How to Maximize Digital Printing Efforts

By Gary Sublett, Data Processing / Docutech Specialist

Have you read Rachel's article, “The Power of Paper”? This is absolutely true! I hope you are looking at the possibilities of a marketing plan that includes a digital color press produced component as time and time again it has been proven that this is the way to get the most return on your marketing dollar.

You may wonder, why use a digital color press produced component? Below are the economies of a digitally produced color piece:

· Relatively endless personalization possibilities with variable data print (VDP).
· Quick turn around.
· Economical short to medium runs.
· Near linear cost per piece produced.
· Real proofs produced by the exact workflow that generates the final product.
· Print-on-Demand. (POD)
· In-line finishing. (Trim, score, stitch, fold, etc.)

All of this sounds great, but there are even considerations one must make when planning a digital color print component. Attention to a few details at the creative design phase can go a long way to maximize the benefits of digital print. Here are a few key areas that we have found to be critical:

· Get your printer involved early in the design phase. If your ideas involve a mail piece, coordinate with your printer to ensure your design complies with postal standards and regulations.

· Proof early and often. Proofing on a digital press is significantly more economical, quicker, and allows for an interactive creative process.

· Determine the most appropriate color space to use (RGB vs CMYK) during the design phase and when to convert to CMYK.

· ICC profiles used and why.

· Image formats, resolutions, compression. (JPEG, TIFF, EPS, etc)

· Optimizing large areas of solid and gradient tints to avoid mottling and banding.

All things considered, digital printing (especially color printing) can go a long way and still remain cost effective. Use these tips on your next digital printing campaign and save yourself time and money in your marketing strategy. There isn't a more opportune time to do more with less.