Do print buyers care about print quality? As I look at printing in the marketplace it gets me wondering if print buyers care about quality. I am not talking about the minor variations found in the normal production tolerances of equipment, but excessive variations as the following images show.
These two photos illustrate extreme variation or poor printing. These brochures came from one CVS store display rack. The main issues were folding, color, and cracking. The sources of these issues are:
- Cracking can be caused by not scoring the substrate and laying the brochure on the form with the folds going against the grain of the substrate.
- Folding issues can be caused by many problems such as: Out of register backups, substrate bouncing during the press run, poor trimming, and folder not setup properly.
- Color inconstancy can be caused by fluctuating ink densities, water and ink imbalance, press not calibrated. To minimize color variation some printers print a PMS ink instead of process builds, however the gray appears to be a PMS and it was inconsistent too. This press appears to be out of control.
There are three key results purchasing looks for, Price, Delivery and Quality. Quality printers will deliver on time and provide competitive pricing because they have minimized waste caused by poor quality. Hopefully this buyer received a great price because this wasn’t a quality printing project.
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