It’s really interesting to see direct-to-object (DTO) printing in action. The ability to print on 3-D shaped items is very different compared to the typical flat substrates we associate with printing.

Industry leaders say that some markets have proved to be ideal for direct-to-object printing.

Mike Pruitt, product manager, Professional Imaging, Epson America Inc., says that several markets have increasingly shifted toward direct-to-object digital printing as the primary production method.

“The ceramic floor tile industry is a good example, with digital printing now used to create highly realistic finishes, such as marble patterns, that are often nearly indistinguishable from natural stone,” Pruitt observes. “In the commercial space, promotional products such as coasters, cell phones, key chains and magnets can be printed and personalized with UV printing in a very cost-efficient manner and with relatively short lead times. In signage, printing tactile objects such as Braille is quickly replacing analog techniques.

Pruitt points out that personalization can now be done cost-effectively at the local business level rather than requiring outsourced jobs that involve large volumes, longer lead times, and less control over the artwork.

“As digital UV printing workflows have become more automated, print shops are seeing a reduction in labor hours and required employee skill levels, providing the opportunity for an increase in output and a decrease in turnaround time,” says Pruitt. “Business opportunities to print personal seasonal objects, such as holiday ornaments, are increasing as well as typical promotional items, including acrylic photo frames, golf balls and memorabilia boxes.”

Jessica Makrinos, marketing manager, Inkcups, reports that few segments are exclusively DTO inkjet, but there are areas in which it has become the dominant choice.

“For personalized drinkware and gifts that consumers can order online, those jobs are now overwhelmingly produced digitally, with the use of DTO systems becoming more and more common for these applications,” Makrinos says.

“Indeed, for any branded products that are campaign-driven and limited edition, which calls for rapid turnarounds and a lot of versioning, DTO is increasingly the go-to solution,” she adds. “Traditional labels, sleeves, and analog decoration still play an important role, especially for very long runs, but in these lower-volume and personalized niches, DTO is coming into its own as a leading technology.”

Paul Edwards, VP of the Digital division at INX International Ink Co., notes that there are currently many glass bottles for premium products being printed by the digital process.

“This has been an exceptionally important growth area as the high value products can be differentiated using the process color methodology,” Edwards says. “The creation of surface structure via special clear inks has been a very successful embellishment in this area.  

“Helical printing technology from INX was a big reason for this success,” Edwards adds. “Although not predominant yet, it is likely that craft beer decoration will become a great example as the number of digital printers in this market is increasing daily. The development of MDLM, an LED low migration technology for 2-piece cans, is a key product that will allow for substantially increased adoption into the market.” 

Simon Daplyn, product and marketing manager, Sun Chemical, says that of the main markets for DTO printing, the highest level of adoption lies in decoration of promotional products.

“For markets considered more industrial, adoption is highest in premium beverage and cosmetic sectors, which increasingly favor direct decoration for brand differentiation, especially in small batch product production, such as micro-breweries,” Daplyn points out.

Philip Chu, product manager, UV devices for Roland DGA, notes that corporate specialties, like 4imprint and other similar operations, is an important market.

“When those businesses put a logo on power banks or keychains, you can bet they’re using UV print technology to do so,” Chu adds. “The versatility and unique capabilities of direct-to-object printing enable users to enhance just about anything with vibrant, detailed graphics and eye-catching textural effects, increasing the creative opportunities and allowing businesses to expand their product offerings easily and cost-effectively.” 

Richard Fisher, technical manager, FUJIFILM Ink Solutions Group, points to personalized and/or customized consumer-created products and short-run promotional merchandise where setup costs for analog processes are not viable, as ideal for DTO printing.

“Other markets are digitizing at the short-run end, but in long-run and continuous product production, analog processes are more suitable and economical,” he adds.

Brent Vodraska, regional product manager, Videojet, notes that promotional and personalized product markets rely heavily on direct-to-object printing for branding and customization.

“In these environments, CIJ and TIJ printers may complement decorative systems by adding variable text or simple graphics during production,” adds Vodraska.

