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1.- Quality is understood as a final result.
The word “quality” appears constantly in our lives: slogans, descriptions of services or products, and daily conversations where it is intended to extol something…
Its use is so frequent that the word has lost part of its true essence and, of course, the world of graphic arts is no stranger to this loss.
And more exactly, what is a quality impression?
Before writing this article, when consulting our clients about their idea of quality, we verified that they add terms of security, trust, knowledge, and proactivity…
All this converges in meeting the expectations of satisfaction and care (both in customer service and in the lack of defects in the parts) to be able to use the ” quality impression ” label .
Approaching what this term encompasses opens up two paths:
Quality understood as a final result, in the world of printing, encompasses the services offered by large online production centers; digital printers; the usual printers, used for their papers and their work without complications, and even copy shops.
These business models base their activity on delivery times, volume, and/or a strong standardization of product characteristics (type of printing, formats, and a limited number of finishes and references for paper or other types of supports). . The client is the one who adapts to the established parameters.
Under this umbrella, a differentiated production approach and exhaustive quality control are unthinkable.
The reproduction fidelity will depend on the files sent, the technology used, and the professionals on staff. For example, the deceptive accessibility to digital printing machines and their wide spectrum of models, in some cases, has made them lose sight of the need for their maintenance and qualified professionals at the forefront.
2.- Quality is understood as a process.
At minke, it is the way we approach each project. For us, its starting point is dialogue. Knowing the idea well, its communicative values, and the sensations that it seeks to transmit allow us to make a production approach with the papers and techniques that best suit the job.
We assess how to enhance the concept and anticipate the feasibility of the chosen materials with the printing systems and/or special finishes selected.
We cover techniques from the graphic industry together with the most traditional processes. For all these reasons, the utmost precaution and exhaustive quality control are a fundamental part of our procedures.
It is clear that both paths, either as a result or as a process, can lead to a quality impression. The difference lies in which one offers more guarantees of success a priori and what the client needs.
Just as we at minke understand the trade of graphic arts and the communicative potential of a distinctive, well-produced piece, we believe that dialogue and creativity in solutions are the most appropriate channels to guarantee a truly satisfactory and useful quality print.
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