Digital Workflow White Paper by Anderson & Vreeland

CHASING THE THREE-FOOT EFFECT

HOW A PACKAGING ALLIANCE CAN DRIVE CUSTOMER ENGAGEMENT

Chicago-area craft brewer Church Street Brewing Company knows its labels are a key part of that ephemeral instant of shopper engagement with a product, known to brand owners as the “three-foot effect.” This moment of truth, when a shopper’s eye locks onto the images, colors and design of a package or label can be tightly bound to the purchase decision, which means the look and feel of a label can be critical at retail. SEEKING A BREAKTHROUGH Seeking to further establish its growing brand among craft-beer fans while enticing new customers, Church Street planned a soft-launch of its new “Special Hell ” beer at Labelexpo in Chicago in September 2016 followed by the main launch a few weeks later. Digital printing was chosen as the most cost-effective means of producing short run labels for the soft launch and required accurate, consistent spot colors, metallic substrates, and lasertrimming. To make this a reality, Anderson & Vreeland combined the expertise of its partners Hybrid Software, GMG Color, and Screen USA to create a streamlined end-to-end workflow. Here’s how it happened.

CLOSING THE LOOP Having all the players in the loop from the very beginning was a critical part of the process. Communication between the label designer, Church Street’s owners, Hybrid Software, GMG Color, Screen USA, and Anderson & Vreeland fostered a consistent, free-flowing interchange that ensured the final labels met everyone’s vision and expectations. This end-to-end approach helped ensure a seamless process from initial design through production.

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EMPOWERING PREPRESS WITH HYBRID SOFTWARE Prepress is critical for any print project, but the bar is set higher for labels when the specifications include white inks, metallic substrates, spot colors, barcodes and coded instructions for a laser cutting system. When production is taking place on a state-of-the-art digital print engine running at up to 164 fpm and laying down UV inks, white underprint, and using metallic substrates, the job file has to be completely right long before the press starts running. Hybrid Software took the lead in making sure the job was ready to run without a hitch. All prepress for the Special Hell label was handled by Hybrid’s PACKZ and PRINTPLANNER software, which passed the job onto GMG OpenColor for leading edge color management. The combined capabilities of PACKZ and PRINTPLANNER provided an efficient workflow that streamlined the entire production process. 1

Original artwork was created in Adobe Illustrator and opened in PACKZ.

The designer colors were converted to printable colors for the Screen L350 UV using PACKZ with a direct link to GMG OpenColor Server.

PACKZ made final adjustments to the design with its Analyze and Fix function, ensuring it was ready for high quality output on the Screen Truepress.

The one-up label from PACKZ was saved as a PDF and opened in Hybrid Software’s Cloudflow PRINTPLANNER for layout.

PRINTPLANNER steps the one-up label to optimize the layout for printing, and adds eye marks for offline die cutting and finishing.

The fully stepped, print-ready PDF from PrintPlanner goes to the Truepress L350 enjoy, and UV take home with you, be sure to get your very own sample of Church for high quality inkjet printing.

For some tangible proof you can inspect, Street’s Special Hell and its label—fresh off of a Screen Truepress 350 UV at Labelexpo.

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The original artwortk in Hybrid Software’s PackZ

This level of integration and efficiency has become an essential part of label and package printing and converting. With the label and packaging markets experiencing demand for shorter but more frequent runs and having to address the demands of SKU proliferation, converters need workflows that reliably deliver print-ready files to digital presses. Hybrid’s PACKZ, PRINTPLANNER and GMG’s OpenColor deliver the speed, efficiency and ease of use required.

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PACKZ PACKZ is a professional editor developed specifically for the flexo, offset, gravure, or digital processes in the label and packaging industry. Operating on a modern 64-bit architecture and running under OS-X and Windows, PACKZ uses a native PDF-Editor for maximum performance and usability. Because PDF is the standard file interchange format for all packaging graphic designs, native PDF is the easiest and most productive solution for producing any type of packaging. Using PACKZ eliminates the need for file conversions or the support of proprietary file formats, while reducing errors, simplifying file management, and ensuring consistent document content. Throughout the process, a versatile set of dedicated prepress and quality control features are available to make designs ready for color management and production. PACKZ supports: • • • • • • • • • • •

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Global or selected area trapping Separation handling including white underprint Database connectivity Structured assets including text, images and graphics Barcode creation and recognition Dynamic positioning, info panels and marks Quality assurance tools Tabular and nested step & repeat 3D visualization Multi platform solution for OS-X and Windows 64-bit multi-processing and multi-threading

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PRINTPLANNER PRINTPLANNER is a modular component of Hybrid’s CLOUDFLOW PDF workflow for accurately laying out single or multi-gang orders for digital output on presses like the Screen L350 UV. Its key features include: • • •

Easy template creation for decorating labels Automatic layout based on desired number of labels ordered Browser-based user interface to define layout and decorations, including registration marks

