We recently came across a straight forward job to just preflight and proof some pieces of artwork supplied before dispatching to the printers. When checking these files we notices a few common mistakes that could have been avoided.
It kind of reminded me of a time when artworking for print production was a skilled job within itself. Back in the day... you had your designer who would visualise the job, once approved it would usually go to an artworker who would end up producing the item for print by inputting the correct copy and typesetting. You had proof readers who would leave strange scribbles and marks all over your work meaning a variety of corrections of incorrect use of apostrophies, spacing issues etc... Then you would get your final artwork files preflighted or printed on chromalins before sending to the printer.
Now-a-days, with PDF technology, things are a lot quicker. With Adobe Acrobat alone you can preflight, check the plates, colour values, total inks etc... But this is often overlooked and with only 1 person (usually) responisible for the design, artwork and dispatched to print and with deadlines looming its far too easy to just trust in the technology in producing that final HiRes file for the print.
Has technology replaced the need for the separate artworkers and proof readers? It does seem the responsibility on the designer, account handler and the client is greater than ever as these simple mistakes could have cost the client/agency/us £000s to reprint.
Fortunately, due to our thorough checking procedures and eagled eyed staff we noticed the problems which was rectified without issue. Though I wonder how many design/advertising agencies still employ all these specialists jobs that check each and every work?
