The progression of printing industry today is mainly in packaging and added value in printing. We are witnessing an increasing demand for more quality printing products. No matter whether it's a product in the store, a book, a magaine or direct mail, the competition to attract attention is very intense and the challenge remains the same: How to attract a customer. Print is the only media that allows infinite combinations of colors, surface treatments, shapes, base and smells in order to stimulate all human senses, thus putting attention on the product value. Compared to conventional printing, with added values, we can see visible, emotional and physical differences. The goal of this print is the product result which is visibly different than the standard print. Additionaly, it allows the viewers, customers and owners of the brand a high level of diversity from the rest of the competition.The role of added value in printing is to increase the diversity by combining with several special elements. Text and graphical elements of a design can be enhanced by choosing the appropriate base qualities, as well as a big number of color combinations, special effects or metal pigment, foils, holograms, coatings, finishing and personalization.