Catalog Watch-Boost Results With Print Technology Innovations (

By Lois Boyle and Kathy Johnston

Can print technology improve your catalog's results? Absolutely! When print technology is integrated with circulation, merchandise and creative plans, it can't help but benefit your catalog. Many catalogers have toyed with different print sizes and paper weights, but few investigate or test other options outside the status quo.

In part one of this two-part series, we will explore innovations in print technology and how they can enhance your business. Are you taking advantage of the technology that your printer offers? Do you include your print production manager in your campaign kick-off to research those options? A savvy print buyer often can help solve marketing problems with an arsenal of production options.

Have you built a proactive relationship with your printer to generate new ideas? Are you aware of any or all of the new products your printer offers? You might be surprised how a good printer can help you solve specific marketing problems, reduce costs and increase response.

Here's a list of questions that highlight specific print issues. The answers will help you understand the advantages of print technology and how it can help you create a more productive catalog.

When do I consider going beyond four-color web?

If your catalog experiences a high percentage of merchandise returns attributed to color inaccuracies, you may want to consider Hexachrome printing, a six-color process developed by Pantone. Hexachrome's ample color palette accurately reproduces a wide range of both vibrant and subtle colors that can be defined and displayed on computer monitors. Many of these colors could not be duplicated in print until this process was developed.

In Hexachrome, the existing CMYK primary inks have been modified into more chromatic inks, adding orange and green inks. The timeline for layout, design and color separations is not affected, however the color management systems need to be recalibrated and software plug-ins may be required.