Love those jacket ideas.

It’s great that your team hits the nail on the head with the jackets but how do you cope with getting the graphics printed when you’re working like mad to get the jackets and dummies made? Major marketplace gatherings like Frankfurt Book Fair only come round once a year and that can mean a new title has to be pushed to market. With any push deadlines get squeezed, time, patience and money often end up being in short supply.

When it comes to graphics I go back to the days when a computer was something you saw in a sci-fi movie and quick turnaround was a week. Anything shorter was going to get expensive unless you had a regular supply of work and a good relationship with a graphics house. Even then it was touch and go if you were short of time. It was simply about the amount of days it took a person or a team of people to create what you wanted in what was a labour intensive industry and how large your budget was.

These days we work to much tighter time frames, digital technology means that the market place expects a faster turnaround. All our worlds are much more last minute dot com based with people working in marketing  and sales needing to be able to adjust a campaign to support a drive towards an emerging trend or a new product that has a small window to hit.

Large format graphics on a stand or in a retail environment catch the eye and focus the attention like nothing else. When you marketplace is a major event like Frankfurt it might just make the difference between a buyer st opping and saying hello or heading off somewhere else.

So how do you cope with getting the graphics printed w hen you’re working like mad to get the jackets and dummies made? My four step advice is:

 Talk and be completely honest about how much time you don’t have. That way you can get an honest answer that you can rely on.

Origination. It’s a simply rule quality in = quality out.  Whether experienced or a novice it’s always good to ask what works and what doesn’t.

 Use once or make them last. This can affect the time needed to complete you graphics so it’s always good to know.

 Time slippage. If you deadline moves it’s always good to know before you origination arrives.

It might sound like simple advice but you’d be amazed how many people when they are pushed to the point of panic f orget to talk about the simple things!

Frank Baptiste is another of our trusted friends. Frank, who has known Daniel for long that either of them cares to admit, is a director at Colorset UVI a London based large format digital graphic house. You can reach Frank by email or call 020 7234 0300.