Been pondering about a lot of comment on a Linkedin group about clients/print buyers responsibility for supplying files, PDF’s, images etc, that are correctly ‘colour managed’.
It got me thinking about the clear rules that were recognised about the supply of ‘camera ready artwork’, pre DTP in the dark ages. All involved understood the rules. If artwork was badly prepared or very difficult to work with extra costs would be incurred and invoiced. So how about the concept of digital ‘press ready files’?
The PDF X specification together with the Ghent Work Group show the way to go in this area, but many if not most printers will say that the majority of files submitted need some remedial work and colour managed to the correct printing condition. This would be OK if the client understood that this work may involve extra costs, or had included in their specifications to quote the need for this work. However where we seem to be is a disconnect in communication between the client, agency and printer on who is responsible for what!
The understanding that came with ‘Camera ready artwork’ has not carried over to digital files. Clients would like to make the cost savings involved in supplying ‘Press ready files’ and often supply contract proofs, but are not ready to pay for the work needed when this files are incorrect. Printers will point to files and proofs being supplied for a job on uncoated paper produced with coated profiles and proofs. PDF’s with no trims, font issues, RGB images etc are also common issues. So I guess the question is who pays?
The real need is to communicate the technical requirements better from client to printer and back. Not all clients want to learn how to provide print ready files. Other clients would like to have the knowledge, others do have this knowledge. So clients can help by clearly stating when requesting quotes how they are going to provide the files. Printers can clearly state in their quotations what type of digital files are allowed for in the price.
Also, without getting into the training area, printers need to be clear and concise about the technical specifications for files they would ideally like, in order to provide the best prices.
If you enjoyed this article, please consider sharing it!
