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3.2 Innovative AMAZING COATING EFFECTS LOOK MA! ONLY 2 COLOURS! STOP THE MADNESS THE DEVIL IN THE DETAILS

, Publisher Jeff Ekstein Contents Editor Ian Broomhead Contents Volume 3.2

Art Director Ian Broomhead Visualizing ? Contributing Editors This simple cost effective Patrick White method of protecting your Ian Broomhead piece can also add a creative Jeff Ekstein POP! 4 Production Yuval Gurr Duotone's Bill Wright It's an age old technique with breathtaking results.

Beyond Print is published four times a year. It is designed to serve the interests 6 of the clients and prospective clients of Printing Group Ltd.

Every effort has been made to ensure Crossover Chaos that the content of this publication is Spanning across accurate, however, errors and omissions are not the responsibility of Willow Printing pages is a great technique to Group Ltd. draw the reader in, but beware! YOU’RE Different 8 Email Contacts Printing Pitfalls So are we. Jeff Ekstein [email protected] Some practical tips to save time and money on your next print We're the Ian Broomhead project. Integrated Marketing…Design…Printing…Finishing… [email protected] 10 Mailing…Distribution…Analysis… Company © 2012 Willow Printing Group Ltd. @ Willow Innovation with purpose What difference does that make? helps create positive change Privacy Policy for your business this year. Go to www.willowprint.com to find out. Any personal information you provide to us including and similar to your name, address, 15 telephone number and e-mail address will not be released, sold, or rented to any entities or individuals outside of Willow Printing Group Ltd.

WILLOW PRINTING GROUP LTD. 3

, Visualizing Varnish A Current Environmental Concern Varnish vs. UV Coating vs. Aqueous

