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Full color customization is desirable because, to put it simply, color sells. The only way to accomplish full-color VDP is through something other than page-level variability. To do this something beyond mail- merge had to be invented.
With non-variable data the code for each page needs only to be RIPed once, then as many copies as required can be printed. However with variable data, the code for each and every text and graphic element on each and every page must be RIPed each time a customized version of that page is printed. Forms drivers can help by downloading static images and text to the RIP, then just the variable portions can be sent, but this is limited only to text. All images must remain static.
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