Insights

Practical perspectives aimed at helping CPG businesses navigate the branding and packaging landscape

Delve Print Production
Production

Production Proofing 101 - Collaboration Between Brand and Creative.

Roles and responsibilities between the brand and creative teams intertwine during the production proofing phases. Below are the 4 phases after final mechanical files have been released to a printer/separator.‍

PHASE 1

Drawdown

Drawdowns are custom ink builds created to match targeted Pantone colors. It is the only effective way of seeing how ink will look on a given substrate. The ink formulation is applied to the substrate you will be printing on with the appropriate varnish (gloss, matte, aqueous, etc.), backed in white or over foil.

It is extremely important to have all the correct variables to effectively evaluate the drawdown. Proper viewing of the drawdowns should be done under a 5,000 Kalvin light source and compared against the Pantone book. If you don’t have proper lighting, go outside in the afternoon sun and use the lighting indicator found in the back of the Pantone book.

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PHASE 2

Soft Proof (aka Digital Proof) ‍

This is the first phase of proofing where the mechanical is color separated and prepared to print. This means each process and spot color will be layered for individual plates. Trap lines, hold backs and overprints are applied during this process. If printing digitally, this step is skipped. A high-resolution PDF is supplied from the printer/separator for approval to the next phase.

Creative Checklist

1. Check colors spec’d in the file match the mechanical supplied. Since soft proofs are viewed on a screen, you cannot properly evaluate color (this is why we have drawdowns and hard proofs) and must rely on the “color separations” palette in Adobe Acrobat Pro. Not only will this allow you to check the colors used, but it also shows what is overprinting or trapping.

2. Varnish and/or white plates should be checked to make sure they align are not misregistered.

3. Confirm correct images are placed. Ex: use of multiple images like pet food that may look similar, but are flavor or size specific, should be verified.

Brand Checklist

1. Check legal and required content like nutrition facts, ingredients, distributed by and UPC, etc. .

2. Proofread all copy for accuracy against copy documents.

3. Ensure the correct dieline is being used. Check for a best buy/date code area if required.

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PHASE 3

Hard Proof (aka Contract Proofs, Press Proof) ‍

Hard proofs are used to evaluate process colors making sure they match the supplied color target. A color target is a printout of any process color artwork that the printer needs to match. It gives the printer an indication of what you are expecting. This may lead to additional color correction if you are not satisfied with the hard proof. Allowing time for the separator/printer to make these adjustments should be put into consideration when establishing a production timeline. This is the last opportunity to catch an error and make any necessary changes.

Creative Checklist

1. Check that process colors and imagery match supplied color target. If they are not up to satisfaction, another round of proofs will be required.

2. Check color strip to ensure correct spot colors, white plate(s) and/or varnish(es) are being used.

3. Confirm all panel orientations are correct once converted. In other words, make sure a panel is not upside down once folded.

Brand Checklist

1. Make sure the colors, illustrations and/or photography are to satisfaction.

2. Final round of proofreading before costly printing plates are made (excluding digital printing).

3. Scan live UPC and/or QR code for accuracy.

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PHASE 4

On-Sight Press Approval‍

The day has finally come, and your packaging is ready to be printed! It is recommended to have a representative from brand and creative on-site for the first press approval. This will set the standard for future production runs.

The press operator will show you a press sheet once the colors are within spec and everything is in registration. This is a sample of the printed substrate “taking” during the initial print run (often called the First Pull). This is to be evaluated against the hard proof and drawdowns. Once there is an agreement on approval, the full production run can start.

Creative and Brand Checklist

1. Compare drawdowns to spot colors (you will get a Delta reading to assist).

2. Compare process artwork to the approved hard proof, making sure it matches.

3. Last check for copy and UPC numbers!

4. Make sure everything is within registration. You can spot issues within reverse knock out copy having a color bleed into it or the process colors within an image not aligning.  Ex: small items like â being clearly identified

5. Scan for unwanted spots, scuff marks, or pinholes and the press operator will correct these blemishes.

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Congratulations on your first production print run!

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Stephanie Doyle

Director of Design Implementation

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