The technology is here and from what I’ve seen, it is pretty impressive. The implications for print shops who embrace this technology is astounding. They will be the ones who are truly on the cutting edge and who are pushing the envelope in expanding services for their customers.

I’ve seen this concept around for a while with simple items like business cards where you have a pre-existing template and simply fill in the blanks, but we are about to see a new level of flexibility with design and online printing that has never before been possible.

I would like to hear your comments on this topic. I’m sure there are many pros and cons as well as a multitude of questions. Send me some comments expressing why you think this technology might be a good idea or bad idea and what applications you see this being used for.

If you routinely print four color brochures on glossy stock and that’s all, then this probably doesn’t apply to you. If you print on different papers with spot colors and process colors for different clients or purchase a variety of printing for your company or whatever, then listen up. This is one of those potential headache-avoiding moments.

Paper is not always “white”. Sometimes it is crème-colored or gray or speckled or includes fibers for that recycled look or a multitude of other variations. Paper is also not always smooth. It can be smooth or laid or felt or coated or uncoated or silk or…on and on… The color of paper and texture (finish) plays a HUGE role in how ink color will look when printed. Why? Because each different texture absorbs ink differently and allows it to spread at different rates. This is very, VERY critical when printing four-color projects because the perceived color is based on the size of the ink dots being printed. Now when you throw in a paper that isn’t white, you really have a mess on your hands.

Some comments I have heard…

“Why doesn’t this picture look right?”

“This is not what I wanted at all.”

“This doesn’t match my proof.”

“The colors look washed out and drab, what happened?”

“This spot color doesn’t match the swatch book. Did you mix it wrong?”

“Anyone have a bottle of rum handy?”
(Okay this one is my own comment after hearing some of the other ones I listed.)

I’m a firm believer in educating print customers, but I will tell you right now there are some…many…who just don’t want to know. That’s sad really, because many of those print buyers are professional designers. The more you know about printing, the better you can design projects FOR printing and serve YOUR clients’ needs. Isn’t that your goal?

When you visit online printing companies, you’ll read in their info pages that they print to certain industry standards and there will probably be some acronyms and jargon that really doesn’t make much sense to people outside the printing industry. That’s fine. It’s good to know that they are using some strict protocols to ensure consistency and quality. You should expect that from online printing companies as well as local shops. However, you need to also keep in mind that by listing all the fancy terminology they are in effect covering their butt in case a client is unhappy with a printed project. Industry standards in printing are there for a reason. We can print to industry standards all day long on a dozen different types of papers with varying colors and finishes and at the end of the day…we’ll have a dozen different ink color variations. Yes, there are small adjustments that can be made to offset some of these issues on certain papers, but the simple fact is that even if every single one of those various papers are printed to specs, they will not look the same. Even three different finishes on “white” paper can vary dramatically in printed color.

It is probably a little more difficult to order a specialty paper from an online company for your print project because I rarely see those listed in the quote forms. Local shops really open the door here for more specialized paper options and therefore the potential for color issues and dissatisfied customers.

My secret belief is that by providing more options and customized solutions without proper customer education, local shops inadvertently lead customers to pursue online printing options. Anytime your market is broad enough to allow almost unlimited choices in ink colors, paper colors and paper textures, you invite the possibility for missed opportunities to really help your customer understand more about the printing process and build a lasting relationship.

The bottom line is, talk to your print shop. Tell them what you are looking at and ask for samples. Ask them to explain (or show) what differences can occur with different paper finishes and color choices.

You, as the designer, should always take the initiative to find out as much as you can about how to make your project stand out and achieve your clients’ goals. Don’t rely completely on your print shop to bring up every possible issue that comes along, because (I speak from experience here) some designers find that approach very condescending and annoying and can lead to tension. We walk a fine line in the commercial printing industry with regards to when we should and shouldn’t talk to a customer about potential issues, and we don’t always get it right even when our intentions are purely in the customer’s best interest.

With that being said, I also fully understand and appreciate that sometimes you simply don’t know what questions to ask. That’s why I’m here. Ask me anything…and if I don’t know the answer, I certainly know how to find it!

