Show Me!

By Guest Contributor, Louise Kralka,
Vice-President Sales, Integria Inc.

Show me early,
Show me a visual,
Show me the end use,
Show me delivery details,
Show me the big picture,
Show me I'm a partner!

How do you get the most out of your printer? Let’s shift our focus for a moment from the usual quantitative price issues to the qualitative intangibles that can pave the way to a hassle free print production.

Assuring a smooth workflow will require more than just crossing one’s fingers and praying that all the planets will align. So how do you put all the odds on your side? A knowledgeable print sales representative would answer: ‘SHOW ME!’ Show me early, show me a visual, show me the end use, show me delivery details, show me the big picture and then show me I’m a partner! Here are a few things you can do in order to assure a seamless production process that delivers a top quality product on time and on budget.

Show me early

The sooner you get your printer involved the more you assure a quality product and eliminate unnecessary surprises. The more time your printer has, the more time he or she may have to do tests, research, or to explore different options for you.

Show me a visual

Too often print sales representatives receive succinct print specifications without seeing any visual and yet the visuals are often the essence of the message to be conveyed. If the printer sees a visual (a color dummy or a PDF of the electronic file - even if not final) he or she can fine-tune some of the productions details and flag potential pitfalls as listed below:

PREPRESS: The visual may help your printer to suggest how the electronic file should be prepared. For example, if you are preparing several lots with only a change in black it would be important to use layers when building the electronic file. This step can minimize headaches when outputting to film or with CTP plates.

PAPER: If the visual is mostly flesh tones, the printer may suggest a paper with a warmer tone. Similarly, if the subject matter is steel products or jewelry the printer may suggest a paper with a more brilliant blue white hue. On the other hand if the visual requires high ink coverage, the printer may suggest a more opaque stock.

DUMMIES: If your visual brings to light some challenges in the bindery process, then the printer can make a dummy to make sure your concept is respected and made to look its best before the ink goes on the paper. A bonus to making a paper dummy is that you can handle the dummy and see if it has ‘feel appeal’.

SCANS: If the images are dark and the proposed paper is offset, the printer will adjust the color curves when scanning in order that the images not plug on press and therefore lose all their detail.

LAYOUT: When the printer sees exactly where colors bleed, he or she may be able to stick to single trims and be able to run the project on a smaller press sheet size. He or she may change the layout according to where your images fall within a brochure and sometimes without changing your costs, you will have more flexibility on press to adjust your colors without having to compromise on conflicting pictures that line up vertically on the press sheet. End result: a better quality product.

INK: The visual will show the ink coverage so that the printer can estimate how much ink is needed for the job and know if a varnish is necessary. A double bump may be suggested, if necessary, in order to provide ink coverage that is “hickey-free” on solid panels.

PMS COLORS: Prices are determined by how many colors are used. But sometimes which PMS colors are used can affect your price. For example, a PMS color with a lot of reflex blue will necessitate a varnish so as not to offset. Metallic PMS colors will also require a varnish, and in addition, have their own inherent particularities with regards to trapping and printing sequence as they are opaque inks.

PMS colors containing high percentages of reflex blue or rhodamine red are subject to changing colors when they become plastic laminated due to the heat they incur during this production process. Varnishing the press sheet before it is laminated or changing the type of film laminate can minimize this problem.

BINDERY: Depending on the image, the printer may have to adjust layouts in order to adjust for crossovers in perfect binding. The printer may have to fold in four page forms instead of 8 or 16 in order to assure the tricky line up of images such as a 1pt rule in a crossover. This does affect the costs. Also, a saddle stitched book with many pages and folios that are near the outer edges, will require an adjustment to the position of the folios in order to allow for the creeping that will occur.

PROOFS: Give clear written directives on your color proofs and blueprints; it is the tool that all productions departments refer to as they produce your job. Verbal directives do not always make it down the line to the graveyard shift.

Show me the end usage

USAGE: Will this poster to be in direct sunlight? If yes, you need special U.V. or permanent inks. Is your letterhead to be laser printed? If yes, you may need laser friendly inks and a specific grain on your paper to avoid jamming the laser printers.

MAILING: If you are mailing a piece, the printer may suggest a hi-bulk paper that will have the minimum caliper necessary for the post office without the normal weight associated with that thickness.

The printer can make a dummy and weigh it to see if you are within the weight allowed for the postage bracket you have chosen in your budget.

If the piece is to be inserted into envelopes, the printer may suggest that you change from an accordion fold to a roll fold in order to have a closed edge for insertion.

ASSEMBLY: When the printer knows what items are to be assembled into a pocket folder he or she may suggest a different die cut, capacity, or locking mechanism in order to assure a clean look once the assembled piece is complete.

Show me delivery details

DATE: When the delivery date is known, the printers can then weigh their options and see if they have the lead time necessary to order a special size sheet of paper. This can greatly affect your price in high run jobs.

WHERE? Providing the printer ahead of time with an electronic file of all the delivery locations with complete addresses, permits them to prepare all labels and paperwork before the job is completed.

Identifying the type of transport (Ground vs. Air, or printer’s transporter vs. client’s transporter) to be used and clearing custom issues for trans-border deliveries eliminates last minute questions and delays.

Some traffic departments require appointments for their receiving docks. Let your printer know if this is the case.

HOW? Does the packaging require double walled boxes, shrink wrapping, or special labeling? What type of pallets is permissible at the receiving end? These details can slow down a delivery if not identified in advance.

Show me the big picture

When the printer knows your consumption patterns on a yearly basis, savings may be negotiated through volume paper purchases at the mill, or through volume rebates at the printer. Some printers can offer a tracking system for you to follow your orders when there are multiple items that require continuous reprints.

Show me I’m a partner

Each print project is a tailor made product and hence is prone to potential surprises. It’s easy to look good when everything is going smoothly, but all parties really have the opportunity to show how exceptional they are when a curve is thrown their way. When issues arise, work with your printer to find a solution that is amendable to all parties. This may entail some compromises. If you are dissatisfied, talk to your printer honestly and give them to opportunity to rectify the situation.

If your printer did a particularly good job, send a letter addressed to the whole production team. It has a great impact with the employees who are actually handling your job. You are no longer just a client number, but rather a name that now illicits a feeling of loyalty for the appreciation you have demonstrated

It’s all about maximizing the quality of the printed piece as well as your quality of life through a headache free production process.

Now that you’ve shown all this to the printers, let them step up to bat and show you what a great help they can be!