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anilox rolls, VI: 177, 178, 181, 184

cleanup procedures, VI: 198-200

delivery system, VI: 32

die-cutting stations, VI: 24

cutting modes, VI: 28

shapes, VI: 28

tooling, VI: 28-29

waste removal, VI: 31

die installation, VI: 179

drying and curing

laminating/varnishing, VI: 23

UV curing, VI: 23

dry registration, VI: 181

edge guides, VI: 181

fountain roll, VI: 183

impression (setting), VI: 184

in-feed tension control, VI: 20-21, 48

ink distribution, VI: 183

inking, VI: 184-185, 187-188

plate cylinders, VI: 13, 21-23

plate mounting/inspection, VI: 181

print stations, VI: 21, 177, 181, 183, 190

automatic register systems, VI: 22

registration adjustment, VI: 21

repeat length, VI: 21

products printed, VI: 18-19

quality checks, VI: 188

registration (setting), VI: 184

rewind tension, VI: 52

setup process, VI: 177-189

setup stock, VI: 181

types of

central impression press, VI: 15-20, 80,

122

plate cylinder, VI: 8

bearings, VI: 141, 142

press drives, VI: 139-140

in-line press, VI: 16

web width, VI: 16

stack press, VI: 17-18

platform press, VI: 18

web width, VI: 3, 12, 16

unwind, VI: 14-20, 27, 92

unwind tension, VI: 20, 47, 49

NESHAP, III: 5, 13-14

new source review, III: 11-13

non-attainment area, III: 11-12

prevention of significant deterioration,

III: 11-12

non-attainment area, III: 5, 11-12

offset ratio, III: 12

object-oriented graphics, II: 33-34

Occupational Safety and Health Act

(OSHA), III: 30-35

consultation, III: 34

facilities plan, III: 34

hazard communication, III: 31-32

Hazardous Materials Identification

System, III: 32-33

inspections, III: 35

lockout/tagout, III: 33-34

Material Safety Data Sheets, III: 31

personal protection equipment (PPE),

III: 33

poster requirements, III: 31

record-keeping, III: 30-31

state programs, III: 30

training, III: 34

violations, III: 35

Occupational Safety and Health

Administration, see OSHA

offset gravure, I: 11

offset lithography, II: 13

offset pivot guides, VI: 67, 70

Open Prepress Interface (OPI), II: 81

OSHA

phone numbers, III: 39

regional offices, III: 38

overprinting, II: 26

defined, II: 30

to avoid trapping, II: 31

oxidation, III: 7-10

catalytic, III: 8-9

recuperative, III: 8

regenerative, III: 8

thermal, III: 7

ozone, III: 5, 6, 14, 15

-depleting chemicals, III: 14-15

emissions standards for, III: 5-6

paper

acid, IV: 133

alkaline, IV: 133

chemical properties

fiber content, IV: 132

moisture, IV: 132

pH, IV: 133

sizing, IV: 133

coated, IV: 134, 136

finishes

antique, IV: 136

cast coated, IV: 136

coated one side, IV: 136

eggshell, IV: 136

embossed, IV: 136

embossed coated, IV: 136

enamel coated, IV: 136

felt, IV: 136

laid, IV: 136

machined English, IV: 136

INDEX 119

120 FLEXOGRAPHY: PRINCIPLES & PRACTICES

matte coated, IV: 136

supercalendared, IV: 136

manufacture, IV: 125-128

properties

basis weight, IV: 129

bulk, IV: 129

burst, IV: 130

caliper, IV: 130

curl, IV: 130

density, IV: 130

dimensional stability, IV: 130

folding endurance, IV: 130

formation, IV: 130

grain direction, IV: 130

internal bond, IV: 131

porosity, IV: 131

stiffness, IV: 131

stretch, IV: 131

tear, IV: 131

tensile energy absorption, IV: 131

tensile strength, IV: 131

roll length, IV: 135, 150

roll quality, IV: 135

storage/handling, IV: 135

surface appearance

brightness, IV: 131

coefficient of friction, IV: 132

color, IV: 132

gloss, IV: 132

opacity, IV: 132

smoothness, IV: 132

