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FLEXO Magazine : February 2009
PLANTS & PROCESSES measurements directly from the package will allow you to remove much of the variation throughout a run. It also helps you to re- duce the cross direction variation. The wider the web you print, the greater the variation may be when running multiple lanes. Show how this will make your process control data more reliable; and how it will improve your service by helping you reduce scrap and downtime. Put together a simple presentation or handout to make it easier to explain the concept. Offer to set up a special educational ses- sion with your customers' decision makers to show them how this works to improve your results. ANTICIPATE CONCERNS If you do get a negative reaction from your customer, you'll find many of the arguments are similar to the ones that were made against the addition of UPC symbols to packaging. Some of the things you might hear from customers or designers include, "They take up valuable real estate," "They're unattractive and hurt the package design," or "The consumer won't understand why they are there." Targets placed in gusset seals and pouch gussets will also ensure that they remain subtle, off valued real estate, but still fall on the live web. SHOW THEM EXAMPLES Show your customer samples of other products that already have these targets. Include multiple examples from a variety of markets. You can find them on both major brands and store brands. Explain how the placement of these targets does not in- terfere with the package's message. Promise to place them as discretely as possible. Common loca- tions include the underside of back seals, the bottom of pouches, under the UPC or along the back bottom seal. Keep the marks as The wider the web you print, the greater the variation may be when running multiple lanes. Being prepared to address these concerns will allow you to counter these arguments in a positive way. You'll be able to demonstrate how the marks can be added and not cause any of these ill effects. Like the UPC, there have been no reports of these targets impacting on a consumer's purchasing choice. The same can't be said for an off-color package. small as possible. Targets can be as small as 3.smm depending on the aperture of your densitometer. TARGET ON THE PROOF Make sure your customer sees and approves the location of the target. Have the designer or prepress house place the marks prior to producing the proof your customer approves. This way everyone knows what to expect and has the chance to ask for a change in location. You may not be able to win over all your cus- tomers right away. It won't be long before those who do agree to add these targets start seeing the benefits. Hopefully, in the near future, all process-printed packaging will contain these marks, providing printers with better color data and giving their customers a package with greater color consistency image to image and run to run. . ABOUT THE AUTHOR:]ohn Paine has been involved in the flexographic printing industry since 1992. He is an R8(D Engineer working with C-P Flexible Packaging in York, PA. He is coun- cilleader of the FTA SPIWide Web Leadership Council and a member ofFLEXO Magazine's Editorial Advisory Committee. Mr. Paine can be reached at email@example.com. FEBRUARY 2009 - www.flexography.org FLEXO
Sustainable Winter 2009