Over the past 30 years technology has come a long way and the advertising, graphic design, publishing and print industries have all embraced these changes head on and welcomed the efficiency and speed which this digital age is providing to our industry. What seems to have been left out is some of the old school skills which were always of the greatest importance. These skills include the understanding of the pre press process, printing processes, trapping, typography, screen ruling, screen angles and so on. These skills become key when wanting to produce a perfect print job every time and while most of these elements have been automated in the software we use, many of them are just overlooked - so when a print job goes wrong, people are questioning why.
Our new generation of designers and producers are wanting to concentrate on the design and the strategy behind the designs. Unless the business they work in has an agreement with a specialist printer or IT support company, the printing process can become daunting and possibly very expensive. It is not only designers who fall into this category as many companies produce their own collateral in-house and then need to source their own printing.
It becomes clear that many companies need help with their print procurement. Any print management company should be offering their full support in all aspects of pre press, printing, merchandising and any related services that businesses may not feel totally comfortable handling all on their own. When considering print management, make sure they hold your hand through the entire process and deliver a perfect result every time, while ensuring that the price remains competitive.
So, think about whether you want to use up your time worrying about the printing - or whether you want to employ a print broker to do it all for you . . .
