2. The Amazing Offshore Printing Paradox
When was the last time someone said “wow”
about something you printed?
Think seriously about that question. The average person is exposed to literally
thousands of reading opportunities daily. Printing books and other collateral is no
longer effective unless you apply what one creative firm describes as,“the grenade
theory.” A grenade, as they explain it, is a printed piece with“so much impact and
pass-around value that when it enters a room, everyone is affected. People walk
around saying,‘Did you see this?’
“Grenades have drama. They get noticed. They get past assistants whose job is to
throw stuff away.”
The incredible news these days, however, is that it is possible to create grenade-
like printed pieces with much greater savings than ever before. Working with
printing partners who have deep understanding of offshore printing and all it can
offer, many companies and organizations are adding huge creative advantage to
their projects.
Since creativity is now affordable, how are we using it to our advantage? Because
price has dictated everything we do (or don’t do), how has this affected our
creative process?
Because of price, the creativity of the average publisher or marketing firm has
been suppressed in the US. But because of the opportunities in China, the
creative way in which we view print, and the ability to differentiate, is allowing us
opportunities as never before.
Unfortunately, when price meant everything, we all had to play by the same
boring standards, giving the marketplace something to yawn about. But now, with
the opportunity to create what we’ve only dreamed of, we face an opportunity
like never before. Some publishers and marketers will continue to produce the
way they always have. Others who see the opportunity and act on it will turn the
marketplace on its ear, bringing excitement to the consumer and taking market
share from their competitors.
We will look at the real risks, opportunities, and what to expect as you consider
the creative approach to printing in China. We assert that the China option is
the creative option – an option which should not be ignored. Market forces are
at work in regard to price; however, will marketing forces care about the most
creative opportunity printing has ever seen?
Good News / Bad News
Sure, it takes great creative talent to simply think of cool ways to produce
wonderful pieces. It also takes time and money for this.
The good news
People are buying printing for less money.
The bad news
They’re buying the same printing with the same market results.
“Since
creativity is
now affordable,
how are we
using it to our
advantage?”
3. The Amazing Offshore Printing Paradox
But some have awoken to the creative opportunities in offshore printing. They are
embracing the power of wow and implement it in their printing. Their projects are
becoming better for less.
These buyers have two things in common:
One: they’ve decided on a complete paradigm shift in how they plan for printing;
creativity and price are now equals in the planning process. The have learned that
they can afford creative options in their printing.
Two: they’ve partnered with an offshore printing vendor they can trust – one
seasoned in creative projects. After all, if you have an eight color book cover, why
would you trust a printer who’s only handled basic four color printing?
There has never been such a creative opportunity in the history of printing to rule
the marketplace. Through creativity in printing, some publishers and ad agencies
are becoming a force to be reckoned with through the gravity of marketplace
differentiation.
But how many will stand up, take notice of the opportunities, and act?
Strengths. Challenges. Solutions.
Strength of China: The world’s undisputed manufacturing center. Factories
are able to manufacture inexpensively and efficiently. And if led with clear
specifications, some are even willing to think in step with designers who dream up
wonderfully effective designs.
Strength of USA: One of the world’s premiere creative bases. Yet they are unable
to creatively express because of price constraints. Creative options become
impossible to justify.
Challenges
Much of America views China as the cheap alternative with“acceptable”quality.
Sure, some are comfortable printing calendars or even coffee table books. But
often times, they follow a common format, featuring little in the way of“Wow.”
Combine that with the shackles of price constraints in the US, and you have a
recipe for mediocrity. Standing out in the marketplace, however, will never be
achieved through lacklustre printing. Excitement is never generated through
lack of emotion, which is where the print industry has languished. For some, our
need for low prices makes China very attractive. Yet, many who wish for creative
excellence aren’t confident China can deliver.
The challenge of high prices in the US and“OK”quality in China have caused many
to aim cautiously, when it comes to out-of-the-box, creative print work. Regarding
an eight color book, for example, many would ask,“Can I really trust the results
6,000 miles away?”
Consequentially, creative ideas are put in a box, never to be opened again.
“…how many
will stand
up, take
notice of the
opportunities,
and act?”
4. The Amazing Offshore Printing Paradox
But is there a way to have it all – price, stand-out quality, and eye-popping
creativity?!
