Direct-to-Object printing comes of age, offering opportunities – and a challenge – to the promotional printing sector.
With a nod to philosopher Heraclitus, in the world of digital print nothing is constant but change. It seems as if new technologies are announced every day, yet much of what comes to market has taken years to reach an acceptable level of maturity. And it looks like Direct-to-Object (DTO) printing is finally having its moment.
DTO has been around since the 1990s, but it was not until the noughties that practical applications began to appear. Today we have advanced systems that can marry the sustainability demands of modern customers with fast speeds, flexibility, and exceptional image quality.
Transfer printing technologies, such as Direct-to-Film (DTF) which prints the image onto a film or transfer sheet and uses adhesive powder and heat to transfer the image to the item, have largely dominated promotional printing thanks to their relative low cost and simplicity. DTO simplifies things even further, and adds versatility to the mix, printing ink straight onto three dimensional objects, with UV light instantly curing the ink without any bleeding or smudging.
“Direct-to-Object printing requires almost no setup which makes the technology more accessible.” – Nick Macfarlane, regional sales representative, Inkcups
“Direct-to-Object printing involves taking a 2D image and applying it to a 3D item using a UV LED flatbed or cylindrical digital printer,” explains Nick Macfarlane, regional sales representative for Inkcups in the UK and Ireland. “This allows for precise reproduction of vividly coloured digital images, as well as fine lines, text, and numbering.”
Applications for the technology are broad and growing. DTO is already widely used for everything from drinkware to cosmetics containers, candle holders, sports equipment, industrial parts, and even sweets and personalised cereal cartons.
DTO vs. other digital print methods
While DTO has a lot going for it, it is not the only tech in town. Direct-to-Film (DTF) remains a popular choice for apparel printing. Similarly, dye-sublimation and heat transfer processes continue to serve well for textiles and at surface applications.
But DTO offers a different value proposition. “Unlike solvent and water based inks, which typically dry through evaporation using heat, UV inks are cured through a chemical reaction that occurs when they are passed under UV light,” Mr Macfarlane explains. “It doesn’t generate pollutants and also consumes less energy.”
With its reduced setup time and ability to print single items as economically as large batches, DTO is well suited to the growing demand for personalisation and mass customisation.
Versatility – and limitations
“Direct-to-Object inkjet UV printers typically print with CMYK, white and varnish, and generally UV inkjet inks are available as hard, flexible or even edible inks. However, because Direct-to Object printing is so versatile, there is no such thing as a universal ink,” says Mr Macfarlane. “There are numerous different kinds of inks because many have been formulated for printing on specific materials.”
Surface shape matters too, says Mr Macfarlane. “Inkcups’ cylindrical UV inkjet printing technologies mean that vibrant, multicolour, edge-to-edge graphics that wrap 360° around straight-sided and tapered cylindrical objects are not only possible, but cost-effective to produce in volumes as small as one or as large as ten thousand.”
The objects being printed are generally held in place and rotated by special fixtures, allowing precise 360° printing. For more complex shapes, printer technology is evolving. “We’ve increased the ink throw distance – the space between the printer’s printhead and the substrate – on our X5-T flatbed UV digital printer to expand its ability to print accurately on products with contours, recesses, textured and tiered surfaces, and uneven shapes.”
Textiles, like reusable bags, pose other challenges. “Each type of bag also comes with its own set of challenges – for example, non-woven, cotton, canvas and jute (burlap) bags present challenges due to their absorbent properties,” Mr Macfarlane explains. “When paired with Inkcups’ flexible XFlexx UV Ink Series, the XJET Switch printer eliminates the risk of the printed image cracking or distorting as the bag is used.”
A growing market with broad appeal
The Inkcups Helix ONE (left) and XJET Switch can print on a variety of different objects.
DTO is already a staple in both the promotional and industrial print spaces. “Drinkware, party and wedding favours, reusable bags, promotional items and industrial products such as tools and parts are all among the most commonly decorated products,” says Mr Macfarlane.
But it is not stopping there. “We now have numerous customers using our cylindrical Direct-to-Object printing technology to decorate candle holders for scented candles. Others are using our technology to prototype packaging, while some are using it to produce primary packaging for independent brands or to personalise packaging in mass customisation campaigns.”
DTO is even reshaping business models. “One of our customers in the UK – Proper Goose – started out investing in Inkcups equipment to support their personalised gifting business, but it actually enabled them to launch a whole new trade-focused arm of the business, Bottled Goose.”
Efficiency and ease of use
For many users, the decisive factor is how fast and simple DTO can be. “The Inkcups X5-T flatbed UV digital printer can print a full-colour design with an area of up to 20 inches by 24 inches in as little as 90 seconds,” says Mr Macfarlane. “The Helix ONE compact cylindrical printer can print a water bottle or reusable cup in as little as 46 seconds after the item is secured in the machine.”
And despite its sophistication, training and setup are minimal. “Direct-to-Object printing requires almost no setup, which makes the technology more accessible to operators from a broad range of backgrounds.”
Mr Macfarlane explains that users typically receive training in software and maintenance, and that Inkcups offers ongoing support.
Sustainability and the future
In addition to its flexibility and speed, DTO has clear environmental upsides. “The process is less water-intensive than other methods and does not generate waste such as sublimation or transfer paper,” Mr Macfarlane notes.
While DTO may not be a silver bullet for every application, its ability to decorate a growing range of substrates and shapes, combined with its efficiency and reduced waste, gives it a compelling role in the future of print. As automation, personalisation, and innovations in AI and computer vision become set to steer the future of the print industry, DTO seems like a solution that’s ready to meet it.
