Picture Framing Magazine - January 2022 by PFM Publishing

TODAY’S TOP ART & DESIGN TRENDS

ESSENTIAL EQUIPMENT FOR 2022 MANAGING CUSTOMERS’ EXPECTATIONS

Contents

PFM is a member of:

Volume 33, Number 1

PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders

On the Cover Chris Paschke, CPF, GCF, explores the art, color, and furniture styles that are predicted by experts to remain popular throughout the year, and shares how you can reflect these design trends in your framing designs. For the full story, see page 16. Image courtesy of Wild Apple Graphics Artwork by Chris A. Paschke

Features 16 Color and Art Trends for 2022 26 Essential Equipment for the 2022 Frame Shop 32 Optimizing Your Display for Digital Printmaking

Columns

12 Goltz on Business 20 Sales Strategies 46 Design of the Month

Departments 8 10 38 41 42 44 45

Editor’s Note Industry News Product Showcase Framers' Quiz Distributor Spotlight Index of Advertisers Quiz Answers

32 CLARIFICATION An article that appeared in the Nov. 2021 issue titled “The Fun and Freedom of the Roaring 20s Comes Alive” erroneously omitted credit to the photographer who created the flapper girl image. The image was created by Morgan Adrianna Rivas. The article also contained a cropped version of the image; the full-size version is shown here. PFM regrets the error.

Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 330 Mounts Corner Dr. #313, Freehold, NJ 07728; phone 732-5365160; fax 732-252-2270. Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2022 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office. Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910 Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear. PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.

PFM Publishing

Celebrating 20 years of fine frame making

330 Mounts Corner Dr. #313, Freehold, NJ 07728 • Phone 732-536-5160 • Fax 732-252-2270

PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 A RT D I RE C TO R Jin Dong • jin@wcafexpo.com

E X E C U TI V E PU BLI S HE R E D I TO R

CONTRIBUTORS

Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF M AT D O C TO RS Brian Wolf, CPF • John E. Ranes II, CPF, GCF • Tim Franer, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF • Paul MacFarland, MCPF, GCF James Miller, MCPF, GCF • David Lantrip, MCPF, GCF

B USI N E S S E D I TO R

ADVERTISING SALES

sales@pfm-group.com • 848-444-3058 Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com CIRCULATION D I RE C TO R O F A U D I E N C E D E V E LO PM E N T

Maureen Robertson • maureen@wcafexpo.com PRODUCTION

A D V E RTI S I N G C O O RD I N ATO R

Jin Dong • ads@pfm-group.com

SUBSCRIPTIONS 848-444-5164 maureen@wcafexpo.com

WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE A division of Hobby Pubco • www.wcafshow.com

Deborah Salmon • dsalmon@wcafexpo.com Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com

TRA D E S HO W D I RE C TO R E X HI BI TO R S E RV I C E S

WCAF EXPO SALES

sales@wcafexpo.com

CONTENTS

PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR

pfmpubco@pfm-group.com

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PFM PUBLISHING, LLC PRE S I D E N T

6 PFM January 2022

Bruce Gherman

FROM THE EDITOR’S DESK

Happy New Year! It is good to be back. We have plenty of exciting content for you as you kick off 2022 in your shop.

CONTENTS AD INDEX 8 PFM January 2022

appy 2022, everyone! I hope the last few months of 2021 treated you well, and that somewhere in the bustle of gatherings and gift-giving and rush orders, you were able to enjoy some moments of peace with the people you love. After welcoming our daughter, Lily, into the world at the end of July, my wife and I took some time off to bond as a family of three. Though we didn’t enter the new year at our most well-rested—fellow parents will be nodding along here—we did ring in 2022 filled with joy, gratitude, and excitement for what’s to come. In this first issue of the year, our expert writers take a look at what’s to come in the world of framing. From design trends to must-have machines, matboard, moulding, and more, the following pages offer an insider’s look into where we are right now and where we are headed in the future. Our New for 2022 Product Showcase (page 38) includes dozens of releases from the industry’s leading suppliers. Keep it on hand as you refresh your sample wall and upgrade your equipment to reflect what’s current and popular this year. Wondering how those new product releases fit in with larger design trends? Look no further than our latest feature on the subject, this time

from Chris Paschke (page 16). Chris shares insights from art suppliers, paint companies, and more to reveal what’s trending in art, color, and interior design for the year—and how framing retailers can align their work with these in-demand styles. From compressors to saws to software, Kevin Meath discusses the equipment most essential to frame shops in 2022 (page 26). It’s a handy checklist for those opening new businesses as well as those looking to update their back rooms. If you find yourself struggling with self-doubt over your pricing, allow Business Editor Jay Goltz to assuage your fears. In his latest column (page 12), Jay uses an ironic encounter with an oral surgeon to illustrate why framing ought to be priced at a level appropriate for the unique, high-quality, custom-made product that it is. And for more on how to manage customers’ expectations about cost, see Sales Editor Jared Davis’s latest column, page 20. Happy reading!

Kimberly Biesiada Editor

INDUSTRY NEWS Tru Vue Launches New Marketing Tools for Framers

Murrer’s vast archive of than 100,000 photos of original picture and frame

The marketing landscape continues to evolve, and content has never

combinations from all eras, from the ﬁfteenth century to today.

been more important. Reaching consumers with relevant messaging is key to connecting with one’s audience. At Tru Vue, we understand how integrated marketing and digital assets add value, and that’s why we recently updated our support for framers. “Showing consumers the impact of distraction-free viewing can be a challenge in social media marketing,” says Dot Heckle, director of market-

The reframed artworks were then glazed with Tru Vue Optium Museum Acrylic to complete the packages before they were put on display. “The advantage of using Tru Vue Optium Museum Acrylic compared to laminated glass is the reduced weight, which eases handling, transporting, and installing the artworks,” says Johan Øvergård, art technical manager at the Munch Museum.

ing. “We decided the side-by-side videos would be a quick, relatable way

Murrer’s research found

to demonstrate the value of using anti-reﬂective glass like Museum Glass

that Munch had his own idea

and get consumers familiar with its beneﬁts.” In addition to videos, Tru Vue

of the optimal framing for his

has added several new photos that framers can download and use in their

artwork. Munch had moved

email or social media marketing.

away from the traditional gold

Next, to help overcome the challenge of making time to inspire cus-

frame of the time and instead

tomers with ideas and what their next framing project could be, Tru Vue

framed his work in a simple

has developed a series of new blogs that retailers can share directly with

proﬁle of round bars and ﬂat

their customers. These include “How to Preserve Sports Memories,” “Gift-

frames in plain white or brown.

ing Custom Picture Framed Photos,” and even a blog educating consum-

The artist frequently left his artwork outside to directly interact with nature,

ers on the “6 Types of Picture Framing Glazing Options.” These assets

resulting in a unique patina.

make for powerful email marketing outreach.

Edvard Munch, “Workers in the Snow”

The historical frame proﬁles served as models for the reconstruc-

Finally, based on framers’ feedback, Tru Vue launched two new POP

tions, which needed to include the museum’s complex speciﬁcations.

displays and a new speciﬁer in 2021. “We can’t forget that the best way to

The complete framing system solution was produced with an outer, dec-

show premium glazing options is when the consumer is at your design ta-

orative, wood frame crafted by Murrer; and an inner, concealed, metal and

ble,” Heckle says. “This tangible marketing tool is key in selling value-added

magnetic frame engineered by Halbe Rahmen. The dual-framed system

glazing. Based on recent research conducted by Tru Vue, we know that

is theft-mitigating, supported by three independent security systems.

96% of consumers new to custom framing stated that these displays

“The principle is simple and safe, but at the same time very complex

were extremely impactful when shown.” Tru Vue has also added training

to meet all conservational requirements and the highest safety standards,”

videos that can be shared with staff to refresh them on how to use these

says Murrer. “The artwork is completely self-sufficient within this sealed

powerful displays.

box.” To learn more, visit tru-vue.com/tag/munch-museum.

As our industry looks to extend the strong momentum of the past year, these shareable marketing tools can help framers plan outreach

Rhonda Feinman Celebrates 20th Anniversary

efforts for 2022. All of these support tools can be found online at tru-vue.

Rhonda Feinman Custom Frames recently celebrated 20 years of

com/custom-framing/resource-library or on Tru Vue’s YouTube channel,

hand-crafting ﬁne picture frames.

youtube.com/user/museumglass.

Founded by Rhonda on Dec. 1, 2001 with a mission to provide the ﬁnest quality custom-made frames available, the company continues to

CONTENTS

Over 500 Works Reframed for New Munch Museum

manufacture by traditional, time-proven

The Munch Museum, an institution dedicated to Norwegian expression-

methods. The artisans of Rhonda Feinman

ist painter Edvard Munch, opened the doors of its new location on Oct. 22

Custom Frames hand-carve wood, cast

along the waterfront in Oslo. But the building isn’t the only new feature of

and apply decorative composition orna-

the museum; there are also more than 500 newly built frames surrounding

ment, and gild only with genuine gold leaf

the painter’s large and complex body of work.

to produce sensitive, faithful antique repro-

Leading frame shops Werner Murrer Rahmen and Halbe Rahmen,

ductions.

