In the years since the initial introduction of wide-format digital printing technology, much has been said about the ability of printers to customize — even mass customize — as a way to gain a competitive advantage. Digital doesn’t require a plate or a screen, making it distinctly possible that each print can be different. But while this certainly is true, it is also true that having each print be different may not be practical, or can present challenges of its own. The purpose of this article is to look into customization as it relates to wide-format digital printing and to discuss the reason …