It’s the age of online newspapers and magazines. e-books, e-newsletters and PDFs. However, the death of print has been greatly exaggerated. Sharply designed brochures, posters, direct mail and business papers are still powerfully effective—and have staying power. When duty calls, a strong print production team adds tremendous value to the finished product.
The basics of print production are simple: choosing paper, print techniques, finishing and bindery options. The real value comes from a production team who are advocates for great creative and who can work with, and guide designers in a direction which results in brilliant and on-target creative pieces.
Designer/production collaboration is essential. The idea that a designer can just dump the work on a production manager’s desk and be done with it won’t yield the best results. Working together means the designers are better informed and have more realistic expectations of the final printed piece. We find it beneficial to bring both the design and production teams to client meetings to help sell concepts as a client’s concerns can easily be addressed from either side.
Consider too the value that stems from a production manager’s vendor relationships. When the final product is in the hands of a third party, this relationship cannot be underscored enough. The mutual respect that comes from strong, long-term relationships can have a positive impact on the final product.
At the end of the day, a designer’s ideas need to come to life. In our business, execution is everything and a strong production team can be the difference maker in that regard. It’s often overlooked, but the smartest clients will see the value in a great production team many others miss.