Since my site is a very small gateway to send them business, if the reader so chooses, you would think the printing companies would be thrilled at the prospect of active participation to deliver their message to my readers rather than simply hoping for a click-through to their site. However, I noticed something when I started receiving responses from the six online printers I contacted. I sent the exact same email with the exact same questions to all six online printers I list on my site on the exact same day. The three Online Printer Profiles you see posted now are the three companies that took part in the Q&A. One company has yet to respond. The remaining two companies answered my questionnaire with a short paragraph or simply a sentence or two directing me to go look for the answers on their website. Hmmm…

If they aren’t willing to answer a few questions that could possibly lead to sales, what does this suggest about their customer service? Since I work in the printing industry, it struck me as real missed opportunity to connect with potential customers and brag about their products. Now I could easily post their responses, but since they really don’t provide useful information, what’s the point? I could easily go browse their sites and pull information that I think will answer the questions, but that’s missing the target of the exercise. I don’t want to taint or reconfigure their content in order to answer the questions, I want them to answer in their own words so that I can keep my objective viewpoint and credibility with my readers. That’s kinda why I didn’t do it to begin with.

I’m not here to sell you anything and I hope that message has come through, but if I can make your printing life a little easier and possibly lead you to someone else who can help, then I have indeed accomplished what I set out to do. I have no ill will toward the print shops that chose not to respond or respond poorly, nor do I endorse those that did respond accurately, but I will tell you that I will continue to seek active participation from the three online printing companies that answered. I have learned a lot about their services and I have to say they were a pleasure to work with.

If you want to review the posts, here they are…

Printing For Less

Express Copy

Print Place

Oh…I almost forgot, since most online printing companies compare themselves to “local” print shops, I’m going to add a post about one of those too! It will be the same Q&A format that I sent to the big boys! Stay tuned…you won’t want to miss this one!

My initial canned answer is mostly accurate, however I don’t design anything. I used to, but not anymore. I understand design, have a pretty good eye for balance and color, etc., but I really have no desire to get back into that part of the process. There are plenty of graphic designers who are far more skilled than I will ever be, and that is what they want to do. I am much more technically minded, so let me begin by explaining my department’s role, and my participation therein.

If you break down most print shops into departments, you will end up with four distinct areas; sales and customer service, prepress/design, press department, and bindery/finishing. The prepress/design department is mine. Most people outside of printing have never heard the word “Prepress” and have no idea what it is, so let me attempt to explain.

Prepress, to me, is the most exciting spot in the chain of printing. Not only do we have to take customer files, analyze them, change them if necessary, and communicate with customer service if something additional is needed, but we also have to make sure those files can be printed on the presses and processed through the bindery equipment without problems. I find it exciting because not only do we have to make the customer happy, but we also have to make sure our coworkers downstream are happy too. It’s a challenging position with new obstacles almost daily. We have to understand what the customer wants as well as what the pressmen and bindery operators need to successfully complete every project that comes in the door. The margin for error is very thin for prepress, and that’s just the way I like it. I run a pretty tight ship for that very reason and that doesn’t always make me popular with my coworkers, but I’m not there to make them happy. I’m there to make sure the customer gets what they want.

My specific role in the department is pretty simple. I tell people that the buck stops with me and that’s the truth. I am the “Team Leader” for the department, which means if something gets past me, I really don’t have anyone else to blame. Once a project receives final approval from the customer, it is my responsibility to layout the job so it will run efficiently and correctly on the press, and to make sure the layout can be processed through bindery and finishing correctly also. It’s a process of understanding the capabilities and limitations of basically ALL of the machines in our shop and sometimes making judgements, or consulting with operators, on how best to set up the project so it will make it to the customer correct and on time. Now if I try and tell you I don’t make any mistakes, you know I’m lying. Every single printing project that comes in the door crosses my desk before printing begins. Since I am the last link in the chain before the real money is spent on ink and paper, I take my responsibilities very seriously and I can promise you that some days I leave there completely mentally exhausted. And yes, occasionally I miss something. Fortunately, the press operators know me and know my work ethic, so if I do miss something, they usually catch it and the issue is resolved without the customer ever knowing. I imagine it must be that way in many other print shops as well.

Since I sit in a “fulcrum” position (as the previous owner liked to call it), I also try to take on some of the responsibilities of teaching new employees outside of my department about the printing process. If and when we gain a new employee in the customer service department (and sometimes sales) I like to make an attempt at establishing a working dialogue with them so they understand what the company needs (from a production perspective) so they are better equipped to talk with customers and make suggestions that will benefit the customer. It’s easy to say yes all the time when you’re trying to land a new job, but ultimately if you are not knowledgeable about printing and the entire printing process, you run the risk of having a potentially dissatisfied new client because you didn’t have the understanding or knowledge of what can and cannot be done in printing to provide alternatives or suggestions for the client to achieve their desired goal. I can design stuff all day long that simply cannot print the way it is designed. This is why I attempt to involve myself in the training and education of those employees who work directly with the customers. It is just too important not to do it, even if it falls outside of my job description.

