Gutenberg's printing press doubtless had detractors who questioned the quality of pages that early presses produced. Half a millennium later, print quality is still a primary consideration for anyone who creates and produces printed materials. Then, as now, our impressions of quality are influenced by our experiences, expectations and print applications.
These influences should be balanced with an understanding of several measures that make up what we broadly describe as "print quality." These measures range from technical aspects such as how a raster image processor and print engine conspire to put toner on a page to highly pragmatic measures such as whether MICR characters can be read accurately by an automated reading device. As printing technology changes, it's increasingly important to understand these measures and how they influence printed applications.
Even with more than 500 years of printing behind us, it's easy to imagine the thoughts of people who saw the first books printed using movable type. Accustomed to handcrafted books (primarily the Bible) that included decorative lettering, they probably saw the earliest mechanically printed volumes as something of a letdown. While some handwork was still possible, the machinery made most pages look alike. While people with vision saw benefits such as saved labor and increased production volume, others saw the first printing presses as unwelcome change agents, ones that sacrificed the elegance and quality of hand-scribed work for the sameness of wooden type.
But the disruptive technology of printing presses prevailed. While people today wonder at the devotion required to create illuminated texts, no one would go back to hand-copying books for the sake of "quality" or "efficiency." Quality, though, remains a vital issue, and nowhere in the printing industry is it a greater concern than with digital presses.
Keeping Up With Quality Trends
Most people's perceptions--and expectations--of quality are based on the familiar appearance of offset printed materials, especially books, magazines and marketing materials printed at 1,270 d.p.i. or higher. These documents have higher requirements for print and image quality than transactional documents such as bills, statements and invoices that previously were printed on computer-driven impact devices such as dot matrix and line printers. The limitations of these devices restricted print quality for transactional documents. Even after the advent of laser printers with 240 d.p.i. resolution, the quality still wasn't deemed sufficient for other types of documents.
Meanwhile, black-and-white documents began to include pages transitioning from offset printing, such as the growing volume of books produced on digital presses at 600 d.p.i. These include directories, product manuals and short run books, both as new releases and as new copies of previously out-of-print volumes.
The key shift has been the broad acceptance of 600 d.p.i. as a standard print resolution. With virtually all high-speed printers now delivering 600 d.p.i. even for transactional documents, the expectations and acceptability of print quality are shifting for all types of printed materials. Corporate America and consumers alike have decided that the 600 d.p.i. print resolution offered by most LED printers is acceptable for most uses. (See "Great Expectations?" below.)
Print Quality: More Than Dots and Pixels
Knowing What's Good Enough
The first step in determining print quality is defining an application's function. Usually the designer or document creator decides this issue. An annual report for a telecommunications company, for example, probably requires a 6-color document with spot colors, varnishes and high-resolution halftones--all lavishly printed on heavy, coated paper. The product manuals for the company's mobile phones, however, are more than adequate when printed four-up on 20# bond on a roll-fed LED printer at 600 d.p.i., maybe with a 4-color cover. Each of these documents matches quality expectations of the document creators and end users. The annual report represents the firm's image to the world, so it has to look the part. The seldom-used and destined-to-be-forgotten phone manual dictates low to moderate production values.
Complicating the issue are subjective and objective quality measures. Subjective ones--which vary from person to person--are what your eyes see and how you react, largely based on experience and expectations. Objective measures such as resolution, grayscale, density, tonality, highlight color, and the paper itself can be quantified and, to some extent, controlled. Understanding how subjective and objective measures fit together on a printed page helps determine which print engine is best suited for a given application. (See "Quick Quality Guide" below.)
SUPPLIER NEWS
Dynic USA Corp., based in Hillsboro, Ore., earned UL recognition for its HL45 alcohol-resistant resin on several Lintec substrates. Tests included visual examination, legibility, defacement, 90-degree peel angle, outdoor exposure, chemical resistance and hazardous testing. Call (800) 326-1249. Visit www.ul.com (file MH18338) or www.dynic.com.
Doyle Systems, a Richfield, Ohio, provider of cleaning and
quality control systems for printers, converters and paper mills, was named the
exclusive North American distributor of video inspection and plate-mounting
systems from United Kingdom-based Tectonic International. Call (800) 445-3856.
Send email to sales@doylesystems.com .
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Mohawk Writing Portfolio.
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Mohawk Paper Mills Inc., Cohoes, N.Y., offers Mohawk Writing Portfolios, featuring its Superfine and Navajo papers. Superfine applications include long runs of corporate identity documents when cotton papers are cost-prohibitive. Navajo papers, which are ultra-white and smooth, also are suitable for corporate communications. Call (800) THE MILL. Visit www.mohawkpaper.com.
