Evolution is inevitable, and the printing process is no exception. We have come a long way since typesetters and paste-up artists, as desktop publishing has eliminated the need for those time-consuming practices. Along with these new, quicker technologies come innovative ones. Just as digital printing has become the norm for producing short-run printed collateral, 3D printing--the technological process of making three-dimensional objects from a digital model--may soon become the go-to process for manufacturing on-demand products and prototypes.
Putting Consumers at the Wheel
3D printing services are projected to triple by 2018, according to digital news outlet, Quartz. With this kind of prediction, businesses need to learn how they can use this relatively new technology to their advantage. Companies such as Coca-Cola and Volkswagen have already created fun and ingenious campaigns to get consumers excited and involved in their products.
When they wanted to introduce their new Mini Bottles in Israel, Coca-Cola created a contest for consumers to create digital versions of themselves in a mobile app. To keep engaged, participants were instructed to tend to their digital mini-me to keep them digitally healthy. At the end of the contest, select few participants were chosen to visit the Coca-Cola factory, where the digital versions of themselves were turned into tiny handheld replicas via 3D printing.
Taking the same design approach, Volkswagen introduced its "Polo Principle" campaign last April. The campaign invited consumers to become car designers. Consumers submitted their designs online, and the top 40 creative ideas were 3D printed and put on exhibit in Copenhagen. Once the exhibit was over, the winners were given their prototypes to take home.
It's Not Perfect
While there are seemingly endless possibilities for creating consumer campaigns that take advantage of 3D printing, the technology isn't without its faults. Notably, there are limitations on the type of material that can be used for 3D printing. At this time, 3D printing is "Not a place for manufacturing, [but] for prototyping. It has certain uses, but it won't transform everything," Quartz reports.
While all new technologies have their drawbacks, it's fun to focus on the excitement that lies ahead. And let's face it, who doesn't want a miniature version of themselves sitting on their desk at work?
