Page 214 - Graphic Design and Print Production Fundamentals

202 Chapter 7. Web2print
of the full workflow also allows everyone to learn how the system will impact them, exposes potential
workflow issues (which can arise in the many steps between ordering and invoicing), and allows the
customer to provide final feedback.

Most important to keep in mind is that the system only works when customers use it. They will often
find opportunities during the pilot period to suggest where the process can be improved, as unforeseen
problems are discovered only after people start using a new system or variable template. Often these
user-experience issues can prevent adoption of the system by the customer. As well, customers may fall
back to the more familiar method of traditionally ordering print if they do feel comfortable using the
new system. Including the customer in the entire process allows for the greatest chance of success, and
is the best way to ensure the success of the site.

Choosing the Right Type of Products

Before setting out to create products, a print company should determine whether it is a variable template,
a print-on-demand piece, or a warehoused item. Other key information needed is the name of the product
and the communication intent (i.e., Is the piece promotional or educational? What audience is it intended
to reach? How knowledgeable is this audience?). Print companies also need to know whether the product
will be ordered regularly or be a one-time communication. It is important to choose the right products
before the development phase begins. It is common for a product to be almost completely programmed
before it is discovered that another similar product would have been more appropriate. Below are
explanations of the three most common types of products, followed by a list of more specific options.

Variable Templates

Variable templates contain all the necessary information for a customer to customize and soft-proof a
print order. This usually results in the creation of an automated, print-ready PDF, which is generated
while the customer is still online.

A PDF of the design is created containing variable fields assigned for every element. Coding is then
applied to each field to determine how the template will behave under given circumstances, such as
during customization. For example, coding can force a name to be upper case or email to be lower
case. Coding can also be used to upload custom images or force phone numbers to use hyphens (e.g.,
604-123-4567) instead of dots (e.g., 604.123.1234). Coding is critical for keeping a customer’s brand
consistent, so regardless of who creates an order, all products will be formatted consistently and have
the same look.

Deciding which VDP software or plug-in is more appropriate and how it interacts with the digital
storefront is important. VDP software comes in the form of third-party applications such as XMPie or is
accessed online through a self-hosted dashboard.

Print on Demand

POD products are the opposite of VDP products. POD allows the customer to order a static product to