03.27.07
For the past couple of months I have been involved in several projects which have piqued my interest in learning more about an element of the digital prepress process which has evaded my attention for some years. I'm embarrassed to say that I have not kept up on the advancements in this key area and have alternatively focused on the prepress production end of it all.
So I started inquiring into the nature of digital image retouching and thought to focus on package printing as a target for this task. Obviously there are many end uses for images which begin either as a photograph or as a design file from an agency. The nature of package printing would move one to think that there are specific approaches to be taken by an experienced retoucher when preparing an image for this purpose, as opposed to producing, say, an offset printed advertisement or promotional catalogue.
My objective here is to raise enough interest in this area of our business to solicit the opinions of the readership so that an ongoing dialogue could occur through this column over the next few issues.
As a starting point, I would like to offer that in order for the process to move efficiently from concept to design to prepress production to print execution, certain criteria should be followed by those involved at the outset. Input from those on the execution end of the process is obviously beneficial and, I would submit, critical to the ultimate success of the packaging intent.
At the point that a packaging project is being initiated, the members of the design team should get their arms around the following series of questions:
- Required packaging components: labels, shrink sleeves, folding cartons, corrugated shipping containers, POP displays?
- Required print methods due to the nature of the components: flexo, gravure, web or sheetfed offset, digital?
- Who are the specific print providers who will likely get involved in the execution of the project?
- Is the nature of the project such that the technical demands for execution might go beyond the capabilities of existing qualified suppliers? Is the CPC (customer) pushing the premium nature of his packaging beyond his normal requirements?
- What is the quality of the image files being supplied to prepress?
- Are the files in the correct format? Is there a format that should be specified for specific types of end use execution?
- Should there be guidelines communicated between the designer and the prepress "conversion" specialist (retoucher) so that the follow-up tasks can be completed efficiently and retain the initial design intent?
Here's where the reader can help the author. Please provide your input to the criteria as outlined above. What is your experience? What pitfalls have you fallen into from which you've learned? How much of that learning will you share?
When the project arrives at the prepress production facility, all of the pertinent details as outlined above should be addressed or at least have been discussed. The retoucher, or the person assigned to manipulate this image in order to prepare it for proper execution across all packaging components, must have the understanding of what/whom his end user will be before he can commence his labor. So what are those areas which need to be identified and clearly understood?
- Has the designer met our criteria for incoming image files?
- How many printers are involved and what are the limitations of each print process?
- Do we know all of the substrates to be printed on
for all components?
- Have all of the printers' capabilities been documented, or is there a need to perform a press characterization to better understand this?
- How many colors have been selected for the reproduction of this package design?
- What is the timeline for release of final files to the print providers?
- What is the budgeted time and cost to deliver final files to the print providers?
So often I have observed that there are many unanswered questions at this point, but the project gets pushed to the retoucher to "just get it moving and we'll fill you in as we go". In many cases I have found that this area of the process is the "magic", the voodoo, the proverbial "black box" which is sort of left to itself; the individuals who execute this type of work are "artistes" and the management doesn't really know what they do, but know they do it well (based on the feedback from customers). But the bottom line is that not many companies understand or even have a grip on identifying their profitability in this area.
I'd like to solicit the input of those operators and or first line supervisors who wrestle with this every day, wondering how far to go with the time allocated to the retouching process, and how to accurately capture this department's cost/profit potential.
Our ultimate objective is to execute a printed result on a variety of substrates using a variety of print processes.
Time spent in the retouching area must be productive and pointed at achieving the best result the first time through for the given print process.
The operators in this area of the process need to be knowledgeable of the print process being serviced and know enough about the specific printer to be able to fine tune the retouching to best suit the conditions.
The balancing act seems to be to spend enough time cleaning the image of artifacts and less than printable features, but not enough to produce the Mona Lisa every time.
So with these comments as a back drop, send your input to me at premiersales@verizon.net. Tell me about your situations, your experiences and educate the readers on the nuances of retouching for packaging. I'll credit you with the comments or keep things anonymous if you so desire.