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both of Germany, were chosen to create the hundreds of frames designed

Responding to customers’ needs

to complement Munch’s works. The new, decorative frames were based

and changes in the marketplace, the busi-

on the historical framing of Munch’s paintings, with each hand-made for

ness has recently added many modern

the artwork it frames. To achieve this challenging goal, Werner Murrer,

frames to its always-expanding collection of ﬁnished corner frames.

Courtesy Rhonda Feinman

owner of Werner Murrer Rahmen, conducted intense historical research,

To commemorate this milestone, a new website is being launched,

including reviewing nearly 1,000 photos of original picture and frame

highlighting more of the capabilities available to fulﬁll the needs of the cus-

combinations by Munch and his contemporaries. The photos are part of

tom framer. To learn more, visit rhondafeinman.com. PFM

10 PFM January 2022

GOLTZ ON BUSINESS

by Jay Goltz

The Price of Framing— Expensive or Appropriate? Other professionals charge what they deserve for their services. Why not framers?

deserves to charge what he charges. I would call it appropriate pricing. Let’s get to the price of professional custom picture framing. I deliberately use the word professional here because there are all kinds of ways

rofessional picture framing is not inexpensive. I get it. I also understand why that’s the case, but I will get to that in a

minute. First, I want to relate a story to you that may seem familiar. Last year, I had to go to an oral surgeon for my ﬁrst root canal. The surgeon and I were making small talk, and he asked me what I do for a living. I very proudly answered, as I always do, that I own a custom picture framing company. Without missing a beat, he blurted out, “Custom picture framing—that is expensive!” While I had heard this comment thousands of times before, there was something about this time that really hit me funny. Or not funny. For once I had an opportunity to push back, since at that moment, I was the customer. “Really?” I replied, and gave him a look that could have burned through the lead apron they wear for X-rays. He immediately apologized, because he knew that in about 45 minutes, I would be receiving his bill, and it wouldn’t be inexpensive!

CONTENTS

I get that, though. He went through six-plus years of medical school, pays a fortune for insurance, and has tremendous responsibility. He

to do picture framing for less money. Now, none of us have paid hundreds of thousands of dollars to go to school to learn framing. We are not doctors. Doctors should charge more per hour than we do. The question is, how much more? I recently called an Audi dealership and found out they charge $259 per hour. In Chicago, lawyers charge between $350 and $1,200 per hour. What does the typical frame shop charge per hour? $75? $100? $50? More importantly, how much should they charge? Good question. There is a question that needs to be asked before you can answer that one, though: do you believe that people who open a frame shop and do quality work deserve to make a good living? I know that for some people, the answer is no, because they have told me as much. I have heard, “I’m not in it for the money;” “I love what I do;” or in one case, “I don’t rip off my customers.” If that makes sense to them, who am I to argue? But for the rest of us who do want to make a good living, there are a few thoughts I would like to pass along. If you would like to make money running your framing business, it requires doing a lot of things right. A good location, a good selection,

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Jay Goltz is president and founder of Artists Frame Service, Inc., the world’s largest custom

picture frame shop, and Bella Moulding. With more than 40,000 square feet and 50-plus employees, this facility is more than 20 times the size of the average picture framing company in the U.S. He also owns Chicago Art Source and Jayson Home, located adjacent to his framing business in Chicago. Jay has received numerous business awards and is a frequent public speaker. Artists Frame Service was featured in the book "Small Giants-Companies That Choose to Be Great Instead of Big" by Bo Burlingham (editor of Inc.). Jay is also the author of "The Street-Smart Entrepreneur."

12 PFM January 2022

a nice store, professional advice, high-quality standards,

thinking, “You don’t understand my market.” I can only tell

and charging the appropriate price. What is the appropriate

you this: I have taught classes on pricing at The National

price? Simply put, it’s the price that reﬂects your costs, al-

Conference dozens of times over the years. The framers who

lows you to make a good proﬁt, and can be “afforded” by your

attend have shops all over the country and across the globe,

customers.

and most of them think they are in the most competitive

This is where it gets tricky. First of all, probably only

market. And every year, I have people excitedly report back

about 3% of the population has ever had something custom

to me that they changed their pricing according to what they

framed in a frame shop. Who are these people? As a group,

learned in the class, and are ﬁnally making the return on

they clearly have higher-than-average incomes—but not al-

investment in both money and time that they thought they

ways. To most of the world, custom picture framing is maybe

should be making.

a want, but not a need. Unlike most things you buy in stores

This is not brain surgery—or doing a root canal. It’s

that have price tags on them, the price for custom picture

about understanding your costs, and understanding that no

framing has to be calculated depending on many factors. So,

matter what you charge, someone is going to complain. If

after 20-30 minutes of selecting just the right frame, mat-

someone can pay $500 for a beautiful framing job, they cer-

ting, glass, and other possibilities, we get to the pricing part.

tainly can “afford” $550, if that is the appropriate price. We

This is where the fun starts. Some customers just hand over

are selling a custom, handmade product. It is going to cost

their charge card; others say “wow” and then hand over their

more than something that is mass-produced in a factory. A

charge card; and some customers feel compelled to tell you

lot more. And it should!

that the price you’ve quoted them is ridiculous, out of line, or too much because it is “more than they paid for the art.”

Here is the question that professional custom framers should be asking themselves: when thinking about the 3% or

After a while, framers can get “price shock fatigue.” May-

so of people that have had something custom framed, why

be it is like Stockholm syndrome, where the hostage starts to

do they spend the money when the other 97% have not?

identify with the hostage-taker. The framer starts to believe

The answer: because it is worth it. Because beautiful cus-

that their prices are too high, and instead of ﬁguring out

tom framing on something you love will pay dividends every

what they need to charge in order to make a proﬁt (the ap-

time you look at it. Return on investment, forever.

propriate price), they start to go on the defense after numer-

We make people happy. You know what I’m talking

ous times of feeling attacked. They say things like “I want to

about—it’s that look on someone’s face when you unwrap

be fair,” “I don’t want to rip anyone off,” “I need to stay com-

the perfect frame job on the thing they love. We are very for-

petitive,” and “my customers can’t afford any more.” This

tunate to do what we do. And there are people who appreci-

mindset leads to working long hours for not enough money.

ate it and will pay the appropriate price. By not charging the

Understanding your costs and knowing how much to charge

appropriate price, you might just be giving away the store—

is difﬁcult for many people, but it is a critical skill if you want

literally. Or maybe I don’t understand your market. Or I just

to run a successful, proﬁtable business that gives good ser-

don’t understand. It happens all the time. I’m just glad that

vice while paying its talented staff what they should be paid.

I make enough money to get a root canal whenever I want.

From my experience, some of you are reading this and

CONTENTS AD INDEX 14 PFM January 2022

Thank you, doctor! PFM

ART & COLOR TRENDS FOR 2022 By Chris A. Paschke, CPF, GCF

rends come and go, but sometimes they also bring a desire for new art, fresh colors, and home interior changes. Along with the new year come predic-

tions for the most anticipated colors of the year from paint manufacturers, inﬂuenced by home decor markets such as High Point, Dallas, and Las Vegas Market. New style trends impact colors, which in turn inﬂuence art, which is created to enhance room stylings, which also results in new colors— making this a fully symbiotic relationship.

Trend Impacting Color One design style that is expected to remain popular throughout the year is Japandi. As we look for ways to combat the hectic outside world by creating soothing interiors, Japandi offers a solution; the style combines relaxing, minimalist decor with a neutral palette and natural materials. This was ﬁrst reported to us by Steve McKenzie in his September trends recap, when he introduced black, beige, strong neutrals, and natural materials as seen at market. “In wall decor, Japandi is a mix of Nordic and Japanese aesthetics pairing the coziness and warmth of Scandinavian design with the elegance of Japanese design,” says Moira Hershey, art director and senior designer at Wild Apple. “Paring down to the essentials is fundamental in both inﬂuences. Mixing Japanese minimalism with the warm neutrals of

CONTENTS

Scandinavian color palettes can prevent rooms from becoming too cold and formal.” The company’s new “Art of Zen” trend board features natural materials, minimalism, light wood and gray frames surrounding botanical and abstract

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artwork, ink and line drawings, and nature-inspired photography using neutrals with black and warm-gold shades. Interior design begins with bringing nature indoors, adding freshness and life to a space using greenery-based

Wild Apple’s “Art of Zen” trend board showcases art by (top to bottom) Moira Hershey, Courtney Prahl (L), Chris Paschke (R), and Anne Tavoletti. 16 PFM January 2022

decor such as palms, grasses, succulents, and herbs to bring a reassuring, soothing energy to a home. “Color-wise, all

greens—especially grayed-out forest and silver-green—are very strong,” says Larry Winn, CEO of Grand Image. An English-cottage look called “cottage core” is also trending in home design right now. The style uses a muted green and white palette accented with rattan furniture and decorative pampas grass. Good art to use for this look includes soft, green, minimalist-style branches framed with white mats and narrow, natural frames. Biophilia is a love for nature, which is embraced by decorating living spaces with large living indoor plants, using tropical prints as accents, and choosing materials