Meet your solution: A Design-Minded Printer.
“Design-minded?”
The only way to achieve creative results is by partnering with a“design-minded”
printing firm.
Why?
Design-minded printing firms, although rare, will have the creative sensibilities,
desire, tools, and capability to make sure your project is creatively enhanced and
printed with perfection. They plan with you far in advance of going to press. They
are, in fact, the creative bridge to China.
Consider the 2-step approach of most printers:
A. Gather specifications
B. Quote the project – end of story.
However, the design-minded firm will understand the creative possibilities and
how they will affect the emotion of the piece. They will suggest options to
enhance and heighten the emotional experience and responses of the targeted
recipient. It’s the perfect marriage of endless creativity and on-the-money quality!
Does your printer educate you toward a better product? Is there ever a
discussion of creativity relating to inks, papers, interesting sizes, or post-press
embellishments? If not, it’s time to“cut the cord,”as it were, and find that
partner knowledgeable in all things creative. We have nothing against the fine,
technical printing which many printers are achieving throughout the world.
What is lacking, however, is a concerted effort from printers to communicate
and promote creativity. Most simply do not have the time or concern. After all,
being design-minded takes a lot of hard work! And for most, anything outside of
the norm poses a serious risk! Why stray from simple four color work, when the
consequences can mean having it rejected? For many printers, being risk-averse
will be safe, yet unfortunately, will not satisfy clients who want more.
The good news is that there are other printers out there who actually care about
creativity. Yes, they are a rarity, but a must for those who seek to create emotion in
their print work.
Consider the marks of a design-minded printing firm:
• A willingness and eagerness to be involved in the creative process
• Every project is analyzed for potential creative embellishments.
• A person on staff with creative talent. Offering“wow”is great, but does your printer
actually have an eye for creativity, space, color, etc.? Let’s face it: some are creative.
“The only way
to achieve
creative
results is by
partnering
with a ‘design-
minded’
printing firm.”
5. The Amazing Offshore Printing Paradox
Others are not (You wouldn’t let your grandparents shop for your next fashionable
suit, now, would you?). There are some fine production managers and account
managers out there who are excellent at pushing a project through or“Closing
deals.” But that’s not what we’re talking about here.
• Is there any such title as, “Creative Director?” Printers serious about shifting from
“OK,”to“Amazing!”will invest in the right people.
• A portfolio of accomplished work
• They have a magnificent repertoire of work, indicating their understanding and
ability to deliver on high end projects.
To be design-minded is to explore and implement every realm of creativity in our
design and print production process.
Cross-pollination
Hand work used to be a four letter word. Anything requiring it was summarily
dismissed,“lest we go over budget!” But what happens now that hand work is
affordable? How will we take advantage of this?
One of the ways is by exploring ways to borrow from other industries. One such
industry is scrap booking. It is a wonderful example of creative elements made
by hand. Many would typically avoid such time consuming processes. Yet others
who understand the power of creative embellishments will borrow from other
industries. Other notable industries may include woodworking, jewelry, or various
metal crafts.
Other interesting materials may be chosen according to the theme of the project.
For example, a high end housing community may benefit from the use of wood
or granite used on the cover of their sixty page hardcover brochure. Or an Asian-
themed art book may have a cover featuring a genuine bamboo veneer with jade
inlay.
But before such materials as wood, leather, frosted glass, granite, or brushed
aluminium can be planned for, a good working knowledge is required in order to
understand the benefits and limitations of a particular material. For example, what
if you wanted to foil stamp on the wood selected? Will that actually work?
That’s Going to Cost You
Is this opportunity for expanded creative horizons getting the wheels turning?
What will the process look like? What will it cost us?
Here’s a checklist of what you’ll need, as you embark upon a new creative journey:
Time
Expect to spend more time in all phases of the project. Conceptually, now that the
shackles of financial constraint are off, you’ll be putting in more hours, playing with
mock-ups and putting your imagination to work.
Also, before your project goes to press, you’ll need to have the printing firm give
you a mock-up as well. This may head off any production concerns well in advance
of pulling the final trigger.
And yes, you’ll usually spend more time in print production with the addition of
unique features. Let’s face it: the cool and creative stuff we dream about can take
more time.