Thank you for your assistance in advance and I look forward to your comments.
So I started inquiring into the nature of digital image retouching and thought to focus on package printing as a target for this task. Obviously there are many end uses for images which begin either as a photograph or as a design file from an agency. The nature of package printing would move one to think that there are specific approaches to be taken by an experienced retoucher when preparing an image for this purpose, as opposed to producing, say, an offset printed advertisement or promotional catalogue.
My objective here is to raise enough interest in this area of our business to solicit the opinions of the readership so that an ongoing dialogue could occur through this column over the next few issues.
As a starting point, I would like to offer that in order for the process to move efficiently from concept to design to prepress production to print execution, certain criteria should be followed by those involved at the outset. Input from those on the execution end of the process is obviously beneficial and, I would submit, critical to the ultimate success of the packaging intent.
Shaping the criteria: Design
At the point that a packaging project is being initiated, the members of the design team should get their arms around the following series of questions:
- Required packaging components: labels, shrink sleeves, folding cartons, corrugated shipping containers, POP displays?
- Required print methods due to the nature of the components: flexo, gravure, web or sheetfed offset, digital?
- Who are the specific print providers who will likely get involved in the execution of the project?
- Is the nature of the project such that the technical demands for execution might go beyond the capabilities of existing qualified suppliers? Is the CPC (customer) pushing the premium nature of his packaging beyond his normal requirements?
- What is the quality of the image files being supplied to prepress?
- Are the files in the correct format? Is there a format that should be specified for specific types of end use execution?
- Should there be guidelines communicated between the designer and the prepress "conversion" specialist (retoucher) so that the follow-up tasks can be completed efficiently and retain the initial design intent?
Here's where the reader can help the author. Please provide your input to the criteria as outlined above. What is your experience? What pitfalls have you fallen into from which you've learned? How much of that learning will you share?
Shaping the criteria: Prepress
When the project arrives at the prepress production facility, all of the pertinent details as outlined above should be addressed or at least have been discussed. The retoucher, or the person assigned to manipulate this image in order to prepare it for proper execution across all packaging components, must have the understanding of what/whom his end user will be before he can commence his labor. So what are those areas which need to be identified and clearly understood?
- Has the designer met our criteria for incoming image files?
- How many printers are involved and what are the limitations of each print process?
- Do we know all of the substrates to be printed on
for all components?
- Have all of the printers' capabilities been documented, or is there a need to perform a press characterization to better understand this?
- How many colors have been selected for the reproduction of this package design?
- What is the timeline for release of final files to the print providers?
- What is the budgeted time and cost to deliver final files to the print providers?
So often I have observed that there are many unanswered questions at this point, but the project gets pushed to the retoucher to "just get it moving and we'll fill you in as we go". In many cases I have found that this area of the process is the "magic", the voodoo, the proverbial "black box" which is sort of left to itself; the individuals who execute this type of work are "artistes" and the management doesn't really know what they do, but know they do it well (based on the feedback from customers). But the bottom line is that not many companies understand or even have a grip on identifying their profitability in this area.
I'd like to solicit the input of those operators and or first line supervisors who wrestle with this every day, wondering how far to go with the time allocated to the retouching process, and how to accurately capture this department's cost/profit potential.
The ultimate objective
Our ultimate objective is to execute a printed result on a variety of substrates using a variety of print processes.
Time spent in the retouching area must be productive and pointed at achieving the best result the first time through for the given print process.
The operators in this area of the process need to be knowledgeable of the print process being serviced and know enough about the specific printer to be able to fine tune the retouching to best suit the conditions.
The balancing act seems to be to spend enough time cleaning the image of artifacts and less than printable features, but not enough to produce the Mona Lisa every time.
So with these comments as a back drop, send your input to me at premiersales@verizon.net. Tell me about your situations, your experiences and educate the readers on the nuances of retouching for packaging. I'll credit you with the comments or keep things anonymous if you so desire.
Thank you for your assistance in advance and I look forward to your comments.