There’s one more aspect of prepress that I enjoy…technology. If you’ve been purchasing printing for the last ten years, then you’ve noticed competition increase and prices fall dramatically. This is largely due to the acceleration of technology in the prepress department. (I use the term “acceleration” rather than “advancement” because technology really does seem to be gaining speed each year.) Ten years ago the process to get from digital file to press was very time-consuming, very laborious, and usually involved unfriendly chemicals that had to be containerized and picked up as hazardous waste. Not today. The norm in today’s print shop is computer to printing plate in about 5 minutes. No hazardous chemicals, fewer steps involved, no darkroom, less expensive components, recyclable materials and (at least) one less employee to fund. It’s much like printing to your desktop printer. There are also digital presses and even digital “copiers” that produce output very close to traditional offset printing and require no intermediate steps. They really do act like giant color printers, but it’s hard to beat traditional offset printing in my opinion.

So now that I’ve given you an inside view of my world, I’d like to extend an offer to my readers. If you have a question about printing or if you’d like to share some of your printing experiences, good or bad, I’d love to read them and post them here for others to see. Tell me what you do and how you’ve been part of the printing process, I’m sure my readers would love to her war stories from someone other than me.

1. What sets you apart from other online printers? Our customers say we have the best customer service and best prices.
   We are the only online printer with a certified G7 Expert on staff (color expert). We offer more flexibility in our options than most printers. With our new Same Day turn, I believe we offer more products on a same day turn (including booklets) than any other online printer, especially OFFSET - not digital. We are 100% offset (no digital printing) yet we offer lower minimum quantities and faster turnarounds than many printers. PDF proofs are free and UNLIMITED. Customers can upload, reject and re-submit as many times as they want for no additional charge. We generate high resolution PDF proofs faster than any other printer - 3 minutes or less.
2. What market are you targeting with your services? Professional designers, small businesses who design their own material or quick-copy customers?
   We really have no specific market - we have a wide variety of customer types from bookmarks for a PTA fundraiser to 88-page catalogs for a Fortune 500 company with direct mail or drop shipping to multiple locations. Some customers order once a year and many customers order every week. Generally, we do appeal to customers who design their own artwork since we do not offer design services. We do offer file repair services though, if they just need help making their art files “printable.”
3. Would you classify your services as traditional offset printing or quick-copy digital?
   We are 100% offset which produces the highest quality. Due to our manufacturing and ordering efficiencies, we provide offset quality at digital pricing and turnaround.
4. How do you prefer to receive files, PDF or packaged native files?
   Our automated upload accepts PDF, TIFF, EPS or JPEG. Native files can be sent via FTP to our file repair department who will export and upload to the customer’s job for a nominal fee.
5. Do you offer online PDF conversion tools for your customers?
   Our art department can convert a customer’s file to PDF for a nominal fee. If a customer uploads a print-ready TIFF or JPEG file, our automated proofing system will convert to PDF for proof review.

6. What types of design software do you recommend and are there any that should be avoided?
   We recommend PDF/X1-a format for best results, since this format combines the best color and font management and produces the least possibility for error. We also recommend EPS files with embedded fonts, which produces excellent results for files that combine images and text. Many of our customers use Adobe InDesign or Illustrator and export to PDF with excellent results. Publisher is fine as long as the included images are saved at 300 DPI resolution. There are articles on our website that detail how to export from many popular design programs.
7. What are your press capabilities?
   Our presses are all Komori sheetfed, 40″ capacity, with inline aqueous coating. We also offer UV Coating as an option. For more info than you probably want: Computer controlled ink dispensing system reduces ink waste. Our newest Komori presses reduce paper waste with de-inking and pre-inking technology for faster and more accurate make-readies (more jobs per shift & its green to save sheets). They eliminate mechanical ghosting, a common cause of color variation within a job due to the layout of a gang-run press form. This technology is exclusive to Komori. They eliminate streaking for more uniform process builds (tints). They have improved (over previous models) real time feedback closed loop ink control system to help operators stay with G7 tolerances. The 5th printing unit is for redundancy to ensure more uptime to prevent missed deliveries. They integrates with MIS which further streamlines our operations, which are some of the most advanced and automated in the nation.
8. What are your bindery capabilities?
   All of our bindery is in-house. We cut/trim, fold, glue, die-cut, score, perf, saddle stitch bind, hole drill, shrink wrap, tab, and process direct mail.

