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FLEXO Magazine : June2010
Ink is the great communicator of color. When ink hits sub- strate, that’s the critical moment of truth, which determines whether a printed product meets the color demands of the customer or if calculations are off. But in order to ensure that printers reach that point, communication of color expecta- tions must start far sooner in the supply chain. It begins at the designer’s desktop—preferably earlier still—and continues down the line through prepress and printing. On the morning of Tuesday, May 4, Ink Session chair John Edwards (Sun Chemi- cal) and Todd Mannira (Brandimage) brought together a group of speakers to discuss the role of collaboration, design and ink technologies in delivering a customer’s message. John McDonald of Brandimage was first to the podium and requested that attendees view designers as “creative problem solvers.” Problems that they solve include, “What is the meaning of our brand?” and “What are the key com- ponents of our brand? What can we change, and what can’t we change?” McDonald said designers use color to solve these problems, and that the proper use of color can deliver very precise messages. He showed examples of good design changes that relied more on color to speak to consumers— such as Shredded Wheat—and some that lost too much of the brand’s core identity—such as Tropicana. To showcase how collaboration can make for cutting edge results, Ben Abray (Autumn Graphics) and Stacy Daly (All Stick Label) took the stage together and discussed details of a project whereby All Stick Label flexographically printed the cover of Marketing Magazine. The image was reproduced us- ing CMYK, pearl white, silver, silk screen white, gloss varnish, matte varnish, a raised varnish and scratch-off ink. According to Abray, “We wanted to do something unique, but not have surprises in production.” The best medicine: a whole ’lotta meetings! “Printing was the most uneventful part of the whole project,” concluded Daly. He further insisted that this had to be printed flexo, as a result of the design requirements. The end user customer, the pair stated, was very impressed by the options available. Sun Chemical’s Catherine Vitale summarized the project by noting that collaboration is not a “kumbaya” concept or a euphemism for not being able to make decisions. Instead, it should be used to “define all those elements that are critical up front.” Doing your homework means knowing what the final product will look like before ink hits the substrate, she declared. “ I’m not sure there’s a litho press out there that can do what All Stick Label did on that cover,” she asserted. n Message: Delivered Ink Session Talks Collaboration, Predictable Results FTA TODAY 18 FLEXO june 2010 www.flexography.org • Designers are creative problem solvers who use color to communicate brands. —John McDonald, Brandimage. • A healthy handful of meetings is the best way to ensure an uneventful print run. — Ben Abray (Autumn Graphics) and Stacy Daly, All Stick Label. • Doing your homework means knowing what the final product will look like before ink hits the substrate. — Catherine Vitale, Sun Chemical. McDonald. Abray (left) and Daly. Vitale. FLX_June2010_mech.indd 18 6/10/10 9:38 AM