Top Technologies to Watch for Decorating Promo Products

With PRINTING United Expo a mere three months away, it’s time to start thinking about the technologies, products, and process you want to explore on the show floor. The worst thing you can do is go unprepared. To get the wheels turning, we chatted with equipment manufacturers and promotional products suppliers about what’s new, what’s hot, and what’s worth your time when it comes to investments.

The focus: Convergence, personalization, short runs, versatility, and faster turnarounds. Promotional products decorators and printers are prioritizing equipment that expands applications while simplifying production.

The good news: OEMs are responding.

DTF & DTO Growth

Across the printing industry, digital continues to be a top technology, and for good reason. It allows decorators and printers to take on full-color, personalized, and short-run jobs. And these aren’t temporary trends. As consumers and end-users continue to value promotional products that have value, use, and a touch of personal flair, digital printing — particularly direct-to-object (DTO) and direct-to-film (DTF) — fit the bill.

Philip Chu, product manager, Roland DGA, sees it in his job every day.

“We are seeing a lot of demand for our VersaStudio desktop and VersaObject benchtop flatbed UV printers for personalization and customization via direct-to-object printing,” Chu shares. “With return-to-office policies expanding, corporate promotional product demand is up as companies seek to create more brand awareness and office camaraderie.”

Jessica Makrinos, marketing manager, Inkcups, echoes Chu, saying, “We’re really only seeing the beginning of personalization in promo decoration, and that is very exciting. The consumers that brands want to reach are often digitally fatigued, and those brands that are really making a connection are those that can do so in real, tangible ways. There’s so much potential to tap into that with personalized promotional merchandise as marketers increase their spending on experiential marketing strategies and moment-based marketing, and DTO is the perfect technology to help decorators capitalize on that opportunity.”

Credit: Inkcups

That demand is fueling interest in technologies like Inkcups’ high-throw systems, including the X5-T and new Helix High Throw, Makrinos says, which can decorate handled mugs, luggage, and larger cylindrical items that have traditionally been difficult to print.

“Across the board, the equipment that promotional products decorators seem most interested in, both when they visit us at trade shows and when our sales team visits them, are generally those that will increase their flexibility,” Makrinos says.

And that’s not to say DTO is replacing traditional methods. For high-volume, repeatable jobs, pad printing remains a strong fit. But when orders require personalization or short-run production, DTO shines. From personalized shot glasses to custom candle holders, packaging, awards, and rigid signage, DTO brings opportunity and versatility.

With more producers – and brands – needing to do more with less, Makrinos says it’s no wonder DTO has grown. “That’s why we see more and more interest in DTO at PRINTING United Expo every year — people need equipment that enables them to say yes to more business, to offer different services to different kinds of customers, and ultimately to grow their revenue by being smart about how they expand their capabilities.”

As client demands change regarding product mix and brand awareness, new techniques and technologies evolve to keep up. We’ve seen this with professional-grade DTF, and now UV-DTF. Now, Chu says, UV-HTV is one worth watching. It combines heat transfer vinyl (HTV) with UV-curable inks, allowing for raised effects on wearables like baseball caps. This technique can be produced on roll-to-roll UV printers using rolls of HTV.

Credit: Roland DGA

“For the most part, people and companies like seeing their name on stuff,” Chu says of personalization. “There is a 24/7 cycle of information from social media, and being modest doesn’t keep your name in the minds of your customers.”

The trend toward higher value, lower volume work can’t be ignored. To meet those needs, technology must follow, and OEMs continue to unveil solutions aimed at solving user challenges and responding to end-user demands.

Laser Engraving for Premium Personalization

Credit: Trotec Laser

Shifting the focus to laser engraving, the conversations aren’t much different, according to OEMs. Versatility, personalization, and efficiency are top of mind for promotional products producers, no matter the technology. Laser engraving ticks those boxes with the added benefit of increasing perceived value. Personalized, engraved items are viewed as a premium product, which end-users continue to lean into year after year.