Varnish is one of the best ways to protect Overall/Flood Varnish paths, really jump off the and make a Does the printing process negatively affect the "When subjected to 'cradle-to-cradle' lifecycle hand is simply without colour. It requires a printed piece with the added bonus of An overall varnish (also know as flood design more memorable. environment? While most people mistakenly analysis, e- is not nearly as green as substantially less power to dry and is easily varnish) needs no special preparation because making it more memorable. There are many Print buyers should be aware of the increased believe that the down of to make many naively assume it is," says Don Carli, de-inked yet offers much of the same properties it is applied over the entire printed surface. aspects that make a print project look great. cost of using a spot varnish. While a flood This application is good for protecting projects paper is the biggest issue, they forget about founder of the Institute for Sustainable as other coatings. From design to photo selection to paper varnish is easy to apply, a spot varnish that may be exposed to moisture or just used what is put on the paper; namely ink. While Communication. "Computers, eReaders, and weight and binding, many elements requires additional layers to be created in the contribute to the look of the final printed a lot. Plus it makes your project look great. layout program and needs additional plates. most printers use vegetable based it is cell phones don't grow on trees, and their The Right Choice product. Adding a varnish treatment makes Spot Varnish This can translate to additional costs. becoming more common to coat the printed spiraling requirement for energy is unsustain- When choosing what type of coating, if any, to 3 your printed piece shine! A spot varnish is applied to selected parts, Gloss, Matte or Silk sheet with either Aqueous or UV based finishes. able." To truly measure the environmental use on your project, there are many items you like photos or graphics, and is mainly used for Typically used to protect a page or print can be applied with a gloss, matte The reasons vary from durability to high gloss impact, look beyond the superficial and delve should consider. Each coating has its benefits aesthetic reasons. Spot varnishes can make product from scuffing, wear, ink rub or or silk finish. The gloss varnish reflects more appeal. But what is this process doing to our into all the facts. Paper and print truly have and its drawbacks. colour photos jump. They can be tricky to light and adds to the sharpness and smearing, a clear varnish coating can really environment? the best "cradle-to-cradle" lifecycle when you prepare because of the extra work required saturation of images. A matte or silk varnish enhance photographs or graphics and focus in your page-layout or -manipulation should be used on a page that has mostly consider printed material is recycled 4-5 times UV Coating gives an extremely high shine your reader’s attention. program. text. It increases readability by diffusing light giving the medium a rebirth of sorts, whereas value and makes your project stand out. It is Added to a finished print piece, a varnish can Some designers spend a lot of time applying a and reducing glare. electronic medium is hard to recycle and only a also durable but is costly and the least be applied in two ways; overall/flood varnish glossy spot varnish to images. This can make Whatever treatment you use, varnish can drain on our resources. environmentally friendly. or spot varnish. photographs, especially those using clipping make your next project shine! Print has its own challenges Examples When the decision to choose print has been made there are then the They say that the proof is in the pudding, so we've created a reference for some of the most typical uses of a varnish technique. inevitable choices; recycled vs FSC paper, digital vs litho and eventually; Cut a save our planet coating vs non-coating. But does It sounds a little crazy but it's true. The anyone stop to think of how the No Gloss Matte production of paper is more environmental last decision will affect the planet? Varnish Varnish Varnish friendly then the data centres required to keep Consider that UV coating is basically all the unused web pages up and available. a based product that is taken from Aqueous Coating is a great way to add Consider that "...for every 100 watts those our non renewable resources. Aqueous coating either a gloss or matte finish but creating spot data centres consumed, only 2.5 watts resulted is water based and a better choice, but UV and designs can be a bit of a challenge. in useful computing."1 Now that's a waste. aqueous both require a large amount of energy Combination Now consider that "over 2½ billion trees to dry or cure the coating. Varnish Coatings are by far the most Spot Gloss Varnish Spot Matte Varnish Gloss & Matte Varnish are planted in the U.S. each year. The forest versatile of all coatings because they can be community over 1½ billion of these It doesn't stop there. All paper is recyclable treated just like regular ink. They can be either; trees; that's an average of 4 million new trees (or should be) but the process that is required High Gloss, Matte or Silk and can be mixed planted every day by the forest community. to de-ink the used paper is just as important with ink to create a unique look. Millions more trees grow from seeds and as the paper itself. UV and Aqueous coating sprout naturally. There are more trees in the papers are not as easy to de-ink as regular Whatever you choose, the main goal to keep U.S. today than there were 70 years ago"2 vegetable based inks4. Varnish on the other in mind is the purpose and use of your project. It is a great idea to ask us before you begin so 1http://www.guardian.co.uk/sustainability/paper-versus-web that we can give you the best advice on which 2http://www.tappi.org/paperu/all_about_paper/faq.htm 3http://deadtreeedition.blogspot.ca/2009/04/greenwashing-media-award-goes-to. coating to use. 4http://www.ingede.de/digital/2008-tk-deinking-e-draft.

4 WILLOW PRINTING GROUP LTD. WILLOW PRINTING GROUP LTD. 5 SECRETS TO GREAT DUOTONES Duotones are grayscale images that overprint with a second ink to add a tint and extend the tonal range of the image. They are quite easy to create with Photoshop. Just keep these guidelines in mind when creating them.

