Page 209 - Graphic Design and Print Production Fundamentals

Graphic Design 197
the simple swap of a plate. It is common for companies ordering large quantities of business cards to
print blank shells on which they can later imprint a person’s information. A print company obtains this
information by having the customer use a variable template, which is then uniquely created to ensure
all branding standards are consistent. This allows any employee of the client company to order business
cards and stay true to the brand. The person fills out his or her name, title, and phone and email contact
information, then views the result on a soft-proof. Then the person simply submits the card through
a shopping cart system, eliminating the need for multiple communications, and making production
efficient by having fewer hands touch the project.

The Benefits to a Print Company

Web2print has multiple benefits for a print company. Software can automate tasks, eliminating the need
for staff to touch a project, which makes the service profitable. Allowing the customer to create a print-
ready PDF is an asset, not a loss of control, as it allows the customer to assume responsibility for any
typos or errors. Web2print also makes the production process much faster and efficient by automating
time-consuming steps, and most importantly, helps build solid rapport and customer loyalty.

Once a PDF is ordered, a job ticket (called a docket) is automatically generated containing all of the
order specifications, including pricing. The PDF then travels to a hot folder where it is accessed by
the imposition software, which imposes it onto a press sheet. The press sheet either goes straight to
the digital press to be printed or to the plate setter if it is being printed by conventional lithography.
The whole process is extremely efficient and takes considerably less time to complete than having staff
continually involved as the PDF travels through their departments.

The Benefits to the Customer

Web2print is all about customer satisfaction. That should be the top priority when a print company
creates customized online storefronts and variable templates. Customers no longer have to call or
physically meet a sales rep, as they now have the ability to order their printed materials at any time of
the day and from anywhere. Today, many customers do not sit behind a desk for their entire workday,
and establishing an online service allows a company to target those on-the-go customers who need to
order print.

Companies can track orders in real time, which helps them predict future buying trends. This is
especially beneficial to customers wanting to print blank items, otherwise known as shells. Using this
information, a company can help a customer determine how many shells to print in the next run.

Business Models: Licensed or Subscribed Software

Web2print services come in two primary types: licensed software and subscribed software. Licensed
software allows a print company to own the technology by paying an upfront fee; subscription-based
software typically requires a company to pay a monthly or yearly fee to use the software.

Licensed software strategies typically represent a large cash outflow up front. The company can then use