uncoated, IV: 136

paperboard, IV: 128-129, 130, 135, 136, 137-

138

paths

simplifying in illustrations, II: 34

PDF (portable document format), II: 79-80

permanent-mesh coupling, VI: 108-109, 118

Personal Protection Equipment, III: 32-33

photopolymer masters, IV: 6, 10, 12, 13, 14

pigments, I: 9, 14, 20; IV: 23-29

fluorescent, IV: 27

inorganic, IV: 25-27

metallic, IV: 27

organic, IV: 25

pearlescent, IV: 29

thermochromatic, IV: 29

pin register system, I: 15; IV: 85, 88, 91, 92

accuracy, IV: 88, 93

plate cylinders, I: 3, 16, 21, 27, 29, 30-31, 32,

33; IV: 20, 25, 41, 63, 64, 66-67, 68, 73, 96,

102

cleaning, IV: 73

narrow-web press, VI: 13, 21-23

wide-web press, VI: 8, 10-12

demountable, VI: 11

wrapping, IV: 82

plate distortion calculation, IV: 52

plate distortion factor; see K factor

plate drill, IV: 86, 93

plate layout, IV: 71

corrugated postprint, IV: 73

plate mounting, I: 18, 22-23; VI: 107, 127,

136, 138, 181, 228; IV: 48, 66, 68, 70-74, 91-

92, 94-95, 97, 98, 100

plate mounting tools, IV: 69, 105-106

platen die cutting, VI: 102, 103, 108, 112, 115

plate punch, IV: 88, 90

plates

bevelling, IV: 4, 47, 74

capped, IV: 25, 32, 37

cleaning, IV: 48, 73

direct-imaged, IV: 8

distortion, I: 20, 22; II: 86-87; IV: 3, 6, 18,

dividing head, IV: 70,73

durometer, IV: 5, 6, 10, 12, 13, 14, 24, 25,

30, 37, 46, 146-147

framing, IV: 75

laser-engraved, IV: 8

liquid photopolymer, IV: 6, 7, 25, 86

capping, IV: 32

casting, IV: 30

equipment, IV: 30

exposure, IV: 30-32

image-positioned plates, IV: 32-33

laser ablation, IV: 37-38, 43

light finishing, IV: 32

makeready, IV: 32

platemaking. IV: 6, 29, 30-32, 33

reclaim, IV: 31

washout, IV: 30, 32

molded-rubber, I: 15, 22; IV: 5, 6, 7, 10

compounds, IV: 19-21

defects, IV: 12

determining plate thickness, IV: 18

etching, IV: 11

gauge, IV: 20, 21, 23, 34, 37, 48

grinding, IV: 16, 20

hand-engraved, IV: 5, 63

inspection and finishing, IV: 20

laser-engraved, IV: 8, 37

metal-backed, IV: 22

metal masters, IV: 10-12

molding, IV: 13, 14, 17-18, 19-20

photopolymer master, IV: 10, 14

plain-backed, IV: 22

process plates, IV: 22

release agents/sheets, IV: 19

shoulder formation, IV: 11

shrink-controlled, IV: 22

storage, IV: 21

troubleshooting, IV: 21

mounting, IV: 68,70-73, 91, 92, 93, 104

corrugated postprint, IV: 77, 92

edge sealing, IV: 48, 82

first set of plates, IV: 76

makeready, IV: 75, 80-82

manual, IV: 101

metal-backed, IV: 103

techniques, IV: 47-48

thickness, IV: 75

video mounting , IV: 93

photopolymer (plates),I: 15, 22; IV: 3, 5, 6-

7, 10, 12, 24, 72-73, 81, 82, 85, 92-93, 94,

95, 100, 101, 103

benefits, IV: 25-26

characteristics, IV: 24

construction, IV: 25

exposure, IV: 27-29

film negative, IV: 27

light finishing, IV: 29

platemaking, IV: 33-34

priming, IV: 75

process printing, IV: 3, 7, 10, 13, 22-23, 31,

proofing, I: 15, 16, 22-23; IV: 77-80, 82, 88,

98-100

computerized system, IV: 84-85

equipment, IV: 63, 66-67, 68, 70

impression tolerances, IV: 80

objective, IV: 64

paper, IV: 68, 70-71, 76, 78, 79, 80

press, offline, IV: 98

tools, IV: 68, 105-106

removal, IV: 103

sheet photopolymer, IV: 7, 33, 37, 39, 86-

backing sheet, IV: 33

cover sheet, IV: 33

drying, IV: 35

exposure, IV: 34-36

inspection, IV: 35

light finishing, IV: 36

photopolymer layer, IV: 33

platemaking, IV: 33-36

processing, IV: 35

troubleshooting, IV: 36

size, IV: 3, 25, 26, 29, 33

solvent compatibility, IV: 50

storage, IV: 49

surface tension, IV: 53

thickness, IV: 75