A duotone can add a lot of pizzazz regardless of the number of colours to otherwise dull black-and-white you are printing, proofing spot-colour images. Many designers rely on duotones can be very tricky. Todays duotones for images in full colour inkjet based proofing devices may CMYK jobs, as well. Why? A duotone use up to 8 colours but they are can smooth out the inconsistencies based on CMYK and sometime spot in a set of images that need to colours do not translate well. work together, like photographs of customers, employees, or boards, for The trick to duotones is simple: example. Watch the tone curves for each ink! To create a duotone, you first must Duotones (or tritones or quadtones, start with a grayscale image. You if you create the image with three can convert a colour photograph or four inks, respectively) can also to grayscale in Photoshop using make quality photographs look even the Image Mode command. Once Duotone and Curve Tips in both the highlight and shadow Loading & Saving Duotone can download. You can also save better. While 'better' is a matter of grayscale, you just select duotone, regions (0-10% coverage and Profiles your own curves — quite convenient taste, there is no disbuting the fact and Photoshop provides you with a • Your primary curve will look the 90%+ coverage) if you are doing a series like the three the duotones create a dramatic effect default screen that has black ink with most like a standard straight- Photoshop comes with a number portraits above. Just click Save after that draws the eye to the image. a straight line tone curve. curve from shadow to highlight. • Apply an s-shape to your primary of built-in duotone profiles, which setting up your curves right in the ink curve to improve the image's Adobe calls preset curves. These Duotones have another great Duotone dialog box. You can go back It is really easy to plug up both the • Generally, you will move your overall contrast files are small, and create a profile marketing feature. When you need and save the curves at any time. highlights and shadows if you aren't primary curves down somewhat in of the duotone settings to draw attention to a specific careful. Be careful not to let the the shadows, with your secondary for a given file. You Finally, remember that duotones must object, create a duotone and add a can load these settings be saved as EPS files for the curves to completely different highlight colour shadow ends of your curves extend curves in a bow shape toward the into any other image be read by the output device. Transfer emphasizing the area you want the too close to 100% bottom-right quadrant, peaking much lower (to avoid plugging up file. Search the internet curves should be enabled in the file view to look at. Duotones also have Try to remap the tone curves in the shadows). for "duotone" and save dialog box for EPS. If you want the effect of "muting" the image, ways that extend the tonal range. "curves" for many other to proof your duotones on a desktop allowing the eye to natually focus in. By creatively combining a darker ink • Moving it toward the top-left free curve files that you , just convert a to CMYK. Duotones are better then grayscale with one curve and a lighter ink with quadrant will likely plug up your images because even though they another, you can improve contrast, image. are muted they can still bring out a and really give your image a boost. positive image. While it is a matter of personal taste, • The more inks you use, and the Designers often equate a duotone we typically use the darker colour or darker they are, the more drastic Duotone Example with a two-tone image produced colours to define the middletones your curve reductions will be. with black and a spot colour, and and the shadows, and use the • Try to keep no more than one dark lightest ink colour to add detail to that's great if you are printing two- ink and possibly one very light ink Quadtone Example colour. Bear in mind, however, that the highlights and add contrast.

6 WILLOW PRINTING GROUP LTD. WILLOW PRINTING GROUP LTD. 7 Crossovers are an effective and Crossover artistic way of creating Chaos spectacular article designs... but watch out! This will effect everything on a page because as a designer you can't account for creep Have you ever seen an advertisement in a in your favourite layout program. What we magazine that spans two pages and the two parts do is calculate how far each page must do not quite line up? That's an example of what can be "pushed back" into the spine in order go wrong with a Crossover. for the outside page margins to remain Big, bold images or text breaking out of the confines consistant. of one page onto another can make your design visually stronger. But crossovers can potentially cause And therein lies the problem for crossovers. Imagine that problems. Things like the binding method, the paper Perfect bound have a critical flaw when it comes Where's the Creep? you have an image on page 4 that crosses over to page thickness and the thickness of the publication will affect to crossovers; they do not lie flat when opened. This issue One of the most important things we do as printers is to 5 in a 64 page on 80lb coated paper. If the creep is position and alignment. makes it almost impossible to create perfect crossovers. trouble shoot projects. When the project involves a multi .0072" per page that's almost an 1/8" that page 4/5 will Here are some simple things you can do to minimize Pictures appear to have "missing gaps" at the spine. This page , for example; a book, we must consider move into the spine. How will that image look? Is there potential crossover problems: becomes incredibly apparent if at the crossover there the issue of creep. Creep is the reduction in page size in type flowing across the pages that splits down the middle is text or a continuous image involved. relation to the cover spread. Or simply put, creep is the of a letter? • Consider not rotating crossover artwork because fact that page 1 is physically larger then page 48 and 49 diagonals exaggerate misalignment. Don't Forget in a 96 page magazine. Creep increases as the page count The bottom line with crossovers is to be wary and use • Ink coverage can be inconsistent from one page to increases. So you may not see creep on a 16 page brochure sparingly and the best place to use a crossing over is on another and cause very distracting colour shifts in to read this but you will see it on a 96 page saddle stitched magazine. the center spread. things like rules or solid areas. • Avoid stretching small text across two pages. As text goes into the gutter, it becomes harder to read. This applies to photographs as well. Effective use of Crossovers • Using thin rules across pages is asking for trouble. Thicker rules that disappear into the gutter can help Crossovers can be a very effective graphic treatment. conceal misalignment. They have a way of binding two pages together to seem as one, creating continuity in an article. They • Talk to us before designing your print job. Crossover issues do not apply to all pages or all print jobs. can also be used to draw attention to a specific point or idea. Normally the reader is not accustom to seeing type or image "in the margins" so anything Perfect Bound Books there will automatically become an eye catcher. A special must be added when contemplating cross- overs with perfect bound books. A perfect bound book is Be warned; over use can cause the opposite affect a binding process used in everything from photobooks to . Typically this is used for hard cover books and and make your layout look messy and disorganized. manuals where page counts exceed 100 pages.

