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FLEXO Magazine : December 2011
Specifications and Tolerances (FIRST) Certification. FIRST training has made employees more engaged in their work, which has led to improvements in both products and processes. Notable benefits include a decrease in scrap and rejected jobs. Press operators are actively seeking ways of working more efficiently. • Communication between printer and designer is critical in order to consistently and successfully process work, without error, across a family of jobs. Printing assess- ments are a cooperative meeting of the minds to discuss different facets of a job. It is a lot to ask of designers because it can be limiting to their creativity. But, you want them to think like a separator. • FLEXO’s cover project, “Color in Focus,” amounts to a demonstration of award-winning technologies and execution on the production floor with a live printrun of October ’s cover. The project showcases the abilities of the 2011 Narrow Web “Best of Show ” printer, Publisher’s Printing Co. , Shepherdsville, KY, as well as the two Flexo- graphic Technical Association 2011 Technical Innovation Award Winners: MacDermid Printing Solution’s LUX platemaking system Mark Andy ’s Performance Series P7 press Honors and awards • FTA’s Excellence in Flexography Awards–Entries with crisp color and tight registration scored highest when printed using extended gamut. With 620 print jobs entered, 146 pieces of work drew honors, including nine printers, which earned “Best of Show ” accolades. “Best of Show ” in their respective classes went to: Publisher’s Printing Co. for the Autumn 2010 cover of Alpinist Sunshine Plastics Corp. for Midnight Indulgence Chocolate Fondue Wrapper Cellotape Inc. for Syntax Spirits Vodka Label Encore Envelopes, Ltd. For Harry Potter & the Grinch Label Technology Inc. for John Frieda Frizz Ease Over- night Repair Packette Lewisburg Container Co. for Duracel My Grid Charge Pad for Cell Phones SCI for Crisco Pure Peanut Oil Clemson University for The Phoenix Label GOLDENera Group for Kellogg’s All Bran • Considered a color guru, scientist and trailblazer, Mark Samworth of EskoArtwork, has become FTA’s 49th Hall of Fame inductee. Color management was not always a principle, but in the last 30 years, Samworth became widely hailed as one of its founding fathers and leading proponents in the world of flexography. His processes and procedures have been patented many times over. The names and techniques of some of Samworth’s ideas, including Flexo Cal, Plate Cell Patterning and Flexo Sync, are very familiar to FTA members. It is because of his innovation and success that Samworth, inventor, and flexography ’s own patent king is the youngest-ever inductee. FORUM 2011 SETTING THE PACE FOR FLEXO PACKAGING EXCELLENCE FTA TO DAY Phenomenal!”“Fantastic!”“Besteventinyears!”“Print- erswereeverywhere.” “Impressive.”Heavy foot-traffic, extensivedialogue,crowdedsessionroomsand exhibitaisles,asold-outtradefloor—byallindications,the FoundationofFlexographicTechnicalAssociation’s 2011 An- nual ForumattheJWMarriottandIndianapolisConvention CenterMay 1-4wasastunningsuccess. Thisyear’s Forum capturedtheattentionof morethan1,600 packageprintersandbusinesspartners,whosefeedback atteststothemyriadwaysthesessionsandexhibitsexceeded theirexpectations.Attendanceandparticipationshattered long-standing records, raisingthebarforfuture meetings. Speakerspackedthesessionswithnewsofinnovative technologies,reportsofwork inprogressandcallsforpro- cesscontrolsandstandardizedpractices.Attendeesstood shouldertoshoulderastheyscrutinizedaward-winningprint jobs;andconference rooms,hallwaysandtheINFO*FLEX exhibitfloorbuzzedwithnetworkingactivity. Intheend,Flexographic