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Weyerhaeuser's "Icons of Design" brochure.
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Weyerhaeuser Fine Paper, a Wayne, Pa.-based division of Weyerhaeuser, Valley Forge, Pa., offers its "Icons of Design" brochure displaying art created by well-known designers during the last 50 years. The brochure demonstrates Weyerhaeuser Cougar® Opaque paper, which features 94 brightness, low fluorescence, uniform fiber blend, and guaranteed offset preprinting with laser inks on 60# and 70# smooth finish papers. Applications include annual reports, brochures, business cards and letterhead. Weyerhaeuser also offers its Husky® Offset swatchbook, which includes samples of its Husky Offset and Recycled Husky Offset uncoated papers. The papers feature 84 brightness, stock availability, and smooth and vellum finishes. Applications include single and multicolor work. Cougar Opaque, Husky Offset and Recycled Husky Offset papers feature good opacity, alkalinity, and many sizes and weights. Call (800) 227-2770.
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| Kodak Polychrome
Matchprint Color RIP 2.5
software.
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Kodak Polychrome Graphics, Norwalk, Conn., offers Kodak
Polychrome Graphics Matchprint Color RIP 2.5 software for large-format ink jet
printers. The software features Scitex CT/LW and JPG file compatibility, color
space support for RGB and LAB files, and printer support for the HP DesignJet
10/20/50 PS series. Call (203) 845-7115 or (203) 845-7173 (fax). Send email to
hoganscotte@kpgraphics.com .
Avery Dennison, based in Pasadena,
Calif., offers Canadian converters the ability to buy and sell surplus roll
materials online at www.rollxchange.com. Avery Dennison handles credit,
collection and delivery logistics, including commercial invoices for
cross-border transactions. Call (440) 358-4700 or (440) 358-4712 (fax). Visit
www.rollxchange.com.
Markwith Tool Co., Newark, Ohio, offers plastic card
punchers. They can punch holes, slots and notches in the tops and sides of cards
to accommodate beaded chains, clips, straps or pins. Their feeders hold up to
600 cards, and they punch 2,500 cards per hour. Call (740) 344-8060. Send mail
to jtrentman@compuserve.com
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SICPA's AXXCESS ink
mixing system.
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SICPA North America Inc., Brooklyn Park,
Minn., a division of Lausanne, Switzerland-based The SICPA Group, offers five
ink systems for the narrow-web market. SICPA Shrink is a water-based ink system
offering adhesion and shrinkability, allowing printers to replace UV flexo
cationic technology with water-based systems. Applications include shrink-sleeve
products. SICPA Therm was developed with stable resin/amine combinations for use
in direct and indirect thermal label applications. SICPA Lam is a water-based
laminating ink system that provides better lamination bond strength than older
resin/amine combinations. Applications include laminated pressure sensitive
labels and packaging constructions. SICPA Label and SICPA Label HS are
water-based ink systems for pressure sensitive, narrow-web labels. They offer pH
stability, fast drying, non-foaming characteristics, high color strength and
exceptional on-press performance, according to the firm. They're available in
process colors, PANTONE® shades and custom-matched colors. SICPA offers AXXCESS,
a computerized manual weighing system that allows mixing PANTONE and custom
shades in house. Call (763) 535 7600 or (763) 535-9034 (fax).
Muller Martini Corp., Hauppauge, N.Y., won an InterTech
Award from the Graphic Arts Technical Foundation for its Prima Automatic
MakeReadY System (AMRYS). AMRYS automates setup for saddle stitching systems,
including gathering chain and feeder timing; stitcher transfer belts; 3-knife
trimmer infeed belts; upper and lower bins in compensating stackers; and product
length, width, and thickness in trimmers. Users enter job parameters on PC
touchscreens or download them via CIP3-Print Production Format. Settings can be
stored on PCs. Call (631) 582-4343 or (631) 348-1961 (fax). Visit www.mullermartiniusa.com.
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International Paper's
"The Best Ideas on Paper" contest.
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International Paper, based in Stamford,
Conn., announced its "The Best Ideas on Paper®" national competition to
recognize pieces printed on its Accent®, Opaque, Springhill®, Carolina®,
Centennial™, Williamsburg, Strathmore®, Beckett®, Via® and/or BriteHue™ papers.