plate-squeeze allowance, VI: 121, 137-138

plate washup, IV: 48

Pollution Prevention Act, III: 28-35

Post-Press, III: 29

Prepress, III: 28

Press Operations, III: 29

waste inks and solvents, III: 28

polyester (PET), IV: 148, 151, 153, 156, 166,

167

area yield factor

physical properties, IV: 156

printing characteristics, IV: 156

polyethylene, IV: 137, 139, 147, 148-149

additives

anti-blocking, IV: 165

pigments, IV: 165

slip agents, IV: 165

physical properties, IV: 163-165

printing characteristics, IV: 165-166

polypropylene, IV: 147, 149, 158-161

oriented (OPP), IV: 158, 166

physical properties, IV: 158-160

printing characteristics, IV: 160-161

polystyrene, IV: 147, 148, 158-161

polyvinyl chloride (PVC), IV: 147-148, 155-

156

physical properties, IV: 156

printing characteristics, IV: 156-158

postprinting, VI: 98, 99-100, 108, 122, 123,

125, 127

PostScript, II: 72, 78, 82

powder spray systems, VI: 91-92

preflight, II: 61-62, 64

checklist, II: 62, 106

function, II: 74

process, II: 80-83

prepress, electronic I: 17, 20, 22

prepress proof, I: 15

preprinting, VI: 98, 99, 122

press approval, IV: 65, 107

press approval form, VI: 186, 199

press characterization, II: 18-19, 131, 134,

136, 138, 141; IV: 77, 104-107

press characterization target, II: 139

presses

chill rollers, IV: 89

corona discharge, IV: 39, 41, 83, 160, 165

dryers, IV: 82, 84-85, 125

ink system requirements, IV: 47, 48, 50

rewind tension, IV: 88

viscometers, IV: 90, 91

press maintenance, VI: 147-154

breakdown, VI: 144

equipment care

anilox rolls, VI: 148, 149

INDEX 121

122 FLEXOGRAPHY: PRINCIPLES & PRACTICES

auxiliary equipment, VI: 150

brakes and clutches, VI: 148

dryer, VI: 150

electrical systems, VI: 149

fountain rolls, VI: 149

hydraulic cylinders and lines, VI: 149

lubrication, VI: 146

preventative maintenance, VI: 145

press optimization, II: 130

press proofs, II: 96, 138, 140

pressroom safety, VI: 175-176

emergency stops, VI: 171

lockout switch, VI: 171

proper attire, VI: 169

proper lifting, VI: 169

safety signage, VI: 170

tag-out, VI: 173

pressure-sensitive labels, IV: 149

release liner, IV: 149-150

prevention of significant deterioration

(PSD), III: 11

print card, VI: 113

printer/die cutter, VI: 102, 112

printer-slotter, VI: 112

printing diameter, VI: 136-137, 138, 139

printing plates, VI: 100, 101, 102, 108, 114,

117, 118, 120, 122

thickness of, VI: 123

process color

defined, II: 111

gamut, II: 121

printing, II: 39, 91, 111, 141

specifying, II: 76

working with, II: 18, 43, 74, 82, 123, 133

process color printing, IV: 10, 103-104, 105-

107

process inks, IV: 9, 10, 104

process printing plates, IV: 3, 7, 10, 13, 22-

23, 31, 35

proofing system see digital proofs, analog

proofs, press proofs

proofs

concept, I: 19

contract, I: 20

pull bands, VI: 107-108, 110-111

pull-rolls, VI: 109, 110-111, 114, 116, 118

quality control

characteristics of, III: 81-82

checklist for, III: 82

commitment to, III: 83

middle management, III: 83

operating personnel, III: 84

top management, III: 83

costs, III: 90-91

definition of, III: 79-80

densitometry, III: 107

design checklist, III: 88

flexo process, III: 106-107

improvement strategies, III: 88

instrument calibration, III: 87

measurement of, III: 86, 88, 95, 96, 106

100% inspection and sampling, III: 97

benchmarking, III: 94

central tendency, III: 121

arithmetic mean, III: 121

median, III: 121

mode, III: 121

control charts, III: 123

military standard (MIL-STD-105E), III:

98, 99

run chart, III: 87

statistical inspection and sampling, III:

statistical process control, III: 97, 100

output measures, III: 86

responsibility for, III: 80, 85-89

spectrophotometry, III: 107

UPC verifiers, III: 107

Reasonably Available Control Technology

(RACT), III: 6-10

recuperative oxidizers, III: 8

regenerative thermal systems, III: 8

registration, see also trapping, I: 16; II: 28-

29, 31, 39, 86, 91, 99; III: 106; VI: 102, 107,

110, 118-119, 120, 134, 139, 177, 181, 185,

188, 193, 198, 210

registration bar, IV: 86, 87

release agents, IV: 19, 74, 103

rendering, II: 22

Resource Conservation and Recovery Act,

III: 17-22

characteristic wastes, III: 18

generator status, III: 18-19

listed wastes, III: 17-18

shop towels, III: 20

spills, III: 20

Superfund Amendment and

Reauthorization Act, III: 19

transportation, III: 19

underground tanks, III: 20

waste disposal, III: 21-22

reverse-angle doctor blade, IV: 71-72

rewind equipment, I: 24; VI: 50, 57, 62, 71,

90, 94

constant tension, VI: 53, 55

power requirements, VI: 54

surface winders

center winder, VI: 52

double-drum, VI: 51

single-drum, VI: 51-52

taper tension, VI: 53, 55

rewind guiding, VI: 71-72

RGB image

converting to CMYK, II: 37, 38, 71, 72, 81,

122, 127-129

rosette, II: 90

rotary die, VI: 13, 14, 23, 24-25, 28, 29, 30-32

rotary die cutting, VI: 26, 28-30, 102, 106,

112, 117, 121, 127

rotating bitmap graphics, II: 37

rotogravure, I: 8-10

run target, II: 142; III: 106, 107

safety signage, VI: 170

saturation, IV: 22, 53, 54

scan resolution, II: 41, 43, 68-69

scan resolution calculation, II: 68

screen angle, II: 41, 43, 90, 91, 99, 102

screen characterization, II: 132

screening

AM, see conventional screening

combination, II: 91

FM, see stochastic screening

screen printing, I: 10-11

screen ruling, II: 36, 44, 68, 90, 102

and scanning resolution, II: 44, 68-69

selecting colors, II: 33

serigraphy, see screen printing

servo-drive press, VI: 121-122, 124

sheet cleaners, VI: 125-126

brushes, VI: 125

sheet feeders

kicker feeder, VI: 103

lead-edge feeder, VI: 104

belt type, VI: 105

cam roller feeder, VI: 105

reciprocating belt type, VI: 105

roller-type feed wheels, VI: 105

Shell Cup, IV: 91

shop towels, III: 20

silver recovery, III: 27

sleeves, I: 18, 23, 28-29; IV: 67, 86

composite, IV: 96

computer-to-sleeve, IV: 94-95

cushioned, IV: 96

design roll, IV: 96

mounting, IV: 94-95

nickel, IV: 95

properties, IV: 95,96

storage, IV: 95

slotter/creaser, VI: 114

slitter-knife marks, IV: 83

slugs, VI: 107

slur targets, III: 106

Small Business Assistance, III: 15

solvency power, IV: 27, 31

solvent balance, IV: 32, 39, 40

solvent recovery, III: 7

spectrophotometer, II: 76, 88, 98, 99; IV: 18,

19, 22, 48, 53, 56-57, 61, 63, 65, 105, 108

spills, III: 20

spot color

converting to process, II: 46, 75-76

proofing, II: 93

specifying, II: 46, 75

working with, II: 28, 46-48, 53, 76, 132

stack press, I: 3, 16, 17, 21, 31; II: 28; IV: 67;

