Offset Printing became the most popular form of commercial printing from the 1950s ("offset printing"). Substantial investment in the larger presses required for offset lithography was needed, and had an effect on the shape of the printing industry, leading to fewer, larger, printers. The change made a greatly increased use of colour printing possible, as this had previously been much more expensive. Subsequent improvements in plates, inks, and paper have further refined the technology of its superior production speed and plate durability. Today, lithography is the primary printing technology used in the U.S. and most often as offset lithography, which is "responsible for over half of all printing using printing plates".