printbuying

The Outdoor poster is one of the most impactful and unmissable advertising mediums available. Indeed, in an age of increased media fragmentation, it is truly the last mass communication vehicle.
However, designing for Outdoor is recognised as a challenging creative task, requiring the expression of a singular idea through short copy and impactful visuals.
Practitioners acknowledge that targeting a highly mobile audience with a potential viewing time of just a few seconds only helps make this task that little bit harder.
The following simple points are known to increase the effectiveness of campaigns.

Colour Considerations:
Whether or not to use colour is one of the first considerations when planning any print job. Some jobs are obviously going to be black and white, while others are going to use four-colour process images because they contain colour photos. The initial decision relates to which type is most appropriate - line colours or process* colours - or maybe the job requires both.

* "process" is a description applied to the four transparent ink colours that are combined to approximate thousands of colours and thus make up full-colour images. The four process colours are cyan, yellow, magenta and black (CYMK).

"Line colours", on the other hand, refer to any specific colour besides black . A line colour doesn't have to be an actual colour -
it can also be a varnish.

If a print job includes full-colour photos, it will have to use process inks. While process colour posters are clearly the norm, line colours can have a very important role to play in certain situations. A designer may require a metallic colour or a richer tone than is created with CYMK, and here a line colour is the only option. Line colours are also excellent for achieving fluorescent effects, or when a colour poster is needed but the budget may not allow for the four-colour process. Line colours are also widely used if an exact colour matching is needed - for instance, when printing brand colours or company logos.

Job Specifications
Providing detailed, accurate specifications is the key to success with any printing job. The following guidelines can be helpful.

Specify the printed piece that is needed and include the various quantities to be quoted for and the number of colours to be
used in each area (especially relevant for multi-sheet posters).
The type of finishing required is also important as are any special packing instructions and delivery details.

Most importantly - describe the origination in detail. What exactly will be supplied to the printer? Will it include planned film, film-ready disk and proof? Will images be supplied for scanning? Will there be design work involved?

Your printer must have the complete information in order to fulfil job expectations. Below are two quick checklists to ensure that everything has been considered. The first for Outdoor posters, and the second for Point-of-Purchase, as these have different production and finishing requirements.

Selecting the Printer
When it comes to choosing a printer, the following criteria are clearly relevant - quality and consistency of print, reliability, product innovation, price and service.

In addition, read carefully the quotes received. Make sure that the printer has actually quoted for what has been requested. If there is any doubt about anything, the printer should be contacted immediately. Finding out half way into the job that the quote didn't include a necessary element can prove costly.

Lastly, a precise Purchase Order should be issued matching the details on the printer's quote and confirming quantity and delivery information

Checking Proofs
Check the proof thoroughly for colour, content, spelling and position. Remember what is signed off on the proof is what will be printed, even if there is a typographical error or something that has been overlooked.

When a proof is signed off for print it becomes the buyer’s responsibility. Time spent checking it may save a lot of headaches.

If there are particular concerns, arrangements can be made with the printer to ‘press pass’ the job. It may be a good idea if the job is particularly complex, and most printers will facilitate this.

When actually going to ‘press pass’ a job, the following should be available -

printed samples, if the job is a re-run; the purchase order and most importantly, the proof.

Scan the entire sheet first. Match it against the signed-off pre-press proof. Verify all copy and photos are in place. Examine the copy and check the crossovers.

Check register by looking for dots that may be hanging at the edge of a four-colour photo. For process colour, check overall colour and neutral colours, and contrast them against the colour (prepress) proof. Remember to use the correct lighting conditions.

Look for broken type/rules, scratches and other flaws. Finally, confirm shipping instructions and delivery dates.

and Finally....
As a matter of courtesy, upon completion of your job, the printer should send you a random sample. Check the quality, paying particular attention to colour variation, to marks in the printing and to the quality of the finishing.

There should be no problem if the printer was supplied with an accurate specification and a proper check of the pre-press proof was done.