We offer fast, reliable, high-quality customisation of individually printed labels within a single print run

Our variable data printing service is the longest-established arm of our business as part of our custom label printing services, with over 35 years in business and 200 years of combined experience across our Print Sales & Production teams. We don’t just print your labels; we consult on design, material choices, production, through to print verification and the usual quality checks to ensure your requirements are met with precision.

Our experienced team can advise on the best printing methods and materials to suit your application, whether you're in the fashion retail, food, healthcare, automotive, warehousing, chemical, transportation, electrical, or postal industries.

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What is variable data printing?

Variable data printing (VDP), also known as database-driven printing, allows businesses to print customised content on each label within a single print run. This means that text, barcodes, QR codes, images or other unique identifiers like serial numbers can change on each label or from one batch to the next.

VDP is particularly useful for industries that require variable product information, such as serial numbers, batch coding or sequential barcodes, while keeping the rest of the label design constant. This printing approach enables continuous operation of the printing press without the need for frequent stops or manual changes, significantly reducing run time and costs. For our customers, this means faster turnaround times, lower costs, and the ability to produce highly-customised labels in large volumes, efficiently.

Applications of variable data printing in business

Variable data printing offers numerous advantages for businesses across various industries, especially those needing precise control over product labelling and packaging. Key applications include:

1. Unique serialisation and numbering: Ideal for industries that require each product or item to have a unique identifier. This is critical for tracking, inventory management, and regulatory compliance in sectors like healthcare and pharmaceuticals, electronics, retail, distribution, and automotive.

2. Sequential barcode labels: Perfect for businesses that need to apply unique barcodes to each item in a production run. Sequential barcoding ensures that each product is easily traceable, reducing the risk of errors in inventory management and enhancing supply chain transparency.

3. Custom QR codes: Generate unique QR codes for tracking or customer engagement. VDP allows each label or package to feature a distinct QR code, directing customers to personalised landing pages, tracking information, or promotional content.

4. Product information updates: Effortlessly update product details such as expiration dates, batch numbers, or ingredient lists without changing the label’s design. This is particularly useful for food and beverage, health, and beauty industries where regulations require frequent updates.

5. Security and anti-counterfeiting: Implement variable data elements like unique serial numbers   to enhance product security and prevent counterfeiting. This is essential for protecting brand integrity and consumer trust in high-value or sensitive goods.

How does variable data printing work?

Variable data printing (VDP) allows for the seamless customisation of labels, barcodes, serial numbers, and more within a single print run. Depending on the application and the specific requirements for durability, colour, and volume, there are several methods of printing that can be used to output variable data. Each method offers unique advantages, making VDP a versatile solution across different industries. Here’s how VDP works in various printing processes:

1. Direct thermal printing: Primarily used for short-term applications where labels are not exposed to harsh environments, such as shipping labels or receipts. With VDP, direct thermal printing allows for the dynamic printing of variable barcodes, tracking numbers, and shipping information. Since there’s no need for ribbons or toners, this method is highly cost-effective for businesses needing temporary, high-turnover labels.

2. Thermal transfer printing: The go-to option in cases where high durability is required. This method uses a ribbon to transfer ink onto the label, producing long-lasting results. VDP in thermal transfer printing can output variable data such as serial numbers, barcodes, and batch numbers, making it ideal for transport and logistics, product identification, and asset tracking. The durability of the labels makes them suitable for environments where they may be exposed to heat, chemicals, or abrasion.

3. Inkjet printing: For businesses that require flexibility and short to medium run lengths. This method of printing omits the need for printing plates and allows full flexibility of high-quality fast turnaround.  Areas of use would include labels for track and trace postal applications, transport and logistics, pharmaceutical, and retail applications – the use case is very wide-reaching.

4. Digital printing: Best suited for high-volume, large-scale VDP jobs. Digital printing eliminates the need for printing plates, providing greater flexibility and faster turnaround times. VDP in digital printing can output highly customised labels, including variable barcodes, track-and-trace information, and personalised graphics, with unparalleled quality. This method is widely used in industries like postal services, transport and logistics, pharmaceuticals, and retail.

Requirements for setting up a variable data printing run

Setting up a successful variable data printing (VDP) run involves several key steps to ensure that all aspects of the project – from data to design to output – are managed efficiently and meet the customer’s specifications. Here’s how the process works:

1. Consultation with the customer: The process begins with an in-depth consultation to understand the specific application of the variable data. This includes discussing the types of labels or materials needed, the scope of the project, and the nature of the variable data (e.g., barcodes, serial numbers, or product information).

2. Selection of print method: Once the size, materials, and application of the item are determined, the appropriate printing method is selected. Based on the requirements, the project may route through one of several print streams, such as direct thermal, thermal transfer, Inkjet, or digital printing. The choice depends on factors like volume, durability, and colour needs.