Biophilia is a love of nature, embraced by the use of all greens in this 2022 design trend using large living indoor plants and tropical prints as accent, as with Wild Apple’s Biophilic Design palette.

of natural origin such as wood, stone, bamboo, concrete, or cork. Decorative materials include wicker, earthenware,

Gold metallics continue to soften with more red-based

stone coasters, textiles made of linen, silk, or wool, and

tones to better blend with warmer color palettes. Look for

colors like guacamole, terra cotta, and white as an accent

Crescent’s Bainbridge Metallic Rice Paper mats. Metal-

pillow, pot, or painting.

lic-based moulding collections are also popular, such as Nielsen’s ﬂoat frame Proﬁle 14. Bella Moulding’s Chaucer, a

Color Impacting Style

rounded proﬁle in gold leaf, silver leaf, and vintage cham-

Home decorators have embraced white for over 10 years.

pagne, also ﬁts nicely with current trends. Omega’s Xavier

White walls remain on-trend during 2022 as white is a

collection shows warm ﬁnishes of gold, silver, pewter, and

macrotrend that ﬁrst gained huge appeal with the rise

dark pewter. And Michelangelo has expanded its 331 Series

of farmhouse and minimalist styles. There are so many

to include gold leaf, silver leaf, black, white, bronze, gray/

whites and white tints to choose from. Often most used

brown, and charcoal, which will easily enhance wall decor

for basic wall color, white becomes the blank canvas and

for a Japandi-style living space.

backdrop on which to create the decor for the rest of the room. This year, the tendency will be towards warmer

Trend + Color + Style = Art

whites into creamy tints, as white will forever be around.

Artists who work with publishers are often assigned speciﬁc

Beige is a classic, and runs the gamut from off-white

topics based on requests from clients, called mood boards,

to nearly brown. Although we have seen a lot of gray-in-

resulting from style and color trends. Recent requests have

ﬂuenced beige in the past, it is now being pushed into

featured abstracts and minimalism with earthy, neutral

a warmer, neutral tint. Beige is grounding and goes ex-

tones and dried plants such as pampas grass, reed grass,

tremely well with black, warm gray, and warm white. Fit-

bunny tail, and bulrush; soft greens for Asian-inﬂuenced

ting right into the dominance of the year’s earthy colors

grasses; black and white line art for ﬂoral and ﬁgurative

are textural fabrics like cotton, silk, wool, ﬂax, linen, and

works; and bold-stroke abstractions.

burlap, with colors ranging from white to tan—which will also impact framing choices.

Textural trends—both tactile and visual—and natural fabrics have been impacting the creation of art. Jodi Brown, lead art consultant at Grand Image, says that “col-

Color Impacting Framing

lage—whether physical or digital—provides a unique de-

Lighter-colored woods will be much more prevalent, and

parture from traditionally realistic expressions. It straddles

likely make an impact on new release moulding collec-

representation and abstraction, and continues to be a for-

tions. Picture Woods’ hardwood maple, City Grey, and

ward-looking trend with an emphasis on unique, diverse,

Country Grey are rustic yet neutral—perfect for the cot-

and unexpected color applications.”

tage trend. Superior Moulding has expanded its Alpine

Color trends impact every market, though commercial

line with elegant wedge proﬁles for modern and contem-

needs are slightly different than those of residential applica-

porary imagery. Framerica’s newest Black Terracotta has a

tions. Commercial spaces need to be calming, soothing, rest-

fabulous surface texture.

ful, and healing in nature. For example, a hospital recently PFM January 2022 17

blue. It’s a simple but sophisticated organic neutral color that is part of the Sherwin-Williams’ 2022 Colormix Forecast METHOD palette. Benjamin Moore’s October Mist is a muted, mid-tone grey-green that is organic and natural. Evoking the silver-green stem of a ﬂower, October Mist creates a canvas for other colors, its understated tones creating a light and airy neutral for walls, cabinets, and art. Behr’s Breezeway, the only pastel in the group, offers cool, light-green shades of sea glass as a gentle, silvery-green that provides a sense of tranquility and peace, enhancing the coastal farmhouse trends of 2021 and allowing for ocean scene art accents. It’s fresh, light, and optimistic, pairing well with white, black, and weathered wood ﬁnishes. Valspar has headlined its palette with Blanched Thyme,

Moor Grass (top) and Lyme Grass (bottom) art by Paschke, created in single stroke sumi-e style, enhances a neutral, grey-green room.

a cool, organic green that partners with warm wood tones. It is followed closely by Grey Suit, an elegant neutral grey with warm red undertones, and Fired Earth, a dark, warm gray

transformed its interior from sterile, traditional colors to a richer, earthier, more soothing palette of muted green, plum, ochre, and soft brown. “In light of current trends, we continue to look for inspirational imagery for our customers who supply corporate, hospitality, and healthcare wall decor,” says Michael Ogura, CEO of Studio EL. “Bringing the outdoors inside via photography has been a recent goal for us; this can range from panoramic vistas and coastal sunsets to intimate botanicals and abstracted water ripples.”

Paint Colors of the Year Though Pantone has not yet released its color of the year for 2022 at the time of this reporting, the company has proposed palettes that largely showcase neutrals such as Olive Branch, Green Lily, Sheepskin, Soybean, Perfectly Pale, Baby’s Breath, and Ultimate Gray. It stands to reason that major paint man-

shade that adds sophistication as an accent color. PPG’s Olive Sprig is a crisp, earthy grey-green aloe vera hue evoking tranquility and renewal. It is an elegant, versatile, adaptable color pairing well with gold, black, and woodtoned accents. Glidden’s (PPG afﬁliate) yellow-toned green Guacamole is much more an accent color as a spirited yet soothing green that would add organic energy to any space. Dunn Edwards’ Art and Craft is a warm, earthy brown tone that evokes feelings of stability and calm while allowing for a wide range of creativity with accent colors. It is warm and cozy, comfortable, calming, and versatile; a timeless shade that embodies both past and present. All colors of the year share the desire for peace and serenity through hugs of color. Adding accents of soft ochre, cantaloupe, contrasting greens, browns, and warm metallics to any trend style makes it a personal space, and art and framing helps pull it all together. PFM

ufacturers have noted and embraced the positivity of green

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and neutrals as the backdrop for walls, cabinets, and doors. The most important paint color trend for 2022 appears to be versions of grey-green. From Evergreen Fog to Olive Sprig to October Mist to Breezeway to Guacamole, versions

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of green abound, and it’s still all about neutrals. Rather than creating palettes for speciﬁc trend styles, manufacturers tap into colors that have the feeling of the trends and might work well as a backdrop. Contrast accent colors this year include Sherwin Williams’ Evergreen Fog, a versatile, calming, green-meets-gray hue with just a bit of 18 PFM January 2022

Chris A. Paschke Owner of Designs Ink in Tehachapi, CA, is a professional picture framer with over four decades of experience. She is an artist, a National Conference educator, has authored numerous magazine series, including The Essence of Design, Design Concepts, and Digital Directions for PFM, and has four self-published books on mounting. She currently writes the Mastering Mounting column for PFM and is a contributing writer to The Artist’s Magazine, The Pastel Journal, and Watercolor Artist Magazine. She was honored with the PPFA Award of Distinction for Leadership 2008, the Vivian Kistler Recognition for Innovation Award 2010, and the PMA Distinguished Service Award 2012.

SALES STRATEGIES

by Jared Davis, MCPF, GCF

Managing Customer Expectations Make sure you can meet—or exceed—what customers expect.

ave you ever had a customer expect you to make their custom frame for them while they waited? When cus-

tomers don’t know what to expect, they can often make difﬁcult requests—which is why it is important to manage expectations. There are four universal expectations that customers need to have answered: 1.

Price—How much is it going to cost?

Design—What is it going to look like?

Quality—How long is it going to last?

Timing—How long is it going to take?

The answers to these questions are ob-

manage these for the best outcome.

Communication is Key Before we delve into speciﬁc customer expec-

vious for almost every retail customer expe-

tations, we ﬁrst need to understand that the

rience except custom framing. It’s even more

key underlying factor in managing expecta-

challenging when you realize that today’s con-

tions is communication. There are multiple

sumer also wants things cheaper, better, and

methods of conveying information, including

faster!

verbal, written, signage, and even your web-

CONTENTS

The absence of answers to these essential

site. Your design consultant, whether it is you

questions can easily generate feelings of un-

or a staff member, plays a pivotal role in being

certainty and anxiety for many consumers. In

able to verbally convey most of the informa-

considering a customer focus, we need to keep

tion required to satisfy a customer’s expecta-

in mind that the obvious is not always appar-

tions. Important and critical information like

ent. What we may take for granted may not be

order conﬁrmations should always be provid-

straightforward to our customer. For example,

ed in writing. Signage can be a helpful method

we know how long it takes to produce a beau-

of providing essential and otherwise repetitive

tiful, custom-made frame, but do they? Let’s

information like payment policies, and the

explore a few fundamental customer expecta-

copy on your website is often the ﬁrst thing

tions for custom framing and how we can best

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Jared Davis has 30 years of industry experience and is the business development manager

for Frames Now, Australia. Jared has previously worked in roles including business development, strategic marketing and product management for companies such as Larson-Juhl and Gunnar International. In addition to writing for PFM, Jared has traveled extensively as an educator and speaker, teaching framers at many industry shows and seminars around the globe, including The National Conference at the WCAF Expo.

