SKIP THE LABEL: DIRECT-TO-OBJECT INKJET TAKES OFF The digital revolution has its sights on a new challenge, and decorating three-dimensional objects offers no shortage of puzzles or possibilities. DEBBIE THORP | GLOBAL INKJET SYSTEMS Courtesy of Inkcups Now P roduct decoration using inkjet technology isn't new - systems have in fact been on the market for many years. But recent developments have made decorating three-dimensional objects (not to be confused with 3D inkjet or additive manufacturing) one of the most talked-about segments in the industry. Sales of small-format flatbed printers designed for decorating promotional items are increasing; more vendors are entering the market and the systems feature new capabilities. Also, we've seen significant developments in the mid- to high-end range of production printers. Systems that were demonstrated at tradeshows a few years ago are now proving themselves in real production environments. MARKET DRIVERS Personalization and engagement are buzzwords that have been permeating marketing campaigns and social media in recent years with companies vying for "likes" on Facebook and developing ever more innovative ways of enticing us to buy their products. Numerous fast-moving consumer goods companies are now using digital printing technologies to add JUNE/JULY 2017 19