Developed in HTML5, all CLOUDFLOW workflows can be controlled from any web browser or computing tablet. This addresses the challenges faced by print service providers who rely on multiple file servers or even multiple production locations to manage digital assets and balance production workloads. CLOUDFLOW solves this problem by managing all assets and production within a single private printing “cloud”, where they can be accessed from any location through an intuitive browser interface. In addition to PRINTPLANNER, other CLOUDFLOW modules include: • • •

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Digital Asset Management PROOFSCOPE soft proofing and collaboration Automated prepress trapping functions

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GMG AND THE COLOR-MANAGED PDF Ensuring the colors were as perfect as possible was the job of Anderson & Vreeland partner GMG whose technology was used for prototyping, proofing and color management of the Special Hell beer label. GMG is a worldwide leader in color management for packaging with innovative technology that provides consistent, reliable color across all printing methods. The goal of any color management system is accurately predicting the appearance of the final product as early in the process as possible—then reliably matching the colors regardless of the print platform used. GMG’s RIP agnostic approach defines all colors using digital values regardless of the RIP being used. This helps ensure accuracy, enhances quality, reduces the steps and labor involved, and improves profit margins, while making the process much easier.

PROTOTYPING ESSENTIAL The metallic effects used on the Special Hell label made it necessary to physically examine the final product before production began. To accomplish this, GMG ColorProof proofing software was used in conjunction with a Roland LEC UV printer equipped with white ink. The Roland was calibrated to GRACoL to mirror the calibration that would be used on the Screen L350 UV press. Using the same metallic foil as planned for final production allowed the pre-media company (CSW in Ludlow, Massachusetts) to optimize the artwork created by the label designer. Once the prototyping was completed and the print ready file created, a contract proof was created on an Epson 9900—also using GMG ColorProof—and distributed to all stake holders for final approval. Since Screen has a GMG ColorProof and Epson proofing system in its Chicago facility, ColorProof’s built in remote proofing capability could be used to produce a contract proof on-site prior to printing. For many converters, this remote process can save critical time in the fast-paced world of digital converting. With prototyping and proofing completed, the next step was ensuring the digital press would match the proof, completing the color management process. GMG ColorServer Professional and GMG SmartProfiler were used to calibrate and color manage the Screen L350 UV label press. Aiding the process was GMG’s color-managed PDF.

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The original artwortk in GMG Color’s FlexoProof

A COLOR MANAGED PDF Traditional RIP based color management has proven problematic for meeting the demands of the packaging market. Furthermore, differences in RIP vendors’ implementation of color management can make cross-platform color management more complex than necessary. For example, most RIPs driving digital presses can use an ICC profile to manage the CMYK appearance of the printed output, but fall short in the critical functions of printer calibration and re-calibration. Since these functions are not defined or standardized within the ICC specification, RIP vendors typically develop their own solutions. However, many RIPs leave users constantly chasing color and making subjective edits to colors as their press changes over time. The different vendor approaches also create problems working across multiple RIPs and presses, which can cause quality levels to vary. Furthermore, because the ICC specification does not address spot color matching for digital presses, it creates an undependable component of RIP-based color management. GMG replaces these uncertainties with a highly accurate, easy-to-use method for managing any digital press: PDF based color management. Within this process, all color calibration and color matching are built into the print ready PDF file. This essentially takes the RIP out of the loop for controlling color, moving all color control upstream to a centralized GMG color management system. Here’s how it works:

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GMG COLOR GMG ColorServer is a PDF-to-PDF color processing system that pre-processes all elements of the final product before the RIP. ColorServer does not RIP the file, but retains vector elements and is non-destructive to any embedded data within the original PDF file. Because the same GMG technology used in ColorProof for prototyping and proofing is also used in GMG ColorServer, the on-press match exceeds that of any other color management method. In addition, GMG SmartProfiler is a wizard-based software package that is easy to use and learn. This color managed PDF approach works across multiple digital presses and can also be used to color manage analog converting for converters using both conventional and digital presses. Using a single color management method across all converting platforms simplifies the entire process while enhancing final quality, customer satisfaction, and providing superior cost control.

THREE CRITICAL COLOR TASKS FOR SPECIAL HELL LABELS

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Press Calibration and Re-calibration establish an optimal color ‘base line’ for the Screen Truepress L350 UV. The re-calibration function returns the press to the same baseline over time, which is critical for re-prints where repeatable color is vital.

Profile Creation. For the Special Hell labels, the L350 is set up to match GRACoL using SmartProfiler, which automates the creation of the GRACoL match and a hot folder workflow needed to process the PDF files on ColorServer. SmartProfiler could just as easily have created a match to an analog press or other print standard, an advantage in mixed production environments.

Spot Color mapping. The GMG ColorServer optimizes spot color match with a spot color editor and database. This function operates independently of the GRACoL match used for the CMYK data and allows fine-tuning of the ‘let down’ as well as the solid color. GMG’s Spot Color editor uses the ‘calibrated gamut’ (established during calibration) to ensure the spot color match remains the same when the press is recalibrated.

