Exploring the Metallic World

Alleroed, Denmark - Determination and focus on superior quality is what drives the business of MediaMouse, a Danish production house established in 1999 by Jesper Norbøll. MediaMouse provides a wide range of creative services spanning from design and layout to final printing, combined with comprehensive knowledge within a wide range of printing techniques.

A continuous focus on quality made MediaMouse invest in the VS-640 as soon as it was released. Jesper Nørbøll and his colleagues had long been searching for a printer/cutter that could print white, light cyan and light magenta, and the fact that the VS-640 enabled them to add that little extra to their productions by printing with metallic ink, made the case.

From the moment they received the VS-640 MediaMouse have been testing and pushing their printer/cutter to find out exactly how far they can take it and what possibilities the metallic silver ink provides. "We wish to become completely accustomed with the VS-640 before attempting to push the market. So far the approach is to spread the metallic message by adding a metallic sample to the proofs delivered to our customers. That way our customers can visibly experience the effect - and so far it works! Our customers are really impressed by the possibility and often they chose to add that little extra to their design," says Jesper Norbøll.  One of the customers that were immediately convinced by the metallic sample is one of MediaMouses most prominent clients, Ole Mathiesen - a Royal Danish Jeweler. "When considering end-users, jewelers are obvious target groups for metallic prints as these correspond completely with what they create and sell," says Jesper Norbøll.

 

 

Endless possibilities

So far, the VS-640 with its metallic configuration has been used primarily for the production of stickers, labels, decals and other self-adhesive prints. However, Jesper and his colleagues have found that the metallic feature of their VS-640 has become valuable for producing samples for cosmetic companies. "The cosmetic industry is characterized by a lot of glitters and 'bling', and quite often cosmetic companies require ex. 100 samples of a product that has not yet been produced either for test-runs for an exhibition or in order to prepare and shoot an upcoming campaign. In these cases the metallic configuration enables us to create a limited edition of their packaging with the same metallic effects as their end-products", says Jesper Norbøll.

MediaMouse take pride in being a production house that focuses on quality. "The high quality of our work is the reason why our customers chose us. In this context, the ability to print with metallic ink makes it possible to add a new dimension that epitomizes the essence of quality. This is one of the reasons why we spend a lot of time and energy testing the VS-640 and really pushing it to the limit to find out exactly how far we can take it," says Jesper Norbøll.

Pushing the VS-640 and playing with its almost endless options revealed possibilities that MediaMouse had not considered when purchasing it. MediaMouse produce many decals for the Danish Card series and in the world of motor sports carbon is an essential feature. Instead of using the traditional, expensive and delicate carbon media, the graphic designers at MediaMouse have found that by adding layers and layers of metallic ink in a specific pattern they can simulate carbon and make it both beautiful and durable, not to mention much more cost effective and easy to handle compared to real carbon.

50% of MediaMouse's clients are advertising agencies and Jesper Norbøll sees a huge metallic market within this segment. "The possibilities provided by the VS-series appeal to people outside the traditional signage market. Creative professionals, be that designers or other creative individuals working with prints, will be able to add an extra dimension to their work by printing with both white and metallic ink," says Jesper Norbøll. "Moreover, we must not overlook or neglect the value of metallic prototypes. Using the VS-series with metallic configuration for prototypes provides agencies a possibility of showing their clients an actual proof with exact metallic depiction before placing a large order of a given product in ex. China."

The value of the VS-640

"We are not using the metallic feature of the VS-640 to push our prices. It is a competitive parameter that allows us to differentiate. Our competitors will definitely discover the value of printing with metallic ink, but we have spent a lot of time and effort exploring and testing the possibilities of the VS-640 and have no doubt that we will be able to take the lead. Our focus is on quality, that is what we do best and how we differentiate ourselves," says Jesper Norbøll.

MediaMouse has just recently taken on the metallic market but are already experiencing the benefits of being able to deliver something new and extra to both new and existing customers. However, MediaMouse is facing customers that aren't familiar with the metallic prints. "The general perception is that simulating silver, gold and metallic colors has to be done offset and costs a fortune. This perception has to be changed, and each time we enlighten a customer we take a small step in the right direction," says Jesper Norbøll. 

Jesper Norbøll has no doubts that MediaMouse are heading in the right direction and that once their customers become acquainted with the possibility of printing with metallic ink, the market will blossom. Therefore, MediaMouse are currently waiting for a VS-540 with metallic configuration. "Originally we considered purchasing an extra VS in a double CMYK combination. However, we decided on another metallic configuration to take some of the workload of the VS-640. In the end we chose that little extra quality over speed," says Jesper Norbøll.

 

Learn more about The Metallic World and the VS-640

Learn more about MediaMouse here.