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By Marvin Forte As designers, it’s important for us to recognize our shared responsibility with the printer to produce high quality work. It’s easy for us to shirk responsibility and put all the onus on the printer, but that doesn’t serve us, the printer, or most importantly, our clients very well. The sooner we get the printer involved in the design process, the better. Understanding the printing process makes us better designers. Printing is not only science, it’s also a craft and thus is subject to the skills and attention of each person who touches the job and the equipment they use. We need to know and understand the limitations of their equipment so that we can design around those limitations. If we take the attitude that it’s the printer’s responsibility and not ours, the job will suffer. You want your jobs to print their best and the best way to ensure that happening is to learn more about what your printer needs in order to transform your design concepts into tangible printed materials. It’s also important to choose the right printer for the job. Understanding the different print shops and their capabilities will help you choose the printer best suited for each project. Does your job require coatings, die-cutting, trapping, overprints, underprints, double-hits, binding, embossing, debossing, imposition or folding? Your printer can provide you with invaluable advice and tips that will save you time and money, as well as prevent a catastrophe.

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