VI: 5-6

static electricity, VI: 80, 85-87, 173, 226, 228

causes, VI: 83-84

controlling static, VI: 86-87

grounding, VI: 86-88

static eliminators, VI: 87, 125

static neutralization, VI: 87

statistical process control, III: 97-107, 111

cause and effect analysis, III: 100-101

checksheets and checklists, III: 103

fishbone diagram, III: 100, 102

flow charts, III: 101

histograms, III: 104

Pareto Analysis, III: 103

process mapping, III: 103

run and control charts, III: 104

scatter diagrams, III: 105

INDEX 123

124 FLEXOGRAPHY: PRINCIPLES & PRACTICES

steering guides, VI: 67

entry spans, VI: 69, 70

stickyback, IV: 49, 73, 74-75, 76-77, 79, 80,

82, 84-85, 87, 88, 91, 92-93, 94, 95, 98, 101,

102, 103

stochastic screening, II: 40, 68, 91; IV: 42

storm-water permits, III: 26-27

stripping, see job assembly

subtractive color, II: 114

substrate, VI: 48, 54, 98, 99, 102, 109, 110,

123, 125, 126, 177, 179, 181, 189, 203, 213,

216, 221, 222, 226, 229, 230, 231, 232

cleaning, VI: 85, 89, 97

ionic, VI: 89

corona field, VI: 89-90

wind, VI: 193-194

dryers

warm air, VI: 124

infrared, VI: 124

substrates, I: 3, 12, 14-16, 18, 21,; II: 20

cellophane, IV: 160, 166-167

corrugated board, I: 6, 26; IV: 137-138,

140

envelope paper, IV: 138

facestocks, IV: 147, 150-151

films, IV: 155-167

polyester, IV: 155-158

polyethylene, I: 16; IV: 162-166

polypropylene, I: 16; IV: 158-161

polyvinyl chloride (pvc), IV: 155

pressure-sensitive, IV: 150

foils, IV: 138, 150, 152-154

glassine, IV: 139

label stock, IV: 134, 136, 138, 148

metals, IV: 154

multiwall bags, IV: 138

paper and paperboard, IV: 122, 128, 132,

136

pressure-sensitive, IV: 149

release liner, IV: 149-150

tissue, IV: 140

Superfund. See CERLA

Superfund Amendment and Reauthorization

Act (SARA), III: 19, 23-24

swelling test, IV: 50

TAC, (total area coverage), II: 70

tag-out, VI: 173

target proof, II: 93

tension control, VI: 43-48, 94

bowed roll, VI: 49

cooling drum, VI: 49-50

dancer, VI: 40-41, 48-50, 55

in-feed, VI: 47, 49

rewind tension, VI: 52, 53, 71

automatic system, VI: 39, 47, 50

dancer-roll system, VI: 40-41

“draw” control system, VI: 39

manual system, VI: 38-39, 47

semiautomatic system, VI: 45-46

tension transducer system, VI: 41-43

splicing, VI: 45-47

taper tension (see also rewind

equipment), VI: 38

taper torque, VI: 38

torque, VI: 36-37, 38-40, 42-43, 52, 54-57,

58-60

unwind tension, VI: 47-49

tension drives, VI: 35-37

brakes/clutches, VI: 36-37

motors, VI: 35-36

tension transducer, VI: 41-43

tension zones

intermediate, VI: 35-37, 39, 42

rewind, VI: 35, 50

unwind, VI: 34-36, 49

thumbnail sketches, II: 22

tints, II: 77

total quality management, III: 92-96

Toxic Substances Control Act, III: 16

transportation, III: 19

trapping, II: 19, 26, 29, 47, 76, 86, 96, 100

UCR, (undercolor removal), II: 41, 53, 70

ultraviolet light, IV: 26

underground storage tank, III: 20

Uniform Code Council, Inc. (UCC), III: 56

United States Environmental Protection

Agency, III: 5-6, 14

regional offices, III: 38

telephone numbers, III: 39

unwind equipment, VI: 94

flying splice, VI: 45-46

in-feed unit, I: 25; VI: 49

out-feed unit, I: 26; VI: 49

single-position, VI: 44

tension-control system, VI: 47, 50

up-folder, VI: 100, 106

UV curing, VI: 23, 95-96, 190, 224, 225

UV varnishing, VI: 95, 126

uv light, see ultraviolet light

vacuum, VI: 103, 104, 105, 111, 112, 117, 119,

121, 125, 126

vector graphics, see object-oriented

graphics

vignettes, see blends

volatile organic compounds, III: 6-10

low-VOC inks, III: 10

low-VOC solvents, III: 10

oxidation, III: 7, 8

reduction of, III: 6-10

solvent recovery, III: 7

sources, III: 10

vulcanizer, see matrix

waste water discharge, III: 25

web-edge guide mark, IV: 83

web guiding systems

automatic, VI: 64

hydraulic, VI: 64

mechanical, VI: 64

web position control, VI: 65

edge guiding, VI: 71

fixed sensor center, VI: 62, 65

line (pattern) guiding, VI: 65

moving sensor center, VI: 65, 71

offset pivot guides, VI: 67, 70

steering guides, VI: 67-69

entry spans, VI: 67

unwind guiding, VI: 64, 65-66

web tension, VI: 34, 38, 40-43, 47-49, 54, 56

web-trim mark, IV: 83

web viewers

bent-web viewing, VI: 75

oscillating mirror, VI: 73

rotating drum mirror, VI: 74

stroboscope, VI: 73

video scanning, VI: 75

optical encoder, VI: 78

print mark sensor, VI: 78

proximity sensor, VI: 78

system configuration, VI: 76-77

web width, VI: 3, 62, 65, 66, 67, 68, 69-70, 74,

75, 90

narrow-web, VI: 3, 12, 16

wide-web, VI: 3, 10

wide-web presses, I: 16, 18; II: 28; VI: 3, 5-12,

193-206

anilox rolls, VI: 194-195, 196-198

checking colors, VI: 197-198

cleanup procedures, VI: 203-206

doctor blade, VI: 181, 183-184, 185, 186,

190, 196-197, 198, 202, 204, 205

fountain roll, VI: 196-197, 204