20 PFM January 2022

You know a highquality custom framing job takes time, but do your new and potential customers? Make sure they understand from the outset what to expect in terms of the design process, cost, and turnaround time.

Stephen’s Frame Shop has a page called “prices” on its website. The page shows examples of many different custom framing jobs along with price tags for each to help manage customers’ expectations before they come into the store. potential customers experience about your business before ever stepping foot through the door. It is always important to provide customers with honest, clear, and transparent information. When it comes to difﬁcult scenarios such as material delays or stock issues, you’re either winning or losing in communication. If a customer has had to come into the store for a pickup or calls you only to ﬁnd out that their frame is not ready and is going to be delayed, then you’ve lost. The customer may also lose some faith in you, which can damage their trust in you and your business. If you’re aware of a delay, let them know in advance to manage their concern. Just be clear and transparent. Most customers are empathetic to these situations, and your proactive communication will maintain their faith in you because you ap-

CONTENTS

pear to be in control. These types of situations can actually help you build a closer relationship with your customer. It is always better to be in front

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of this type of communication, rather than behind.

Managing Price Expectations It can be difﬁcult to deal with a cus22 PFM January 2022

tomer’s desire to immediately know

Boot said 90% of new customers

a product’s cost when that product

tell him they saw his website before

is unique and custom-made to order.

coming into his store. Boot also ob-

It is helpful to have a conversation

served that when he created the “Pric-

about pricing as early as possible to

es” page on his website, he had fewer

help gauge your customer’s mindset

pricing inquiries. He feels that this

about pricing and to manage their ex-

strategy has helped to pre-ﬁlter his

pectations. This can be done by ask-

customers. Because most of his cus-

ing a question such as, “Did you have

tomers’ work is personal and precious,

any pricing in mind for this project?”

his customers are less concerned

However, the answer is usually always

about cost and more concerned about

less than reality. Another way to ap-

the care and expertise he provides in

proach this is to provide the custom-

looking after their piece.

er with a baseline price for a suitable design option during the early stages of the design process. You may want to aim for a little on the higher side of

Managing Design Expectations Design is the most important expec-

design and price so there is room to

tation to manage because a wonder-

move downwards in case they suffer

ful design can usually overcome any

any “price shock.”

expectations about price or turn-

With regards to payment policies,

around time. If it’s going to look great,

to help avoid any ambiguity or awk-

then customers are typically happy to

ward conversation about deposits or

pay more and wait a little longer for it.

upfront payment, you could just have

Before you commence your de-

a small sign positioned at the counter

sign process, you want to ensure your

that says “Payment is required upfront

customer understands how long the

for all orders.” The question is then an-

process may take. I’ve seen custom-

swered before it is even asked.

ers become edgy after ﬁve minutes of

Stephen Boot of Stephen’s Frame

design time because they didn’t know

Shop, located on the Sunshine Coast

the consultation would take so long,

in Queensland, Australia, has come

and they only had 10 minutes before

up with an effective solution to help

they had to be elsewhere.

manage customers’ pricing expecta-

At the start of the design process,

tions before they even come into his

ﬁnd out what the customer’s design

store. Boot has created a dedicated

expectations might be ﬁrst. You can

page on his website called “Prices”

ask targeted questions such as, “Do

which doesn’t actually provide any ex-

you have a budget for this?” “Who is

act or speciﬁc pricing. This page pro-

this for?” “How important is this to

vides several examples of real fram-

you?” “Where is this going to hang?”

ing projects presented as “before and

“What style of decor do you have?”

after” with a brief backstory to each

The answers to these questions will

project and a price outcome for each

inﬂuence the design options you

job. These realistic examples range in

provide. The goal here is to meet or

price from $125 to $637 and help pro-

exceed their design hopes and ex-

vide customers with a possible price

pectations. If a customer chooses a

range and expectation for their cus-

frame or matboard design option that

tom jobs before they come in.

doesn’t make obvious sense to you,

ask them why they like that option. Their answer might reveal an important consideration that you may not have been aware of. When you’re busy serving someone and another customer walks in, avoid making the customer feel uncertain or ignored. Sometimes just some eye contact and a smile to acknowledge them can be enough. It’s even better if you can brieﬂy excuse yourself and let them know you’re

The safe way to achieve high happiness levels with your customers is to ensure their expectations reﬂect reality.

going to be another 20 minutes.

stand why, you appreciate it more,

Most people don’t mind if they know

too. It can help to explain how frame

where they stand.

components are ordered and how a frame is made when trying to man-

Managing Quality Expectations In most cases, a premium level of quality is assumed by customers unless otherwise speciﬁed. The best way to convey the quality of your chosen materials and methods is with your corner samples. Examples of your framing displayed in your store are also extremely helpful in providing an immediate impression of the quality and standard of your work. You can also include some insight into how you ensure top quality in your products on your website.

Managing Time Expectations Today’s customer can be impulsive— they want high-quality items, and they want them sooner than ever!

CONTENTS

However, the expectation of getting products quickly can be managed. The ﬁner things in life are worth waiting for. For example, if you want

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a custom-made dress or a custom-made leather couch from Italy, you’ll wait months for the privilege. You don’t mind waiting longer for something nicer when you understand why. And when you under24 PFM January 2022

age a customer’s expectations about turnaround time. When it comes to providing a job competition timeline, customers don’t like ambiguity. It is better to provide a clear, ﬁxed date rather than a “sometime around” timeline. There are a lot of moving parts in assembling a frame and things don’t always go to plan, so build in some extra time for yourself when giving deadlines to customers. Also, don’t be afraid to extend deadlines during busy periods. Whenever possible, it’s better to under-promise and over-deliver. You can always call a customer and tell them their frame is ready sooner, which will always be answered with delight. Signage can also be extremely helpful. For example, you could have a sign on your counter that says, “Please note, our current production time is four weeks. This can help answer a fundamental expectation for your customer instantly. It is important to provide every customer with a claim receipt and order conﬁrmation that includes the details of their job, their payment status, and the pickup date. These could be either printed or emailed. This

is also an ideal opportunity to include important disclaimers such as “conservation recommendations declined,” or “not responsible for goods left after 90 days.” Disclaimers can be an important defense tool if a dispute arises, but these may also be subject to local and state laws. It’s a good idea to provide a work condition report as well whenever appropriate. Whenever a job is completed, it is always good practice to advise the customer that it is now ready. One way to help create some positive anticipation is to provide a photo of the completed job via email or text.

When Things Don’t Go Right If something doesn’t go right and a customer is unhappy, their expectations have not been met. Regardless of cause, apologize and ask them what they would like you to do to make things right again. Find out their expectation for a suitable resolution. If you can resolve the situation to their expectation, great. If you can add something extra to exceed their expectation, even better. For example, you could offer a gift certificate for next time or throw in a free readymade frame. Sometimes these negative scenarios can actually be worthwhile opportunities where you can win a customer for life; or better yet, a vocal advocate of your business. You won’t be able to meet everyone’s expectations every time, so be selective about what you can achieve. Always set expectations so you can exceed them. Exceeded expectations means happy customers—and happy customers means better business. PFM

PFM January 2022 25

ESSENTIAL EQUIPMENT FOR THE 2022 FRAME SHOP By Kevin Meath

n a previous article, I wrote about the equipment

ture and allow constant and consistent pricing. You decide

and supplies needed for ﬁtting art in your shop. This

how to price to be proﬁtable without over- or under-costing

month, I’d like to talk to you about the essential ma-

the project. This will help you get more jobs and allow con-

chines needed in every shop’s back room. These are the ma-

ﬁdence in your pricing. Most systems have pricing formulas

chines that are needed to cut and build your frame and cut

built in, but they all can be customized for your business.

your backer and glazing before you get to the ﬁtting table.

A key feature is the interface with a computerized mat

You may have a very small back room that won’t ﬁt

cutter. This allows for the salesperson to design the mats

some of this equipment. There are options to use the small-

and the back room to simply pull up the ﬁle to cut the mat.

er versions, or you could purchase all your frames precut or

Very few mistakes will be made with the absence of trans-

even ask your local distributor to cut and join frames to your

posed numbers and simple mismeasurements.

speciﬁcations. This list is not to say you must have every

The systems can be loaded with stocked inventory—

piece of equipment to run a framing business, but a fully

both moulding and mats—to allow for faster turnaround

equipped shop will have everything listed here. Equipment is not listed in order of need. The only piece of equipment I believe is an absolute must-have is a computer system to enter and track orders. This will help you to be more efﬁcient, turn work around faster, and free up your time to do more to move your business forward.