“To be design
minded is to
explore and
implement
every realm
of creativity
in our design
and print
production
process.”
6. The Amazing Offshore Printing Paradox
Energy
Isn’t it a lot easier to fall into the same patterns, doing things the way they’ve
always been done? Well, just like losing weight, we have want it before we’re
willing to put the energy in to get it. The energy is either there, or it isn’t.
Hopefully, the collective wheels will once again start turning, and we, as designers/
creators, will be energized to plan for more!
Patience
When planning for interesting projects, you may need more than one mock up
created. Did the hand-tied ribbon need to be larger? Was foil stamping the eyes in
red a bad idea after all?
Money
Perhaps you’ve hired out someone to design for you – someone proficient.
Nothing more, nothing less. Are they,“cutting it?” If not, your first step will be
to find and hire a graphic artist with a portfolio of amazing, out-of-the-box print
design. Take time to review their portfolio and interview references, etc. More
than likely, they will charge more, but will be well worth it.
From a printing perspective, creativity costs money. Sure, China costs less, but
each incremental improvement will add up. When you add upgraded materials,
hand work, and generally more raw material, your costs will go up! (IE: your
materials include the finest leather + gold plated emblem). It will cost far less than
domestically, yet more nonetheless. ROI is what we’re talking about here. If you
want to create desire and stir the emotions, creative print = better ROI.
Is It Worth It?
If you are currently printing sheet fed projects such as art books, high end
collateral, various packaging, or other book projects, you’re a likely candidate for a
creative paradigm shift.
The benefits of the creative approach will:
-Deepen the emotional connection to the message
-Enrich the experience
-Increase awareness
-Lengthen longevity of use
-Add to the enjoyment
A Car Story
Consider how people would react to the following:
Honda
Brand new Honda Accord, 4cyl, base model: $13,400! (msrp $18,600!)
Lexus
Handmade Custom Lexus: Sport-tuned V8 engine will take you 0 – 60 in 3.2
seconds! Inside appointments feature Italian leather seating with heating/cooling
with the most advanced massage units ever to be engineered. Entire sapphire-
mineral roofline becomes transparent at your voice command. $30,900!
“Deepen the
emotional
connection to
the message”
7. The Amazing Offshore Printing Paradox
Which will the marketplace be attracted to?
Both, of course! Many would choose the Honda, no doubt. But for an increasing
segment of the marketplace, the“Dream Lexus”would be a much more fantastic
value. Simply put, the more expensive car still puts within one’s reach an
experience never to be forgotten.
That’s exactly the power of creative offshore printing.
Conclusion
Some day, a world rich with creative expression will make us forget about the one
we live in now. What will that world look like?
Consider some creative ideas you may see in the future:
• An art book, 10 x 22, featuring 20 pantone colors on the cover and hand-painted
accents throughout
• A luxury car brochure, 60 pages, hardcover, featuring swatches of real leather, wood,
and metal swatches within
• A book of architecture, featuring a cement composite cover and a 14-ring binding
mechanism
This is the season for those who truly wish to creatively innovate, but haven’t been
able to afford to. It is finally OK to dream again about emotionally captivating
manufacturing techniques. In the same way the internet created a more level
playing field for businesses, it is also true that offshore printing has in the same
way, offered all publishers and design firms ways to catapult over the competition.
The possibilities for creative differentiation give great power to those willing to
take advantage of what we have at our disposal. Truly, those who continue to
produce projects within familiar boundaries will be forgotten, as out-of-the-box
creators step up to the plate.
The real story here is less about saving money and more about being able to
create what we want.
Like the dawning of color TV from the age of black and white, so the printing world
is about to see some exciting changes.
Where will offshore printing go from here? How far will we be willing to take it?
The answers may begin with a single publisher or art director, crossing that line
between what has been and what will be.
And we’ve only touched the tip of the iceberg...
“It is finally
OK to dream
again…”
8. The Amazing Offshore Printing Paradox
About On The Mark
On the leading edge of offshore printing, On the Mark Printing will take the lead
and guide you through the many challenges of printing overseas. Our staff works
with companies of all sizes to help you minimize the risk and take advantage of the
full savings potential of offshore printing.
Contact us today for a quote.
www.onthemark.net
call today: 888 556 7989
…the printing
world is
about to see
some exciting
changes.”
