Press Checks for Dummies: Part 1

23 04 2010

Nothing is more frustrating then getting a job back from your printer and being unhappy with the print work.  The sky was supposed to be blue… not purple.  Or I thought these flesh tones were supposed to be a little more flesh-like… these people are green!  Whatever the case – you have spent hours designing a piece that is supposed to reflect the brand and culture of your organization (see this article for more on the importance of color in branding) only to have it returned looking completely unlike what you intended. 

Now I know this is an extreme, but in reality what comes off the press will almost never match what was on your computer screen or in your mind.  Even the most skilled pressman (of which my company has MANY) don’t have ESP.  Yes, we make you check out a proof, but many clients don’t take advantage of another great tool offered by many printing companies at no charge – Press Checks!

For those of you who don’t know what a press check is, it is basically the equivalent of test-driving a car one last time before purchasing it.  You are already committed to running the printing job, but you can check out the actual printed piece as it comes off the press prior to the entire job being printed.  This is where you can refine the colors, check for any paper imperfections, and in general tweak your little heart out to get the feel that you want in the final piece.  

I know press checks are not for everyone.  It isn’t always comfortable being in a loud production center, sometimes they are scheduled at inconvenient hours of the night or late morning, and some piece are honestly just not that important.  But if you are brand-conscious, printing a large quantity, or even just new to the printing industry – press checks may be just the tool you are looking for.

Stay tuned for a complete “how to” of press checking!  Know what to look for and how to ask for it.


All About Color

1 12 2009

All kids knows that some colors are better than others.  No one wants the ucky-brown-green crayon that looks like a swamp creature’s backside when they are trying to color a rainbow.

As marketers, what does color mean to us and to the brands we strive to build and maintain?