Computer System CONTENTS

Software and systems designed for framers or framing departments are needed for point-of-sale with frame writeups and pricing, interfacing with cash drawers, receipts, and work orders. Most systems will also give you an interface

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with distributors and suppliers for pricing information. The systems will allow for the collection of your customer database, mailing lists, and customer history. Many systems are now Cloud-based; this can help reduce the cost associated with managing and maintaining your systems. These systems will help you analyze your pricing struc26 PFM January 2022

with stocked products. The software will build orders of non-stocked products manually or electronically for your vendors based on sold products and track usage as well. The true key feature of a computer system is the management reporting it will generate for you. These reports will help you ﬁne-tune your business, keep your inventory accurate, and track employee labor. There are systems for all levels of business, from very small to large commercial operations. I believe this is the most important piece of equipment you will purchase for your business. There are several very good vendors of such systems; take your time exploring your options. All companies will have test versions and experts to help you along the way as you select and install your system.

Compressor Depending on your usage, there are many compressors that will help your business. If you are cutting and joining frames as well as ﬁtting, you will need an air compressor. While a

shop may be run without an air compressor, the ease and

80-gallon compressors that alternate running so there is al-

convenience will make it a very worthwhile addition.

ways a backup. For small shops that aren’t cutting or joining

The number of saws, underpinners, mat cutters, and ﬁtting stations you have will determine the air volume you

frames, you may just need a small, silent type of machine that would be used just for ﬁtting.

need. The nominal compressed air requirement is determined by the individual air consumers: saws, underpin-

Miter Saw

ners, computerized mat cutters, point guns, and blow noz-

You may choose to have a saw to cut your own moulding.

zles. This is calculated as a sum of air consumption for all tools, machines, and processes that will be connected and estimating their individual utilization factor by experience. There are formulas online that will help you determine you projected usage. Usage is measured in cubic feet per minute. Compressors generate heat as they compress air, which allows water to enter the storage tank. This water must be drained a minimum of once per day. There are also automatic drains that operate by time or air pressure. These are inexpensive investments that keep your air lines dry. Most air compressors are noisy; you will need to think about where it will be located. They need airﬂow to cool the motors and clear access for maintenance. There are “silent” machines that are much less noisy; these should be considered if your compressor must be in the main area of your shop. Large shops will need a much larger system—maybe even two

A fully equipped frame shop will include a compressor, miter saw, V-nailer, mat cutter, wall cutter, mounting press, and more.

PFM January 2022 27

Saws today range from large, automatic, hopper-fed double miter saws to a measuring system for a power miter box. I’m going to add in foot choppers here as well. The double miter saw is the most used saw in our industry. These can have pneumatically or manually operated blades. The cost varies, and I would advise you to learn as much as possible about each style as you consider which machine best suits your needs. Space is also a consideration as you need at least an 8’ infeed table, and many saws have a 5’-8’ measuring table on the outfeed side. This is a clear space of approximately 16’-19’ long by 5’ wide. Do you have room for the saw in your work area (also keeping in mind dust and noise factors)? Other considerations are the power and compressed air requirements. The larger saws require 240-volt electrical power and compressed air to operate, while the smaller miter box style saws are 110-volt and don’t require compressed air. Saws create noise and dust. They need to be well insulated from the sales ﬂoor and the ﬁtting area. All power saws need some type of dust collection as well. These also make noise, but the largest need to be located close to the saw.

Achieve perfect corners at a price and footprint that ﬁts your shop. they instead use the power of your leg to “chop” through the moulding. They are quiet, easy to operate, and give a clean, smooth cut. However, there are mouldings that do not cut well on a chopper—but these can be purchased cut to length.

Miter Correction Sander I recommend a miter correction sander even if you do not

A foot chopper may be the correct answer for a small-

cut your own moulding. These can be lifesavers when you

er shop. They do not require compressed air or electricity;

need to correct a minor cutting mistake on a piece of mould-

CONTENTS AD INDEX 28 PFM January 2022

ing and complete a job on time. Sanders allow for light cor-

Wall Cutter

rections to clean up miters and get perfect corners.

Wall cutters are used for cutting backing and mats to size

Underpinner

and cutting glass and acrylic as well as other substrates like MDF, corrugated plastic, aluminum, or Dibond. They are

An underpinner, or V-nailer, needs to be in your back room.

a workhorse in the shop. They are available as manual or

These allow perfect joining with very little or no touchup.

pneumatic machines. This is a personal preference decision

The machines can be fully automated, multi-channel pneu-

as costs are comparable.

matic all the way to single-channel manual. The difference

These machines use interchangeable heads for each

is through-put and ease of assembly. The most common ma-

substrate. Some use special blades for board cutting; some

chines are programable, single-channel pneumatic. These

have three blades on a turret that is turned to the correct

machines allow a program to be built that uses the correct

cutting tool; others may have a tool holder that is removed

V-nail and places them identically each time that program

and replaced. Most wall cutters need to be screwed or bolt-

is selected. Some machines will allow many V-nails to be

ed to a sturdy wall (there are some that have an optional

placed with a single program.

stand). You can also make a rolling stand that had storage

Multi-channel machines allow V-nails of different

for off-cuts behind it. This allows the machine to be moved

lengths in a single program—as many as needed for cor-

to where it is most useful, whether cutting glass, foamboard,

rectly joining the moulding. The programming of these

or mounted images.

machines is easy and straightforward. By saving the proﬁles for all the mouldings you offer, you will save time

Mat Cutter

and know the moulding will be correctly joined each

Mat cutters, or computerized mat cutter (CMC) machines,

time. Pneumatic machines use fairly high air pressure

have changed dramatically in the past few years. There are

(100 psi) and 110-volt electricity, while manual machines

a very limited number of manual cutters still available as

are leg-powered and only place one V-nail at a time.

PFM January 2022 29

Mounting Press Both mechanical and vacuum presses are available that can be used with heat. There are also “cold” vacuum presses available. Mechanical presses are fairly small, the largest being 26” x 34” working area. That press is uniquely designed to allow mounting up to 51” wide material by taking several “bites” from side to side. These are a great option for shops with a smaller back room. Vacuum presses, both heated and cold, are available up to 52” x 98” working area. Many vacuum presses have hard

Underpinners sllow for perfect joins. Multi-channel underpinners allow V-nails of different lengths in a single program. most of the industry has turned to CMCs. CMCs are available in many sizes, from 40” x 60” up to 49” x 99”, and are made by a handful of manufacturers. All machines come with software to help you design and cut outstanding mats. Some of the larger machines can also cut from either end to help increase productivity. There are machines that use edge clamps to hold the mat and others that use a vacuum table to hold the mat in place while cutting. Vacuum clamps allow closer cutting to board’s edge. The machines require compressed air and electricity to operate. Each model uses a proprietary blade. Some require a head change to cut other than the standard 45-degree bevel, and many will also cut custom packaging as well. CMCs can cut virtually inﬁnite different versions of any shape you want, including straight lines, circles, ovals, letters, and more. Straight-line manual cutters are available in 48” and 60” professional versions. There are also some smaller hand machines on the market aimed more at the hobbyist.

CONTENTS AD INDEX 30 PFM January 2022

top or glass surfaces that can double as a workspace when not in use. Some even include cutting pads for this use. All presses require electricity to operate; smaller mechanical presses require 120-volt power while larger machines may require 230-volt single-phase power. As you read this list, think about where you would like your business to be this time next year. Then consider what essential pieces of equipment will help you reach those goals. As always, planning will make you better, and better equipment will make you more efﬁcient and allow more work to ﬂow through your business. PFM

Kevin Meath Kevin is a framing professional specializing in operations, sales, and management. His skill set enables him to consult in all areas of frame manufacturing, from small, low-volume, extremely high-quality shops to very high-volume OEM factory production operations. He has extensive experience in plant layout and lean manufacturing practices, design, and product sourcing. Kevin is currently a consultant working with manufacturers who want to improve productivity, cut costs, and improve yields. His clients range from small companies looking to expand their offerings to larger operations with needs to control costs and improve productivity.

COLORING YOUR WORKFLOW FOR SUCCESS  PART 2

OPTIMIZING YOUR STUDIO AND DISPLAY By Marc Aguilera

picture framer’s color management journey in-

Enhancing Your Studio Walls and Windows

evitably stems from something not being quite

Depending on the layout or physical elements of your stu-

right in the printed image that is pointed out by

dio, you may have windows with direct sunlight impacting

the artist or client who requested the print. Ultimately, un-

the lighting levels. In this case, you can install blackout

derstanding the journey of the file and its impact on color reproduction is critically important. For the best possible color performance, you need to ensure your workflow is color managed from its source to its destination. In part 1 of this series, we established that the perception of color is subjective and based on a number of variables including the viewer’s light source, the studio lighting and display properties, the printing ecosystem (the printer hardware, ink technology, and paper type), and whether or not ICC profiles are being used correctly. For part 2, we are taking a closer look at the display side of a color management workflow, focusing on three fundamental components: 1. Optimizing the lighting in your studio 2. Calibrating your display for viewing and evaluating artist files 3. The art of soft proofing to provide a visual prediction of what you will print

CONTENTS

Optimizing Your Physical Environment

drapes or use black foamcore trimmed to the window dimensions to control ambient lighting. Another helpful and relatively easy way to optimize your viewing environment is to paint the walls of the studio with a neutral gray color. GTI Standard Neutral Gray N8 Paint is speciﬁcally formulated for use in color viewing areas in graphic arts and photographic applications that require a neutral gray surrounding environment. It eliminates “simultaneous color contrast,” and minimizes potential “color contamination” of the viewing areas caused by reﬂections from chromatic surfaces.

