Richmond printer and proprietor of Markwith Printhouse Craig Markwith told reporters this morning that he was “shocked, absolutely shocked” that a designer didn’t care for an aqueous coating on an event flyer – particularly when the 100-pound cover-weight paper was printed with a full bleed of Reflex Blue, the PMS ink known for its long drying times.

“Unbelievable,” said a visibly shaken Markwith, whose angered response was expected and appropriate, considering his customer had originally demanded a 120-pound cover stock in a vellum finish, a prospect that “completely blew me away for this type of project.”

“Why didn’t they bother asking for matching stocks with decent resistance to blanket memory? It would guarantee better ink hold-out, especially when they’re putting down a full bleed of Reflex Blue, but it’s like they didn’t even factor that into this project,” the 37-year printing veteran said.  “If you don’t do aqueous you’re gonna get smears. Everyone knows that.”

Added Markwith: “I mean, Jesus Christ, this is just unheard of.”

The 59-year-old further explained that he hadn’t been this upset over a project since a client wanted a flexographic sheet that would hold up to a heavy UV coating, and, while he could have gone with an elemental chlorine-free stock made with 30 percent post-consumer waste fiber, it still would not have gotten the vibrancy that the end product needed with a dull or matte-coated stock.

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2 Comments so far

  1. Natasha on December 2, 2008 11:27 am

    Tags: jargon. Why did this make me laugh?

  2. smack on December 2, 2008 7:57 pm

    Finally someone has the nuts to print truth

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