A closer look at color embellishments

Whether it is metallic foils, neon colors, or textured finishes, embellishments are seen as key differentiators in a crowded marketplace. Keypoint Intelligence’s 2024 Color Embellishments survey highlights that PSPs and print buyers increasingly recognize the value of color embellishments. Most PSP respondents noted that they produce jobs with color embellishments fully in-house with digital and/or offset technology, thereby retaining control over the whole production process. In fact, this is one of the leading drivers for why PSPs invest in color embellishments in the first place.

In terms of the type of embellishments PSPs currently handle, the most popular by far are clear varnishes, whites, spot colors, fluorescent colors, and metallics. Most of these are immediately familiar to us, but the addition of white printed as a base layer enables PSPs to print vivid and colorful designs on a variety of dark and colored media, including transparencies. Designs such as attractive menus on colored media with crisp, high-contrast text; high-impact window signage; or point of sale materials will surely catch consumers’ attention.

PSPs investing in color embellishments do so to differentiate themselves from competitors, with 63% of respondents highlighting this as one of their primary motivators. Other significant factors include the desire to bring outsourced work in-house (52%) and the presence of large clients demanding embellishments (48%). Additionally, PSPs noted that their customers require a wider color gamut to hit those all-important brand color palettes. Others are motivated by the need to meet customer demand for metallic colors or to improve their gross margins. What these findings clearly show is that, for many PSPs, the ability to offer embellishments not only enhances competitiveness, but also aligns with customer expectations and operational efficiency.

PSPs that offer these embellished products are positioning themselves as providers of high-value, premium solutions that can help their clients differentiate and succeed in the market.

Enhancing brand visibility and brand recognition (leading to better customer engagement) are key goals for print buyers and marketeers, which is why vertical markets such as retail, hospitality, and education are all investing (to varying degrees) in color embellishments.

Color embellishments offer brands a way to differentiate themselves in a sea of generic print materials. Metallics, neon colors, and clear varnishes all add a layer of visual interest that can help brands create a strong and lasting first impression. Consider a luxury hotel brand using metallic gold and silver along with a clear varnish. These enhancements are not just visually striking, they promise premium quality and exclusivity to the hotel’s loyal customers. In addition, new clients can expect a first-class experience.

One of the most powerful aspects of embellishments is their ability to engage multiple senses. Tactile embellishments such as raised textures or spot varnishes create a memorable experience for consumers by engaging their sense of touch. Print buyers can enhance their brand recall by incorporating these sensory elements, but what types of applications printed with embellishments are print buyers and marketeers commissioning?

Survey data shows that color embellishments are most used in business cards, postcards, brochures, and direct mail. These products are ideal because they are often the first point of contact between a brand and its audience. Distinctive colors, textures, or coatings on a business card will not only look more professional, but they also leave a lasting impression on the recipient.

Packaging is another key application for embellishments. Metallics and textures on packaging can make products stand out on crowded retail shelves, attracting consumer attention and reinforcing a brand’s image. Meanwhile, direct mail campaigns benefit from embellishments like neon inks or tactile finishes, which grab attention and entice recipients to engage with the content.

Studies show that people are keen to engage with direct mail. Keypoint Intelligence’s survey data has revealed that about 44% of consumers under the age of 35 read all of the direct mail communications that land in their mailboxes. Marketers have acknowledged that interest in printed direct mail is seeing signification traction.

Printed materials clearly resonate with consumers. Even younger consumers embrace print, with direct mail highlighted as a substantial avenue for engagement. From a print buyer’s perspective, enhancing the customer experience and the aesthetic appeal of print are primary reasons for using printed materials in marketing campaigns. Why not go one step further and increase engagement with your audience by making sure your printed products speak louder in a crowded market?

Despite their advantages, several challenges hinder the broader adoption of color embellishments. Our research identified three key barriers: price, design complexity, and time-to-market concerns. Many print buyers struggle to justify the additional cost of embellishments, even when they enhance the final product. For some, the ROI may not be immediately apparent, particularly when budgets are constrained. Additionally, some buyers believe that incorporating embellishments will slow down production, making it harder to meet quick time to market deadlines.

