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![]() The Successful Integration of Digital Imaging Technology, Part II
By Dan Marx, Director of Communications & Service Development, DPI
In Part I of this two-part series, we discussed equipment options, inks and media choices. In this second part, we will address how to make digital imaging work for you including supplies, color management, marketing and strategies.
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Creating the Digital Imaging Workspace
Cleanliness matters in digital imaging. Any spaces where printing, finishing or laminating will take place should be kept as clean as possible, because dust and other particles can contribute to a less than favorable product, sometimes requiring the job to be redone, costing you time, money and possibly reputation.
Your digital operation will also need staff, and you will need to decide how many. In a very small shop, one person may be able to manage the operation. For most operations, however, a digital production manager will be required. This individual would be highly
skilled in digital imaging, holding knowledge of output devices and graphics applications for PC and Mac including PhotoShop, Illustrator, Freehand, Quark, InDesign, Corel and all file types supported by these applications. The person would also have knowledge of RIP and front-end software for output devices and should possess a strong commitment to quality and accurate color. These duties would include managing the printing device, and finishing prints by mounting or laminating. In a larger operation, several people would be required to see the process through. The digital production manager would also be responsible for training and managing digital production staff.
Supplies Needed Vary by Project
The materials used in digital imaging operations really do define the possibilities and the parameters of the job. As with other types of printing, the end goal is to have everything you need, without keeping a supply of expensive, unused inventory.
Color Management is a Top Priority
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Simply put, those companies entering digital imaging should decide what they will do and then do it well.
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Pricing & Strategies Similar to Other Print Markets For companies using digital to supplement an existing business, it is important to train sales staff to appropriately sell digital imaging as an end product. If a salesperson does not fully understand the capabilities of digital imaging, jobs could be based on promises that are difficult, expensive, or perhaps even impossible to keep. Again, if digital imaging is being used to supplement an existing business, remember that you can create “packages” that allow you to sell multiple products from more than one imaging technology. A good example of this is the litho printer, mentioned earlier, who can digitally print signage for an event in addition to printing the event’s promotional materials.
Educate Your Customers On the other hand, digital imaging opens up a wide range of possibilities, such as short runs, singles, inexpensive color and size beyond the capabilities of other printing processes. You should make your customers aware of these possibilities.
See the Possibilities Take the opportunity now to expand into the fastest-growing segment of the graphic communications industry. Take the opportunity to move your company into the future.
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