Andy Thomas: Design focus in L&L issue 1

At one end of the spectrum are the agencies which work directly with the client and simply deliver to the converter a final proof and a job file. The converter has no influence on any aspect of the job design or the material on which it will be printed. At the other end of the scale are clients which invite converters in at the concept stage before.

There are two problems with bringing in the converter when nothing can be changed:

Firstly, and in the worst case, the job may be unprintable without serious rework. The converter is often expected to undertake this at no cost to the client, even where a contract clearly states that this work is rechargeable. This affects the end user by adding time for the product to get to market, and reduces the converter’s margins – a classic lose-lose.

Secondly, significant opportunities can be lost to take out costs and reduce cycle times for the end user – an achievement which makes the converter worth more to that client than a commodity supplier. This may include suggesting reducing the number of colors in a job; replacing non-critical solid colors with process colors; slightly adjusting label dimensions to better fit a press width or cutter availability; or suggesting thinner materials or different liners which may save waste or speed the labeling and packaging process.

All too often, 4-color offset plus specials is the central reference point for a designer. But a roll label converter has an intimate knowledge of the different ways of combining processes on a modern multi-process machine, in a way that would be far too expensive on a multi-stage sheet-fed job. In this way a converter can complement and enhance the creative genius of an agency’s design team.

So the key advice is always ask customers to be present as early as possible in the design cycle of a new label. Also, do not be afraid to (tactfully) make designers aware of the possibilities which are being missed and to encourage them to make you part of their concept team.

Andy Thomas
Group managing editor
Labels & Labeling