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