Make it Personal: Artwork

David Gross is president of Condé Systems Inc., of Mobile, Ala. For the past 24 years, he has devoted to advancing sublimation technology. He can be reached by email at dgross@conde.com.

Producing products with full-color, photo-quality graphics on them is where sublimation really shines. For consumer products, make it personal. Think about the ways that your artwork will make an impact on your customer’s emotions. Turn products into a photo greeting card that includes names, dates, and personal messages. For business products, matching color is a must. Use a sublimated color chart to match colors like a pro.

When it comes to your overall strategy, you might want to consider following the money too. Ladies are the ones spending the money on personalized and short-run products. They have a thirst for great art, monograms, and patterns on almost everything they own.

—David Gross, Condè