Technical Analysis of Commercial Advertising Printing Process
With the development of economy, high-end printing technology has been applied to many fields. For high-end commercial advertising printed matter, it can better reflect the quality of the product and attract the attention of consumers. It plays an important role in promoting the growth of product sales and market development.
In the past 10 years, the commercial printing market has gradually formed and developed rapidly, and its market share has rapidly increased from less than 1% 10 years ago to the current 15%. At present, high-end commercial advertising prints are mainly used in luxury automobiles, high-end cosmetics, fashion consumer electronics, communications, IT technology, high-end fashion and luxury goods industries, and some administrative prints such as annual reports of Fortune 500 companies have also been adopted. High-end commercial advertisements and other printed materials have beautiful pictures, coordinated graphics and pictures, and extremely high-definition pictures; the pages are clean and smooth, and the feel of reading and turning pages is excellent;
The layman looks lively and the layman looks at the doorway. The so-called high-end printed products are not just high-end printed products that can be called high-end printed products by upgrading a certain link or a certain process. They must be complemented and matched from multiple layers to be called fine products. This article summarizes the characteristics and process technology of high-end commercial advertising prints from a specific process perspective.
Prepress processing
1. Manuscript Collection
Printing is the reproduction of manuscripts and the re-creation of art. From the point of view of elements, a first premise is high-quality manuscripts. The manuscripts here refer to electronic manuscripts or photo manuscripts, mainly for actual real images. The pictures are all large-size reversal films or high-resolution digital photos. Of course, some are generated with the help of 3D industrial design software, but the premise is based on the high-quality picture materials obtained by the aforementioned method. To this end, it takes a lot of money to prepare the manuscript, such as hiring professional photographers, using top-level photographic equipment, etc. The manuscripts created from this are not only saturated in color and suitable in contrast, but the most important thing is the excellent clarity. High-quality manuscripts lay a solid foundation for creating exquisite high-end prints.
2. Proofing and color management
In the fully digital prepress environment, it is the most difficult to restore the color of the original picture and control the color of the re-created manuscript. In theory, when collecting manuscripts, if it is an electronic manuscript, the color space recorded in the shade mode is larger than the color space that ink can restore on the paper, so there must be some colors to be compressed. In addition, when collecting manuscripts, there will be errors in the color record. If there is no good way to correct this error and directly used for color separation printing, the final color of the finished product will inevitably be far from the original. If a manuscript created with a computer does not have a display that is highly consistent with the printed matter based on color data, it is difficult for the designer to grasp the true effect of his creation. The prepress system, which will use a color management system (CMS), can automatically compensate the display according to the characteristics of the equipment at each link of printing, thereby more accurately simulating the final product effect.
3. Related technologies before printing and printing and after printing
CTP uses standard technology to ensure that the outlets are truly restored to the maximum extent. JDF is also a mainstream technology, which can describe all production processes from the submission of job tasks to pre-press, printing and post-press. The method is to convert each step in the job production into a node in the JDF file. A JDF node is an XML element, which can be related information about the production process, such as stapling, folding, and cutting; it can be related Product information, such as the final print; it can also be both. Through the pre-setting in the pre-press stage, the post-production process can be realized with high efficiency and automation, and the failure caused by human factors can be reduced. These two technologies have been widely adopted in developed countries, providing good conditions for the production of high-end printed materials.
Color reproduction
The common feature of multi-color printing is to expand the range of color rendering by adding primary colors. At present, a printed matter must be printed in at least 6 colors to find a place in the "high-end printed matter" field. A large number of spot colors are used in company logo standard colors, large area background colors, VI system main colors, and small Avoid visual discomfort caused by the dispersion of edge patterns caused by screen-printing on the text. To match it, use 6-color, 8-color or even 10-color printing presses to complete.
In recent years, due to the appearance and maturity of high-fidelity color technology (HI-FICOLOR), normal photo printing can also be expanded from the ordinary CMYK color separation mode to CMYKRGB7 color separation mode for printing, which can restore the original color gamut to a greater extent .
Printing materials
The majority of the substrates of high-end printed products in developed countries are still mainly coated paper (coated paper and matt coated paper), the purpose is to obtain good printability and restore high-quality photo originals. Although the international call for the use of recycled paper is higher and higher, the high-end prints are mainly made of pure paper made of pure wood pulp, with long fibers, good stiffness, and white Degree, smoothness and cleanliness are very high.
In fact, we can't simply think that such paper is not environmentally friendly. In Europe, the production of this paper must also follow the green policy and be certified by the Forest Stewardship Council (FSC). Internationally, this high-end coated paper is the most famous produced in the Nordic countries, such as "Anna", "UPM", "Stora Enso" and other famous brands. It is difficult to distinguish these papers from the domestic general grade papers only by human eyes, but technically, high-grade coated paper is more complicated than the general coated paper production process, and the uniformity and layering of paper coating can be Reflect the evenness and layering of printing. Generally, high-grade coated paper will be coated twice, and the top coated paper will be coated three times during production, ensuring high smoothness, high whiteness, good tear strength, and low ink absorption of coated paper The quantity and quick-drying make it have high-quality printing effect and the best printing suitability. The high smoothness makes the refractive index of the paper surface consistent at any angle, and the color of the ink printed on the paper looks quite uniform and saturated. So once printed on the machine, the effect and printability are very obvious, especially on the high basis weight (above 250g / m2) and low basis weight (below 105g / m2) paper. Konigbauer Printing Machinery (Shanghai) Co., Ltd.
