Primera, a manufacturer of specialty color printers, has launched its new LX610 color label printer/cutter at Labelexpo Europe. Visitors can see LX610 live demos producing short runs of full-color labels in any size or shape.

LX610 combines color label printing at up to 4800 dpi with a built-in digital diecutting mechanism. The desktop-sized printer comes complete with intuitive, easy-to-use software for laying out print and cut files. Users can quickly produce custom labels of virtually any size or shape within just a few minutes. In addition, standard pre-diecut labels and tags can also be fed through the machine just like any other desktop color label printer.

Professional print businesses, ad agencies and graphic design shops can produce samples, prototypes and short runs for client approval before ordering expensive hard-tooled or flexible dies. Small businesses can print their own short runs of custom labels, without incurring delays and die costs, while continuing to send their longer runs to label production shops.

“Primera has always been known for innovative products and LX610 is no exception. It’s the only full-color, desktop printer/cutter in the world that delivers photo-quality labels in any size and shape in just seconds each. LX610 will prove to be an invaluable tool for label converters and other print providers to provide customers with accurate label samples before full production begins,” says Mark Strobel, Primera’s vice president of sales and marketing. “Short runs of hundreds or a few thousand custom-shaped or sized labels at a time are also possible with LX610, providing even more value and flexibility to our customers.”

With LX610, two different types of ink and a wide variety of substrates are available. Dye-based ink prints bright and vibrant colors that are suitable for prime label applications. Pigment-based ink prints labels that are slightly less bright but stand up to sunlight and water for years. Substrates can include gloss and matter paper, PVC, polyester and polypropylene.

PTCreate Lite is available for free download for every printer purchased. This intuitive software allows all typical print and cut functions, including import of images, drawing of circles, squares, ovals, rectangles, starbursts and more.

Upgraded software, called PTCreate Pro, is sold separately. It further extends the capabilities of LX610 by adding many additional tools, including layering, export of images and contour cutting around intricate artwork. An auto-trace cut function in PTCreate Pro is useful for printing and cutting complicated shapes and designs.

LX610 costs $2,495.00, and PTCreate Pro software sells for $149.99. Both will be available this October from Primera’s global authorized resellers and distributors. In the USA, factory-direct orders are accepted at the website.