Lighting for Viewing Environment Beyond the walls and amount of outdoor daylight in a studio, the quality of the ambient light also matters. It’s important to implement lighting ideal for a color critical environment. Brands like Fiilex manufacture products like the V70 Color Viewing Lamp with a high Color Ren-

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Light is important and matters in a studio, even though

dering Index (CRI) of 95. It also has variable color tem-

the ﬁnal print will be displayed in a different setting. In the

perature. A CRI is a quantitative measure of the ability

printing world, the “synchronization” of the environment

of a light source to reveal the colors of various objects

and lighting condition in which the display is being used is

faithfully in comparison with a natural light source. As a

essential. Low ambient light around the display is consid-

general rule of thumb, the higher the CRI, the better the

ered essential when evaluating color. While it may seem

color rendering capacity.

cumbersome to make physical changes to your studio, there

It’s helpful to remember that the intensity and qual-

are relatively easy and inexpensive ways to optimize light-

ity of the lighting in your viewing and editing environ-

ing for color management.

ment matters and should be controlled and managed. However, keeping ambient light low around your display

32 PFM January 2022

and using a task lamp with a high CRI and variable color

high, they are worth the investment for ﬁne art printmak-

temperature enables you to work effectively and optimally.

ing. To calibrate and proﬁle your display, the software pro-

Calibrating Your Display

cess is initiated and a series of questions are prompted.

In addition to ambient light, calibrating and proﬁling your

The selections you make for display calibration are com-

monitor or display is considered best practice for printing,

pletely dependent on your personal tastes and unique

as well as viewing and editing ﬁles in Adobe Photoshop,

working environment; however, there are some helpful

Lightroom, or other software. In addition, it’s important to

generalities to keep in mind.

remember that the color you “see” on your display or mon-

1. White Point. When considering the “white” of your

itor is dependent upon the characteristics of the display

display, it is important to remember that white is not

and a default display proﬁle that lives in your operating

white; it does in fact have a color. You will be asked to pick

system. There are helpful tools and steps to take to ensure

a color “temperature” of your white point. It is optimal to

your display is color managed.

choose something between 5,000 and 6,500 Kelvin. For

Calibration Software and Tools Calibrating and proﬁling your display requires an invest-

most people, 6,500 Kelvin is suitable as it is fairly representative of daylight and is a standard used in photography, TV, and video.

ment in hardware and software; however, the return on

2. Target Luminance. Next is the target luminance,

investment can be very quick due to the conﬁdence gained

which is measured in candelas. The default luminance of

in a color managed display requiring less reprints due to a

a monitor is too bright for print comparisons, which leads

better screen-to-print match.

to the “my print is too dark” complaint. You need to pick

There are a range of calibration software options

your preferred luminance target, which is measured in

available, and you will need a calibration device (essen-

candelas per meter squared ranging from 140-90 candelas

tially a precision colorimeter or spectrophotometer) that

pending taste and environment. For most settings, a value

plugs into the USB port and reads directly from the display

of 120 candelas per meter squared is a good target. If you

screen. Several calibration devices that are popular today

are working in a very dark environment, you may prefer

include the X-Rite i1 Basic Pro 3, X-Rite i1 Display Pro Plus,

a lower value of 90 candelas. In contrast, if you work in a

X-Rite i1 Display Studio, X-Rite i1 Studio Designer Edition,

bright environment, you may prefer a brighter setting as

and Datacolor SpyderX Pro and they range in price from

high as 140 candelas.

$150-$1,500.

Not All Displays Are Equal

3. Gamma. The other option available is the Gamma setting, or tone curve setting. A target value of 2.2 provides a moderately high contrast for the display, whereas a value

As discussed in part 1, the display RGB is device dependent,

is 1.8 can sometimes produce a washed-out appearance

meaning the color you see is dependent upon the charac-

for the display.

teristics of the display. Things like the age of display, brand

The process of calibrating and proﬁling your display

of display, and how much light is in a room will impact the

is pretty easy with software guiding you along the way. It

same color that you see from display to display. There are a

is a good practice to calibrate at least once per month, but

range of high-quality, photography-speciﬁc displays avail-

there are exceptions and opinions that differ.

CONTENTS

able at varying price points that offer a wide color gamut that comes close to and even exceed Adobe RGB.

The Art of Soft Proofing

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It’s important to note that a display capable of pro-

While there may be rare instances in which you might be

ducing at least 99 percent of the Adobe RGB color space is

extremely familiar with the characteristics of how a cer-

preferrable to a standard ofﬁce or gaming display. These

tain media type will print, soft prooﬁng via your calibrated

displays are known as “wide gamut” and are generally pre-

and proﬁled display is always a good idea. It allows you to

ferred for photography, digital ﬁne art, and printmaking.

visually see what is going to happen when you print, save

Brands such as Eizo, BenQ, and NEC produce wide gamut

time and money on printing multiple prints on multiple

displays for this purpose, and some even package hard-

pieces of media.

ware devices for calibration. While the initial cost can be 34 PFM January 2022

COUNT DOWN

TO A BETTER BUSINESS

10 MOUNTING METHODS FROM CHRIS PASCHKE

7 PRESERVATION FRAMING FROM HUGH PHIBBS

4 FRAMESHOP CREATIVITY FROM JOHN RANES II

9 A LOOK AT FRAME HISTORY FROM WILLIAM ADAIR

8 PROVEN SALES STRATEGIES FROM JARED DAVIS

6 MAT DESIGN FROM BRIAN WOLF

5 MARKETING TOOLS AND TECHNIQUES FROM GINGER HARTFORD

3 RETAILING TIPS FROM KEN BAUER

2 STRAIGHT TALK ON BUSINESS FROM JAY GOLTZ

PICTURE FRAMING MAGAZINE The Number One Source For Everything Framing!

www.pictureframingmagazine.com For more information contact 848-444-3138

The Journey of the File to Your Display to the Final Print

you see in the display based on its gamut, calibration, and proﬁle.

for example, Adobe RGB—to a dis-

Tools for Predicting How the Image is Going to Look Before Printing

play. In addition, the display is anoth-

In soft prooﬁng, you are creating a

er “output” device (like your printer

rendering of your output on your

hardware) in the color management

display—it’s a prediction of how the

workﬂow. As an analogy, it’s helpful

print is going to look on the media

to think about it as if you are “print-

at the time of output. Soft prooﬁng

ing” the ﬁle data to the display just

gives you the opportunity to make

as you will print the ﬁle data to the

minute color corrections for the art-

media via the printer.

ist before the hard proof is created

Remember that your print is on a journey from a source color space—

In addition, you are dealing with

on the media. Ultimately, soft proof-

two different spaces—the color in

ing can save a lot of time and a lot of

the working space and the color that

Adobe Photoshop allows you to do a soft proof by selecting: View > Proof Setup > Custom.

CONTENTS AD INDEX 36 PFM January 2022

Epson Print Layout has built-in soft prooﬁng. To use it, choose your media type and color settings, select Use ICC Proﬁle, and choose a Rendering Intent.

media, and there are helpful tools to streamline the process: 1. Adobe Photoshop • In Photoshop, you can do a soft proof by selecting View > Proof Setup > Custom. You can choose your media profile and rendering intent which we will discuss in the next article. • Soft proofing is most effective after you’ve optimized your environment and calibrated and profiled your display. 2. Epson Print Layout and Soft Proofing • Another option for soft proofing is Epson’s Print Layout, a fully color managed app with built-in soft proofing that is essentially automatic. • Simply choose your media type and color settings > Use ICC Profile (Auto Select) and choose a Rendering Intent and Epson Print Layout will “Soft Proof” your image. In part 3, we will look at the physical print, including rendering intent, choosing the right ICC profile, driver settings, and printer settings. We will also dive into the benefits of using manufacturer profiles, and when that’s not enough, building your own unique profiles. PFM

Marc Aguilera Marc is a product manager for Epson Professional Imaging at Epson America, Inc. where he is responsible for the SureColor P-Series product line of aqueous pigment inkjet photographic printers for the professional photographic community. With over 20 years of experience Marc is passionate about sharing knowledge of implementing color managed ICC workflows from capture to print. PFM January 2022 37

New For 2022 Product Showcase 888 Manufacturing Corporation

A Street Frames

888’s newest easel, the 2-Part EZ Easel, allows the easel bracket to be installed and the leg of the easel is separate for ease of shipping. Each package includes four 3/8” gauge screws and self-adhesive felt pads to protect the surface the easel is placed upon. Item #8688 – patent pending.

A Street Frames’ Welded Steel frames have become extremely popular since their introduction more than 20 years ago, and the company continues to be one of the largest manufacturers of welded steel picture frames in the country. They start with raw angle or bar steel, which they then cut, weld, and grind, resulting in ﬁnishes that range from the sleek and contemporary to rough and industrial.

