BXP - April 2018 - 19

A D V E R T O R I A L

Sometimes the most efficient design
thinking comes from the past.
Bill Hodges of Boutwell Owens draws cost saving lessons from pre-Mac days.
Design is typically locked in stone before the printer is brought into the
mix. And print providers are left to force-fit pre-existing design onto a fi xed
platform. This can drive up costs, right at a moment when demands for cost
reduction grow more urgent daily. Things weren't always like this. Let's take
a trip on the Way Back Machine ... to the pre-Macintosh era when designer
and printer collaborated. Designers knew how many colors the available
presses had, and layers were built on clear overlays on artboards with intent.
By leveraging some of those discarded practices, we can partner in cost
containment and still enjoy the unbridled creativity that makes packaging
such a competitive marketing channel.

variation within a size grouping that impacts

All design is digital; all printing is not.

not invite your print provider to the table and see

In the discussion around printing for con-

how creative you can be in delivering a customer

sumer-packaged goods, it's important to note that

experience, while not breaking the bank?

more than one color channel can cause a growth
in plate usage that is astounding. The idea isn't to
restrict creativity. But every SKU variant should be
tested to determine if it pays for itself. If it isn't of
value, don't use it.
Design for efficiency from the inception of
the project. Many believe you can design anything into your initial effort and pare it down after the brand becomes a hit. This is accepted best
practice among marketers. But on the print side,
we see millions of dollars lost every year. Why

Know your numbers. In a typical offset print-

the lion's share of print projects still resides with

ing workflow (still the norm for packaging),

offset printing. In fact, only 2.9% of the volume

the cost of printing a plate, imposition, press

of print jobs are digital. In design, the opposite is true -with nearly all creative done

setup time, color change and wash-up runs

digitally. When the Mac platform became

between $150 and $350, depending on press

the design tool of choice, marketers focused

size and printer. Ask your printer how many

on creativity and flexibility. All power was in

plates they consume each year and what the
total loaded cost per plate and changeover is

the hands of the designer. But changing lay-

in the production of your SKU's. Cutting down

ers in Illustrator had its limitations. Before the
Mac, adding more colors or versions to a project

on plate usage or simplifying your design strategy

was a physical process for a designer. Each varia-

offers the potential to meet retailer demands

tion was captured on its own transparent layer. This

for cost savings and speed. The more SKUs, the

forced art directors to think about each new plate

greater your opportunity. For agencies or brand
owners, this could be a real "ah-ha" moment.

required for printing, and the associated costs.
With CMYK, color separations became an

with the designer; now it belongs to print providers.

added process. Designers had to worry about the

They decide how a design gets through a workflow,

Getting back on the same page.

cost of propagating artwork and image diversity.

using the process constraints of their presses for

When design is locked in too early, you can feel

The cost of scanning made people think twice be-

guidance. They'll do their best to bring the job in

trapped and unable to maximize your cost man-

fore adding more variations across common sized

on budget. But think about designers and printers

agement. But it doesn't have to be that way.

packages. Now that digital design is the norm,

working through the desired goals early on. Then

All we need is the magic of collaboration and

changes are made on screen and limitless layers

costs for special effects, like embossing, varnishes

deliberate thinking. Some call it old school; I just

created. The physical relationship between de-

and specialty coatings - not to mention multiple

call it being smart.

signer and artwork is gone; with it the understand-

SKUs - can be aligned with budget objectives.

ing of how expensive the end result can become.

3 Cost Containment Tips
Who is left holding the bag?

Reverse type drives up costs. A reverse piece of type

The process of figuring out which press unit to use

designed into a composite color area can impact

to produce each illustrator layer no longer lives

every print plate on a job. In fact, any artwork

To learn more, visit
www.boutwellowens.com


http://www.boutwellowens.com

Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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