Differentiation When label converters are asked to rank the importance of the various market factors that led them to buy or consider investing in digital full color on-demand label printing then the market and investment decisions are slightly different – but nevertheless lead to much the same conclusions, but presented slightly differently. This can be seen in Figure 10.2 based on studies by InfoTrends and Labels & Labelling Consultancy. These indicate that the growing need for short runs of prime product labels is seen as being ‘very important’. Figure 10.2 - Market factors for investment in a full color digital label press in order of importance