An Educated UV Consumer Makes the Best Customer for UV Technology
What’s truly considered to be a fair expectation from the manufacturers? Are you expecting too much just because you decided to make the capital investment? Or should you carry some of the burden as the consumer?
You know the saying; “An educated consumer makes the best customer.” This is also true when purchasing UV equipment. With or without a printing press attached.
Do you actually think that just because you spent all of that money for UV equipment that it is the manufacturer’s responsibility to educate you and your people on all of the ins and outs of how to print UV? What about all of the specialty applications and effects?
Think about this, Would you expect Gulfstream to teach you to be a pilot if you bought one of their jets? How about GM teaching you how to drive with the purchase of every new Corvette? I do know that neither Emeril Lagasse nor Julia Child showed up at my house when my new kitchen appliances were delivered. I would love to have swapped recipes with them but, it didn’t happen.
You all know how challenging that it can be when your customer doesn’t provide you with what is needed or expected. It might be the rasterized Photoshop file that the Web designer thought would look great in print but then complained when the job delivered. Or what about that customer that said it was a “press-ready file” and wants to challenge the alteration charges. How many times have you heard that? What were their expectations of you as the printer?
Regardless, if it’s the company that builds the printing presses or the UV dryers, you have to understand, they want you to succeed. However, their responsibility is to fabricate, deliver, install and instruct on the functions and operations of the equipment. Not the process. Again, is it fair to expect them to teach the printer how to print?
So when you make the purchase, take it upon yourself to do your homework and use your resources for the knowledge you could gain. And most importantly, be grateful and recognize the professionals for what they do best.
And by the way, even without Emeril or Julia, I was just glad all of the appliances made it into the kitchen without a scratch or destroying my front door.