10 Ways to Differentiate Your Brand with Cool Varnishes, Inks, and Substrates

This article was contributed by Dr. Mark Bohan, vice president, Technology and Research, Printing Industries of America, who is presenting “Jazzing Up Your Brand with Cool Varnishes, Inks, and Substrates” at the 2013 Color Management Conference, December 7–10, in Phoenix, AZ.

The communications industry today is highly competitive with different message forms used to communicate with customers from mass media and electronic communications to printed material. In recent years we’ve seen many new technological developments to enhance the impact of printed material visually, as well as addressing our other senses, like touch and smell.  These developments also allow print to interact with electronic devices.