Re: Epson 2200 and Ultrachrome
Re: Epson 2200 and Ultrachrome
- Subject: Re: Epson 2200 and Ultrachrome
- From: Marco Ugolini <email@hidden>
- Date: Tue, 23 Mar 2004 10:15:05 -0800
on 3/23/04 09:28 AM, Marci Fermier wrote:
>
[...] on a daily basis I am asked to defend
>
my department as to why our proofs (and/or final printed pieces) don't match
>
the "proofs" the customer ran on their $40 inkjet printer. "Pleasing" prints
>
are the the bane of my existence.
>
Marci,
What is pleasing to some easily becomes somebody else's hell...
I believe we have at least a few choices, though:
- If we want to keep braving the storm and take pride in being really tough,
we can keep doing it this way, and spend our life explaining to angry
clients why they are not going to get what they WANT NOW!
- Or we can try to "educate" the client on the reasons for the discrepancies
between $40-printer "proofs" and inkjet PROOFS (more or less
SWOP-certified). Many clients prove to be reasonable once they are told, and
are also humble enough to start understanding that the real world of
production is a more complicated place than any one person's abstract
wishes. BUT!...But some clients specialize in thy neighbor's torture, and
couldn't care less: they still want and want, and then want some more: what
can you do? For the sake of one's peace of mind if nothing else, it's worth
trying to be proactive, swallow hard, explain, and then see what happens --
then brace for the worst in case it comes.
- Or you -- meaning the whole studio -- can very carefully devise a
well-coordinated design-and-production process whereby the client NEVER sees
what cannot be delivered to him (or her). This requires a high degree of
control over both the design and production processes, with designers and
production working together in all phases (research, presentation,
implementation, press runs, etc), This is particularly tricky because
designers and production artists are traditionally at loggerheads:
designers, like clients, often WANT what production says CANNOT be
delivered. And, to be completely fair, at times production is to be faulted
for wanting to keep things familiar, for not wanting to branch out and test
new ways of doing the same old thing, or for resisting things that are
altogether new. Inertia -- resistance to technical and other challenges --
is production's enemy, and a degree of unreasonableness -- for good or bad
-- is design's trademark (and often what makes it valuable too).
It's a tough world, and every day we have to stretch both our minds and our
skills. But it's a great ride, very much worth it in the final instance.
--------------
Marco Ugolini
Mill Valley, CA
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