These obstacles may seem difficult to overcome, but PSPs can and must adopt stronger sales strategies and educational efforts to better promote the value of these embellishments. Most PSPs consider themselves to be knowledgeable about color embellishments, with 93% of respondents feeling confident in their expertise and knowledge of color embellishments. However, when it comes to “selling” color embellishments, there are some gaps which must be addressed.

Most PSPs take a proactive approach by talking to their customers and showing them samples printed with color embellishments. Case studies, samples, and real-world success stories can be powerful tools for helping clients visualize the impact of embellishments. By demonstrating the value of embellishments—such as how they can increase customer engagement and elevate brand perception—PSPs can help clients see the long-term benefits that justify the initial higher cost.

In terms of tight deadlines, most PSPs have the capacity to handle embellishments in-line. By retaining full control of the whole print process, PSPs can better manage customer expectations over turnaround times.

However, many respondents revealed that they do not actively sell color embellishments; rather, it was up to the customer to approach them. This is a clear opportunity for PSPs to seize the initiative. Why sit back and wait if they’ve invested in technology that could unlock business opportunities and fuel growth?

Looking ahead, market growth appears healthy. The survey data reveals that some PSPs are planning to increase their investment in embellishment-capable presses within the next year, which aligns with most respondents expecting a rise in sales of embellishments over the next two years.

However, most respondents are not looking to invest in new presses capable of producing embellishments. Is this a case of having adequate or recently purchased presses already, or does it reflect a broader reluctance to embrace new opportunities and fall back on outsourcing?

With more brands seeking ways to differentiate themselves in crowded markets, one of the most exciting opportunities for PSPs is the ability to offer a wide range of embellishment options for printed products. Those that do will be well-positioned to capture new business and grow their market share.

To meet the growing demand for color embellishments, we offer a range of cutting-edge printing solutions designed to make embellishments more accessible and efficient for PSPs. The RICOH Pro C7500 features a fifth color station to accommodate specialty toner—greatly expanding the RICOH Pro C7500’s application-handling versatility and increasing productivity with just one pass needed. PSPs can produce metallics, neon colors, and clear coatings as well as invisible red toner for security features.

For additional embellishment capabilities, Ricoh we also offer the Scodix Ultra 2500 SHD, a digital embellishment solution that supports sustainable foiling. The Scodix Ultra 2500 SHD provides high-definition, premium finishing options that enhance print materials while minimizing environmental impact, making it a strong choice for brands looking to create eye-catching, eco-friendly designs.

The ability to switch the position of the fifth station from first to last in the laydown sequence greatly enhances device capabilities when using white toner. Laying white down before CMYK ensures that colors pop (especially on dark backgrounds), while printing white last allows an operator to print on translucent media. Ease of use is paramount with the process for setting the fifth station to print first or last being straightforward for a trained operator; we offer several video tutorials to walk users through the process.

In addition, we provide color management services to support PSPs in maximizing the impact of their color embellishments. These services include guidance on building files for optimal color accuracy, color calibration, and profiling—ensuring that embellishments look their best across different media. We also offer marketing services to help PSPs promote embellished print effectively to their customers, enabling them to leverage these unique capabilities to stand out in the marketplace.

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Ready to add color embellishments to your offering?

Color embellishments are no longer just a pretty add-on—they are becoming an essential tool for brands looking to stand out in an increasingly competitive market.

By offering a range of embellishment options from metallics to tactile finishes, PSPs can help their clients capture attention, enhance brand perception, and drive better business results. For PSPs, the key to success lies in investing in advanced printing technologies like the RICOH Pro C7500 and in educating clients on the value of these techniques. As market trends indicate continued growth in the demand for color embellishments, PSPs that embrace these opportunities will be well-positioned to thrive in the years ahead.

If you're ready to get started or expand your color embellishment offerings, let's talk.