Connecting with Creatives – Magazine feature

I'm creative and no one understands me! Maybe it's because I can obsess over the subtleties between periwinkle and lavender blue - or could it be my inexplicable attraction to black turtlenecks? Either way, it's a common fact that designers can be difficult to read, which makes it challenging for print professionals to get their foot in the door and onto the preferred vendor list. The truth is, designers want to be understood - you just need to reach out to us in a more visual and interactive way, which may seem a bit foreign to most printer-types. So, for those who are searching for ways to get in good with the designers they court, I've made some observations based on my experience as a creative director working with print professionals.

Be a collaborator, not just a messenger
The print salespeople I like to work with QC the proofs before I see them. They make suggestions, point out colour casts, suggest retouching, and generally serve as a second set of eyes on my work; and I appreciate it. I know that you can't always go over my proofs with a fine tooth comb but, if you don't even look at them to make sure they look good before dropping them on my desk, and you simply schedule a time when you'll be back to pick them up, then you're just a messenger, and you're not bringing any value to the partnership.

Bring cool stuff to look at
Creatives are visual people. We love to see interesting varnish effects, die-cuts, folding styles and well-designed projects that other companies are working on. In doing this, you help us to understand the capabilities of your printing company, and we learn more about printing and finishing - which makes us better customers.

Get to know us
My absolute favourite printing salesperson knows that I have a strong interest in folding and keeps an eye out for interesting folding styles, articles and contacts, and brings them to me when he's in the neighbourhood. He also happens to do excellent work for us, so we send a lot of work his way, but the fact that he keeps me in mind even when he's not working on one of my jobs makes a difference.

Help us get what we want
Creatives want everything-multiple spot colors, metallics, heavy varnish, die-cuts, unusual sizes, and premium papers. Of course, the project budget does not always support our wish list. Printers can score huge points with designers by finding ways to help us get some of the things we want. On the flip side, feel free to talk us out of a bad idea if you know the result may not meet our expectations.

Take notes
If we spend a half hour together talking about the subtleties of colour adjustment on the proofs and you don't take any notes, then it's kind of like being at a restaurant where the server doesn't write down your order-you're worrying about whether your sandwich will have mayo on it and if you'll end up with fries when you asked for a side salad. We want to know that you're listening to us and that you will be able to pass on the information, accurately, to the right people.

Be there at the press check
Most designers have never run a printing press, and some do not understand the limitations of the medium. So, press checks can be very stressful for designers. It's always a relief to have a second opinion on press, whether it's a skilled pressman who analyses the sheet with the designer and suggests color adjustments based on the designer's comments, or a printing representative who can help the designer understand just how far they can push the medium.

Make us look good
Designers are into their art form, so if you know of some special process that could make our work look even better - a touch plate, a hit of opaque white under the images on a colored or speckled sheet, a rich black, a varnish effect - please tell us about it. And if you can prevent an expensive mistake from happening, then we know you're looking out for us, and we'll want to do business with you more often.

Bio:
Trish Witkowski holds a bachelor of fine arts degree in graphic design and a master of science degree in Graphic Arts Publishing from Rochester Institute of Technology's School of Printing Management and Sciences. She is the author of FOLD: The Professional's Guide to Folding, available through the bookshop. E-mail: trish@foldfactory.com.