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In an era where digital saturation and screen fatigue dominate marketing channels, printed media is enjoying a quiet renaissance—especially as it dares to do more. For print service providers (PSPs) looking to escape the margin squeeze and deliver real customer value, embellishment techniques offer creative expression and a commercial advantage.
And recent research from Keypoint Intelligence reveals a clear trend: Embellishments are no longer an optional flourish. It’s fast becoming a strategic imperative. By blending aesthetics with function, they allow PSPs to deliver marketing tools that not only look expensive but also perform powerfully.
While traditional embellishments like metallic foiling and clear varnish remain popular, fluorescents and extended gamut techniques (especially fluorescent pink) are gaining traction—enabling richer skin tones, vibrant violets, and enhanced brand colors outside the reach of standard CMYK.
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CMYK on the left and CMYK + Pink on the right
(Source: Emelie Dahlbacka of Multidesign Sweden) |
According to our survey findings, embellishments account for a small percentage of overall print volumes, but they drive disproportionately higher margins and foster long-term strategic client relationships. Why? Because embellishments deliver what most marketing campaigns crave: Capturing attention, elevating perceptions of value and trust, and igniting the word of mouth. They can foster deeper, longer-term relationships between PSPs and their customers and, in turn, between brands and their audiences. In fact, many PSPs report 5%-20% annual growth in embellishment volumes that are largely driven by an increased awareness in marketers of their power when it comes to increasing the effectiveness of campaigns and consumer desires when purchasing a product.
Short-run premium packaging, AR-enhanced labels, and highly targeted marketing collateral are seeing strong uptake. One UK-based commercial printer noted up to 20% year-over-year (YOY) embellishment growth that is driven entirely by word of mouth—a testament to the organic pull of this medium when it’s executed well.
Techniques in Demand and Their Application
Today’s most widely used embellishments include metallic finishes (e.g., silver and gold foil), white ink, clear varnishes for highlights and protection, as well as raised textures for tactile appeal. Fluorescents, particularly vibrant pinks, are also gaining popularity for their ability to extend the colour gamut and create standout visual effects.
Embellishments are gaining traction across a wide range of vertical markets and are being used in a wide spectrum of printed applications. What links these applications is their ability to grab attention, reinforce brand positioning, and deliver a more memorable customer experience—goals at the core of every marketer’s strategy. PSPs report strong demand in:
- Retail and E-Commerce: From gift vouchers to premium unboxing experiences
- Beauty and Cosmetics: Where brighter pinks enhance skin tones and create eye-popping visuals, while extended gamut printing helps replicate distinctive brand colours with precision
- Fashion: Using pink fluorescents to expand the colour gamut, especially around violets, has proven to be effective
- Luxury Beverages: With foils and varnishes amplifying wine labels and spirit packaging
- Corporate Gifting: With bespoke welcome boxes and branded kits
- Publishing and Education: More specialized applications, such as book covers, where tactile and standout shelf appeal is important (especially for children’s titles)
PSPs also report steady demand from creative agencies, wedding and hospitality businesses, and even smaller artisan brands eager to punch above their weight with premium packaging and presentation.
Selling Strategic Communication, Not Print
Despite the clear market opportunity, selling embellishments isn’t always easy. Survey findings report the biggest hurdle lies in justifying the price premium. Embellishments often incur higher material and production costs (e.g., additional toner and specialty substrates). And while the end-product is more effective and functional, print buyers may hesitate unless they clearly understand the potential return on investment (ROI).
Many PSPs make a common mistake by leading with samples. They are beautiful but, on their own, they are detached from strategic context. Without tying embellishments to the specific marketing objectives mentioned before to some of the most common business goals, such as increasing new customer sales or customer retention, buyers may see them as unnecessary extras.
PSPs need to recognize that effective embellishment sales begin not with samples, but with questions: What are your campaign objectives? How hard is it to stand out in your market? Once a PSP understands that a customer is trying to capture attention, drive engagement, or elevate brand perception, the door is open to position embellishment not as an add-on, but as a solution. Only then should samples enter the conversation and be used selectively (i.e., target embellishments to key segments or applications, not blanket every job).
Technology in Practice: How Fujifilm Helps PSPs
Fujifilm offers a technology portfolio that aligns well with PSP operational demands and growth ambitions. Its systems support short-run customization and just-in-time production, while—most importantly—its embellishments allow customers to provide value through differentiation. Fujifilm’s embellishment capabilities include fluorescent pinks for extended gamut printing and specialized effects, metallic layering, high-opacity white, and clear.
In a saturated communications landscape, earning attention remains one of the greatest challenges for marketers. Embellishment technologies offer PSPs the opportunity to turn printed materials into moments of marketing effectiveness. When thoughtfully aligned with broader business and campaign objectives, embellishments can support stronger customer engagement and brand differentiation. With the right tools and technologies, such as those offered by providers like Fujifilm, PSPs can unlock new revenue streams, add value for clients, and future-proof their offerings.
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