“One of the biggest trends we're seeing right now is the demand for equipment that can do more than just one thing,” Amy Harris, marketing communications specialist, Epilog Laser says. “Promotional products suppliers are looking for versatile technology that allows them to customize a wide range of products without having to invest in multiple machines, which is why laser systems continue to be so popular.”

For products like drinkware and awards to journals, signage, and corporate gifts, laser engraving can offer an elevated look for clients seeking premium branded or personalized products.

Credit: Epilog Laser

“Customers want unique, customized items, and suppliers need a way to produce those products quickly and profitably,” Harris says. “Shops are looking for ways to handle more orders without adding complexity to their workflow. Whether it's faster setup, easier job processing, or the ability to move between different materials throughout the day, businesses want equipment that helps them stay productive while continuing to offer the personalization their customers expect.”

Corey Kelly, marketing manager, Trotec Laser, agrees, noting, “Personalized drinkware, awards, corporate gifts, signage, and premium promotional products continue to drive investment in laser engraving. Textile applications like leatherette hat patches, twill appliqués, and custom apparel embellishments are also growing in demand.”

The flexibility of laser technology to handle corporate awards one minute to personalized tumblers the next makes laser technology an intriguing investment for promotional products producers. Systems like Epilog’s FusionPro Series and Trotec’s Speedy Series, can handle a wide range of materials and promo applications.

Credit: Trotec Laser

“We expect continued growth in personalization that combines technologies like laser engraving, UV printing, and sandcarving,” Kelly adds. “Decorators are continuing to invest in equipment that helps them produce higher-margin items quickly and efficiently.”

Supplier Investment Priorities

Conversations with suppliers echo what OEMs have taken note of:

• Versatility is the name of the game
• Efficiency matters
• Personalization isn’t slowing down

Gold Bond’s Brian Standifer, chief manufacturing officer, says distributors and end users continue to ask for short runs, personalization, and faster turnaround times.

“As a result, decorators are investing in equipment that automates production and increases efficiency. DTF, print-on-demand solutions, and automated embroidery systems are among the fastest-growing areas because they allow shops to produce customized products quickly and profitably while reducing labor and setup time,” Standifer says.

He adds that DTF, DTO, and laser engraving drive investment as the industry makes that shift from “large-volume promotional giveaways to higher-value, personalized merchandise.”

Because these decoration methods allow for versatility in product range and applications, suppliers see them as useful solutions for making decoration easier and customization an option.

Credit: Epilog Laser

“Over the last few years, the biggest evolution has been improvements in production speed, automation, and the reduction of artwork and setup time, allowing shops to complete jobs faster and more efficiently than ever before,” Standifer adds. “Speed, versatility, automation, and personalization are all critical factors when evaluating new equipment. ... Automation helps reduce labor costs and improve efficiency, while personalization capabilities are becoming increasingly important as customer demand continues to shift toward customized and on-demand products.”

Dan Jellinek, chief revenue officer at The Magnet Group, says equipment is becoming faster, more capable, and increasingly automated, with robotics, creating more opportunities for efficiency and scalability.

With so many technology options on the market, Jellinek says speed, automation, and quality of the print or decoration get weighed before investing. “At the end of the day, in running a business we look for ROI and in the shortest window possible,” he shares.

Looking ahead, Jellinek expects continued growth in digital four-color process printing, DTF, and UV-DTF. “As we look to elevate our branded merchandise, personalize, uniqueness vs just a company logo on a piece of drinkware, these type of deco technologies will gravitate us to specializing within an order,” he adds.

For promo products decorators evaluating their next investment, it’s about flexibility. Personalization and shorter runs aren’t slowing down. What technology can help you diversify offerings, improve efficiency, and create higher-value promo products while delivering ROI?

As OEMs continue to respond with faster, more intuitive, and versatile technologies, there’s a solution for every producer’s business goals. PRINTING United Expo offers an opportunity to compare those solutions side by side. Do your research in and outside your business to guide your investment strategy and come to Expo ready to see it all in action.