8 WILLOW PRINTING GROUP LTD. WILLOW PRINTING GROUP LTD. 9 WYSIWYG is not true for colour Images in wrong file format Time The red on your monitor will probably You should use the TIFF or EPS file In the end, by making sure that your Print Job Demons not look the same as the red on the formats for saving your images files are top quality you will save printed page. Despite having a for printing. Do not use JPEG, GIF, money on costly things like new calibrated monitor and standard BMP or the dozens of other options proofs and plates but you will save Missing images viewing conditions, colours on screen Photoshop offers you. You may have the most precious of all things in One missing 40 MB image can really workflow, make sure all your photos will be different from on the printed to use the DCS 2.0 flavour of EPS printing...Time. ruin your day and print job. Instead are in CMYK colour mode. Otherwise page. If your monitor is in a bright for some special jobs but that is an of just getting a utility, they may come out with no colour at area or not calibrated, the colour exception. JPEG is good for archiving consider getting a preflight utility all. difference will be even greater. Make images and them on the program that collects images in important colour decisions from a Web but not for printing. addition to while checking your The dreaded extra plate printed proof. files for other problems. Utilities So your four-colour job has five Dirty page-layout files such as FlightCheck from separations? Oops. You are suffering Low-resolution images Don’t leave unused images and Markzware (www.markzware.com) a possession from the dreaded extra Does the image on your monitor scraps of text just laying about. You or Preflight Pro from Extensis (www. plate demon. Go back and make sure look fine but jaggie and are just asking for trouble. Images on extensis.com) are good choices. all the colours in your page-layout blurred in your proofs? You the pasteboard in your application are process and not spot. are probably using a page-layout program RGB images in a CMYK print job The best way to make sure this demon low-resolution image. may not directly RGB (red, green, blue) is the colour is not still haunting your print job is to Hone Your Skills Your monitor is most add to your mode used when viewing colour eyeball your page-layout print options printing Your design looks great. You are images on a monitor. But most presses with separations turned on or printing likely set at 72 dpi. happy. Your client is happy. So why Your laser printer has problems, use four inks to make colour images: the file with separations on. If you get but they do does it refuse to print correctly!?! cyan, magenta, yellow and black five sheets of paper for each page, you a 300 to 600 dpi resolution. Printing increase the size (CMYK). Unless you have a modified are still possessed. of your print job and may be Even the most experienced and presses are even higher. Your images confusing for our prepress computer-savvy desktop designers need to have a dpi 1.5 to two times department. Get in the good habit of have been tortured by seemingly Print Specifications the linescreen of our output device. cleaning up your files. possessed files. Most problems with Avoid Communication Errors By Everything Out Ahead Of Time But be warned–you can’t increase the electronic files are either font or image resolution of an image in Photoshop There is nothing more frustrating than last-second surprises, especially when in Adobe InDesign related. Master the basics of these just by typing in a higher number. preparing a print job with a tight deadline. Avoid this potentially painful experi- Adobe InDesign comes with two areas and most print-job demons Most of the time they have to be res- ence by filling out the specifications before the design is done. great tools to help you can be exorcised. canned. preflight your files. Simply go Errors and omissions can be caught early in the process by filling out and Missing fonts double-checking the specifications ahead of time. For example, the graph- Corrupted fonts to Window>Output>Preflight The revolution ics department may be bleeding their images, when in fact this print job isn’t and voila! InDesign shows supposed to have any. While this can be corrected, it will probably take longer Fonts can become corrupted. They you the most obvious issues began almost 20 years ago and the than the FedEx person is willing to wait. can cause your print job to fail, your number one problem is still missing computer to crash and your applications you will have. Other tip for fonts. Banish potential font demons Some specifications that should be double-checked are: to quit. These can be the most evil making sure your file has the back to the pit-of-doom by purchasing Number of copies Delivery date and time right number of colours is the Colours (spot, CMYK) Size demons to possess a print job. If you and religiously using a font collection Proof Bleeds suspect a corrupted font may be at separation preview pallete. utility. Finishing options Binding options the of your problems, reinstall a Go to Window>Output>Separations fresh copy of the font. Preview to access the .

