Columns/Opinions

Patrick Henry is the director of Liberty or Death Communications. He is also a former Senior Editor at NAPCO Media and long time industry veteran.

Ryan Sauers has spent nearly 30 years running or consulting with printing, promo, and visual communications-related organizations. He is the CEO of two companies: Sauers Consulting Strategies LLC and End Resultz Inc. His key areas of focus include sales training, marketing strategy, personal branding, leadership development, and organizational change. Visit him at http://www.ryansauers.com/.

With 2D curves, we can only change tints/tones for each color through the tonal range; we cannot change the 100% solid – which would be the color of the ink itself. But if we create an ICC profile, we can convert the artwork with this definition to force the artwork to match the standard with a non-standard ink set.

A recent visit to Longmont, Colorado-based StickerGiant, a producer of (you guessed it) decals and labels, got me thinking about the ongoing blending of the printing industry. For this discussion, the pressure-sensitive decal is will serve as our example.

Printers don’t want to give away samples, but designers need them to do their job. If interior designers are going to embrace this technology, they need physical samples to make decisions. The printers who meet this need will definitely pull ahead in the interior design market.

Material choice is an incredibly tricky process and can cause all sorts of headaches for print companies. After all, if you don’t get this decision right, you put the quality of valuable projects at risk and could incur additional, unnecessary costs.

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