For all the claims that printers make about the quality of their output, it’s a wonder you don’t see more manufacturers plugging the people, events, and venues that use their products. So imagine my mild surprise when I saw a press release from Epson highlighting the use of the WorkForce 40 to print press credentials for the Emmy Awards back in September. Apparently the Academy chose the WorkForce 40 for its “color precision when printing photos and [the Academy’s] unique logo.” No word on how the printer actually performed, or whether the Wi-Fi and Ethernet came in handy, but I’m assuming it had to have gone better than the actual awards show itself.

 

Personally, I think printer manufacturers should name drop more often, especially when it comes to the home printing market. The key for these companies is finding high-profile clients who use their printers for applications that matter to prospective consumers. It’s sort of the same logic used in endorsements for basketball shoes - if a certain model is good enough for Kobe Bryant or LeBron to wear, it must be even better for the average recreational baller. Similarly, if a high-profile, image-conscious institution like the Academy trusts a printer like the WorkForce 40 for highly visible output, consumers can infer that the printer should have no problem turning out an amazing 4”x6” photo or an attractive color program for a school play.

 

So will we see more printer companies dropping names to promote their printers? It’s a definite possibility. Think about it - do you know any company or individual that doesn’t own, or at least use a printer? Probably not. And that means manufacturers can simply sit back and sift through their existing client list in search of famous names they can promote to the public.