10 WILLOW PRINTING GROUP LTD. WILLOW PRINTING GROUP LTD. 11 Printing, Gutenberg And Moving Type Colour and Emotions Although often considered the father of moving type, Your colour choice sends a message. Make sure it’s the right one! Johann Gutenberg was beaten to the punch by the Using colour in a design undisputedly draws more attention to it. Black: Black has a number of associations: Sophisticated, ele- Chinese four hundred years before. Studies show that using colour will give a design greater impact and gant, seductive, mysterious, sinister, sexy and dangerous. get it noticed more. But, while using colour can elicit increased interest, it can also send the wrong message. The story of printing is long and fascinating. Many in the Western Red: Aggression, excitement, strength, sex, passion and conquest are associated with this stimulating colour. Humans respond to different colours world consider it to have started with Johann Gutenberg, a German differently. Walking into a white room will aristocrat and goldsmith who pioneered in the middle cause a different mood than one with Orange: Happy, festive, playful and bright, but not as of the 15th century. However, to put Gutenberg's contribution to dark red walls. Colour association stimulating as red. is slightly different for everybody print into perspective, you need to look half a world away to China, because different experiences Yellow: Vitality, optimism, health, cheer, sunshine but also a place where innovations in printing began two millennia ago. influence our response. This is true cowardice. for people from different cultures, ages, races and genders. Colour Green: Natural, pure, clean, fresh and also money. The first true paper is believed to have been produced in 105 A.D. preferences also shift because of by Ts'ai Lun, the chief eunuch to Han, emperor of China. Around the influences of style and fashion. Purple: The royal colour because it was so hard to make, pur- Needless to say, colour preference ple still connotes royalty, wealth and sophistication. It also 175 A.D., they came up with several ingenious ways to transfer ink is a complex issue. represents intelligence and dignity. onto paper. Selecting colours for a design should take into consideration the Blue: When dark, Blue has a calming effect and represents One technique was cutting audience you are trying to attract. The tradition and sometimes melancholy. When it is bright, it is observations below represent a good calming, breezy and associated with cool and clean, like a important texts into stone starting point as you try to match the clear blue sky. then pressing moistened sheets of paper onto the carvings. The paper was then colour to the mood. Despite the complexity painted black, leaving white characters where the paper had pushed into the stone, of colour associations, humans share some basic White: Different cultures have different associations with White. Purity, responses. Bright or warm colours generally are sterility, emptiness, mild and youthful are often associated with White. which created a paper reproduction of the stone carved text. considered stimulating. Dark or cool colours are usually calming.