3. Data source determination: During the initial consultation, we will also identify the source of the variable data. For simple projects, the data might be created in-house by our Print Bureau Team. For more complex jobs, variable data might be provided by the customer in formats such as spreadsheets or databases. Understanding where the data comes from ensures smooth integration into the print workflow.

4. Design creation: The design phase involves collaboration between the customer and our team members to create the optimal label or package layout. Once the design is finalised, it is sent to the Print Bureau Team to ensure that it is compatible with the chosen printing method and able to accommodate the variable data.

5. Proof approval: A digital proof of the design, including all variable data elements, is generated for the customer’s approval. This proof provides an opportunity to review the layout, data accuracy, and any design elements before full production begins.

6. Quality assurance and print run: Once the proof is approved, the production process begins. Throughout the print run, rigorous quality checks are performed to ensure that print standards are met. If barcodes are used, verification occurs at the start, throughout, and at the end of the run to guarantee that all codes are readable and correctly applied. Upon completion, the finished items are inspected to ensure they meet both print quality and customer requirements.

“Pall-Ex Group looked extensively at the label supply market and we chose The Barcode Warehouse because of their ethos around excellence, not only that, it was also because of the ease of administration around the label supply to our members."

- Dave Dunhill - Group Chief Technology Officer, Pall-Ex Group     

Ready to streamline your variable data printing process?

Contact us today to discuss your specific requirements, whether it's serialised numbers, sequential barcodes, or customised QR codes.

Our dedicated labels and consumables team is here to provide custom label printing solutions that meet your needs and exceed your expectations. Trust The Barcode Warehouse for all your variable data printing needs and speak to us today.

VDP frequently asked questions

Q. I don’t have a printer set up or the budget to purchase one, can you offer a solution?

A. Yes, we can help! At The Barcode Warehouse, we offer a comprehensive Print Bureau service where we can manage all your printing needs without requiring you to invest in equipment. Whether you need variable data labels, barcodes, or asset tags, our team can print them for you and ship them directly to your business. This is a cost-effective solution that saves you the upfront expense of purchasing and maintaining a printer, while ensuring you receive high-quality printed materials tailored to your specifications.

Q. I have the printer set up to print in-house, but I don’t have the time or resources to, can you help?

A. Absolutely! If you already have a printer but are short on time or resources, our Print Bureau service can step in to support your printing needs. We can take over the printing process, managing everything from design to data handling and production, allowing you to focus on your core business. This means you won’t have to worry about allocating internal resources, and you’ll still receive high-quality labels, barcodes, or any other printed materials on time.

Q. I need a solution to print a small quantity of labels which require a sequential number as I need to asset track, what is possible?

A. We can definitely help with that. Our Print Bureau service is designed to handle both small and large print runs, and we specialise in sequential numbering for asset tracking. Whether you need just a handful of labels or a larger batch, we can produce labels with sequential numbers, barcodes, or any other variable data you require, all while ensuring accuracy and compliance with your tracking needs.

Q. I have an opportunity to sell high volumes of products but I need to print to a specific format that I have had supplied to me which includes product ID, price and barcode but I don’t know how to start, do you have a solution?

A. Yes, we have a solution for that. Our team can work with the specific format you’ve been supplied with and integrate the necessary product ID, price, and barcode into your label or packaging design. We can handle the entire process from design to print, ensuring that everything meets your exact specifications. Whether you need a small sample run or full-scale production for high volumes, we can accommodate your needs through our Print Bureau service.

Q. We need an outlet to enable short run, colour labels as we need to reduce our waste impact, by using a Print Bureau Service would that allow us to do that?

A. Yes, using our Print Bureau service is an excellent way to minimise waste. With our short-run, on-demand printing, you can print only what you need, when you need it, helping you reduce excess inventory and material waste. Additionally, our high-quality colour label printing can be tailored to your specific requirements, ensuring that even short runs are produced efficiently and cost-effectively, with minimal environmental impact.

Q. I have a spreadsheet with lots of information that is variable, can you do something with that?

A. Absolutely! We specialise in handling variable data and can work directly with your spreadsheet. Whether you need to print variable barcodes, serial numbers, product information, or any other customised data, we can seamlessly integrate the information from your spreadsheet into our printing process. This ensures accuracy and efficiency, so you can focus on other tasks while we take care of your variable data printing needs.

Q. I am planning on upgrading our warehouse and pallet racking and the information I have will be complex. Can you advise on how best to construct my spreadsheet for you to use through your Print Bureau?

A. Yes, we can provide guidance on structuring your spreadsheet to ensure a smooth workflow. For complex projects like warehouse alterations or pallet racking, we recommend organising your spreadsheet in a clear, logical format, with each variable element—such as location codes, barcodes, or item IDs—assigned to a specific column. Our team will work closely with you to ensure that your data is structured correctly for seamless integration into our Print Bureau service, making the printing process efficient and error-free.