Entries must be postmarked by Jan. 31, 2003. The firm recently concluded its
2002 Grand Color Copy Contest, which recognized work imaged on Hammermill Color
Copy, Color Copy Cover, Photo White™ or Photo Natural™ paper using color
copiers. All Types Design & Printing Inc., Baltimore, won first place for a
party invitation; CopyMasters Printing Services, Hickory, N.C., won second place
for a sales sheet; and Brookline Print Center, Brookline, Mass., won third place
for a calendar. In addition, International Paper offers a promotional piece
entitled "We test Tidal, so it won't test you" that describes testing of its
Tidal MP paper. For information on "The Best Ideas on Paper" contest, call (800)
221-0809. Visit www.ippaper.com/showcase. For information on International
Paper's Tidal MP promotions, call (800) 242-2148.
Aztech Machinery Inc., Scottsdale,
Ariz., introduced its Sidewinder-BSR, a slitter/rewinder featuring 40-inch
rewind roll capacity and widths up to 16 inches. It also introduced
DieMaster-4013, a rotary die cutter featuring 13-inch width, a 3-station die
cutter/slitter and capacity for re-registering printed stock. In addition,
Aztech offers unwind stations in widths up to 20 inches and diameters up to 50
inches, as well as powered rewinders in widths up to 20 inches and diameters up
to 40 inches. Call (800) 829-8351 or (480) 998-5409 (fax). Send email to
info@aztechmachinery.com. Visit www.aztechmachinery.com.
Bestcolor USA Inc., a West Chester,
Ohio, subsidiary of Krefeld, Germany-based Best GmbH, introduced the Best Ink
Key Assistant™ software tool. The tool enables press operators using manual ink
zone control to make precise press settings. Best Ink Key Assistant is a
standard element of Best Screenproof™ and will be an option in Best Colorproof™
software. In addition, the firm offers Best Light Proof Indicator, a calibrated
patch which can be attached to proofs to ensure that viewing is done in proper
light. Call (513) 942-7111 or (419) 730-7232 (fax). Send email to
info-us@bestcolor.com. Visit www.bestcolor.com.
Consider a utility bill or credit card statement. The end user, who receives a bill in the mail, is unlikely to complain about less-than-ideal print resolution. For simple, black-and-white transactional documents such as bills and statements, the quality is probably appropriate if all relevant information is conveyed clearly. Because each customer sees only a few pages at a time, consistency may not be an issue, although having every statement or bill look the same is important for a company's branding.
Color has long been part of quality perception, and companies now are adding color to transactional documents. Highlight color is growing in importance as companies look for ways to enhance the feel of transactional documents and, in some cases, to add eye-catching marketing messages. Most printers offer a range of highlight colors.
"Run lengths are going down, offset documents are shifting to digital presses, and there are all kinds of price pressures," says Guy Broadhurst, executive director of product marketing at Océ Printing Systems USA Inc., a supplier based in Boca Raton, Fla. "A certain amount of education can show the printer's customer the advantages that come along with digital equipment." This is indicative of how acceptable quality levels are changing and how they're relative to the value of documents.
Books--especially product and service manuals, directories, prospectuses and other bound, multipage documents--traditionally have been printed on offset presses in runs of 5,000 or more. Many of these short-shelf-life volumes increasingly are printed on digital presses in multiple runs of fewer than 500 with intermittent updates. The costs associated with prepress, production, warehousing and obsolete versions have made digital printing an attractive alternative.
Can Digital Printing Compete?
The quality of digital printing often has been assaulted as being less than "real" presses--those using offset lithography. While such criticisms once were justified and digital printing doesn't always resemble offset printing, most digital presses now deliver very good image quality. In some cases, their print quality is indistinguishable from offset ones. Some people prefer the rich blacks of digital printers; others prefer offset. One thing is certain: More printers are adding digital presses to their offerings.
Still, quality--a concern of printers long before digital-anything entered their vocabularies--continues to be part of printing heritage. For the most part, printers have defined "quality" and determined what was "good enough" for applications. This provided a control measure for printers, who could point to the quality of their work as a differentiator. But with digital presses turning out both production and transactional pages while removing craftsmanship from printing, just how high does print quality need to be? And who is the judge of that quality?
The ultimate arbiter of print quality isn't the document creator, the designer or the printer, but the customer. As print providers are quick to admit, end users often decide just how good is "good enough." Furthermore, if customers pay the bill and come back again, then the quality of their documents is probably fine. "If it's not salable, it's not good enough," Broadhurst says. "Ultimately, quality is in the eyes of the customer."
This notion is hard for some printers. But remember: The vast majority of customers are untrained in the nuances of printing. Typically, they neither notice nor care about the subtleties of offset versus digital printing. They just want their jobs to look good and be delivered on time and on budget.
Noel Ward is a print industry consultant, speaker and writer focusing on digital printing strategies and content development for print and electronic media. He's founding editor of the electronic newsletter Digital Asset Directions and a regular member of Expert's Row at WhatTheyThink.com.
