Tools of the Trade: The Fast-Paced World of Prototype Printing
Two suppliers offer helpful hints about prototyping.
By Marie Redding, Senior EditorPrototyping is an indispensable part of the packaging process. A supplier that can produce prototypes quickly is a valuable asset.
Digital printing is most commonly used for that because it can be done quickly. “Digital printing works at approximately 10 times the speed of a conventional press,” says Bob Scherer, president of CL&D Digital (Delafield, WI).
CL&D usually receives orders for prototypes ranging anywhere from a few hundred to 10,000 pieces. “It’s funny—sometimes our offices run more like emergency rooms for the graphic arts business because we’ll talk to each other as we’re running down the hall,” Scherer says.
One company recently brought Scherer 44 different products and needed two different packages for each product. CL&D completed the job in 36 hours. “They were getting ready for a focus group. That’s the kind of thing that happens in this business,” he says.
AdProps Inc. (Atlanta), a division of Comp 24 Group, is another prototype supplier. “We produce a lot of high-end comps for the beauty business,” says Maria Hagin, director of national sales and marketing for the Comp 24 Group. “We were once given 48 hours to produce 100 mock-ups,” she says.
AdProps uses several different digital printing methods in-house. Direct-image printing can be used to create a flawless, high-end look. However, the process must be done by hand. AdProps now offers its customers a faster alternative. “For the past year, we’ve been using a Kodak Approval printer for many projects. It won’t ever take the place of direct-image, but the quality is excellent,” says Hagin.
A company that offers a variety of printing options can be an advantage in certain situations. “Sometimes, a specific color, such as a certain orange, will be difficult to match using a digital process. However, that color might exist on a six-color ink-jet printer,” says Hagin. In order to achieve this color, the team at AdProps will combine its print- ing processes. “We would take a digital image over to our direct-image table and insert the orange by hand,” says Hagin. “This method would normally only be used on a high- end item, when very few prototypes are needed.”
One important thing to remember about printing prototypes is that while just about anything can be printed digitally, the same results might not be possible using conventional printing methods. This can pose problems for the supplier that will be printing the actual package. Brands must take this into consideration beforehand because, often, prototypes need to look exactly the same as the real package later on.
“We will advise our customers if we know a certain design will be a challenge for the supplier that will be printing the actual package,” says Scherer. “Many times, we will first send a PDF file to that supplier, asking if they’ve seen the design before we start on the prototype. Asking for everyone’s input early on will save a lot of grief down the road.”
One problem sometimes encountered by conventional printers is with a design that has too many colors. However, Scherer says that these types of mistakes aren’t as common as they were a few years ago. “Package designers seem to be on the same page as us now, and they’re very informed about the limitations of certain printing methods,” he says.
The more you can learn about all the printing methods that are available, the more time you will save in the long run.