So many people want to set their sights on online printing. Reasonably, clients find the idea of online printing more efficient and easier. Why should a client have to talk to someone? Why not load up some artwork and press a “submit” button?

This experience sounds wonderful, but what happens when the client doesn’t send the files in the right format, or provides files that are inherently flawed? Depends on the printer, but some will just print what they receive and blame it on the provider (a.k.a. the client). Some will do the right thing, and work with the client.

Printers like the online world because it allows them to put the responsibility on the buyer. The problem here is that there is still such an incredible lack of  knowledge of the print world that it is ridiculous to put the blame on the buyer. As an example, there is still a vast amount pf people that believe that they can create artwork in any software and expect it to print with quality. This myth alone creates around 50% of the printing problems today.

Companies that care about their marketing should strongly consider having a graphic artist, print broker and/or tested printer to help them along with their projects, rather than settling for the online experience.

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