What is digital printing and why Irish brands are making the switch

The basics: what actually is digital printing?

According to the Smithers Pira research group, the digital printing market has grown consistently, with the technology now accounting for a significant portion of short-run commercial printing globally (Smithers, 2024). In Ireland, this shift has been particularly pronounced among businesses seeking flexibility and faster turnaround times.

How digital printing actually works

The process is refreshingly straightforward compared to traditional methods. Your design file, usually a PDF or similar format, is sent directly to the digital press. The printer reads the digital information and applies ink or toner to the substrate in precise patterns, building up your image layer by layer.

There are two main technologies at play:

• Inkjet digital printing uses tiny nozzles to spray microscopic droplets of ink onto the material. It’s brilliant for large format work, signage, and increasingly for packaging where colour accuracy matters. Modern industrial inkjet systems can print at remarkable speeds while maintaining quality that would make traditional printers weep into their litho plates.

• Laser or toner-based printing works more like a sophisticated office printer, using static electricity to transfer toner particles onto the substrate before fusing them with heat. This method excels at high-volume document printing and is particularly effective for text-heavy materials.

The real magic, though, is in what doesn’t happen. No plates to create. No screens to burn. No minimum print runs that force you to order 10,000 units when you only need 500.

Why Irish businesses are choosing this technology

The Irish market has embraced digital printing with particular enthusiasm, and for good reason. Our business landscape, characterised by nimble SMEs alongside multinational giants, demands printing solutions that can pivot quickly.

• Speed that actually matters

Traditional printing methods require setup time measured in hours or days. Digital printing? You can often see finished products the same day. For Irish businesses operating in fast-moving sectors like retail, hospitality, or events, this responsiveness isn’t a luxury, it’s essential.

At McGowans Print in Dublin, we’ve seen clients move from concept to finished packaging in under 48 hours. Try doing that with traditional litho printing without paying through the nose for rush charges.

• The economics of small runs

Here’s where digital printing genuinely changes the game. Traditional methods become economical at higher volumes because you’re spreading those hefty setup costs across thousands of units. But what if you only need 100 boxes for a product trial? Or 50 posters for a regional campaign?

Digital printing eliminates the setup penalty. Your first print costs roughly the same as your hundredth, making short runs suddenly viable. For Irish startups testing products or established brands running regional variations, this flexibility is invaluable.

• Personalisation and variable data

Want to print 1,000 direct mail pieces, each with a different name, address, and custom offer? Traditional printing would require you to stop the press 1,000 times. Digital printing handles this without breaking stride.

This capability, known as variable data printing, has opened new possibilities for targeted marketing. According to the Digital Print Association, personalised print materials can increase response rates by up to 30% compared to generic alternatives (Digital Print Association, 2024).

• Sustainability credentials

The environmental argument for digital printing isn’t straightforward, both methods have their impact, but digital has some clear advantages. You’re printing exactly what you need, reducing waste from overruns. There are no plates or screens to dispose of. And at facilities like McGowans, where solar panels help power the operation, the carbon footprint shrinks further.

The on-demand nature of digital printing means you’re not warehousing thousands of printed pieces that might become obsolete. For Irish businesses increasingly conscious of their environmental commitments, this matters.

Where digital printing excels (and where it doesn’t)

Digital printing isn’t perfect for everything. It’s brilliant for short to medium runs, typically anything from 1 to 5,000 units depending on the job. It handles complex colour work beautifully and can print on an impressive range of substrates, from standard papers to fabrics, plastics, and even wood veneers.

Where traditional methods still win is in very high volume work. If you’re printing 100,000 identical brochures, offset lithography will likely be more cost-effective. Certain specialty finishes and Pantone colour matching can also be trickier with digital systems, though the technology improves annually.

The key is matching the method to the job. At McGowans, we help Irish businesses navigate these choices, ensuring you’re using the right technology for your specific requirements rather than forcing a one-size-fits-all solution.

The versatility of digital printing has made it indispensable across multiple sectors:

• Packaging and point-of-sale: From boutique food producers creating small batch packaging to retailers needing seasonal display materials, digital printing enables quick iterations and testing. You can refine your design across multiple short runs rather than committing to a massive print order upfront.

• Large format and signage (OOH): Building wraps, exhibition graphics, billboard posters, digital printing has transformed large format work. The quality now rivals traditional methods, but with far greater flexibility. Need to update that shopfront graphic? It’s a quick job rather than a major project.

• Corporate communications: Business cards, letterheads, presentation folders, all the materials that make your brand tangible in the physical world. Digital printing means even small Irish businesses can maintain professional standards without ordering years’ worth of stationery.

• Event and promotional materials: Conferences, trade shows, product launches, these temporary but high-impact events are perfect for digital printing. You need quality materials quickly, and you don’t want boxes of leftovers gathering dust afterwards.

