Market Trends and Embellishment Insights with Juan Soto at HID25
- Harris & Bruno
- Jul 2
- 2 min read
At Hunkeler Innovationdays 2025, Juan Soto joined WhatTheyThink to share how the print industry is shifting and why embellishment is playing a central role in that transformation.
Finishing That Adds More Than Just Protection
Today, print must do more than deliver ink on paper. According to Juan, brands are asking for finishes that spark emotion and create a lasting impression. This demand is growing across sectors like direct mail, publishing, and photo printing.
Customers are looking for texture over gloss, and coating is stepping in as the smarter alternative to lamination. It provides a more sustainable approach while enhancing the tactile experience of print.
Technology That Expands Creative Possibilities
Printers are using Harris & Bruno equipment in innovative ways. What was once considered basic coating has evolved into full-surface customization. With our systems, customers are elevating print through:
Tactile finishes that increase response rates in direct mail
Lamination-free durability that keeps prints recyclable
Modern photo coatings that outperform older chemical solutions
Book covers that meet or exceed the toughness of traditional laminate
These enhancements are not only possible, but proven. We give printers the tools to shift from commodity work to high-impact, premium applications.
Trusted by Leading Print Providers
Harris & Bruno has strong integrations with OEMs like HP and Canon, allowing our embellishment platforms to operate smoothly within high-speed digital workflows. Whether applying spot UV, foil, or specialty coatings, our solutions are built for consistency and production efficiency.
Creating Print That Stands Out
Juan wrapped up the conversation with a clear message. The future belongs to those who can combine performance with creativity. At Harris & Bruno, we are helping printers deliver work that does more than protect. It captivates.
Watch Juan's whole interview here: https://whattheythink.com/video/124014-product-strategy-harris-bruno-finishing-embellishments/?preview=true
Let’s Talk About What’s Next
If your print strategy is still focused on protection alone, now is the time to explore new possibilities. Reach out to our team and learn how we can help you create print that feels as good as it looks.
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