Variable Data is Pretty Simple Stuff

Variable data should simply be called alternative text, graphics and photos. Honestly, its not that complex yet some printers have a way of making everything seem complicated. So what's it all about Alfie?

STEP 1-Design business card or a brochure.

STEP 2-After our client likes what they see, we ask them if they'd like us to "Variabalize" it. I  kind of just made that word up but lets go with it, it sounds pretty cool right? Basically what we are doing is we are lighting elements of the design that any Tom, Dick or Harry can change later. So lets take that business card for example:

John Henry

Cook and Bottle Washer
The Fruity Pebbles Company
18763 Mockingbird Lane
Big Bull, TX 98989

Phone: 408-553-2987
Fax: 408-553-2988
Mobile: 516-997-1899
E-Mail:john_henry@fbcChief

When I add variable components to this card, I highlite with my variable software those sections that I want anyone to be able to change at a later date. So in this case, I'll highlite the name John Henry, his title Chief Cook and Bottle Washer, his mobile number and his e-mail address. I then command my program to create blank fields to the left or right of the design that replace the highlited text perfectly. Even though another person's name may be longer or shorter, the design is always centered perfectly because program rules move the text into the proper position.

Later, when a new emplyeeo joins the company, all they merely need to do is fill in the blank fields and walla, a brand new business card is created from the same design.

Easy Peasy. Of course there is a bit more complexity to variable design especially when we are talking about large databases, multiple profiles, complex variable design where photos, graphics and text are replaced automatically based on profile information. For example when you want to make multiple offers to various members of a database based on criteria established within your database. But the fundamentals remain the same. All variable data is simply about making a new design or a new offer when new data is made available.