The best, simplest question so far...

One of our fine Tallahassee PR firms, The Moore Consulting Group, recently sent their graphics intern over for a tour of our shop, (an invitation we extend to everyone, BTW). She asked several good questions, including: "What do I need to know to keep from running into trouble when I take my jobs to [fill in the name of your favorite print outlet]? I thought it was the best, simplest question I've ever been asked in this context. I hope I provided an equally cogent answer, which follows.

1) What are the physical characteristics of your project? These include overall size, size and configuration when folded (with allowance for shortened panels), and weight and finish of paper.

2) How should my file be set up to be consistent with the printing method? These considerations relate to how many colors will the file will separate into: one, four (CMYK or process color), or multiple spot colors.

If you can't answer these questions you'll depend on someone else to fill in the blanks. This doesn't mean trouble, necessarily, but remember this; the person who is ultimately responsible for the success of your project is...you. Many customers have said, about unpleasant prior experiences, "I can't believe they put it on that paper". "They" did that, most likely, because the customer defaulted on the choice.

I often ask people to characterize the printing business, and, after the silliness that follows, most people say "it's a service business". That description is not really accurate. Although we strive to offer good service, printing is, primarily, custom manufacturing. It's the customer's role to convey, as clearly as possible, what they want to achieve, and it's up to the printer to insure that goal is met in a professional manner. The responsibility for communication goes BOTH ways.

Too often the printer may feel that if the customer doesn't know, they don't care; and their customer may be thinking something else entirely. Worse, at some retail shops, the service person may not be much more knowledgeable than the customer. The devil (or angels) are in the details...be sure they know you care.

The best way to stay happy is to take positive charge of your role in this custom manufacturing process. If you can't answer the two basic questions don't whistle in the dark...seek out the people who can help. If all else fails, send your intern over for the tour, and have them explain it to you when they get back.

Until then, you can always find help here!

Hugh Butler
Your friend in the printing business

PS My next post will be a brief tour of Florida sales tax rules, so, if this prospect is unpleasant, please feel free to suggest a different topic. Having spent half my career in New Hampshire, where there is no sales tax, I see the whole process as somewhat barbaric, but it's a fact of life. The consequences of getting the rules wrong can be dire, so undertake it we will. Please feel free to help me postpone this topic by suggesting one of your own...we'll all appreciate it.