print

The challenges of working in print totally dwarf those of working on the web. It's easy with the web- what you see is what you get. Even if you make an error, all you need to do is edit and upload again. You know that what you see on your screen is what anyone will, anywhere in the world. I spent the last 5 years doing it the easy way. Now that's not how it rolls in the print world.What makes working in print tougher is the unpredictability; that the output is not entirely in the designers' hands. What you design on 100 gsm paper is another world from what it will look like on 200 gsm imported art card. Even the colors you see on screen are not what they will look like when the job is all done... and if you use special colors- ho boy, wait for the output!The work extends way after the design stage is over. Very tight co-ordination is required with the printer, experimenting with paper, understanding processes, constantly checking for updates, and finally, hoping all goes well. If God forbid there's an error, there's no turning back. Surely print has it's perils, but when things turn out well, its the sheer pleasure of holding your work in your hand that rules, turning those pages in the sunlight, the light reflecting off the paper and reaching your eyes that sends the sheer pride of being part of the process, there and at that moment. Then, putting that work of art on your shelf and it doesn't disappear at the switch of a plug. Modigliani insize bright white, 260 gsm paper was used for those sexy, dove embossed firm wide greeting cards. Kudos to Sanjeev Gupta, our printer, for churning out world class work.