Modern digital printing equipment is genuinely impressive. Industrial systems from manufacturers like HP, Canon, and Xerox can produce output that matches or exceeds traditional quality while maintaining the flexibility that defines the technology.

At McGowans Print, our digital capabilities span from small format work through to large format displays and packaging. The investment in both equipment and expertise means Irish brands can access world-class digital printing without looking beyond Dublin.

We’ve also developed a digital vault system, essentially secure storage for your print-ready files, that enables genuine on-demand printing. Your packaging design sits ready to go, and we can print exactly what you need, when you need it. It’s the antithesis of traditional printing’s “order big or pay more” model.

Making it work for your brand

Understanding the technology is one thing; using it effectively is another. Here are a few considerations for Irish businesses exploring digital printing:

• Start with file quality. Digital printing is unforgiving of poor-quality source files. Ensure your designs are created at the correct resolution (300 DPI minimum for most applications) and in the appropriate colour space.

• Test before committing. The beauty of digital is you can do small test runs. Print 50 or 100 units, see how they perform in the real world, refine your approach. This iterative process is virtually impossible with traditional methods.

• Think beyond paper. Digital printing technology has expanded dramatically. If you can imagine it on a substrate, there’s probably a digital printing method that can make it happen.

• Consider the full package. At McGowans, we work with brands to develop complete print solutions, not just individual jobs. How can digital printing integrate with your broader marketing and packaging strategy?

The future of digital printing in Ireland

The technology continues to evolve rapidly. We’re seeing improvements in speed, quality, substrate compatibility, and environmental impact. Hybrid systems that combine digital with traditional finishing techniques offer the best of both worlds.

For Irish businesses, this evolution means even greater flexibility and capability. The barriers to professional, impactful print continue to fall, levelling the playing field for businesses of all sizes.

According to Smithers research, digital printing will continue gaining market share, particularly in packaging and commercial printing sectors. Irish businesses that embrace these capabilities now will find themselves better positioned as the market shifts further.

Why location still matters

McGowans Print’s location in Dublin puts us at the heart of Ireland’s business community. We understand the Irish market, the seasonal patterns, the quirks of operating here. That local knowledge complements our digital printing capabilities to deliver solutions that genuinely work for Irish brands.

Digital printing has fundamentally changed how Irish businesses approach print and packaging. By eliminating setup costs, enabling short runs, and offering unprecedented flexibility, it’s opened possibilities that simply didn’t exist two decades ago.

Whether you’re printing packaging for a product trial, creating large format displays for an event, or producing personalised marketing materials, digital printing offers a compelling combination of quality, speed, and cost-effectiveness. At McGowans Print, we’ve invested in both the technology and expertise to help Irish brands make the most of these capabilities.

The question isn’t really whether digital printing is right for your business – it’s how you can best use it to achieve your goals. And that’s a conversation worth having.

Ready to explore what digital printing can do for your Irish brand?

Contact McGowans Print for a consultation. We’ll review your requirements, show you samples, and develop a print strategy that actually works for your business.

Request a quote today or visit our Dublin facility to see our digital capabilities in action.

Frequently Asked Questions

Q: What’s the difference between digital printing and traditional offset printing?
A: Digital printing transfers images directly from computer files to substrate without printing plates, whilst offset lithography uses plates and requires more setup. Digital is more cost-effective for short runs (typically under 5,000 units), whilst offset becomes economical at higher volumes. Digital offers faster turnaround and enables variable data printing.

Q: Is digital printing quality as good as traditional methods?
A: Modern digital printing quality rivals or exceeds traditional methods for most applications. Colour accuracy, resolution, and finish quality have improved dramatically. Some specialty finishes and specific Pantone matching may still favour traditional methods, but for the vast majority of commercial printing, digital quality is excellent.

Q: What minimum order quantities do I need for digital printing?
A: One of digital printing’s key advantages is no minimum order requirement. At McGowans Print, we can print single units or thousands, with pricing that makes short runs economically viable. You pay for what you need, not what setup costs force you to order.

Q: How long does digital printing take?
A: Turnaround times depends on complexity and current workload. This speed advantage over traditional printing (which requires plate creation and setup) makes digital ideal for urgent or time-sensitive projects.

Q: What materials can be digitally printed?
A: An extensive range of substrates including various papers, cardstock, vinyl, fabric, canvas, plastic, and specialty materials. Large format digital printers can handle building wraps and billboards, whilst commercial systems excel at packaging, documents, and marketing materials.

Q: Is digital printing more environmentally friendly?
A: Offering several environmental advantages: on-demand production reduces waste from overruns, no plates or chemicals are required for setup, and exact quantity printing minimises obsolete stock. At McGowans, our solar-powered facility further reduces environmental impact. However, both digital and traditional methods have environmental considerations – the best choice depends on your specific project.