TechnicalAssociation’s(FTA’s) ForumCommittee,ledbyMark CoffmanofDixieGraphics andRandyButlerofPrintpack,stoodconfidentthatthe2011 Forumliveduptoitstheme, “SettingthePaceforFlexoPack- agingExcellence,”inthis,theCircleCityattheCrossroadsof America.Infact,attendeescouldbeoverheard makingplans forthe2012 ForumandINFO*FLEX.Exhibitsalesarealready trackingbetterthan70 percent. FIELD VIEW Forum attendeeswerequicktosharetheirimpressionsof thesessions andINFO*FLEX.Asamplingofthereviewsdem- onstratesenthusiasm andappreciationforeverythingfrom the contenttothenetworkingopportunitiestotheresponsive- ness ofFTA staff.Eventhefoodreceivedkudos. BillTwomeyofCalumetCartoninSouthHolland,IL,offered anew member’sperspective.“Beingafirst-yearmemberof FTA,IwenttotheForumandINFO*FLEX notknowingwhatto expect.Iwantedtogatherinformationandlearnmoreabout theprocess,whichIdid,”hesaid.“WhatIdidnotexpectwas howeagereveryonewouldbetohelpus inournewadven- ture.Thepeoplewereoutstandingandveryeagertooffer informationandguidancetohelpusgetstarted.Ihavebeen amemberofotherorganizationsintheprintingindustryand FTAisbyfarthebestexperienceIhavehadtodate.” MarkJohnson, of FLXONinCharlotte,NCnoticedthe crowds.“INFO*FLEX2011wasattendedbymorecustom- 10 FLEXO June 2011 www.flexography.org AGrandAffair •Record-breakingattendancewithmorethan1,600 packageprinters andtheirbusinesspartners. •Sevensessions packedwithnews ofcutting-edge technologyandinnovativetechniques. •Sold-outINFO*FLEXshowfloor. •SavethedateforForum2012:March18-21inSan Antonio,TX. “ Setting the Pace for Flexo Packaging Excellence FFTA 2011 Forum Recap FTA TODAY ersandpotentialprospectsthanshowsinthepast,”hesaid. “Mondaywasagreatdayforme.Wewere reallypleased withthenetworking,themeetandgreets,thefood,thetraffic, theintensityoftheeventandtheinterestoftheattendees.” AaronLessing,ApexNorthAmerica,Donora,PA,aForum speakerandINFO*FLEXexhibitor, reportedthatthemeet- inggeneratedinterestinthestateoftheart. “Thisshowhas beenjustterrific.We’veseennon-stoptraffic.We’ve received numerousqueriesonourtechnology,”hesaid.“Comments relatedtothepresentationshavebeenvery positive.We’ve gotalotoffollow-upwork todoandthat’sagoodthing.We areverysatisfiedwiththenumber,qualityanddepthofthe attendees.Thisistheplacetobe.” RickRosenbergerofSoloCupinOwingsMills,MD,came awayfrom theForum withspecifications onhis mind. “Based onwhatIsawatFTA,wecanseethatFIRSTandG7are goingtobeofextremeimportance.ThewholeideaofFIRST certificationandgettingusstandardizediscomingdownthe pike.We—andImeanmostallprinters/converters—haveto bepositionedtocapitalizeonitsadvantages.” Hewasequallyimpressedwiththenetworkingopportuni- ties.“INFO*FLEX,asalways,wasterrific.Whereelsecan youwalkin, talktopeople,openupdoorsandkeeprelation- shipsgoing?Thesharingofideasandcomments wasgreat.I talked to everybody.” RuthBuckley,BancroftBag,Inc.,WestMonroe,LA, noted theblendofcamaraderieandcontent. “Goodshow.Ialways enjoy INFO*FLEX.Itseemsyoudomore networkingthere thananywhereelse.ThebriefingonUPCcodeswasvaluable. Icollectedsomegreatinformation.” ForJoshBurkeofC-PFlexiblePackaginginYork,PA,the Forum wasallgood.“Goodinformationwaspresentedin agoodwaywithmultiplespeakersanddiversetopicsthat allowedforaudienceinteraction. TurnoutatINFO*FLEXwas certainlygoodandtheinteractionwithvendorsandsuppliers wasacriticalcomponentofmyexperience.” Healsoappreciatedthehospitality.“Accommodations werevery nice.Staffwascourteousandprofessional.” Forum providedalearningexperienceforBradEhlersof BerryPlasticsinKent,WA.“I reallyenjoyedthenewtechnol- ogyportionoftheprogram.Overall,itwasaveryinformative Forum. The agendawaswellconstructed.Thesessionsjust keptrollingalongandsucceededinkeepingeveryone’sinter- est,”hesaid.