8.
The Problem with
supplied artwork
Presented by
Bernhard Kirschner
and
Jeff Starfield
Artwork – Setting the Scene
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Eric White works in a medium
sized commercial printing plant.
He emailed this to a usergroup:
Artwork – Setting the Scene
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Every day I get massive, elaborate complete print
advertising campaigns from designers and
massively screwed up files from people who put
together …. on Powerpoint. I see these color
problems all the time. This sRGB/RGB/CMYK &
Microsoft/High-end software debate is pretty
pointless. You'll never get small budget
companies to pay a designer $150 an hour to
design their …CD art …. or get them to drop 5
grand on the computers and softwarethey would
need to do it correctly themselves (not that they
would know how to use it even if they did have
it).
Artwork – Setting the Scene
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You'll also never convince these
designers that just graduated from
community college with a Visual
Graphics Associates Degree that
the way they're doing things is
incorrect. All you can do is try your
best to educate them how to do
correct the next time and charge
them the hourly rate to fix the
problems.
Artwork – Setting the Scene
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The problem with the Mac/PC debate is that people
are just going to argue for what system they
use. Mac users think that PC users are idiots. PC
users think that Mac users are morons. In my
experience prepress technicians always (should
want to at least) live in a CMYK world, designers
live in what ever color space they want to (mostly
because most of them don't know what the heck
that are doing) and non-professionals (people who
would design or lay out things in any Microsoft
based program) live in an RGB because that is
what is available to them. The PC/Mac argument
really should be a Professional/Laymen argument
Artwork – Setting the Scene
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The fact is this: To print 4 color you have
to be in a CMYK colorspace. Microsoft
products work only with sRGB and will
need to be converted at some point prior
to
printing...always.
Artwork – What to Look For
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What program was used
What platform (PC, MAC)
Are fonts included
If not, were they converted to outlines
Did customer use your template
Did customer use the correct temlate
Is the art vector or bitmap
Is bitmap art 300dpi or better
Is art CMYK
Is a bleed provided
Artwork – What to Look For
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Is the art vector or bitmap
Is bitmap art 300dpi or better
Is art CMYK
Is a bleed provided
Is text or an important graphic too close
to the edge
Is art suitable for the print method – e.g.
for CD labels – thermal, inkjet, silkscreen, digital, paper.
Artwork – Issues
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As many software programs as possible
Fonts, fonts, fonts
Conversion from RGB to CMYK.
Different color spaces - can produce a
color shift. Best to have the client do it!
Low res grpahics – e.g. logos. A
program to vectorize by tracing is useful.
Color varies by monitor
Color varies by printer
The problems with
supplied Artwork
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1. What are the main problems, and what can
we do before the start to help avoid them?
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Clearly labelled discs
Discs are all too often provided to printing
companies with an illegible title, scribbled on a
disc a minute before a courier arrives.
Sometimes, there is no title at all! With the
volume of work printers’ receive, and the tight
turn-around times, this lack of communication
can cause delays, and often mistakes in
production.
Example: artwork disks being duplicated or
replicated instead of the master.
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The problems with
supplied Artwork
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• Artwork not set up properly
Do you ever receive artwork from a client with no
bleed, fonts missing, links missing and numerous
other problems? Many clients assume that we will
‘know’ what they want, and expect that their job will
magically arrive looking fantastic.
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The best way to avoid these errors is:
to provide specifications that are easy to understand.
provide templates for clients to use
Good communication
Create a pre press checklist for clients to use
The problems with
supplied Masters
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• Masters are not being proofed as well
as the artwork
Many companies put all their efforts into
proofing the artwork, but forget about the
master.
It is usually on return of the job that
people realize something is wrong.
Best ways to avoid these problems:
• Implement a proofing system similar to
that of proofing artwork.
A step-by-step guide
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2. A step-by-step guide and general principles
of good file preparation
• Create a pre-press checklist including points
such as these:
• Appropriately name all files - don’t call a file
‘labels’ / ‘art’ / or any number that may be
relevant to only your company for example:
194740.jpg.
• Make sure all printing files are CMYK
• Include all images and fonts with the document
• File sizes
• Cases and discs labelled clearly
• Appropriately files types
3. What to look for when the
file arrives
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To avoid delays, always check an
artwork file as soon as it is brought in.
This gives the client maximum time to
make changes if necessary.
• Fonts - make sure fonts have been
included or outlined.
• Images - make sure images/links have
been included
• Printing a copy of the artwork is a quick
way of making sure the colours are
correct, and the fonts and images are all
included.
4. One graphic designers
views on the most popular
programs
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Illustrator - most flexible for setting up
artwork
Photoshop Indesign - Versatile, easy to use,
shortcuts are uniform with other Adobe
software.
InDesign is quickly becoming the major
layout program used by designers.
5. How to deal with common
problems
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What are your common
problems???
6. Important variables which
affect proofing
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• Programs
• Printer calibration
• Mac/PC platforms
7. When do you need a high-end
proofing solution and when will inkjet or
laser get the job done?
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• The state of soft proofing: does the
monitor match the print and what to do if
it doesn’t?
• How does your choice of screening
technologies affect your proofing choices
• Advantages and pitfalls of soft proofing:
what to do and what not to do
• What current users have to say: case
histories that will help you
IDDA

Application Forms outside or on-line at
www.discdupe.org.
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Only US $100 to December 2005.
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Tomorrow morning here at 9:00 am.
Thank you for your support
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