Have you ever received a printed piece that felt like it was made just for you – your name, your details, your story? That’s the power of variable data printing (VDP).
It transforms ordinary print into personalized, high-impact communication that grabs attention and drives engagement.
Whether you’re a part of a marketing team looking to boost response rates or a print operator aiming to streamline production, this article will walk you through the entire VDP process – from setup to execution.
With clear instructions and video tutorials, you’ll learn how to create dynamic, customized print materials that leave a lasting impression.
What is Variable Data Printing (VDP)?
Variable data printing is a digital printing method that allows you to personalize each piece in a print run by changing specific elements, such as names, addresses, images, or barcodes, based on a data source.
Instead of printing the same content repeatedly, VDP enables you to tailor each output to the individual recipients, making it a powerful tool for direct mail, promotional campaigns, and personalized marketing materials.
The process typically involves combining a design template with a spreadsheet or database that contains variable information. This allows for efficient production of customized pieces without the need for manual edits. Whether you’re printing 100 postcards or 10,000 brochures, VDP ensures each one can be unique and relevant to its recipient.
What is Fiery and Why Does it Matter?
Fiery is a digital font-end (DFE) software platform that powers many professional and production-level printers. It serves as the command center for managing print jobs, offering advanced capabilities in color control, automation, and variable data workflows. For those working in high-volume or high precision environments, Fiery provides the tools needed to ensure consistency, accuracy, and efficiency.
One of the most accessible tools within the Fiery ecosystem is Fiery FreeForm Create. This free desktop application allows users to add variable data to existing PDF files without needing complex design software. It’s especially useful for those who may not have access to Adobe Creative Suite or who need to quickly personalize documents on the fly.
With drag and drop functionality, support for text, images, barcodes, and seamless integration with Fiery Command WorkStation, FreeForm Create makes VDP approachable for both beginners and experienced print professionals.
Getting Started with VDP
Whether you're customizing postcards, brochures, or direct mail, VDP makes it easy to personalize each piece using a combination of design templates and data sources.
Two popular tools for executing VDP workflows are Adobe InDesign and Fiery FreeForm Create – each offering unique features to suit different production needs.
Using Adobe InDesign for VDP
To begin, you’ll want to create your design template in Adobe InDesign. This software offers powerful layout tools and native support for data merging. Your data source is typically a spreadsheet, created in Excel or Google Sheets, that includes all the variable information you want to use. The first row should contain column headers like “First Name,” “Job Title,” or “Address,” and each subsequent row represents a unique record.
Once your design and data are ready, the next step is to merge them. In InDesign, this is done through the Data Merge panel, where you can import your CSV file and insert variable fields directly into your layout. You can preview how each record will look and make adjustments to font size, spacing, or alignment as needed. When everything looks right, you can generate a merged document that creates a separate page for each record.
Before exporting, carefully preview each record to catch formatting issues like text overflow or misalignment. For large jobs, consider breaking the output into smaller batches to simplify quality control. Once you finalize your document, you can export the merged document as a PDF or send it directly to your printer.
To see the full step-by-step process in action, check out our quick video tutorial below:
Using Fiery FreeForm Create for VDP
If you’re working with a Fiery-enabled printer, FreeForm Create offers a streamlined alternative to traditional design software. To start, import your static PDF design, then upload your CSV file containing the variable data. From there, you can drag and drop fields onto the layout, adjust formatting, and preview each record to ensure everything fits correctly.
FreeForm Create also supports more advanced features like variable images and barcodes, making it a versatile option for a wide range of applications.
Use the built-in preview to scroll through each record and verify layout consistency. Like InDesign, batching large jobs can help manage printer load and ensure smoother processing.
Once your project is ready, you can send it directly to your Fiery server for printing. The software even allows for batching large jobs into smaller segments, which can help manage printer load and improve processing speed.
If you’re using Fiery Command WorkStation, you’ll have additional options for imposition, finishing, and job management, giving you full control over the final output.
To help you get started, check out our quick video tutorial below:
And if you want to explore even more features, check out official guides, tips, and downloadable resources from Fiery:
Exploring Advanced VDP Options
Looking for more advanced VDP capabilities? Whether you're scaling up your print operations or seeking more sophisticated personalization features, Loffler has you covered.
We offer a wide range of variable data software solutions from leading brands designed to meet the needs of both in-house print teams and commercial print providers. These tools go beyond basic personalization, enabling advanced automation, dynamic content generation, integration with CRM systems, and support for complex data structures.
Let's Make Print More Personal
Variable data printing gives you the freedom to turn standard print into something that feels custom-made. Whether you're sending out a few personalized postcards or launching a full-scale campaign, the ability to tailor each piece makes your message more meaningful – and more effective.
If you’re ready to dive deeper or want to explore how this could work with your specific equipment, we’ve got you covered. Check out our training site for more how-to guides and video tutorials tailored to the machines and tools you use every day.
And if you’re feeling inspired but not sure where to start, or if you just have a few questions, we’re here for you. Reach out to the team at Loffler – we’re always happy to help you figure things out, offer suggestions, or walk you through the process. Let’s bring your next print project to life, together.
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Molly Zarins is a Production Training Specialist at Loffler Companies. Her area of expertise is in production printers and Fiery systems (Fiery Certified Expert). She is also the team Color Specialist, counting down the days each year until the next "Pantone Color of the Year" announcement! Molly spends her free time exploring local restaurants and breweries with her husband, gardening and spending time with her daughter.