Beginning in the 7th century A.D., the Chinese started working with raised - block printing. They carved raised characters from wooden blocks then inked and THE TIME IT TAKES... pressed them onto paper. This method of printing was used to reproduce books, money, playing cards and calendars, and was standard practice in China until the According to the Extraordinary Book of Facts, it takes: end of the 19th century. .05 seconds for the human muscle to respond to stimulus

.06 seconds for an airbag to fully inflate Pi Sheng experimented with movable wooden type waxed to a board around 1040 A.D. His technique was later refined into metal type, but the technique never caught .20 seconds for the International Space Station to travel an entire mile on in China until the 19th century. Historians think this is because the sheer amount .46 seconds for a 90-mile-an-hour fastball to reach home plate

(thousands) of Chinese characters made movable type a slow and difficult process. 1 second for a hummingbird’s wings to flap 70 times

1.25 seconds for light to reflect off the moon and travel to your eyes on Earth This may explain the success of Gutenberg. He could create the entire Roman alphabet, including upper and lower case letters, and ligatures, in less than one hundred characters. Gutenberg created a technique for casting letters out 3 seconds for 475 lawsuits to be filed (at least on weekdays!) of a metal soft enough to melt and cool quickly, but hard enough to hold up to his printing process. He also made sure that 4 seconds for 3 million gallons of water to tumble down Niagara Falls each letter had the same size base so that characters would line up correctly. 10 seconds for 50 people to be born in this world

20 seconds for a fast talker to speak 100 words In addition to conceiving movable type, Gutenberg was one of the first printers to use the screw . These printing presses were more sophisticated than the existing technique of rubbing paper placed on inked woodblock type. 60 seconds for our offset presses to print 200 full-colour impressions Gutenberg used the screw press to print one of his most famous works, a 42-line Bible produced from 1453 to 1455 in Mainz, Germany. WILLOW PRINTING GROUP LTD. 13 @willow Green Tip

Consider using FSC (Forest Stewardship Council) and/or Recycled papers in your direct mail programs.

Good Catch

The “Good Catch” program continues to reward our employees whenever they spot a problem before it happens.

The “catcher” gets rewarded on the spot Find out how and is entered into a quarterly Grand Prize draw. to make your Recent winners include: Roco, Brent, Anna and Brian. Don’t Be Shy!

direct mail so Simply contact us at [email protected] and tell us what information is important to you and your organization so we can effective you continue to build content that meets your needs. can actually Scan here to connect PRINT LESS Still CONFUSED? Still need to know more about Direct Marketing… Technology… Mailing… Reducing Costs… Improving ROI? INE LOR FRE C E Y Willow can help. L L A

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Next Issue

Sometimes you need to start at the end to get the beginning right. In the next issue of Beyond Print we look at innovation in finishing. You can create fun and effective marketing pieces just by thinking about INNOVATION the end - first! WITH PURPOSE WILLOW PRINTING GROUP LTD. 15

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With a mandate from our customers to help deliver the message through a variety of channels, we have built a facility that provides a convenient, complete, cost-effective suite of marketing and communication services. By providing end-to-end results-driven integrated marketing that include creative services, data analytics, e-marketing tools, traditional print, mail, fulfillment and more, we ensure your company’s message is delivered consistently across all marketing channels.

What Can We Do For You? Committed to innovation in both client service and technology, we offer a full spectrum of communication solutions. We have the technical expertise, business acumen and creative muscle to deliver results at every step in the process. Leave it to us to manage the following:

Strategic and Creative Pre-Press and Press Post-Press Planning Computer-To-Plate Technology Finishing (bindery) Communications Design Colour Scanning and Inventory Management image/colour correction Distribution Direct Mail Marketing Electronic Assembly Lettershop One-to-One Marketing Digital Proofing Mailing and Fulfillment Document Processing e-Solutions Data Management Online Procurement Services Digital Print Solutions Need more?? Development Short-run and Variable Data Just ask us! Web-to-Print requirements Purls Micro Sites Data Analytics