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FLEXO Magazine : July 2011
results. If you take only one thing away from this article, it should be “communication is key,” both on-shelf and between everyone involved in the process. Try to talk to the prepress provider and printer whenever possible. You may not have access to all the answers, but with a little research you can find basic guidelines and standards. Flexographic Technical Association (FTA), FIRST and trade publications like FLEXO, are great resources to rely on for making you a more responsible designer. During the early stages of the design process, if you build your art files for the final print method, you will be able to manage and maintain your client’s expectations throughout the development process. Ultimately, good design is good design. Understanding flexography will deliver cost efficient, consistent, and effective packaging. n About the Author: Tom Newmaster is a partner and co-owner at William Fox Munroe, Inc. (WFM). For more than 20 years, 14 at WFM, Tom has proven himself where it counts--in the trench- es. He has overseen new business development, account ser- vices and operations; all the while drawing on the perspective of an art director and designer. Tom‘s award-winning package design firm serves local, regional, and national clients. He regularly speaks to package design students at the Fashion Institute of Technology (FIT) in New York and many other col- leges and universities in Pennsylvania and Maryland. He has been an FTA Design Awards judge and chair since 2000 and was also on the CGATS SFT1 committee that developed best practices/standards for electronic packaging workflows. www.flexography.org July 2011 FLEXO 51