10 Takeaways on Dimensional Printing

At last month’s Wide-Format Summit in Bonita Springs, Florida, I had the pleasure of moderating a panel discussion with four wide-format professionals who have moved into dimensional wide-format printing. During the discussion, Seth Austin, partner, Business Development and Print Solutions at Craft Sign Company; Dean DeMarco, general manager at Middlestreet Graphics & Display; Rich Dobda, COO at Quality Custom Signs; Brian Hite, CSO, principal, and founder at Image Options, each described how their businesses are utilizing dimensional printing, and how they view it as an opportunity moving forward.

From left, Austin, DeMarco, Dan Marx, Rich Dobda, Brian Hite

Featured here are ten key takeaways from the discussion. Thank you to the session panelists for sharing – it was an illuminating conversation.

1: Dimensional printing is becoming a business strategy.

The panelists consistently described embellishments and textured printing as a way to differentiate themselves in increasingly competitive markets. Rather than competing on price for standard graphics, they report using finishes, embellishments and dimensional effects to win projects that competitors either can't produce or don't think to propose. DeMarco noted that, for his company, these capabilities "separate us from our competition," Hite emphasized his belief that customers are buying an experience rather than a commodity.

2: The biggest value comes from being involved early.

As a group, the panelists explained that the greatest opportunity in this area isn't simply producing textured graphics. It is instead helping customers imagine what's possible before designs are finalized. DeMarco said his company's involvement at the beginning of projects enables his team to recommend embellishments that clients may never have considered. Hite described acquiring a design firm specifically so his company could work directly with architects and designers to shape projects from the outset.

3: Specialty printing succeeds when it solves the customer’s problem.

Several times, the panelists provided examples where dimensional printing has replaced more expensive or labor-intensive fabrication methods. Hite described how instead of creating intricate felt inlays for a textural wall display, his company used UV inkjet printing to achieved a similar visual effect while saving the customer roughly $30,000. Rather than promoting dimensional technology for its own sake, the panel said the most successful applications were those that simplified manufacturing, reduced cost, or shortened production time while meeting aesthetic requirements.

4: AI could remove one adoption barrier.

Austin shared that, for his company, it is file preparation — not printing — that is the biggest obstacle to using dimensional printing more frequently. Creating elevation maps, he said has traditionally required significant design expertise and setup time, making small jobs difficult to justify. He believes using AI-generated elevation files could dramatically reduce preparation time, making textured printing practical for many more projects and encouraging printers to create samples they previously would have avoided.

5: Physical samples are effective for sales.

Unlike conventional print, embellishments are difficult to communicate through drawings or specifications, and the panelists explained that customers often don't appreciate the true impact of dimensional printing until they can see and touch it. "We've had a pretty good success rate,” Dobda shared, “when we show them good samples." Their sales process relies heavily on prototypes, "good, better, best" presentations, and examples from previous projects that allow customers to experience the enhancements dimensional printing can deliver before making a purchasing decision.

6: Braille production decisions are increasingly driven by workflow.

While none of the panelists questioned the value of ADA signage production, they did describe a constant “balancing act” between outsourcing and in-house production. Large projects are often outsourced for efficiency, while smaller jobs, last-minute revisions, or quality concerns justify producing Braille internally. Hite shared that unreliable suppliers and lengthy lead times are major reasons his company is looking to bring a higher percentage of its Braille production in-house.

7: Workflow efficiency is now the dimensional printing's biggest challenge.

The panelists made clear that while today's printers largely have the hardware needed to produce dimensional effects, the more acute challenge is in integrating those capabilities into production without disrupting throughput. Austin described moving embellishment work onto an older machine with available capacity. Hite stressed that engineering, workflow, and application knowledge are often more important than the printer itself.

8: Customers are willing to pay for value.

The panelists agreed that embellishments can command premium pricing, but not because they're marketed as expensive printing techniques. Instead, they said, embellishments become valuable because they help brands stand out, create greater experiences, and communicate higher perceived quality. DeMarco explained that his customers generally expect to pay more for dimensional work once they understand the business value of the enhanced appearance and differentiation.

9: Dependence on traditional laminates can be reduced.

Beyond raised textures, the panel discussed how matte, gloss, varnish, and specialty coatings can create premium visual effects while simplifying production. Although laminates remain essential for certain jobs due to durability requirements, varnishes and coatings increasingly can provide sufficient protection, and significantly more design flexibility, for retail displays, point-of-purchase graphics, and other short-term applications.

10: Dimensional printing is at a tipping point.

When asked directly whether dimensional printing is "ready for prime time," each panelist answered yes, but with varying degrees of enthusiasm. They shared a sense that workflow improvements and automation will continue to make the technology easier to use, markets, equipment, and customer demand have matured to the point that embellishments should now be considered a practical production capability rather than an experimental niche. "The more people see it,” Dobda said, “the more people will expect it.”

The Sum-Up

While dimensional printing can certainly open doors of opportunity for wide-format producers seeking higher value work and a method for differentiation, it should be noted that this type of printing, like any other, must be supported by a business case, and an identified need among current customers. Like any new technology, dimensional printing can be a great opportunity, but not necessarily for everyone. Do you research before you make the investment.

For a complete view of dimensional printing technologies and opportunities, attend the 2026 PRINTING United Expo (September 23-25 in Las Vegas). For information, and to register, visit printingunited.com.