impression (setting), VI: 197

inking, VI: 197, 200-201

plate cylinders, VI: 8, 11-12

circumferential register control, VI: 11

demountable, VI: 11

side register control, VI: 11

print stations, VI: 193, 195, 196, 197, 203,

204

quality checks, VI: 201

registration (setting), VI: 197

setup process, VI: 193-202

substrate wind, VI: 193

types of

central-impression press, VI: 7-10

central-impression drum, VI: 9, 49

folding carton press, VI: 10

in-line press, VI: 10

stack press, VI: 5-6

web width, VI: 3, 10

Zahn cup, IV: 91, 103, 113

INDEX 125

FLEXOGRAPHY:

Principles & Practices

5th Edition

SECTION 1

Design

SECTION 2

Prepress

SECTION 3

Process

Color

VOLUME

#36023-AAEAAi

2 FLEXOGRAPHY: PRINCIPLES & PRACTICES

Flexography: Principles And Practices

Foundation of Flexographic Technical Association, Inc.

900 Marconi Avenue, Ronkonkoma NY 11772

TEL 631-737-6020 FAX 631-737-6813

Find us on the World Wide Web at:

http://www.fta-ffta.org

1999 by the Flexographic Technical Association, Inc.

and the Foundation of Flexographic Technical Association, Inc.

Fifth Edition

Notice of Liability:

any form or by any means, electronic, mechanical, photocopying, recording, or other-

wise, without the prior written permission of the publisher.

Notice of Liability:

The information in this book is distributed on an “as is” basis, without warranty.

While every precaution has been taken in the preparation of this book, neither the authors

nor the publisher shall have any liability to any person or entity with respects to any loss,

liability or damage caused or alleged to be caused, directly or indirectly by the informa-

tion presented in this book.

Published by the

Foundation of Flexographic Technical Association, Inc.

Printed in the United States of America

VOLUME 2

DESIGN

INTRODUCTION 3

DEFINITION OF DESIGN 3

DESIGN CONSIDERATIONS 6

Design Performance................................................................8

Psychology .........................................................................8

Aesthetics...........................................................................8

Functional Characteristics...............................................8

Design Purpose ........................................................................9

Decoration..........................................................................9

Visual Impact......................................................................9

Identification......................................................................9

Information.......................................................................10

Product Information........................................................10

Brand Identification........................................................11

Merchandising Considerations......................................11

Research...........................................................................12

The Intended Buyer...............................................................14

Needs and Preferences...................................................14

Buying Habits...................................................................14

Motivations.......................................................................15

Economic Situations.......................................................15

The Act of Buying............................................................15

End-use Conditions/Applications..................................15

Advertising Recall............................................................16

Repeat Purchases............................................................16

The Designer...........................................................................16

Visual Communications Specialist................................16

Problem Solver ................................................................17

Graphically Proficient.....................................................17

Client Oriented.................................................................17

Knowledge About the Consumer ..................................17

Design Development..............................................................17

Preproduction Meeing ....................................................17

Press Characterization....................................................18

Substrates and Materials................................................20

The Point of Purchase ....................................................20

The Consumer..................................................................20

Branded Products............................................................20

Graphic Objectives..........................................................21

Table of Contents