Being a leader in the industrial digital printing market, HP Indigo provides its industrial customers with a comprehensive value proposition to enable a smooth transfer from the conventional to the digital presses. Our revolutionary HP Indigo ws4500 digital web press makes extensive use of all 7 color stations (4 for process colors and 3 for special colors including white). This helps our customers capture the short run and the variable print market of the traditional offset and Flexo, while providing similar look and feel. HP Indigo white ink serves as an excellent backing color and enables printing on a broad range of colored, dark, metalized or transparent substrates. With HP white ink, a silky, smooth, professional appearance to labels, shrink sleeve and flexible packaging is obtained.In this paper we will show how the white ink, in particular, supports the industrial portfolio of HP-Indigo. We will cover the basic white ink performance requirements and demonstrate the flexibility of using the white ink in the HP-Indigo digital industrial press for direct printing, reverse printing and even printing two sides of an image on a single side of a media. We will show that applications printed with conventional flexography process implementing white ink can be reproduced easily by the digital printing process, being a driving factor in the growth of digital printing industrial market.