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?
Darren has worked in the printing industry for 30 years and spent more than 12 years at two of the nation's leading high-end commercial printers: Bradley Printing in Des Plaines, IL, and Williamson Printing Corp. in Dallas, TX. During that time, he operated conventional and UV 40˝ sheetfed presses and also successfully managed a $15-million pressroom equipment transition. Darren also was Lead Press Instructor for Heidelberg, where he directed specialty equipment startups and was involved in all aspects of the printing process by teaching both instructor and pressroom employees.
In addition, he served as a troubleshooter for various printing companies in the U.S., Canada and Mexico. As operations manager for a start-up specialty folding carton company, he played a key role in achieving more than $6 million in sales within two years. Currently Darren is president of D.G. Print Solutions, a consulting firm that supports printing companies of all sizes. He specializes in growth development planning, pressroom color management and pressroom training through specialty print applications.