The print industry has been running on offset lithography for the better part of a century. Digital print disrupted the short-run market from the early 2000s. And now nanographic printing, led by Benny Landa’s eponymous technology, is making a compelling case for a third way that combines the quality of offset with the flexibility of digital.

For brand managers, marketers and procurement teams briefing print jobs, understanding the practical differences between these three technologies is increasingly relevant, particularly as sustainability targets and shorter campaign cycles change the economics of print buying. So here is the honest comparison.

Offset printing: still the benchmark for quality

Offset lithography transfers ink from a plate to a rubber blanket and then onto the substrate. The process delivers exceptional colour accuracy, a wide range of substrates and cost-efficiency at scale. If you are printing more than around 5,000 sheets of a fixed design and you need consistently excellent colour reproduction, offset remains the default choice.

The limitations are equally well understood. Offset requires plates, which means setup costs that need to be amortised across a sufficient run length. It is less well suited to variable data printing, short runs or frequent design changes. And the use of solvent-based inks raises environmental considerations that many brands are now factoring into their sustainability reporting.

Digital printing: the short-run champion

Digital print (most commonly electrophotographic toner or inkjet) eliminates the plate-making stage entirely, making it cost-effective for shorter runs and enabling variable data, personalisation and on-demand production. The trade-off has traditionally been quality, particularly in terms of colour gamut and substrate compatibility, though the gap has narrowed considerably with modern wide-format inkjet and production electrophotographic systems.

Digital print is the right choice for proofing, personalised campaigns, on-demand reprints and very short runs where offset setup costs would be disproportionate. McGowans’ Digital Vault service is built on this principle: jobs are stored digitally and reprinted on demand, reducing overprint and waste.

Nanographic printing: where the two converge

Nanographic printing, developed by Landa, uses water-based nano-pigment inks applied in an extremely thin layer (roughly 500 nanometres) via a blanket transfer process. The result is a printed sheet that matches or exceeds offset quality in terms of colour saturation and sharpness, while being produced without plates and with significantly lower ink consumption per job.

McGowans is one of a select number of Irish printers to have invested in the Landa S10 sheet-fed nanographic press, and its implications for clients are significant. Short-to-medium runs of folding cartons, brochures, labels and commercial print can now be produced at a quality level that was previously only available at offset run lengths. For brands running seasonal packaging variants, limited editions or regional campaign materials, this opens up options that simply did not exist five years ago.

As Benny Landa himself has noted, ‘every new print technology is eventually defined not by what it is, but by what it enables’ (Landa, 2023). Nanography enables flexibility without quality compromise.

Which technology should you brief?

The honest answer depends on three variables: run length, quality requirement and substrate. As a general guide: offset for long runs of a fixed design where cost per unit matters most; digital for short runs, on-demand reprints or personalised content; and nanographic for short-to-medium runs where offset quality is non-negotiable but offset economics do not make sense.

McGowans’ team can help you navigate this decision at the briefing stage. Download the Print Technology Decision Guide for a straightforward decision tree or book a consultation.

Sustainability across the three technologies

Water-based inks in nanographic and inkjet digital print have a lower VOC profile than traditional offset inks. Shorter runs reduce overprint waste. McGowans’ solar energy supply and on-site carbon calculator allow you to model the environmental impact of your print technology choice before you commit.

Offset, digital and nanographic each have a role in a well-managed print strategy. The shift is away from a one-size-fits-all approach and towards selecting the technology that is genuinely right for each project’s run length, quality requirement and environmental profile. McGowans has all three capabilities under one roof.

Download the free Print-Technology-Decision-Guide or speak to the team. 

6 FAQs: Print Technologies

Q1. What is nanographic printing in simple terms?

Nanographic printing uses extremely thin water-based nano-pigment inks transferred via a blanket, delivering offset-level quality without printing plates, making it efficient for short and medium runs.

Q2. Is nanographic printing more sustainable than offset?

Generally, yes. Water-based inks produce fewer VOC emissions, and the absence of plates reduces setup waste. Shorter run viability also means less overprint waste overall.

Q3. What is the minimum viable run length for nanographic print?

The Landa S10 is competitive from a few hundred sheets upward, making it commercially viable for short runs that would otherwise require digital print with lower quality output.

Q4. Can nanographic printing handle embellishments like foiling or spot UV?

The print process itself does not include embellishment, but nanographically printed sheets pass through McGowans’ Scodix 1200 for digital embellishment after printing, allowing foil, spot UV and texture effects.

Q5. How do I know which technology McGowans will use for my job?

McGowans will specify the most appropriate press for your job based on run length, substrate and quality requirement. You can ask for clarification at the briefing stage.

Q6. Is digital print suitable for food packaging?

Food-safe digital printing is possible using compliant inks and substrates. McGowans can advise on food-contact compliance requirements for specific packaging applications.