Unlike printers that specialise in publication printing and deal with the same customers all the time, commercial printers have a wide range of different clients. Some of these clients are well versed in how to create digital files for print, but unfortunately most are not and this is a problem.
For a print job to run smoothly, files need to meet exacting standards and this requirement is bound to be difficult for clients to comply with, and for printers to enforce.
Fortunately, these days, creating good files is a lot easier thanks to the work of organisations like Ghent Workgroup (GWG, www.gwg.org) and the commitment that its member organisations have made.
Most of the common professional desktop design applications are now shipped either with the ability to create files properly built-in or can be updated from files downloaded from the GWG website.
This didn’t happen by chance – it required an unprecedented level of co-operation from many companies in the industry.
If your clients use a professional graphic arts package, such as InDesign, Illustrator or QuarkXPress, then it has never been simpler to create good files.
But not everyone uses these programs. Clients may well create files in common office applications, such as Microsoft Word, Excel or PowerPoint, which can’t be so easily processed. Once again, help is freely available on the GWG website.
With such a wealth of information available, it’s unfortunate that many file creators still get it wrong. Pointing your clients to the GWG website is a good place to start, but some of them won’t bother to look or make the effort to try to understand what it is they should be doing because they don’t see the value in it.
I believe the challenge for many printers is to make it clear to their clients how they can benefit from getting to grips with this technology.
By Andy Psarianos
Andy Psarianos is a director of FE Burman
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