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SCREEN TRUEPRESS: NON-STOP UV PRINTING After Hybrid and GMG handled pre-press and color management duties, the ink finally hit the substrate on the Screen Trupress Jet L350UV, which was selected for its speed, range of substrates, CMYK and white UV inks, and image quality and durability. For a final check, sample proofs were distributed to all stake-holders for approval and the job was ready to run. The job file, including all workflow and color management info and substrate specifications was also prepared for production in the Screen booth at Labelexpo. There, the proof of the process was running live on the show floor, producing labels which were laser cut and ready for mounting on bottles of Church Street’s new brew. Designed with labels and packaging in mind, the Screen Truepress L350UV is a roll-to-roll UV inkjet press that uses a 3 picoliter drop to provide crisp, sharp images with smooth transitions. The press accommodates a range of substrates familiar to any label converter, including paper, metallic foils, transparent films, polypropylenes and polyethylenes. These capabilities made it an ideal choice for Church Street’s new labels, which were printed on a metallic foil using CMYK and white UV inks to deliver the “pop” needed for maximum eye-appeal. Equally important, the UV inks provided the durability needed to withstand the rigors of consumers’ refrigerators and coolers without the top coating or laminating required on labels produced on some other digital presses.

WORKFLOW FLEXIBILITY The Screen Truepress L350UV comes equipped with Screen’s Equios workflow management system that can handle much of the workflow and color management used for the Special Hell labels but does so only for the L350UV and some other digital devices. The advantage in using Hybrid for workflow and GMG for color management is that the exact same processes could be used to simultaneously prepare files for both digital and conventional presses. Normally, making sure colors were perfect on both devices would require extensive profiling, calibration and testing. However, the combination of Hybrid’s PACKZ and PRINTPLANER software and the RIP-agnostic, color managed PDF from GMG, lets such a job be prepared to run accurately on both digital and flexo presses with minimal testing and waste.

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PROFITABLE REPRINTING For most converters, accurate, consistent color is of paramount importance, and optimizing control over this process is key to efficiency and productivity. With color under control, reliable, accurate reprinting of previously printed materials can be a profitable part of a converter’s business. However, re-calibrating a digital or conventional press to a predictable baseline is usually a complex, time consuming process, slowing turnarounds and eroding potential profits. Since virtually all label and packaging jobs are created digitally, it makes both operational and business sense to manage jobs’ color digitally throughout the print production process. The processes used in producing the Special Hell labels for Church Street Brewing Company show how state-of-the-art software and digital presses can streamline label and packaging production from design through printing. From design to Hybrid’s PACKZ and PRINTPLANNER workflows to GMG’s RIP-agnostic and color-managed PDF to the speed and flexibility of the Screen Truepress L350UV, the labels were the main players in a fully digital workflow. The process saved time, reduced labor, and ensured that every element of the label was produced accurately. For Church Street Brewing Company, the result was superior quality short-run label production that made sure each label, down to the finest detail, was ready to stake out Church Street’s place on retail shelves. From the very beginning of the process, the seamless connection between the software and the press shows how a comprehensive blend of workflow, color management and high quality digital printing solved a problem for a brand owner and imbued the Special Brew label with the look and feel it needed to take advantage of the three-foot effect.

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Anderson & Vreeland provides flexographic printers with an unbiased and curated solution to their specific pain points. We do this by cultivating the most effective technologies into our portfolio, educating our customers on how these products will improve their bottom line, and by providing on-going support to ensure they are running at peak eficiency. We are a private, family-run company with over 40 years of history in the flexographic printing industry. Learn more at andersonvreeland.com.

HYBRID Software is a software development company focused on innovative productivity tools for the graphic arts industry. Its CLOUDFLOW workflow, PACKZ editor and integration products offer a unique set of advantages that include native PDF workflows, vendor-independent solutions based on industry standards, scalable technology and low cost of ownership. For more information on PACKZ and PRINTPLANNER, please visit Hybrid’s website at www.hybridsoftware.com.

GMG is the worldwide leader in color management for packaging and is the packaging supply chain standard for consistent, reliable color across all printing methods. For more information on GMG, ColorProof, ColorServer, and SmartProfiler please visit GMG’s website at http://www.gmgcolor.com.

Screen Americas is a Screen Graphic and Precision Solutions group company, providing a wide range of solutions to meet graphic communications needs, with a strong focus on production-class inkjet printing technology. Screen digital solutions are known for their ability to streamline printing processes and significantly improve output quality. For more information about Screen Americas and the Truepress L350UV visit www.screenusa.com.

Located in Itasca, Illinois (just 10 miles west of Chicago), Church Street Brewing Company is a new craft brewery that has quickly grown into a reputable name in the Chicago area. Owners Joe and Lisa Gregor use traditional German brewing methods to craft their wide range of lagers and ales that represent both old and new beer styles of European influence. The Gregors are churning out approachable, award-winning beers and continuing to grow their brewery’s ever-expanding footprint in the region. We are a family business built on a dream to make quality ales and lagers that stand out from the crowd.

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