38 email: editor@signlink.co.uk Issue 267 - October | November 2026 Fenna, sales manager for the UK and Ireland, says the company has seen a shift towards “premium, retail-quality” items that people want to keep and reuse, as well as strong demand for print-on-demand, custom, and personalised products. This, she says, is particularly prevalent in promotional products, gifting, and packaging, as well as for experiential providers (PSPs), it is also in applications such as this where DTO printing comes into its own. “The technology supports print-ondemand production, full-colour, and 360° designs on cylindrical objects, and decoration of uneven or complex shapes that traditional inkjet printing can struggle to accommodate, without having to carry large inventories of pre-decorated stock.” Fenna offers some guidance for those in the market for new DTO machinery. She says choosing the right printer starts with understanding the applications the business wants to target, alongside expected volumes, run lengths, and the flexibility required between different products. She continues that requirements can vary significantly between businesses decorating reusable bottles and cups, corporate gifts such as pens and notebooks, and personalised consumer products including mugs and wine glasses. On top of this, floorspace, workflow, substrate compatibility, operator training, and quality expectations are key considerations. As to how Inkcups can help, she recommends the X5-T High Throw flatbed UV digital printer, which, as its name may suggest, features High Throw technology. Launched in 2025, Fenna says the machine significantly increased the ink throw distance between the printhead and substrate to deliver high-quality, accurate prints on contoured, rounded, slightly curved, and irregularly shaped objects. “In June 2026, we expanded this capability to cylindrical DTO printing with the Helix High Throw, opening up the possibility of decorating larger-diameter products and even more complex cylindrical items with full-colour 360° wrapped designs,” she says. Care and Investment Next, Neil Cook, head of strategic marketing at Xaar, says the DTO market is being shaped by the continued shift from analogue decoration towards fully digital manufacturing, as brands and manufacturers look for greater flexibility, shorter production runs, more SKUs and increased opportunities for mass customisation. “Demand is particularly strong for direct decoration of glass, plastic, and metal containers, where brands want a premium look and feel without relying on labels or sleeves,” he says. While Cook says he understands the level of excitement over this demand, he urges those sign businesses considering a move into the sector or bolstering their current setup to take care with a new investment. On this, he says a common mistake is underestimating the importance of fluid compatibility, process development, and partner expertise, all of which he says can have a major impact on whether an inkjet system performs reliably in production. “One of the most important considerations is printhead technology, particularly its ability to handle the required inks and fluids while maintaining consistent drop placement, print quality, and performance across complex surfaces,” Cook says, adding: “Selecting a partner DIRECT-TO-OBJECT PRINTERS | ROB FLETCHER Cylindrical DTO systems coordinate the movement of the object with the print process, allowing graphics to be applied around curved surfaces Factoid marketing as brands seek to elevate both in-store and unboxing experiences. “The result of this is the need for more complex, full-colour designs across a wider range of applications,” she says, adding: “Signage companies are diversifying and broadening their offerings to meet these requirements. “Personalised gifts and promotional products remain two of the strongest markets today, with drinkware continuing to be a major growth area. Brands are increasingly using varied shapes and designs to differentiate themselves and while this adds complexity for print service ▲ In June, Inkcups expanded high throw technology capabilities to cylindrical DTO printing with the Helix High Throw ▼ EPS has reported a growing demand for more flexibility in DTO printing
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