9. Do you offer mailing services?
   Yes. We can even provide mailing lists. Customers can save time and money by printing and mailing in a single ordering process.
10. If you have digital and offset, how do you choose which jobs run on each type of press?
    We print 100% offset.
11. What is your typical turnaround strategy?
    Turnaround is 100% determined by the customer at the time of order. We have options from Same Day turn to 7 Day turn, depending on the customer’s need and budget. Our turnaround times are NOT just estimates - they are guaranteed!
12. Do you print in spot colors or do you convert to CMYK? If you convert, do you inform the customer beforehand?
    Everything is printed CMYK. If you submit an RGB document, it will be automatically converted to CMYK during preflight. Print Place’s state-of-the-art color managed workflow automatically detects the ICC profile attached to your RGB file (if you have included one) and manages the color through the conversion process. If you upload an RGB file, please be sure to download the converted print-ready PDF from our system to view the color after the conversion. Changing from RGB to CMYK will always produce some color shifting and a reduction in the color gamut because it is impossible to reproduce the entire RGB color palette with an offset press. We recommend creating and submitting your document in CMYK to assure the color looks as close to your original file as possible.
13. Do you gang run customer jobs on a larger sheet? If so, how do you maintain accurate color on each?
    Yes. jobs are printed the same way. Assumptions are made about how client pages should appear in print and we print to those assumptions (eg Gracol, Fogra29).
14. Do you put increased quality control on projects where the customer requests a hard-copy color proof versus only soft-proofing?
    No, this is not necessary. All jobs are printed the same way and we target specific color expectations. The hard proof is not mimicking the press nor the press mimicking the proof, rather they share the same numeric targets.
15. What types of quality control do you have in place to ensure consistency throughout a press run?
    Press Operators are held accountable to get the form to color before putting sheets on the counter. We collect data from every press run and inspect the data to correct unwanted trends. We use the G7 methodology to ensure consistency.
16. If a customer receives a project that you’ve printed and is not happy, what is your policy on resolving the situation?
    Satisfaction Guarantee covers rerunning or refunding the job. If you are not satisfied with your purchase, contact us within 10 days of receipt of order, and if the order is found to contain an error that is not within our allowable tolerances, we will reprint all or part of it on an expedited turn.
17. It seems to me one of the biggest hurdles for customers who are thinking about using an online print company is the lack of control and human interaction, creating a feeling that the customer is rolling the dice and may or may not get a pleasing product that meets their requirements. I think there’s much higher comfort factor when using a local shop, so what can you tell prospective customers that will ease their concerns and make them feel a little more comfortable about using your company?
    Well, I think we could all give our own answers or perspective on this one. But overall, I would say we offer the best of both worlds: the personal attention of a local printer, albeit not “face to face,” but at a much better value and without sacrificing quality. Consumers now equate books with Amazon.com just as much, or more so, than their local Barnes & Noble store. Similarly, consumers are quickly realizing the value of printing with a company that is able to offer all of the advantages of their traditional local printer through increased efficiencies and advanced technology.

    The recent recession has caused people to take a closer look at all of their expenditures, as they no longer have the luxury of buying solely on relationship or “comfort.” Local printers usually employ commissioned salespeople, which results in a significant increase to their cost of doing business. Additionally, their manual method of producing jobs just doesn’t afford them the opportunity to compete with the automation and “lean manufacturing” of online printers. This is evident by the fact that despite the faltering economy, Print Place is growing and expanding, rather than shrinking. We just opened a 2nd facility to service our West Coast customers in 4th quarter 2008, and our East Coast facility is soon to follow in New York. We believe this illustrates the confidence of customers to consider online printing as not only a viable, but a preferred, option for their printing needs.

    The best part is - online printing is easier, too! The customer is in complete control of the entire ordering process. They no longer have to wait for a salesperson to pick up a disk or wait for days to receive a proof after uploading to FTP. They approve the proof and send to press at the click of a button. From there, they can check the status of their job in real time, 24 hours a day, 7 days a week. Email notifications are generated automatically at each important stage of the order, keeping the customer constantly informed and in touch with their project. As soon as the job ships, they receive tracking information via email.

    Print Place is somewhat unique in that we started as a traditional commercial printer. Our co-founder in fact is a 2nd generation printer. Print Place has invested heavily in advanced technology and the most up-to-date equipment to completely revolutionize the industry’s business model, which is the reason we are the fastest growing online printer in the industry today.