Bolstering personalisation by combining print and digital technology

Using printed material in combination with digital technologies offers more opportunities to those offering personalisation to customers. Rob Fletcher shares some recent examples of the print and digital working together to enhance the impact of personalised pieces.

Personalised print is enough on its own to capture both the attention and imagination of the consumer. Be it a bespoke t-shirt or hoodie, or simply a printed greetings card on a birthday or anniversary, personalised print evokes an emotional response from the recipient.

However, as has been seen in other areas of print, integrating digital technology within the printed application can create even more value for the consumer. This can be something as simple as a QR code that can be printed onto the piece and scanned by the individual to unlock even more personalised content. All of this will lead to an enhanced experience.

Here, we pick out several examples of this method in practice, opening printers’ eyes, and indeed those also of consumers, marketers and brands, as to the additional opportunities to them in the world of personalisation.

Season’s greetings

To pick up on one of the examples mentioned above, Moonpig, part of the muti-national Photobox Group, is one greetings card supplier that offers customers the chance to add digital elements to their printed pieces.

Moonpig allows customers to add QR codes to greetings cards for additional video and audio messages

While the idea is simple, it is highly effective, allowing customers to add everything from voice messages to full-on video clips, all of which can be access by scanning a QR code on printed card. Moonpig prints the unique QR code in the inside of the card – on the page opposite to where the printed text is traditionally located – with the recipient able to scan this to access the additional, personalised content.

Audio and video messages remain live for a period of six months after the card has been delivered, though recipients can download the message and enjoy the additional element of personalisation for as long as they like. Audio messages can be up to three minutes long, while video clips of up to 1,000mb can be uploaded for scanning.

“Make them laugh, cry, or smile with a video message they’ll watch on repeat, or add a voice note to your card and make it feel like you’re right there with them,” Moonpig said. “There is no extra charge to add a message; you will pay the standard cost of your card and delivery charge.”

The humble QR code can also be used in many other settings to increase the personalisation experience for consumers. One example of this is at hotels. Some resorts provide guests with a personalised, printed welcome message, featuring a QR code that they can scan to access additional content, including the option to book additional services such as trips or spa treatments.

Of course, personalisation does not need to apply to one person; it can be used for a group of people or for a unique event. Take weddings, for example; more brides and grooms are taking advantage of QR codes to get more out of their special day. Personalised printed cards and posters are often left around the venue for quests to scan and interact with, such as having the option to share their own photographs with the couple.

Make your print talk

Offering something completely different is Talking Print, which, based in the UK, delivers personalised print with built-in digital elements. Led by managing director David Hyams, Talking Print allows its customers to design a printed item such as a book or greetings card and add video and audio messages within the actual piece.

Talking Print allows customers to insert video and audio messages into printed pieces

“We understand the ins-and-outs of print in all its dimensions, but our real expertise and our specialist talents lie in combining print with audio, visual and light technologies,” Talking Print said.

“Audio greeting cards and video books are typical of our innovative solutions, but we also make use of cutting-edge technologies like light modules and sensors to create original, creative marketing materials that no one else can offer the UK print market. There are plenty of household name brand that stand testament to that.

Talking Print works with consumers on private projects, as well as with a range of leading brands on their own, customised pieces. The company’s client list includes the likes of Adidas, BMW, Disney, HSBC, O2, PepsiCo, Sony and Vodafone.

“What we love more than anything else is a physical challenge, so however far-fetched your idea might seem initially, put it to us and we’ll bring it to life,” Talking Print said. “We can make the difference that will help you and your clients stand out from the crowd, be seen and be heard, with the latest in sound and vision print solutions.”

Talking Print recently extended its reach by launching a new ‘Talkies’ website. This features a range of video cards, audio cards and video books, which consumers can add a unique and personal message.

Customers can choose from audio cards, soft and hard back video books and story books in a range of sizes. Video messages are shown on a 7” IPS HD screen with up to 4GB of memory, offering up to four hours of play time, with products available for delivery around the world

“We love the idea of helping customers send greetings to loved ones in a truly original and heartfelt way,” founder Hyams said. “With the Talkies team on hand, ordering a beautiful multimedia card or book is simple and fun.”

There is clearly plenty of scope for innovation when it comes to personalised printing and digital technologies. To learn more about this market and what is possible with print, visit the Personalisation Experience at the FESPA Global Print Expo 2025 next month.