Review of the Primera LX910 Printer 

An Example of a Custom Label using the Primera Printer

Primera is a world-leading innovator in manufacturing specialty printing equipment. The Primera LX910 color label printer is the latest addition to their LX-Series. These printer models are categorized as inkjet printers, capable of adding unique color customizations onto labels by printing ink in liquid form. This color draws attention to important information and enhances the value of labels used across multiple businesses and industries.

An upgrade of the now discontinued LX900 printer, the Primera LX910 prints high-quality color labels at high speeds while requiring little maintenance. It combines versatility and simplicity by using a single cartridge that can switch between printing dye-based or pigment-based inks for sharper, more vibrant images and texts.

For the work these color label printers are able to do, their price is understandably not cheap. The Primera LX910 printer currently sells on Primera’s site for $2,695.00 (As of October 2020). 

Let’s take a look at the Primera LX910 color label printer and see what it has to offer.

What’s Different from the LX900?

As previously mentioned, the prior LX900 model for the Primera LX-Series has been discontinued, with the LX910 being the newest upgrade. While the price for these two printers is relatively the same, the current LX910 comes with several enhanced features when compared to its predecessor. 

Primera LX900 Primera LX910
Recommended Labels/Day 500 to 3,000 3,000 to 5,000
Label Types Die-cut, continuous, and black marks Die-cut, continuous, and black marks
Max. Media Width  8.375″ 8.375″
Max. Print Width 8.25″ 8.25″
Print Resolution  Up to 4800 dpi Up to 4800 dpi
Print Speed 4.5″/ sec. 4.5″/ sec.
Ink Cartridges Dye or Pigment Dye or Pigment
Ink Types 4 Individual Ink Cartridges  Single CMY, Ultra-high yield
Built-in Cutter No Yes
Cost  Discontinued $2,695.00


While both printers are able to operate using either dye-based or pigment-based inks, the LX900 required 4 individual color ink cartridges in order to operate. The LX910 printer uses a single, tri-color ink cartridge, making replacements quicker and easier. 

These single ink cartridges come with a built in print head, so with each replacement a new print head is installed. This greatly cuts down on maintenance costs, since printer nozzles are not clogged as often and new print heads are expensive to replace. Overall, this helps to prolong the life of the printer.

The LX910 also comes with an ink level warning feature to let users know when ink levels are running low. This feature can calculate the exact number of prints remaining based off of the current ink usage.

Daily Volume 

The LX900 was an ideal printer for small businesses with low volume requirements. It was able to print between 500-3000 labels per day. The LX910 has a significantly higher print volume at 3,000-5,000 labels a day. This still makes it a prime choice for small businesses, especially if their volume increases as their company grows.

Depending on the label size being used, larger labels, such as 4×6, can max out the daily volume faster. Therefore to get the most print value out of the LX910, it is recommended that users print with a smaller size label, such as a 4×3.

Who Are They For?

Primera label printers are capable of printing color onto many different materials and substrates, making them a versatile choice for a large variety of applications. The color labels display high-resolution graphics, illustrations, and text, lending to its overall performance as an inkjet printer.

Small Businesses

Over the years, these printers have become an essential tool for small and at-home businesses. Their ability to print labels on demand while adding a flair of customization make them a great pick for users who want a professional looking label at an affordable price. 

The color vibrancy that the LX910 generates from its dye-based ink makes it excellent for printing product labels, particularly those that are applied to consumable, commercial, or retail products. They can include items like:

  • Wine and beer bottles
  • Honey
  • Personal care products
  • Candles
  • Cleaning supplies
  • Cosmetic products
  • Spices & herbs
  • Oils
  • Vitamins & supplements

Industrial Environments

If using pigment-based ink, the LX910 is capable of being used in industrial settings. This type of ink is better for outdoor use and has greater durability, making it optimal for printing labels for:

  • GHS compliance
  • Bins
  • Tags 

The LX910 includes software capable of printing barcodes, which can be used for tracking and shipping inventory items. This software can also print 2-D barcodes, which can be used for marketing purposes as well as tracking.

What Kinds of Labels Do They Print?

The LX910 label printer is able to support both roll and fanfold labels and tags. It requires rolls to have a 3 inch core and, at max, a 6 inch outer diameter to properly fit. Labels and tags can be die-cut, meaning a shape is already cut into the labels, continuous, where there is no perforation or cut between labels, or containing a black sensor mark in-between each label.

Unlike other desktop printers, which can only sustain paper media, color label printers like the LX910 are capable of printing on synthetic substrates, such as polypropylene, polyester, and vinyl as well as labels with high-gloss, semi-gloss, or matte finishes. These materials are ideal for labels and tags required for surviving in wet and high-humidity environments, in addition to being tear, scratch, and smudge-resistant. 

Looking for labels to use with your inkjet printer? You can shop at, where we offer plenty of label sizes and materials for all of your printing needs. Or call us at 1-800-875-7000 to place your order.