Call: 888-338-3318 www.888mfgcorp.com

Call: 800-805-7655 www.astreetframes.com

Attach-EZ

Bainbridge

Attach-EZ introduces the Super Fine Micro 3-in-1 package. This package contains the Super Fine Micro tool, five needles, and three sizes of clear fasteners. Note: the needles will not fit other Micro tools, but the fasteners will fit all other brands of Micro tools. $75 package. Available in all CMI locations.

Design your next framed piece with these unique Metallic Rice Paper mats from Bainbridge. The elegant look of these Metallic Rice Papers comes in a palette of nine colors ranging from classic neutrals to glistening golds and blue tones. Featuring surfaces handmade by Japanese artisans, the shimmering brushstrokes of rice ﬁbers is sure to provide a one-of-a-kind piece!

Call: 800-527-1521 www.attach-ez.com

Call: 888-293-3956 www.crescentbrands.com/bainbridge

Canvas Stretching Machine LLC

Decor Moulding

Canvas Stretching Machine’s Gallery Stretcher models are regarded as some of the easiest-to-operate pneumatic stretching machines on the market. The ProMod-5 is the newest model, inspired by the needs of high-production framers and print-ondemand facilities. Visit the company online for more details and available sizes.

Decor’s full line of stretcher bars are in stock and ready to ship. Made with the highest-quality wood and available in 12 of the most popular width and height proﬁles. Order corner kit #CS-STR to get these 12 corners on your wall today. Visit the website below for the most current moulding offerings and place your order by phone or by emailing order@decormoulding.com.

Call: 614-604-8165 www.gallerystretcher.com

Call: 800-937-1055 www.decormoulding.com

CONTENTS AD INDEX

Decor Moulding

Epson

Announcing the Essence line of 100% cotton rag matboards. Available in the most popular colors and ranging from 2- to 8-ply. Earning the Seal of Cotton trademark, the Essence collection is naturally free of acid, lignin, and other non-cellulose containments. Made of the highest archival-quality materials, these boards are fade-, scuff-, and bleed-resistant. Order corner kit #CS-ES to get these matboard corners on your display table today.

The 44” SureColor P9570 features 12-color UltraChrome PRO12 pigment ink and PrecisionCore MicroTFP printhead technology to deliver exceptional image quality at fast speeds. Combined with professional papers like Epson Legacy Baryta II that offers a white, smooth satin ﬁnish, the printer uniquely caters to the full spectrum of creative needs.

Call: 800-937-1055 www.decormoulding.com

Call: 800-463-7766 www.epson.com

Framerica

Frametastic! LLC

Terracotta: a visually textured “baked earth” ﬁnish in traditional pottery-salmon coloring is now available in Framerica’s BW58 proﬁle, a 1.5” wide design with a rounded face. “Designers requested an expansion into a ‘pottery-like’ face, so the BW58 was a natural,” notes VP Josh Eichner.

Frametastic’s Undertone mouldings highlight the unique and ever-changing patterns inherent in barn wood. Available in three ﬁnishes—golden clay, earth brown, and ebony—this series comes in length, chop, and join as well as photo frames.

Call: 800-372-6422 www.framerica.com

Call: 973-962-0286 www.frametastic-llc.com

38 PFM January 2022

Giò Designs

Gluefast

Giò Designs has introduced a new size into their collection of premade photo and wall frames. The new size, 8 ½ x 11”, is available as a wall frame in their Matte Black (N091-1078-085) and Brushed Silver (N091-1527-085) ﬁnishes. These frames are the perfect addition for framing documents and certiﬁcates.

CR 456 matte ﬁnish texture gel coating will enhance and protect your paper or canvas print. Apply with a brush, paint roller, or other tool to leave a great matte embellishment on your artwork at a cost of $.20/ square foot applied. Eliminate glass with this protective, water-based, scratch- and water-resistant coating.

Call: 800-674-3344 www.giodesigns.com

Call: 800-242-7318 www.gluefast.com

Hoffmann Machine Company

The manually operated Morso F plus Ten Deluxe Miter Chopper is 10 cm or 4” taller than the standard Morso F-Deluxe, making it a more ergonomic and comfortable machine for taller operators. The machine features a 60” color-coded measuring scale for accurate inside-rabbet measurements, cast iron extension table, and adjustable rabbet supports. More automated models are also available.

Hoffmann offers its Dovetail Keys in plastic and solid wood for joining wood moulding at any angle. The fasteners are made in ﬁve different sizes from W-0 to W-4 and do not require additional nails, staples, or clamps during assembly. Hoffmann dovetail routing machines, from manual bench-top models to fully automated production equipment, are made for every size frame shop.

Call: 866-248-0100 www.hoffmann-usa.com

Image Conscious

Michelangelo Moulding

Wildwood by Ishita Banerjee is a top-selling image published by Image Conscious. This image, among many others from the artist, is available as print on demand on paper, canvas, cotton rag paper, acrylic, metal, and wood. Licensing opportunities are available.

Michelangelo introduces a new finish, “43,” which has been applied on six of its popular profiles. Now available on the following styles: 41-43, 141-43, 145-43, 252-43, 25343, and 306-43. The finish color is a clean stainless silver.

Call: 800-532-2333 www.imageconscious.com

Call: 877-422-8812 www.michelangelomoulding.com

Nurre Caxton

Omega Moulding

Hygge: 15 new references that combine clean, Scandinavian design with mid-century modern aesthetics; a timely assortment that mirrors and complements the comfort and warmth of today’s lifestyle trends. Featuring three versatile profiles with generous rabbet depths, five sophisticated and satiny wood finishes, and European craftsmanship, Hygge is the perfect choice for traditional, transitional, and contemporary decor styles. Contact your Nurre Caxton distributor for samples.

The Daniela Collection consists of five furniture finish profiles in rich, warm walnut veneer. The surface is finished with a wax polish to give it a burnished luster that enhances the worn, rippled texture of the wood. This provides framing solutions for classical fine art, folk art, oil paintings, watercolors, photography, lithographs, and decorative art.

Call: 888-293-3956 www.crescentbrands.com/nurre-caxton

Call: 800-289-6634 (US) 877-452-3799 (Canada) www.omegamoulding.com

Omega Moulding

Peterboro Matboard

Oslo is a collection of 10 classically modern maple veneer mouldings with two profiles stained in five wood tones. With maple veneer that is laid over pine, these mouldings give you the fine grain of hardwood maple without the difficulty in cutting and joining a hardwood moulding.

Peterboro is excited to introduce a small but impactful launch of new colors for 2022. Featuring 3 inspiring new colors, as well as one of our most popular greys, now available in 40x60, this compact launch complements both our Conservation and Whitecore lines with a splash of color and functionality.

Call: 800-289-6634 (US) 877-452-3799 (Canada) www.omegamoulding.com

Call: 866-292-3031 www.peterboromatboards.com

PFM January 2022 39

New For 2022 Product Showcase Picture Woods

Picture Woods

Even when it feels like the world is coming apart, these corners come together just right. Joined frames from Picture Woods are expertly crafted and assembled using exceptionally ﬁne hardwood moulding. Picture Woods packages with care and precision so that your frame arrives in pristine condition.

Why fly when you can float? Picture Woods’ comprehensive line of float frames bring all the elegance and beauty of Picture Woods to canvases up to 2 3/4” deep. With six profiles available in a wide selection of woods and finishes, you’re sure to find the perfect complement for your artwork.

Call: 800-321-6522 www.picturewoods.com

Rhonda Feinman Custom Frames Honoring 20 years of handcrafting ﬁne-quality, custom-made, genuine gold leaf picture frames, Rhonda Feinman Custom Frames is launching a new and expanded website. Let the team know what you think; they would love to hear from you as they continue their commitment to quality and customer service excellence.

Call: 800-321-6522 www.picturewoods.com

Rosenstiels The “Curvilinear” series by Fari Strachan (RT47405 & RT47406), published by Rosenstiels, are amongst hundreds of new releases for 2022. View more from this artist and all new releases at the website below. Call: +44 (0)20 7352 3551 www.rosenstiels.com

Call: 718-707-3203 www.rhondafeinman.com

Sagebrush Fine Art

Studio Moulding

Unlike most beautiful people (celebrities, royalty) who are chased ruthlessly by the paparazzi, the woman in “No Comment” not only refuses to put her head down, duck and hide behind dark sunglasses, but she’s actually clear-eyed and unafraid of those who would judge her, write about her, categorize her, shame her. She doesn’t run from anyone, and insists on a clear-eyed view of the world. In some ways she represents the evolution of the 21st-century woman.

Studio Moulding’s Lyra collection offers four refined, wood-stain finishes with bronze, copper, gunmetal, and silver metallic accents on the outer front edges of two profiles. This transitional moulding creates a beautiful balance between traditional and contemporary aesthetics. Call: 800-262-4174 www.studiomoulding.com

Call: 800-643-7243 www.sagebrushﬁneart.com

Superior Moulding

Ten Plus

Superior Moulding has made a big splash with one of its newest moulding lines, Splash! Available in one proﬁle and seven bright colors. These brightly colored mouldings are inspired by the painted ﬁnish of European beach houses. They work well not only with rustic decor and children’s artwork, but also with today’s modern graphics. Request a color catalog online.

