Nulab executive director Michael Warshall hopes switching from silver halide to two HP Indigo 7600 digital presses will position his company for big growth into the high-quality commercial printing market.
The photo printing company, which largely services professional photographers, has been gradually expanding into the commercial market and expects a boost in those efforts because it can now offer high quality digital printing with techniques not available using silver halide technology.
Warshall says the Indigo 7600 can print on six different substrates, use clear ink or print white ink onto dark paper, and do spot varnishing, raised printing and print onto holographic laminates
“These things have never existed in photo printing before so even the photographer in me is excited,” he says.
[Related: More Nulab news]
Warshall says he chose the Indigo 7600 because it is the only digital printer on the market that can produce photo-quality images with perfect colour and realistic skin tone.
“We tested every printer and this is the only one that could do it. Experts couldn’t tell the difference between it images it produced and those made with silver halide,” he says.
“If we were only doing commercial printing then other models would be fine, but most of our clients are professional photographers and they are very fussy about quality and their choice of paper.
“The first thing they will do is hold it up to the light and try to see the ink, and you can’t with Indigo prints.”
He attributes this to Indigo’s use of liquid rather than the powdered ink of its competitors.
“We don’t have the volume to afford the super high end machines that agencies have, and the Indigo is the best in its market,” he says.
Warshall says the new press will help expand the type of work Nulab can do beyond photo printing and compete for high quality commercial printing jobs, and reduce its impact on the environment.
“Replacing silver halide technology printers with the two HP Indigo 7600 Digital Presses was a strategic move for us,” he says.
“Not only has it helped us reduce our production costs, but the HP Indigo technology has also elevated our business to a new level where we can have less impact on the environment than the silver halide technology, even with the increase in production capacity.”
[Related: Nulab business profile]
The recently installed machines are backed up by HP SmartStream Director web-to-print system, which has generated strong workflow efficiencies from job creation to print.
Warshall says: “It minimises our accounting, saving our clients time and us money. Everything can be done in minutes instead of with a heap of invoices.”
Nulab will embark on an Australia-wide roadshow in July to showcase its new printing capabilities, ending with a stop in Bali to receive an award.
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