Drupa 2024 showcased a dazzling display of cutting-edge print sector technologies, with new, dynamic AI innovations featuring across the board. As industry leaders and creative minds converged face to face for the first time in 8 years, the event also became a hotbed for discussions and applications focused on sustainability. Our COO and Print Industry veteran, Andrew Winterburn took a trip to Dusseldorf and here are his thoughts on the top 5 innovations from the show!
1. AR Enhancement
One of the standout innovations at Drupa 2024 was the seamless integration of AR with traditional print media with industry leaders like Canon and HP showcased how AR can transform a static print piece into an interactive experience. Using a smartphone or AR glasses, users could see dynamic content like 3D models, videos, and animations overlayed on printed brochures, posters, and packaging. This technology not only enhances engagement but also provides a bridge between physical and digital marketing realms, offering a richer customer experience.
2. Sustainability
Sustainability was a major theme at Drupa 2024, with many brands unveiling eco-friendly printing technologies. Epson and Ricoh introduced new printing processes that significantly reduce waste and energy consumption. Advances on innovations like waterless printing, biodegradable inks, and recyclable materials demonstrated a continued commitment reducing print’s environmental impact; appealing to a growing segment of eco-conscious consumers. All these sustainable solutions show how businesses can meet their marketing goals and their environmental responsibilities.
3. Personalisation
Personalisation once again took centre stage at Drupa 2024, with advanced data analytics and Variable Data Printing allowing brands to create highly customised marketing materials. Konica Minolta showcased printers capable of producing highly individualised print runs, where each piece is tailored to the recipient's preferences and behaviours. This level of personalisation can significantly increase engagement and conversion rates, as customers feel a deeper connection with content that speaks directly to them.
4. Interactivity
The fusion of print and digital continued to evolve with interactive print technologies. Fujifilm demonstrated how QR codes, NFC and embedded sensors can transform print products into interactive platforms. For example, a simple tap on a magazine page with an NFC-enabled phone can trigger activations including website visits, product information downloads, or even direct purchases. This innovation bridges the gap between offline and online marketing, providing a seamless user interaction.
5. AI-Drives Design
Unsurprisingly, AI made a significant impact at Drupa 2024, particularly in the realm of print design. Heidelberg presented AI-powered tools that assist in creating visually stunning and highly effective print materials. These tools can analyse data to predict design trends, optimize layouts for better visual impact, and even automate repetitive design tasks. By leveraging AI, marketers can enhance creativity, reduce production time, and ensure their print materials are always on the cutting edge. Pretty cool stuff.
As always, Drupa was a big moment for the brands and 10s of thousands of visitors attending, and the businesses that created stand out experiences, articulating complex technologies and engaging minds through emotions, are the ones who will reap the reward. Want to know more? Contact gemma.colclough@weareorangedoor.com