“And,itlookedlikeINFO*FLEXwasbiggerand betterthan ever!” MichelleTalkoofPrairieStateGroupinFranklinPark,IL reflectedontheForumasitrelatestohercareer, “Itwasinter- estingcomingfromthesuppliersideofthingsandtransition- ingtotheprinterside.Asasupplier, Ididn’tattend many of thesessions.Asaprinterstilltryingtolearnallthetechnical aspectsofthings,itwas worthwhile.Igotalotoutofit,”she said.“Itwasgoodtoseepeoplereviewterminologyandlead intonewtechnologiesoutthere.Ifeltequippedtogobackto theofficeandstartresearching.Ilearnedthings[atForum] thatIwouldn’thavelearnedwithoutbeingthere.”MOREu Photo credits:Katie Dubois www.flexography.org June 2011 FLEXO 11 tion. I feelitmayactuallybetheopposite.Theflexoprocess forcesyoutocarefully considereveryaspectofyourdesign. Althoughitmay besomewhattechnical,it ultimatelyimproves youron-shelfproductcommunication. Largerfonts,simplifiedelementsand cleanergradations alladdtothedesigneffectiveness atretail.Whenyoureally understandwhatpackagingissupposedtodoandyoureally understandtheshelf--whatIcallthenaturalhabitat--many times,yourdesignnaturallybecomes “flexofriendly.” MAXIMIZE IMPACT Alwaysdesignformaximumimpactintheproduct’s “naturalhabitat.” Evaluateyourresults by buildinga physical compofthepackageandlookingat itontheactualshelf.If that’s notpossible,simulatemultiplepackagefacingsovera photographofasectionoftheproduct’s category. Grabbingtheconsumer’s attentionfromadistanceand drawingthemintolookat theproductmoreclosely,isthe firststep.Getting themtopickitup is thenext keyinteraction withtheconsumer. At thispoint,thecleanandlegiblesmaller typographyiscriticalincommunicating theproduct’s features andbenefits. Ultimately,thedesignmustclearlyand effectivelyanswer alloftheconsumer’s questions andquickly deliverthefinal motivationtobuy.Overtheyears,Ihaveseenbeautiful packaging (inaconference room), thatfailstocommunicate atretail;aswellas,averagelookingpackaging(inaconfer- ence room),that pops offtheshelfatretail.WHY?I submit that, many packagesatretailobviously neverconsidered the “naturalhabitat.” Many times,less is more.Clean/simplegraphics solve communicationproblems anddeliverbetterfinalprinted WinningentriesinFTA’s2011GraphicDesign AwardsCompetitionandtheirtypetreatments. 50 FLEXO july 2011 www.flexography.org results.Ifyoutakeonlyonethingawayfromthisarticle,it shouldbe“communicationis key,”bothon-shelfandbetween everyoneinvolvedintheprocess. Trytotalktotheprepressproviderandprinterwhenever possible.Youmay not haveaccesstoalltheanswers,butwith alittleresearchyoucanfind basicguidelines andstandards. FlexographicTechnicalAssociation(FTA),FIRSTandtrade publications likeFLEXO,aregreatresourcestorelyonfor makingyouamore responsibledesigner. Duringtheearly stagesofthedesignprocess,ifyoubuild yourartfiles forthefinalprint method,youwillbeableto manageand maintainyourclient’sexpectations throughout thedevelopmentprocess.Ultimately,gooddesignis good design. Understandingflexography willdelivercostefficient, consistent,andeffectivepackaging.n AbouttheAuthor:TomNewmasterisapartnerandco-owner atWilliamFoxMunroe,Inc.(WFM).Formorethan20years,14 atWFM,Tomhasprovenhimselfwhereitcounts--inthetrench- es.Hehasoverseen newbusinessdevelopment,accountser- vicesandoperations;allthewhiledrawingontheperspective ofanartdirectoranddesigner. Tom‘s award-winningpackage designfirmserveslocal, regional,and nationalclients.He regularlyspeakstopackagedesignstudentsattheFashion InstituteofTechnology(FIT)inNewYork and manyothercol- legesanduniversitiesinPennsylvaniaandMaryland.Hehas beenanFTADesignAwards judgeandchairsince2000and wasalsoontheCGATSSFT1committeethatdevelopedbest practices/standardsforelectronic packagingworkflows. www.flexography.org July 2011 FLEXO 51 50 FLEXO december 2011 www.flexography.org