Think of variable data printing as Microsoft® Word Mail Merge…on steroids. You may be familiar with this basic functionality of swapping out names and addresses within a letter, envelope, or other document, based on a separate data file. Now, add to this the ability to also swap out pictures, illustrations, color schemes, and large blocks of text and you've got variable data printing.
The Database – As the term variable data implies, you’ll need a database to start with. A database has the capability to store all the information you want to be “variable”.
- For pictures or illustrations only the proper file name needs to be referenced in the database.
- Remember, each datapoint – corresponding to a variable item – should only have ONE column. Do not combine similar data such as first and last name or the entire address (city, state and zip code) in one single column.
- Data can be in any standard database or spreadsheet format, although Microsoft® Excel is most common.
The Design – When designing your document, you’ll want to place the variable data correctly by clearly identifying the appropriate column headings in-between carrots:
The Structure – Short blocks of text and copy can be contained in the database. Complete paragraphs or larger text blocks should be provided as a separate PDF, .jpg or .eps. Pictures or illustration can be included by specifying the name of the file in the database,
We’re always available to help our clients with additional advice and support, and your market and print service provider should be able to do the same.
Understanding these basics will get you on the road to begin transforming your static business and marketing collateral into dynamic documents that speak to the individual. Relevant communication is crucial in connecting and growing our relationships with prospects and clients.
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