporation that produced and sells a range of color and black-and-white printers, multifunction systems, photo copiers, digital production printing presses, and related consulting services and supplies... |
VIPP Pro Publisher | Software | |||
| XMPie | UDirect | Software | |||
-
-
- (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 TechnologyRochester Institute of Technology
The Rochester Institute of Technology is a private university, located within the town of Henrietta in metropolitan Rochester, New York, United States...
. 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
Mail merge
Mail merge is a software function which allows to create multiple documents from a single template form and a structured data source.-History:This technique of merging data to create gave rise to the term mail merge....
', to complex mainframe
Mainframe computer
Mainframes are powerful computers used primarily by corporate and governmental organizations for critical applications, bulk data processing such as census, industry and consumer statistics, enterprise resource planning, and financial transaction processing.The term originally referred to the...
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 publishingDesktop publishingDesktop publishing is the creation of documents using page layout software on a personal computer.The term has been used for publishing at all levels, from small-circulation documents such as local newsletters to books, magazines and newspapers...
- Digital printingDigital printingDigital printing refers to methods of printing from a digital based image directly to a variety of media. It usually refers to professional printing where small run jobs from desktop publishing and other digital sources are printed using large format and/or high volume laser or inkjet printers...
- Dynamic publishing
- Mass customizationMass customizationMass customization, in marketing, manufacturing, call centres and management, is the use of flexible computer-aided manufacturing systems to produce custom output...
- Offset printingOffset printingOffset printing is a commonly used printing technique in which the inked image is transferred from a plate to a rubber blanket, then to the printing surface...
(not variable at all) - Print on demandPrint on demandPrint on demand , sometimes called, in error, publish on demand, is a printing technology and business process in which new copies of a book are not printed until an order has been received...
(not usually variable) - Transaction printingTransaction printingTransaction Printing describes a mode of submitting a job to a printing device.A digital printing system is attached to a computer database and many similar pages, called forms, are printed; each, for example, with a different person's data filling the form such as a monthly telephone or cable...
(highly variable)