Nearby was a digital press maker’s stand, so I asked what he thought of the quality of samples rolling off the cut-sheet machine being demonstrated.
He said toner quality had come on leaps and bounds since last PacPrint and that it was now “good enough” to meet most client expectations.
I often hear that quality has become a given. But this printer told me that much of the time, top quality doesn’t actually matter to the people who count – customers. He said printers get preoccupied with dot gain and DPI and lose sight of what really matters.
Technology is making quality more easily achievable than ever thanks to colour management tools.
So as the evolution of clever colour hardware and smart software is compounded by a general indifference about quality from certain buyers, am I safe in saying discussions of craft are of less relevance now than ever?
We look at another way in which technology is deskilling print on page – make-readies. Few would argue makeready times are fundamental to client satisfaction and business success. Shorter set-ups mean faster delivery and better margins through cost control.
No doubt you already know all this. But even if it is common knowledge – especially if it is – more can be done to acknowledge printers who are focusing their energies on the right things.
But the premier night at which we celebrate the best printers in the sector is almost exclusively defined by quality. I have boundless praise for those printers who are producing standout work that clients love. I have no doubt many of them are also working on the business, driving efficiencies, winning new clients, opening up new markets.
In a tough economy, these business achievements should also be saluted. There were a few sniggers during the National Print Awards when trophies went to now-defunct Geon Perth and Vega Press. I have plenty of time to applaud quality but I would also like more opportunities to clap for printers because they provide stable employment, grew margins, sup-ported suppliers or won new business.
Craftsmanship is a worthy component of our industry, but it must go hand in hand with business acumen. It’s no good being known for having the best quality in town as the liquidators come and drag your press away.
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