Personalisation and individualised mass production are mega trends. With automation and high production efficiency, printers can respond to customer needs for personalised products.
To date the modern consumer world has achieved one thing above all else – uniformity. We all wear jeans, make smartphone calls, use WhatsApp and drive SUVs. All of Europe behaves like this. All of Europe? No. A growing number of buyers and consumers have discovered the charm of the unique. Being different. Exhibiting personality. Standing out from the crowd. Finding your own identity and expressing it in things that you surround yourself with – that seems to be the epitome of individuality today. Living, acting and consuming in a selfdetermined way is in line with the spirit of the times. Individuality is expressed as an everyday freedom of choice.
This trend is called mass customisation and will determine manufacturing processes, consumer behaviour and marketing concepts worldwide. Individualisation ultimately leads to a personalized product for a target audience of one.
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