What is Variable Data in relation to printing?

Variable Data are elements within your artwork such as text: guest names or addresses, that change from one print to the next.

For example, if you want to personalise your wedding invitations by having the guests names on each one, this is variable data.

Variable data is only available for digital printing methods (including White ink and Digital Gold, Silver and Metallic Colours DGSM) not for Letterpress, Hot Foil Press or Embossing as a separate plate or block would have to be made for each name, making the process prohibitively expensive.