What is Web to Print

Web to print is simply the method of using the internet as an exchange of information between client and printer. Bridging the gap between digital content and commercial print production, web to print offers many benefits and has been a fairly recent development, becoming more popular over the past few years.



A centralised marketing solution, web to print makes it easy to manage print projects from anywhere you have internet access so you can keep on top of collateral any time of the day and from anywhere in the world.



Customised content is one of the big draws of web to print. It is possible to generate personalised printed documents and materials using predefined templates and variable input. Templates can be saved for ongoing use and variable features, such as text, image or colours used, can be varied to suit requirements.



Being able to target communication so accurately makes marketing more effective and opens up the door for creativity to flow freely. You can amend marketing collateral to match specific audience, such as males and females, or to align with geo targeting. Whatever information needs to be amended, it is possible to do with the technology used within web to print.

The ability to maintain consistency throughout all printed material is another benefit of web to print. Templates with variable sections are easily produced using web to print technology but most organisations have branding guidelines which must be adhered.



Web to print technology allows you to make settings which ensure specific rules are always met, for example, ensuring the correct pantone colour is always used in the printing of a logo.



Being able to amend and control print settings in this way makes life much easier and helps to ensure printed collateral always turns out as expected, in line with branding regulations.



Web to print uses the internet as the exchange. The whole process is therefore completed online making the process streamlined for all parties involved. Managing all marketing collateral and printed projects in one place makes it easier to maintain control over your brand and also helps to save time and resources.



If all projects are stored in a centralised location it also makes reprints easier and helps you to keep a track of everything printed to date.



Generally speaking, a custom branded web to print portal will be used to manage all projects and everything can be controlled from here, from initial ordering to sign-off of print jobs. It is usually possible to set a budget for specific departments or offices, making it easy to control costs as well.



One of the main benefits of digital printing overall is the ability to cut costs through use of "print on demand". Printing only what is immediately required reduces wastage and any costs related to storage of printed materials is eliminated.



Paul Buchanan writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.