What separates the Primera LX910 from other label printers is its ability to print interchangeably between dye-based and pigment-based inks. It uses a single, high capacity CMY (cyan, magenta, yellow) ink cartridge capable of supporting 16.7 million colors in total. 

While the Primera ink cartridges make replacements easier, they are more expensive than the individual colors used in their other printers, with the dye-based ink costing $74.95 and the pigment-based costing $75.95 (as of October 2020).

Because the LX910 printer operates with two different types of ink, it allows users the capability to print on a wide variety of applications. Depending on the application and media type, different inks perform better than others.


Dye-based ink is recommended for indoor applications. This type of ink produces high-vibrancy color, more so than pigment ink, which helps labels and tags stand out. Dye-based ink comes included with the LX910 printer, so users will have to purchase pigment-based ink separately.

Because of how the ink is absorbed into the media type, dye-based ink fades faster, especially when exposed to daily or direct sunlight. This factor makes dye a better choice for short term use, typically a year or less. Since its bright colors are more eye-catching, dye ink is preferred for use on products such as food, wine, and other consumable products.


Pigment-based ink is recommended for applications outdoors or for those that will come in contact with water. This ink is more durable under UV light and will not fade as quickly as dye ink, typically lasting for up to 2 years. 

However, images with pigment ink are not as vibrant as their dye-based counterparts. For this reason, pigment is preferred for more industrial applications, such as GHS labels, barcodes, and tags. Pigment based inks are also the more expensive option of the two.


The Primera LX910 includes Bartender Ultralite software, which is used to print barcodes and is Windows compatible. It can also be used with most other popular label design and graphics. The LX910 can operate using either Windows 7/8/10+ or MacOS 10.11+.

Primera LX910 Set Up

A picture of the Primera LX910 Color Inkjet Printer

While other programs can be used to print, the Primera LX910 comes with BarTender UltraLite software. The following instructions are the guidelines for printing from a PC:

  1. Choose a new or existing document
  2. Select your template and click “Next”
  3. Select “Color Label 910” and click “Next”
  4. Select “Specify Custom Settings” and click “Next

Make sure when setting the page size that the width, height, and shape all correlates to the labels or tags you are printing on.

  1. Set the page size, width, and height to match the labels installed in the printer
  2. Select your label shape
  3. Set all of the margins
  4. Set the Rows and Columns to 1 for a standard label
  5. Set Template Size to be the same as the label size

Once the label shape and size has been set up, you will then adjust for the images that will be printed onto your label or tags.

  1. Check the “Picture” box to add a background photo or graphic to the label and click “Next” (clicking “Finish” will result in default options with no picture added)
  2. Select “Embedded Picture”
  3. Click the “File” Button to browse to the location of your image file
  4. Set the Size Method to “Stretch” and make sure the preview looks correct
  5. Review the label setup and click “Finish” if it is correct

How to Load Labels

Loading labels into the Primera LX910 is a quick and easy process. Below is a step-by-step guide to loading your printer with roll labels on a 3” core:

  1. Open the top cover of the printer
  2. Lower the Roll Guide and pull it outward
  3. Place the roll labels onto the Roll Arm and push it inward until it reaches the Roll Stop
  4. Flip up the Roll Guide and slide it inward until it touches the label stock

Make sure the Roll Guide does not pinch the label stock. Leave a small amount of space, about a 1mm gap, between the Roll Guide and the roll.

  1. Pull the Movable Throat Guide outward to adjust for the label stock size
  2. Place the leading edge of the label stock under the “label stock” symbols on the Throat Guides

Make sure the label stock is placed far enough into the throat of the printer to correctly position the Movable Throat Guide but not fully into the printer itself.

  1. Slide the Moveable Throat Guide inward until it almost touches the label stock, leaving a small amount of space so it doesn’t pinch the label stock
  2. Feed the label stock further into the printer until it senses the label and automatically feeds it through the printer

As mentioned previously in the article, this printer supports fanfold labels as well. Feed the label stock from the back of the printer and follow the steps to load it through the Moveable Throat Guide.

The Verdict 

  • Able to use both dye-based and pigment-based inks for different print options
  • Prints up to 4.5” per second
  • Built-in “pizza wheel” style cutter for use of continuous labels
  • Built-in print head with new cartridges saves money on maintenance costs and prolongs printer life 
  • Able to support multiple electrical plug types for use in international countries
  • Compatible with Windows 7/8/10+ and MacOS 10.11 systems
  • Customer service is very helpful and quick to respond
  • Setup is fast and easy
  • Printer automatically calibrates media
  • Single capacity ink cartridge is more expensive than individual color cartridges, around $75 each
  • Users will need to purchase pigment-based ink separately as the printer only comes with dye-based ink
  • Not ideal for print jobs that primarily use only one color, as the entire cartridge needs to be replaced once a particular color runs out

This inkjet printer is a great investment for small business owners looking to print custom color labels for their products. The easy setup and range of print options makes it a versatile and efficient printer choice.