Digital embellishment is one of the most talked-about yet often misunderstood areas of print. In a recent Dscoop education session, Paul Furse of Harris & Bruno walked through the latest innovations and helped demystify where embellishment stands today, how it’s evolving, and why it matters for print providers, designers and brands. He focused on both the technology itself and on how embellishment elevates the value of print in a crowded marketplace.
At the core of the discussion was the simple fact that embellishment sells. Touch, texture and special effects like raised UV or digital foil give printed pieces an edge by encouraging consumers to pick them up, interact with them and remember them. Paul highlighted how even subtle enhancements can make a package or direct mail piece stand out, leading to measurable improvements in response rates and ROI. For printers, that means new ways to deliver value and margin in a competitive environment where basic CMYK alone isn’t enough.
Innovation is also driving accessibility. Digital embellishment techniques have historically been associated with long runs and high costs, but automation and format-free processes are breaking down those barriers. Today, printers can add embellishment profitably to short runs, personalized campaigns and web-to-print applications. Furse pointed to exclusive effects like xMatte™ as examples of how the palette of options is expanding, giving brands and creatives new ways to tell stories and differentiate themselves.
Sustainability was another theme woven throughout the session. As brands increase their focus on environmental responsibility, printers must show how embellishment fits into that future. Advances in chemistry, coatings and substrates are reducing waste and supporting recyclability. “The industry is shifting toward sustainable materials without sacrificing the wow factor,” Paul emphasized. That combination of impact and responsibility is key to ensuring embellishment has a long-term role in modern print.
Ultimately, the takeaway for attendees was that embellishment functions as a strategic tool. It creates differentiation for brands, higher-margin opportunities for printers and more meaningful experiences for consumers.
