development can actually eliminate the need for legacy flexographic equipment, potentially making a huge impact on the industry.
With faster speed and longer run-lengths, one of our customers commented:“ With the HP Indigo 8000, I can now shut down my parallel flexographic production line and combine it all into a single cost effective digital workflow.” This is just one more of example of how HP is helping their customers improve their print businesses.
Latex technology transforms sign and display printing
Whether it’ s conferences, exhibitions, airports, hotels, stadiums, shopping malls or even ski slopes— large outdoor banners now play a daily role in our lives. On the street, buses and commercial trucks wrapped in brand colors and updated advertising campaigns are seen on a regular basis. High-end hotels, restaurants and offices now feature custom printed wallpaper based on high-resolution images or unique graphic designs.
These are all part of the sign and display segment of the print industry. These applications require wide format printers and ink durability in any environment including indoor, outdoor, cold rain and hot sunshine.
These requirements are not easy to satisfy which is why many wide format print vendors resorted to using solvent inks. While they may hold up well in bright sun and pouring rain, they are also based on toxic substances which are harmful for the environment— and more importantly the press operators themselves. On top of that, for health reasons, solvent-based inks cannot be used in public areas such as restaurants and hospitals.
HP first introduced Latex technology in 2008. Its water-based solution was revolutionary in that it could potentially do away with the negative effects of solvents on people and the environment. In addition the excellent print resolution, sharp colors and proven indoor / outdoor durability earned HP
Latex an excellent reputation among sign makers. Eight years later, Latex has become a defacto industry standard with over 30,000 installations worldwide. 2
Our continued development of Latex technology has a direct impact on customers and their clients. Removal of solvents is good for the health of press operators, while enabling applications which were not previously possible.
A great example is Sant Joan de Deu Children’ s Hospital in Barcelona, Spain. As in many hospitals, the radiation department is located on a dark and drab basement floor of the building. Nurses in the children’ s cancer ward often needed to use sedatives in order to make it comfortable for kids to undergo
Young patients enjoy a space voyage with diagnostic machines and changing rooms decorated using HP Latex Printing technologies
radiation treatments in this harsh environment.
This situation was reversed with the help of HP Latex print solutions. Research indicated that a fun and secure environment could change a child’ s radiation experience and their attitude towards treatments.
Using a team of top designers, HP Latex printers were deployed to create rockets, planets and stars which were then applied to the walls, ceiling and even the equipment in the radiation room. Overnight it was transformed from a dark depressing inner place into an exciting play area in outer space. The result was a vast reduction in use of sedatives and a more positive experience for kids in a very tough situation.
2 Based on IDC market research August 2015
Meaningful transformation
When we look carefully we can see that print has never left us, it’ s just taking on new forms.
With a breadth of solutions ranging from detailed and sophisticated labels to full color print on outdoor banners and corrugated boxes, HP is providing digital print leadership on the ground across a large range of industries and applications. Together with our printers we are helping to drive the latest print innovations in the digital age.
Technology decisions we undertook decades ago are now impacting the print industry across multiple applications areas. In order to make this meaningful, it is not just about the technology but also developing solutions from file design to printing and finishing with partners for ultimate brand and consumer satisfaction.
Historically, offset and flexographic printing have made a tremendous contribution to the industry … but that era is now ending. For the first time ever, the largest booth at the drupa exhibition— the biggest show in the print industry— has been taken by HP— a digital print solution manufacturer rather than a conventional offset press vendor.
While the current commercial success of our customers is important, we are also dedicated to helping the entire industry thrive in the digital age and improve quality of life— for those who create print and those who benefit from it.
This is what drives HP to continuously redefine print possibilities and transform the industry day after day. •
Learn more: http:// bit. ly / IJ3 _ 03
Mike Salfity is General Manager of HP’ s Graphics Solutions Business. He and his team provide superior experiences to print service providers with high quality inkjet and digital press solutions.
Issue 3 · Summer 2016 · Innovation Journal 11