A few years back, Bridgetown Printing thought it would be a great idea to do a variable data calendar campaign for our clients. Not only would our clients be getting a cool calendar with THEIR name on every page, but it was a unique way to show how we can utilize technology and incorporate it with print campaigns.
Variable data combines data management with digital printing to produce a personalized printed piece. To give you an example: traditional offset printing uses aluminum plates with an image engraved on the plate. You are limited to that image for thousands of impressions, which is what makes offset printing a cost-effective method for a large quantity of static pieces. Digital printing, however, doesn't use plates; instead, a digital presses uses electrical charges to adhere the toner to the paper. This allows for each piece that comes off the press to be different, or personalized.
When we work with a variable data project, we have the client supply us two things:
1. The art file with type/images placed in the area that you wish to be variable. So, if you are personalizing a postcard, the address area should read:
"First Name, Last Name
Address
City, State, Zip"
2. An excel spread sheet with the names of those you want on the product. Each column should match the variable fields you placed on the artwork.
Here's a great article that goes into the details on setting up your artwork for variable data printing: http://www.mmprint.com/info_personal_printing_newdoc.cfm
Of course, if you have any questions about this you can give me a call anytime. I'm not an expert yet, but I definitely have the resources with CGX Solutions behind me!
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