Creativity is not a limited asset. Most of us have the capacity for producing interesting, compelling ideas. Yet for brand owners, creative design is the lifeblood of commercial success. Tremendous resources go toward producing and testing designs that will connect with consumers. Too often, this initial intent is diminished as an image moves through the printing process.
Any great production is a result of people, process, and tools. Art reproduction is no exception. In this deceptively process-driven industry, it is actually rigor and end-to-end workflow that most reliably brings the greatest brand images into the marketplace.
At Beck, we often talk about how beauty is intended. We do our best work at the intersection of art and science, driven by process and committed to elevating design integrity in the printed result. We’re also deeply creative and apply a keen eye for design. This art creation ‘magic’ really happens with our Illustraion & HD Retouching team of graphic, photo illustration, and retouching experts.
Recently, I sailed with a group of friends through the British Virgin Islands. For most of us, this was our first time on an ocean catamaran and our first time in this distant part of the world. To make sure we would get safely from island to island, we hired a captain. While we started out just looking for someone to drive the boat (so to speak), it became immediately apparent that he would get us through our journey and act as a guide along the way. With Captain Ross at the helm, we didn’t just sail the islands, we experienced them, learning about the waters, reefs, islands, history and best spots to eat lobster on the sand or jump from cliffs.
For a successful design-to-print process, establishing information stage gates are as important as starting with a great design, involving an intelligent team and using sophisticated technologies. In a recent post, we discussed the importance of scheduling and conducting press checks to ensure accountability for key stakeholders, and to keep the art and color reproduction process moving smoothly. Press checks keep design issues from slowing the workflow.
Chances are, whether you know it or not, you have digital assets. “What are digital assets”, you ask? They are any kind of text content or media, digitally created as a result of past efforts, and the rights to use them. In short, they are the byproducts of your communications, creative, and advertising endeavors.
Most likely, you have lots of digital assets, representing an enormous level of investment. Like a treasure chest, this collection of creativity should be protected and used wisely.
The art reproduction process means taking a brand image and producing it as a printed graphic, positioned and evoked in a context or variety of contexts, on a medium or variety of mediums. Aside from the conspicuous outcome of the graphic reproduction process, producing a brand image is also about something much more fundamental – meeting stakeholder expectations from start to finish.
At Beck, we often talk about what happens at the intersection of beauty and process. When art and science come together in art reproduction, it can generate stunning brand images that have power in the marketplace.
All too often, traditional printing process rules have diminished, rather than elevated, the intent of an original design. The art reproduction industry has long been encumbered by print constraints that cause an image to lose design integrity in the production process. Too many designers have conceded to having to create artwork with a specific, limited set of colors based on the ink decks in the print process.
Imagine a kitchen in which a dozen chefs each is preparing a single ingredient that will be combined into a complex, unified dish. If one element is less than perfect, it puts the entire meal at risk. But if each chef contributes a perfectly executed component, the resulting meal is memorable and wonderful to share.
Print reproduction, like many other things in life, is most successful when an end goal guides the journey. When a brand owner designs an image that is meant to represent the particular value of a product or service, the integrity of that final, printed graphic is an absolute imperative. But too often, taking a design from concept to print is as rife with opportunity for a breakdown as it is for success. And as you’re well aware, both impact the bottom line.
Preplanning means starting a package design project with final printed result in mind. You can’t underestimate the importance of an organized, transparent approach. In fact, a templated preplanning process may be the only reliable means for achieving truly beautiful, resonant images time after time.