The transition in flexographic print production from using plain white substrates through using one- or two-color simple prints to producing complex four-color prints is proceeding at a significant pace. Prepress, however, has not kept up. Towel and tissue printers are achieving amazing results on press, considering the porous substrates, press speeds (up to 2,700 fpm), ink requirements and 100+ in. web widths. Amazing results-but they are not matching the proofs provided by the Sales and Marketing departments.

  Is it the responsibility of the Sales and Marketing departments to give Production a contract proof that can be matched on press? Or should Production continually strive to match unrealistic targets because that will ensure that manufacturing is held to a very high standard, thus guaranteeing a sense of failure and frustration for both parties? Ultimately, the quality of print is a function of teamwork involving both Marketing and Production-and suppliers and converters.

  Industry Feedback

  I asked industry professional Julie Vusich, product manager for paper towels at Potlatch Corp., for some background on the front end of the process. What sells paper towels? What are the design parameters? In the past, how well have press results consistently matched the proofs that have been approved by the customer?

  “The role of the designer is to develop premier designs," Vusich responded. "This requires the freedom to create. It is the responsibility of the separator to prepare the designs for the press. Currently, the proofs given to the converting staff are not a good representation of what will happen on press. I attend all of the initial pressruns to sign off on a print target. Contract proofs would be very valuable."

  She elaborated by saying, "The proofing process is only valuable if it is consistent." She said that her customer would have more confidence in the process if the industry could establish standards. "These standards start with the proofs and continue through consistent pressruns," said Vusich. "Without standards, we will always need to have press approvals by Marketing and/or customers."

  Terry Gibbar, a production supervisor at Potlatch's Lewiston, ID, plant, had a different perspective. When asked if a proof that is submitted by Marketing can normally be matched, he remarked, "The proof is only a guideline. We can't match color, brightness or clean print (shown on glossy proofs). We need to have a trial pressrun to establish standards for each new design. This is expensive and time-consuming."

  When asked about the standards that Vusich mentioned, Gibbar said, "Fingerprints are extremely valuable to set realistic targets. Proofs should not be glossy works of art. They should represent what will happen on press." He also named consistency as the cornerstone of this process.

  The Compromise

  In light of this industry feedback, let's look at the process. Some in the industry want to treat towel and tissue as if it were packaging instead of a unique product requiring a special print production process. Designers want to work with colors-lots of colors, more colors than the printers may want to deal with. They want designs that make them feel good about what they are accomplishing. They are using brushes or computer screens, not printing presses. Honestly, they are unaware or unconcerned about the printer's issues. What looks good on screen may not translate well to the printed product. It takes a professional with towel and tissue experience to predict the results and maximize the impact of the appearance. For years, this paradigm was a problem for all flexo printers, on all web widths and all substrates.

  Marketing would take these designs-printable or not-to the customer. Marketing people sell designs; they sell concepts. They do not sell printing. If you think about it, that is their job description.

  The customer would then approve a design that was not created with flexo in mind, from a proof that did not accurately represent the inks and substrates that would be used. Unrealistic proofs approved by the customer became unrealistic targets to match on press.

  In the past, all flexo printers experienced the same issues: having no input before the proof was submitted to the customer and/or being given offset proofs to match on press. Printers in most flexo markets have changed this process. Flexo printers in the highly-absorbent-substrate segment need to do the same.

  Currently, the compromises start after the customer has approved the design and the unrealistic contract proof. These now have to be changed enough to be press-friendly-but not so much that the customer will be disappointed. Any proof that is made from the altered file will either not match the customer-approved proof or will not match the pressrun. It is easier for the prepress company to match the original design and to tell the printer, "This is what the customer approved."

  Matching press results to a proof is not a function of just the press, ink, anilox or plates. In order to understand the overall towel-printing process and to predict results, it is important to know how all of the parts come together on press. It is important to be able to predict what will happen when the ink is transferred to the paper. It is important to separate and proof to that prediction-before customer approval.

  How Process Should Work

  The proofs given to towel printers to match on-press are often the same type as those given to label and flexible packaging printers, even though the substrates, web widths, inks and press conditions are not even close to being similar. Why?

  I can't tell you why, but I can show you how the process should work. It is not a new model, just a new application of a model that has always worked in flexo printing.

  Agree on what the press is capable of producing in a true production mode.
Agree on the industry standards for quality, and where your plant fits on that scale.

  Include the compromise/reconciliation in the proofing process.

  The goal for Julie Vusich, in Marketing, is to increase sales and market share with a superior product, great value and appealing designs. This should be Production's goal, as well-it means job security.

  Towel and tissue converters, my message to you is: You do need premier designs-don't lower the bar. You have good operators and marketing people; that doesn't need to change, either. Work on the process. That does need to change. Demand more and better solutions from your suppliers. Participate in forums and seminars that facilitate the overall improvement of your industry.