BEST PRACTICES
Production/Distribution
Five Tips to Avoiding Printing Mistakes
Printing is a complicated field and mistakes in this area are usually more costly than those in many other areas of the creative process. Printing magnifies a mistake. The larger the print run, the more times the mistake is replicated. The trick is to avoid potential problems by catching them before they get to the printing press. Here are five tips to help you avoid printing mistakes.
- Proper Scheduling
Believe it or not, the most frequent cause of most mistakes that end up being printed is improper scheduling. Not allowing adequate time for the creative and revision process, not taking enough time to adequately review proofs, trying to make up lost time by going faster or trying to cut corners in the production process are frequently to blame for costly printing mistakes. Proper planning and scheduling dramatically improves the quality of the final piece and reduces the chance that errors will find their way onto the printed sheet. - The Right Stuff
Finding the right printer for your job is crucial to success on press. Matching the capabilities of the printer with the complexities of your job takes effort but is time well spent. All reputable printers have specific areas of expertise. Some are better at saving you money on short runs; some have more experience with unusual stocks, die cutting, or special bindings. The key is to find a printer skilled in the area that is a particular concern for the job your project. - Clear Written Communication
Communicate clearly and frequently with your printer to ensure there are no last minute surprises for either party. This is important from the first request for quote to the delivery instructions of finished pieces. Verbal communications of information can be risky. Keeping records of your communications can prove valuable in case of mistakes. Make sure to provide written documentation of all the details of your job to the printer including stock, inks, due dates, special concerns, and delivery instructions. Insist on quotes in writing from your printer. - Pick Adequate Paper
Consult with your printer and paper rep to ensure that the paper you choose will behave as expected on press. Areas of particular concern are picking the best finish, allowing for dot gain, opacity and ability to fold. Also, make sure the design will fit on the sheet well and minimize paper waste. - Go To Press
Finally, make sure your printer notifies you of when your job will print so that you can plan to attend a press check. This is your final opportunity to make sure the color is acceptable. Even if you don’t request any changes on press, your mere presence signals that this is an important job to you. Attending the press check encourages the printer to do his very best for you.
| top |
Carlton Davis is vice president of operations for Parthenon Publishing and has extensive experience with embossing, foils, dies, metallics, hexachrome printing and spot and process colors. For six years he was head of production at Capitol Records, where he directed the creative and oversaw the production of integrated marketing campaigns with print runs exceeding five million. Before that, he managed Team Design Inc., a Nashville design firm. Carlton has overseen the production of literally millions of printed pieces ranging from short run two color jobs to large run magazines to multi-million runs of CD album graphics.