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Good prepress file preparation takes time. In the era of digital design, prepress work looks deceptively easy, but making sure your files are print ready takes time to do well. Integrated marketing campaigns that combine traditional and digital materials can be ruined during their launch by poor quality print work or an error. Unlike a digital design, your sloppy printed piece is time consuming and costly to correct, reprint and ship back out for distribution.

A growing problem

Comps are now done with the look of final art. Gone are the charcoal, watercolor, and pencil art sketches that used to be used to present design concepts to clients. Now we are often likely to email or post a PDF of a concept to discuss on a conference call rather than make a presentation board and present the concept in person. This can create a misperception.

Modern software tools give a finished, polished look to even the roughest ideas, Old-Printing-presses_5389760812_0207a10739which requires less imagination and make-believe to visualize the finished product. Because of these very polished preliminary drafts, it seems like the production of a final file once a concept has been approved should take only minutes — but it doesn’t.

Production

There are hours of work to take a digital concept to finished print product. For example, we have a checklist with twenty-eight steps to produce a final 4-color print ad from an approved design. While none of this is the fun and creative part of the process, it is necessary to deliver a quality print-ready advertising file for production in a magazine or newspaper.

Our Print Prepress Checklist

Designer

  1. Size and crop all images in PhotoShop
  2. Merge all drop shadows with images; flatten layers
  3. Place images in document (encapsulated), not linked
  4. Spell check all text blocks
  5. Check text layer(s); make sure that all text is on non-art layers
  6. Check stroke and line weights on all elements (not text)
  7. Remove unused colors from color palette/swatches
  8. Check colors (CMYK, spot, spot conversions, grayscale)
  9. Save document copy for web-safe PDF production — needed for step 19
  10. Convert each text block to outlines
  11. Group each text block
  12. Check color of each text block for shift
  13. Set black text to overprint
  14. Create crop marks and bleed area
  15. Set document properties
  16. Save document as Creative Suite compatible file, EPS, and PDF
  17. Check EPS for color shift and layering problems (make sure that all type is visible, that there are no gradient replacements, and no loss of transparencies)
  18. Print proof with crop marks
  19. Open web-safe PDF from step 9 and create preview PDF, down-sampling images to 150 dpi or less
  20. Send 4 documents and placed images for proofing

Proofing

  1. Create copy of file for proofing
  2. Check file size dimensions, bleed area and safe area
  3. Print color separations (check colors); proof each plate for inclusion elements against color proof provided by designer
    • Type set to overprint
    • Only correct color plates (no additional spot colors)
    • No dropped elements
    Choke and trap set when required
    • No transparent elements that may color shift
    • No overprint light colors over dark
  4. Proofread text backwards, comparing to text document or marked-up client approval copy
  5. Pre-flight images for resolution and size
  6. Compare color proof to client-approved printout for all elements
  7. Close file — DO NOT SAVE. If changes are needed, send notes to designer.
  8. If proof passed, package original file from designer for publication; traffic

Most of the steps in our advertising print production checklist are simple and normal creative production workflow. Some are the result of experience earned on how to make a file most likely to be compatible for any print publication and reduce the risk of unintended color shifts and “drop outs”.

We also clearly separate the proofing from the design function. It’s important to have a set of “fresh eyes” view the files. Here's a favorite digital example of why making the time for separate proofing steps is important -  we got a chuckle when we ran across this ad on a wind (ahem) industry website.


why_proofing_is_important_Mobil-ad-with-misspelling.png


 

 

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Posted by Dave Bowers on 5/11/17 10:00 AM

Topics: Best Practices and Tools

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