In addition, high-quality office papers from the United Kingdom and Sweden, such as "Ganggu" and other brands, are widely used in the annual official reports and other official document prints, mainly with stripes and slip surfaces, and few are used for cover binding.
Screening technology
Developed countries are based on a relatively mature high-end printing technology environment, such as the widespread adoption of CTP, the commercial application of UV printing, waterless offset printing technology, and such prints generally adopt the traditional high-number screening of amplitude modulation screening (more than 300 lines / inch) , Even up to 400 lines / inch), with this accuracy, it is difficult for the human eye to distinguish the normal 175 lines / inch or 200 lines / inch plus screen line number within the ordinary line of sight (about 10cm from the surface of the paper) Distinguished visual disturbances such as dots, network lines, rose spots, and moiré patterns.
Some printed materials use FM screening technology. After this technology appeared in the 1990s, it was not widely used due to the limitations of the process and printing materials. However, quite a number of high-definition prints have begun to adopt this technology, which can express details with a higher degree of fineness, and because the distribution of the dots is random, the traditional AM screening has inherent interferences such as rose spots and moiré. The phenomenon has been fundamentally resolved, and the performance of the gradient is even better.
Printing Technology
As mentioned above, in the production of a high-end printed matter, each link is not isolated, but coordinated with each other. When the original manuscript, color separation, screening, printing paper and other factors have reached high standards, the printing process is the key to restore color and graphic content.
UV printing technology is widely used in the production of high-end printed products. Its biggest advantage is that it can achieve instant curing of ink dots. In multi-color, especially online printing of more than 6 colors, it can achieve a high ink transfer rate and obtain Saturated colors can avoid smudging and adapt to shorter delivery times. The most important point is that the powder-spraying link is removed, which makes the final product highly clean. It can be as smooth and smooth as white paper when reading pages, and will not feel astringent like ordinary prints. These outstanding advantages are the reason why UV printing technology is favored by people, and also the technical basis for creating high-level printed products. In addition, some high-end cosmetics and luxury car advertising prints also apply fragrance ink printing technology.
Although rotary printing presses can achieve higher production speeds, the speed of up to 50,000 rpm will reduce the ink transfer effect, and the paper wrinkling phenomenon caused by heating and drying will also reduce the quality of the printed matter, so the true high-end printed matter is all the same They are printed on sheet-fed printing presses. On the one hand, these high-end prints are unlikely to meet the demand for ordinary prints, on the other hand, to ensure the restoration of graphic images.
Surface finishing
These are not enough. The top-level prints will also partially or completely polish the key graphics to increase the protection of the ink layer of the graphics, improve the reading durability, and also play a beautiful role. Currently widely used is the online UV glazing process. Online UV glazing based on the principle of offset printing can achieve high flatness and high-definition outer contour edges. It has a unique advantage in overprint accuracy, compared with the effect of offline UV glazing that is commonly used in China for screen printing technology. It can be said that there is a world apart.
The application of online hot stamping process is essential. The function of hot stamping itself in finishing is to add a finishing touch to highlight the essence of the main body, and online hot stamping not only has high efficiency, but also can effectively ensure the accuracy of overprinting. The laminating film generally adopts the pre-coating film cold laminating technology, on the one hand, it meets the environmental protection requirements, and on the other hand, it also avoids the strong odor brought by the traditional laminating process.
Binding processing
From the perspective of product form, the binding of these high-end prints is nothing more than binding, hardcover and saddle stitching. There is nothing special in the form, but the quality is reflected in the details, such as folding accuracy, connection error, basis Accurately calculated page creep compensation for paper thickness and folded pages (of course, this has been preset in the pre-press link), etc., as well as the glue formula selected according to the type of paper, to ensure the long-term firmness of the printed product; consider carefully The convenience of the target readers to archive after reading, the printed materials in the form of saddle-stitch and perfect binding plus U-shaped nails for easy collection in the two-hole file folder of international standards.
The entire production process and process of high-end commercial advertising prints in developed countries converge almost all advanced technologies in the printing field of today's world. Due to the multiple restrictions on the cost of technology introduction and the degree of matching of each process link, at present, there are not many printed products with these comprehensive capabilities and technologies in China. If Chinese printing companies want to participate in the international market competition, they must constantly learn and learn from the technical connotation of high-end printed materials, adopt cutting-edge printing technology, continuously improve product quality and increase added value, which is also the overall direction of domestic printing companies. .
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