The Future of Direct-to-Object Printing

The use of direct-to-object printing is clearly growing, and industry leaders see a bright future ahead for the technology.

“We expect further growth due to low barriers to adoption and growing system availability,” says Fisher. He also points to strong investment by major OEMs and ink suppliers toward expanding capability and application range, and increasing preference for direct decoration to reduce materials, processes, and recycling complexity. For example, direct printing to short-run cans and bottles removes the need for the label, simplifying material separation for recycling.

Daplyn says that as markets and consumer behavior evolves and demand for unique and personalized products increases, direct decoration of consumer goods is likely to increase.

“As the technology improves, faster, more versatile printers will emerge and increase adoption across more recognized markets,” Daplyn obvserves. “Market reports suggest double-digit growth, with expansion into new sectors like healthcare and smart packaging.”

Daplyn notes that Sun Chemical is actively working in a range of markets for DTO printing, supporting with inks, coatings and primers to meet demand.

“Our solutions include low migration UV technology for several markets that have strict compliance requirements,” says Daplyn. “Some emerging fiber and pulp-based packaging solutions require contactless coating and decorating techniques directly onto pre-formed items. Sun Chemical is innovating aqueous inkjet technology for DTO printing to further increase compliance across several markets.”

“We expect ongoing growth, driven by faster printers, as well as the ability to print more complex shapes, and corresponding software that simplifies the placement and loading of the substrates within the printer to further automate production,” Pruitt says.

Chu says that worldwide, UV printing has been growing for the past few years with no signs of slowing down. 

“As the product customization trend continues to boom, we definitely see the potential for even greater demand,” Chu notes. “There will always be a need to personalize or print on an item – from the manufacturer (brand name) level, down to retail storefronts. Everyone likes seeing their name on stuff.”

Vodraska notes that as personalization becomes more mainstream and brands seek efficient ways to customize products at scale, the ability to use CIJ and TIJ printers for on-demand printing will continue to support growth.

“Combining decorative printing with coding technologies offers manufacturers flexibility without sacrificing speed,” says Vodraska. “Direct-to-object printing isn’t limited to graphics – it includes variable text and simple logos that can be applied during production. CIJ and TIJ printers offer a straightforward way to enable customization and on-demand printing without disrupting established processes.”

Edwards says that growth will continue, and he believes it will do so in all areas.

“Low cost, low volume systems and faster systems for DTO printing on higher volume applications – such as metal cans and plastic cylinders – will experience growth and we will also see an expansion in application areas,” Edwards points out. “DTO has been very successful, and its key secular drivers are significant.

“Brands owners have really started to understand the value of differentiation being provided by inkjet printing onto different objects,” Edwards says. “Although lower volume and high margin products have been the initial driver, I think as things progress, we will see brands drive differentiation and personalization into higher volume applications such as single-use and rigid packaging.” 

Makrinos says that Inkcups anticipates strong continued growth in DTO inkjet over the next five to 10 years.

“The ongoing shift to personalization and mass customization across consumer products, especially drinkware, beauty, and home and lifestyle items, is definitely a key driver,” she adds. “E-commerce and web-to-print are advancing in tandem with the print technology itself, facilitating perfect conditions for short runs, versioning, and the ability to cost-effectively produce print runs of one. Another trend impacting further growth is brand and regulatory pressure around sustainability, which makes technologies that can reduce waste, over-production, and packaging components like shrink sleeves more attractive.

“As equipment capabilities, ink sets, and workflows continue to evolve, we expect DTO inkjet to take a larger share of both promotional and packaging decoration, and to open up new industrial and functional applications as well,” Makrinos observes.

“From Inkcups’ perspective, one of the biggest opportunities is simply awareness of what’s possible with modern DTO inkjet,” Makrinos concludes. “With the right combination of print technology, inks, and pre-treatment, and the right partner, customers are breaking down barriers in terms of what they can print. Many start by adding a few customized products to their offering and quickly discover there is enough demand to create an entirely new line of business. In our experience, once you pair robust DTO technology with a bit of creativity, the only real limitation is your imagination.”