HP’s Latex print technology is setting new industry standards with its versatility, durability, and sustainability. Innovation in Print, Media and Marketing addressed key attributes of the technology with Noelle Peutat, Worldwide Large Format Strategic Environmental Lead at HP, and Olivia Kelleher, WW Sustainability Lead & Category Manager at HP.
A Print Solution for Every Application
Noelle Peutat comments: “HP Latex is an incredibly versatile technology. It allows printing on a wide variety of media, from paper and fibre-based materials to acrylic, wood, and aluminium. Unlike other technologies, Latex ink retains the texture of the material, enhancing its natural beauty rather than masking it.”
The technology’s adaptability extends to a vast application scope, from indoor retail signage to large-scale outdoor installations. Noelle adds: “Latex was originally developed in 2008 to be the first water-based ink technology capable of lasting outdoors. Since then, it has evolved significantly. Events like the FIFA World Cup and the Olympics have relied on HP Latex for their high-impact visual elements.”
One of the standout applications is vehicle and object wrapping, Noelle explains: “Our ink is highly flexible. It doesn’t crack when bent, making it ideal for car wraps and thermoforming applications.”
Olivia Kelleher reinforces this point, stating: “Others often require multiple ink sets to achieve what HP Latex does with a single ink formulation. That means our customers don’t have to invest in different printers or change inks for different applications—it’s a much more efficient and cost-effective solution.”
Vibrant Colours and Superior Image Definition
HP’s latest generation of Latex printers delivers unmatched vibrancy and image precision, Olivia reveals: “We’ve increased pigment levels, producing stronger reds and deeper blacks. That means we can match brand colours with precision, whether it’s Coca-Cola red, Ferrari red, or Heineken green. Many print providers work with brands that have strict colour guidelines. Our ability to accurately reproduce colours—such as Ford blue or McDonald’s red—makes HP Latex a go-to choice for these businesses.”
Beyond bold colours, Latex technology ensures superior image clarity while preserving material properties. Noelle adds: “It enhances gloss on glossy media, giving prints an attractive, high-quality finish. Customers have told us that the ability to maintain the media’s texture while achieving vibrant colour is a huge advantage.”
Sustainability: A Commitment to a Greener Future
HP Latex represents more than just high performance; it embodies a commitment to responsible printing. The technology operates on water-based ink, which has evolved to incorporate reclaimed water. Noelle: “Since September 2023, all our Latex inks have used reclaimed water to reduce environmental impact. Water scarcity is a real issue, and HP is committed to addressing it in a meaningful way.”
Energy efficiency is another key focus, Olivia states: “Compared to UV ink technology, our process requires more power to cure the ink, but we’re continuously improving efficiency. With features like energy schedulers, our printers can automatically switch to low-power modes during off-hours.”
HP’s Planet Partners Program, established in 1991, plays a vital role in reducing waste. Noelle continues: “Customers can recycle ink cartridges, printheads, and even old machines through our program. We’ve transitioned from plastic cartridges to carton-based alternatives, reducing plastic use by 114 tonnes which is the equivalent of 57 double decker buses!”
Olivia adds: We like to think of ourselves as leaders in sustainability. Many are now following our initiatives, which validates the decisions we’ve made over the years.”
Debunking Common Myths About HP Latex
Despite its advantages, misconceptions about HP Latex persist. Peutat and Kelleher addressed some of the most common myths:
- Myth #1: HP Latex uses excessive power. Noelle clarifies: “While our process does require power to evaporate water in the ink, competitors exaggerate the numbers. Real-world calculations show our energy use is only 2.5 to 3 times that of UV printers, not six or ten times as some claim.”
- Myth #2: HP Latex’s printheads generate excessive waste. Olivia explains: “We chose user-replaceable printheads to maximize uptime for customers. Through Planet Partners, these printheads are recycled in a closed-loop process to create new cartridges and other consumer goods.”
- Myth #3: Water-based ink contributes to water scarcity. “All ink production requires water. The difference is that HP latex inks are made in a factory that uses reclaimed water,” says Noelle.
- Myth #4: HP Latex lacks transparency in sustainability claims. “HP publishes an extensive annual impact report with detailed data. We prioritise third-party certifications to validate our sustainability efforts, so customers can trust that our claims are backed by real evidence,” says Olivia.
A Transparent and Responsible Choice
For businesses seeking a trusted partner, HP Latex provides a balance of performance, sustainability, and transparency. Olivia emphasises: “Customers deserve to buy from a company that is open about its environmental impact. HP’s long-standing commitment to sustainability means we’re not just following trends—we’re setting them.”
“We’re incredibly meticulous about what we claim. Everything is rigorously tested and substantiated, down to the way we measure odour levels. Transparency isn’t just a buzzword for us—it’s part of our DNA.”
With a powerful combination of versatility, durability, and eco-conscious innovation, HP Latex technology continues to redefine what’s possible in the world of print.
