variAble data

Variable Data (often called Variable Data Printing – VDP) is a way of customising printed materials so that each piece is unique to the recipient, without having to redesign or manually change files.

Instead of printing the same content on every copy, variable data pulls information from a database or spreadsheet and merges it into the artwork automatically.

You supply a design template (e.g. a flyer, postcard, label, or business card).
You provide a data source (such as an Excel or CSV file) with details like names, addresses, QR codes, serial numbers, or images.
The printing software merges the data with the template so every print is different but still produced in one efficient print run.

Direct mail – each postcard is addressed personally (“Hi Sarah” instead of “Dear Customer”).
Event tickets – each ticket has a unique barcode or seat number.
Membership cards – printed with individual names, ID numbers, and expiry dates.
Labels and packaging – showing different product codes, SKUs, or batch numbers.
Certificates – personalised with the recipient’s name and details.
 

Personalisation – improves engagement and response rates.
Efficiency – mass customisation without extra design work.
Professionalism – every piece looks polished and consistent.
Flexibility – works with text, numbers, barcodes, QR codes, and even images.
 

👉 For a business like D-Print, variable data is a strong selling point — it lets you offer clients short-run, highly personalised printing that makes their marketing and operations more effective.