New wood mouldings in ¾” x ¾” in seven different ﬁnishes: natural, black, white, espresso, green, blue, and cherry. Call: 562-404-0088 www.tenplusframes.com

CONTENTS

Call: 800-922-7914 www.supermoulding.com

AD INDEX

Tru Vue

Universal Arquati

New Museum Glass counter displays are ready for you to incorporate in your design process! If you have voted for one of these new counter displays, it will be arriving shortly! Visit Tru Vue’s website for more details.

Introducing a new collection within Arquati Signature II: Baltica. This collection of upscale and quality mouldings consists of one profile and five bright finishes all made in Italy! Stock and samples are available now!

Call: 708-854-2731 www.tru-vue.com

40 PFM January 2022

Call: 800-668-3627 www.universalarquati.com

FRAMERS’ QUIZ 1. Air compressors can be a helpful addition to a frame shop. The

3. When preparing an image ﬁle for ﬁne art digital printmaking, the

number of saws, underpinners, mat cutters, and ﬁtting stations

color you see prior to printing will vary depending on your display

you have will determine the air volume you need, and there are

and environment. Which of the following characteristics can

formulas available to calculate your projected usage. How is projected usage measured?

impact color? A) Age of display

A) Cubic feet per minute B) Cubic feet per second

B) Brand of display C) Level of noise in the room

C) Cubic yards per second

D) The type of camera used

D) Cubic yards per minute

E) Only A and B F) Only C and D

2. Wall cutters are used for cutting backing and mats to size and for cutting glass and acrylic. What other substrates can be cut with these machines? A) MDF B) Corrugated plastic C) Aluminum D) All of the above

4. True or false: all vacuum presses use heat. A) True B) False 5. What is foxing? A) Mold growth on paper B) Highly acidic paper becoming brittle C) Oxidative discoloration on paper D) Ink damage on paper resembling burn marks

SEE PAGE 45 FOR THE ANSWERS

PFM January 2022 41

Distributor Spotlight

Quality Saw & Knife is now part of Connecticut Saw & Tool. Contact us for all your picture framing saw blade and sharpening needs. www.ctsaw.com info@ctsaw.com

800-404-1220

CONTENTS AD INDEX 42 PFM January 2022

Have a question or comment? Tell PFM what you think. Mail letters to PFM 83 South Street, Unit 307, Freehold, NJ 07728 Call 732-536-5160, Fax to 732-252-2270 Attn: PFM Editor or E-mail to editor@pfm-group.com

PFM January 2022 43

Index

Advertiser

Page

Advertiser

Page

3A Composites Encore Products ...........................................31

Koalapac ........................................................................... 42

800-626-3365

800-825-6252

www.encoreproducts.com

Alpina Manufacturing, LLC ................................................. 43 800-915-2828

www.fastchangeframes.com /www.bannergrip.com

Arlo Spacemaker Products, LLC .......................................... 25 800-332-2756

www.reevesextruded.com

Artist Supplies & Products .................................................. 42 262-797-8101

www.gilderspaste.com

Attach-EZ .......................................................................... 43 800-527-1521

www.attach-ez.com

BolognaFiere SPA ...............................................................21 31-260-0372

www.famaart.it

CMI Moulding .................................................................... 42 301-476-7440

www.cmimoulding.com

Connecticut Saw & Tool...................................................... 42 203-318-4302

www.ctsaw.com

Craft Inc. ........................................................................... 36 800-827-2388

www.craft-inc.com

www.koalapac.com

Jack Richeson & Co............................................................ 42 800-233-2404

www.richesonart.com

LifeSaver Software ............................................................ 29 800-381-0600

www.lifesaversoft.com

Omega Moulding Company .................................... 13, 43, 45 800-289-6634

www.omegamoulding.com

Picture Framing Magazine ................................................. 35 800-969-7176

www.pictureframingmagazine.com

Picture Woods Ltd. ............................................................. 25 800-321-6522

www.picturewoods.com

Pro Tapes & Specialties.......................................................27 800-345-0234

www.protapes.com

Rhonda Feinman Custom Frames ......................................... 6 800-297-1566

www.rhondafeinman.com

Sepp Leaf Products .............................................................37

Crescent Cardboard Co. .................................................. 5, 30

800-971-7377

800-323-1055

Studio Moulding, Inc.......................................................... 23

www.crescentcardboard.com

www.seppleaf.com

Decor Moulding & Supply ...........................14, 19, 37, 43, 45

800-262-4174

800-937-1055

Superior Moulding Corp. .................................................... 42

www.decormoulding.com

Fixons ............................................................................... 42 714-526-3455

www.ﬁxons.com

Foster Planing Mill .............................................................41 323-759-9156

www.fosterplaningmill.com

Framerica ..................................... 2, 3, 4, 14, 29, 43, 45, 48 800-372-6422

www.framerica.com

FrameTek .................................................................... 36, 42 CONTENTS

800-227-9934

www.frametek.com

Frank’s Fabrics for Framers ......................................... 24, 42 888-332-2749

www.franksfabrics.com

AD INDEX

Gluefast Company ............................................................. 42 800-242-7318

www.gluefast.com

Hoffmann Machine Company ............................................. 42 866-248-0100

www.hoffmann-usa.com

800-922-7914

www.studiomoulding.com www.supermoulding.com

Ten Plus ............................................................................ 33 888-944-8899

www.tenplusframes.com

The Fletcher Business Group................................................15 800-843-3826

www.ﬂetcher-terry.com

Tru Vue ............................................................................... 7 800-621-8339

www.tru-vue.com

Universal Arquati........................................................... 9, 28 800-668-3627

www.universalarquati.com

Wall Moulding ....................................................................47 800-880-8315

www.wallmoulding.com

Wizard International...........................................................11 888-855-3335

www.wizardint.com

House of Troy .................................................................... 45

Z Hardware ....................................................................... 42

800-428-5367

800-880-9315

44 PFM January 2022

www.houseoftroy.com

www.zhardware.com

(Continued from page 46) through the matboard and a layer of ﬂuted polypro-

frame with a gold inner lip for the face of the shadow-

pylene and hold it tautly. There are also a few strips of

box. Since it was not a deep shadowbox moulding, we

mylar helping to keep it from rocking vertically within

constructed an extension that was stained and sealed

the box.

to match the wood moulding used on the face. The ex-

As with all shadowboxes, you never know how many different mounting methods and extra steps you may

tension was approximately ﬁve inches deep, requiring strong, ﬂat hanging hardware—we chose Z-Bar. PFM

need to take in order to accommodate the items your customer wants to display. Our customer chose this wood

FRAMERS’ QUIZ ANSWERS 1. A 2. D 3. E 4. B 5. C

PFM January 2022 45

DESIGN OF THE MONTH By Joyce Michels, MCPF

A Shadowbox for An Army Grad

ort Leonard Wood, located in the Missouri Ozarks, is home to the Maneuver Support Center of Excellence. The

center trains and educates military members and also develops doctrine and capabilities for the US Army Chemical, Biological, Radio-

resent the unit each individual comes from

logical and Nuclear School, the US Army Engi-

(some may be shared by two or more stu-

neer School, and the US Army Military Police

dents); and the “Crossed Retorts” symbol un-

School.

der the small pins is a custom-made “cut-art”

The schools, which range from basic to

that we had assistance with from Wizard. We

advanced, teach real-world skills that sol-

are now able to use this on other projects and

diers of all ranks attend, depending on their

have the capability of changing the size and

career specialty. This project was created for

the way in which it is cut.

an advanced leader course of Chemical Bio-

For this project, we chose to use the

logical Radiological Nuclear (CBRN) students.

V-groove version, but we also cut it as a 3-D

As part of training, students must go through

item in a shadowbox. The lettering inside

scenarios where chemical warfare is simulat-

the ribbon was cut on our Wizard CMC, then

ed. They learn how to wear a mask properly

hand-placed within the opening. The two

and what to do in such situations. Classes

rank pins represent the rank of students in

traditionally give a gift to the school upon

the class—all were sergeants and staff ser-

their graduation. This is where we come in!

geants. The photo shows the graduating class

This design was the collaborative effort

with their class number below the photo.

CONTENTS

of students using items from their training as

Lastly, the actual mask in the center was

well as those that represent them individu-

mounted through openings cut in the back

ally. Much of the writing was simply done as

mat and mounting board, where we used the

V-grooves. “Set the Standard” was the class

straps that are attached to the mask (and its

motto; the small pins beneath the motto rep-

built-in adjustment straps/buckles) to pull

AD INDEX

Joyce Michels is owner of Michels Frames & Things in Saint Robert, MO. She is a director on the PPFA board, board liaison to the PPFA Certification Board and PPFA Scholarship Committee, and a past president of the PPFA Mid-America Chapter. She is an MCPF examiner and a competition judge. Her frame shop, near the US Army base at Fort Leonard Wood, MO, specializes in preservation framing of military items and other memorabilia. 46 PFM January 2022

(Continued on page 45)

Elements like the class motto were custom-cut using a computerized mat cutter, resulting in a digniﬁed look for this military graduate’s shadowbox.