Variable data printing, a form of digital printing, is used to produce printed documents that are customized to individuals or small groups. Although only one document is designed, text and graphics within the document can be varied to produce many unique documents.

The variable elements are set according to your criteria. For instance, the copy and images can be tailored according to each individual recipient’s demographic and purchasing pattern, or you may want to include the name and photo of the appropriate sales representative or branch office of your company.

This is personalization well beyond the traditional understanding of the term (simply overprinting, or ink-jetting, names and addresses onto an otherwise finished piece). Using variable data printing, any copy or design element can be individually customized. Full-color pictures and other graphics in the foreground or background can be changed. Single words or entire paragraphs can be varied using the font, format and color of your choice. Each piece will look as if it was printed specifically for one person (because it was). It's a real attention grabber.

The look and content of your printed materials can be honed to communicate one-to-one with each intended recipient. Variable data printing is a great tool for conducting targeted marketing campaigns and tailoring your literature to appeal to individuals and small, well-focused niches.