Digital Embellishment: Transforming Print With Touch

At Amplify 2025, the spotlight was on digital embellishment, and Harris & Bruno’s Paul Furse joined WhatTheyThink’s Richard Romano to explore how this technology is transforming the print landscape. The discussion touched on major shifts in the print world and explores how Harris & Bruno is helping push the industry forward through innovation in digital embellishment.

The Rise of Touch in Print Marketing

Embellishments are more than decorative. They are now recognized as a powerful tool for influencing consumer behavior. As shared by speaker Vicki Strull during Amplify 2025, studies show that tactile print creates a measurable impact. Whether it is a soft touch finish, the luster of a foil, or the texture of a raised UV, brands are realizing that the way print feels matters just as much as the way it looks.

That awareness is gaining traction across industries. Luxury packaging, e-commerce, direct mail, and publishing are all embracing the value of touch in their print strategies, inviting consumers to reach out and feel their products.

Coatings as the Original Haptic Experience

Before embellishment became a mainstream trend, coatings were already doing the job of standing out. Gloss, satin, and soft touch coatings have always drawn attention. Paul pointed out that coatings were the original haptic feature in print, giving people a reason to pause and engage before even looking at the artwork.

This deep experience in coatings led naturally to the development of the ZRX, Harris & Bruno’s digital embellishment press. It combines the company’s foundation in precision engineering and coating with new digital capabilities, delivering tactile UV, foil, and several other finishes in one efficient platform.

From Complex to Seamless with Digital

Traditional embellishment is complex, slow, labor-intensive, and dependent on skilled journeyman operators. The ZRX removes those barriers by using digital inkjet polymer heads to apply effects directly, without dies or molds. What once required multiple machines and processes can now be achieved on a single platform.

Better still, the ZRX is easy to learn. If a shop has someone running a digital press today, that same operator can pick up the ZRX quickly. In some cases, they can even run both simultaneously, creating a streamlined and modern embellishment workflow.

A Path to Higher Margins

Digital embellishment technology is not only about creating beautiful print. It drives profitability. Specifically, the Harris & Bruno ZRX allows printers to inject margin back into what would be commodity work by utilizing over 20 different embellishment effects on a single platform. Whether it is a sheet of book jackets, perfume boxes, or business cards, embellishment drives results and adds value that print buyers are increasingly willing to pay for.

Instead of cost-plus pricing, printers should focus on what their specific market will support. Harris & Bruno has partnered with Taktiful Software Solutions to give customers insight into real-time market data to ensure printers can quote with confidence and increase their margins on every job. This is yet another way that Harris & Bruno supports our customers and empowers their growth with our cutting edge technology.

Watch the Full Interview

This conversation at Amplify 2025 touches on key strategies, technologies, and trends that every printer should be thinking about. Paul also shares details on the ZRX’s xMatte finish, a patented texture that mimics embossing without traditional tools.

Watch the full video interview with WhatTheyThink and see why Harris & Bruno continues to lead the way in digital embellishment: whattheythink.com/video/126573-harris-brunos-paul-furse-digital-embellishments 

Quote With Confidence

If you’re exploring digital embellishment or looking to bring more value to your print offerings, we’re here to help. Whether you’re curious about the ZRX, need samples, or want to talk through ROI, the Harris & Bruno team is ready to connect.

Start the Conversation With H&B