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Back To My Roots with Variable Data Printing

  • By Saleem Deane

I had the opportunity recently to accompany our Innovations Specialist to discuss the potential for variable data printing (VDP) with a 4th year class at Ryerson University’s Graphic Communications Management program. Having been in that position only a few months ago, I thought it would be a good opportunity to share some insight from my perspective and hopefully enlighten some students as to where VDP can go, and more importantly, what they need to consider to get there.

People ask me if I miss school, but in a lot of ways I feel like I’m still there. I still have projects and deadlines and I’m constantly learning as I go along. I’ve been able to soak up information like a sponge here at Harmony while seeing just how involved and specialized Harmony is in areas like VDP. Working in the field is exposing me to key factors to create a VDP campaign that I wouldn’t have considered while in school. While every variable project has its own requirements and considerations to make it successful, here are just 2 things that I shared from my perspective with the Ryerson GCM students and anyone considering a VDP project.

  • 1.   Know your Audience 

    • Relevance is key for a VDP job     
      • If it’s not relevant, why send it?
    • Timing, offer and channels to deliver the message should all be customer-centric
    • If you’re using QR codes, make them relevant too. Link to a relevant page not the general landing page for the website

    2.   Mailing specifications ARE important! 

    • Throwing a postage indicia and name and address blocks anywhere on a VDP mailer just won’t cut it
    • Keep in mind how the end product is going to be used. It will save a lot of time down the road and will ensure that your ideas are practical as well as aesthetically pleasing
    • Bottom line, if it can’t be mailed, it won’t reach its destination or ever be acted on, meaning you’ve blown the budget, missed the deadline and ruined the campaign

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