Welcome to the final issue of ‘p3 news’ for 2002. This month we’re reviewing the artwork approval process. The popular use of PDF files means that many people are relying on email for artwork approval. But what are the traps and pitfalls? We review the current state of play.
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approving artwork via e-mail?
The benefits of sending and receiving artwork files
and corrections electronically are clear to anyone familiar
with this process. Not having to rely on couriers, where expenses
can be high, poor delivery times and occasionally lost artwork.
Adobe PDF files are now commonplace when sending and receiving
digital files by e-mail or the Internet. But how accepted is
this process and the actual file to the end users, and what
are the advantages and disadvantages of approving artwork using
How reliable is email?
When you look at it, utilising conventional email for artwork approval is not that different to sending a hard copy proof, but it comes with its own set of issues. Email is primarily a one-to-one communication method, although you can address the message or file to many people. The process however is still the same as sending
You send an email with artwork attached, hope the person has received it and has been able to view the file on their screen (without possible firewall corruption, file size limitations, or software compatibility issues).
If they can open the attachment, each stakeholder
makes his or her comments before e-mailing those comments back for revisions, then the artwork is reissued. Now, unlike a hard copy proof, there can be multiple copies of the artwork and multiple copies of multiple versions.
But what if not all of the comments from the previous version are returned? Or what if comments from different stakeholders conflict? Having various versions of the artwork ‘out there’ can lead to confusion and delays, exactly the
opposite benefit of electronic artwork.
How reliable are pdfs?
Viewing files on screen is very different to
that of proofs because monitors are colour calibrated differently
and all are displayed in red, green, blue (RGB), while the printing
process is always cyan, magenta, yellow and black (CMYK).
This raises the question of whether electronic proofs can be
of sign-off quality? In the black and white area, this will
be accepted in 90% of all cases, particularly with standard
documents such as those used in government, legal and education,
but for high quality print, a hard copy proof is irreplaceable.
Size and resolution force you to choose to view the overall composition (zoomed out) or relish the fine detail (zoomed in) but never adequately both,
simultaneously. Colour and contrast consistency is irrelevant, since set-up of the viewing monitor and the environment in which the monitor is placed can be vastly different in each case.
There are some very clever
and simple to use programs in the marketplace that unlike traditional
e-mail, can make getting artwork approved easier, simpler to
track and manage the entire process.
PDF Proofer http://www.triotech.com.au/p_proofer.html
Webwatcher – http://www.matrixsoftware.co.uk/webwatcher.html
These systems are generally collaborative. They allow extensive tracking of your job, its progress, and who’s doing whaeliminate firewall and file size limitations, make those involved accountable and therefore continue to lower costs and increase turnaround times.
We may never see final sign-off of high quality colour work made electronically, but implementing a proper artwork approval system will at least provide much greater efficiencies during the first, second and even third art stages before going to the time and cost of producing a high quality contract
enjoying the holidays
The offices at P3 will be closed for the holidays from Friday December 20 2002 and will reopen at 8 am (EST) on Monday January 6 2003.
We understand that many advertisers use the holiday period to commence productions and projects and so in emergencies we are available by either email email@example.com or leaving a message on 03 9378 3223, which will be monitored throughout this period.
Thank you to all of our clients for your
continued support throughout the past year and we wish you a
happy, healthy and prosperous New Year.
p3 production workshops
“I feel so much better about dealing with the agency now.”
“great examples and case studies to work through – it makes a lot of sense.”
“the manual is exactly what I was looking for.”
Some more comments from participants in our training workshops this month. If you’re looking to improve the knowledge of your
marketing team in the tv, print or creative process, email us at firstname.lastname@example.org for more information.
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Robert T Lindgren,
Cross & Trecker Corporation
Harvard Business Review, 1988.
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