Rods and Cones is based in Santa Cruz California. They provide workflow services including color management, automation, press/design coordination and verification, for the graphic and printing industries. They serve everyone on the creative loop, from brand owners and their creative teams, to production, premedia, and printers.
Sunday, 10:00 a.m. – 11:00 a.m.
Right Brain vs Left Brain: Bridging Creative Design and Print Execution
Challenges between designers and printers can sometimes turn in to an MMA cage match. “Surely the designer didn’t intend for that piece to be printed with the 15 Pantone colors used to build it, right?” Printing is a left-brain manufacturing process while creative design is a function of the right-brain. Bridging what the designer is trying to achieve and how it fits in with the technical realities of what’s needed by printers is critical to help manage each other’s expectations. This session provides a primer for developing clear “how-to” and “why” guidelines on designing for print and communicating effectively with your design/production partners.