WHITE PAPER Adobe PDF Workflows for Print Production bc
It s an Ever-Changing World 3 Common Problems 3 The Adobe PDF Solution 5 Developing a PDF Workflow for Your Print Shop 8 The Next Step: Getting Customers on Board 11 Broader Implementation 13 Online Resources 13
It s an Ever-Changing World The revolution in digital processing over the past ten years has been both a boon and a challenge to the print industry. Graphic designers and print providers have struggled to resolve new issues and keep up with the learning curve that the technologies entail. Desktop tools and workflows have evolved from producing basic text and black-and-white documents to generating color separations and handling high-end trapping and imposition. 3 End products have also changed. Businesses often want to publish identical content on paper, CD-ROMs, and the World Wide Web three different media with unique requirements. Tools are getting better all the time. Desktop computers have reached supercomputer speeds, software has become immensely capable, and enormous amounts of data can be transferred around the planet in seconds. Meanwhile, basic workflows the processes involved in creating, preparing, and producing a document for its intended media still lag behind the demands of document owners and creators. All too often graphic arts workflows incorporate manual processes aided by sophisticated machines running disparate programs that do not always work well together. Common Problems At the end of the day, what print production professionals care about is delivering jobs on time without sacrificing profitability. While technology has enabled printers to provide more features and services than ever before, cumbersome workflows involving linked graphics and numerous fonts for native applications seem to make this basic objective frustratingly difficult to reach. Other aspects of the landscape of electronic publishing and print production add to the challenge: Compatibility issues, such as importing files from one program into another or between Windows and Macintosh platforms, create unexpected bottlenecks or require manual reworking. Fonts often reflow, and layouts may not print as anticipated. A 1998 study by the Graphic Arts Technical Foundation (GATF) found that 58% of all documents submitted for output have missing or incorrect fonts and images, unlinked graphics, improperly specified colors, and other errors. Each of these files requires rework, resulting in unproductive workflows and increasing costs. Other added costs include time and materials for proofing, collaboration, and delivery of files. Native application and PostScript file sizes can be enormous, causing additional steps in handoffs, longer file transmission, and more processing time. To resolve such issues, graphic designers and print providers have developed workarounds, but most are really just temporary fixes to a complex problem. Costly extra manual steps still do not provide as complete and efficient workflow as one that is tightly integrated by technologies that are designed to work together.
The rampant growth of the Internet has also put demands on print production professionals in two ways: First, according to 1999 research by the Printing Industries of America (PIA), two out of three print providers now receive incoming jobs over the Internet. Delivering files over dial-up or even high-speed phone lines can take far too long and still contain errors that require yet more download time to correct. Also, the various dot-com print services and other mechanisms for online document delivery require predictable, reliable, and consistent files for speed and efficiency. 4 Second, and perhaps most important over time, is the increasing number of print documents being replicated at screen resolution for use on the Web, often enhanced with audio, video, links, electronic forms, and other interactive features. Some software vendors offer products that convert documents created in page layout programs to HTML, but these are limited by the inherent design restrictions of HTML. Still, forward-thinking print providers are offering cross-media production services by delivering customers content to both print and the Web. Unfortunately, such conversions often fail to render the designer s intentions on the Web. As with the workarounds in the print production workflow, the added steps are time-consuming and costly. There is a solution. Workflows based on Adobe Acrobat and the Adobe Portable Document Format (PDF) protect deadlines and reduce production costs by eliminating many common file problems, trimming bloated file sizes, and drastically reducing construction errors. Thousands of print-production professionals have already adopted these tools as an effective means of creating and delivering reliable, consistent print-ready files for traditional and digital printing, and Internet output. Enterprises such as United Technologies, IBM, Citibank, General Electric, and United Parcel Service have already adopted Adobe PDF as their corporate standard. One of the largest organizations to embrace Adobe PDF is the U.S. Government. Over 150 agencies rely on Adobe PDF for a variety of purposes. Most visible is the Internal Revenue Service, which provides PDF versions of all U.S. tax forms and corresponding instruction sheets at its Web site. PDF files are also accepted by the Federal Drug Administration (FDA) for much of the detailed information required during the document-intensive approval process for new medicines. Around the world, other governments are also adopting Adobe PDF for a broad range of applications. As of November 2000, over 165 million copies of the free Acrobat Reader have been downloaded, increasing the adoption rate of Adobe PDF as a common communications tool. Even broader adoption is likely, with over 1,000 software developers focusing on the creation of new tools for enhancing the use of Adobe PDF in different industries and applications.
The Adobe PDF Solution Using Adobe PDF files helps eliminate trouble spots while both streamlining the print production workflow and providing a format that works well on the Web. Three key benefits combine to make Adobe PDF an effective solution: The reliability of properly created Adobe PDF files ensures that a document appears as intended, both on screen and in print. Using PDF sharply reduces print providers concerns about the viability of transmitting digital files and solves common problems of missing fonts and improperly prepared graphics. 5 The consistency of PDF ensures that PDF files look the same on different platforms and when printed, regardless of the press or digital output device, document type, or authoring application. While these appearances are identical, very different files lie behind the viewable pages, enabling a variety of uses and providing for the utmost control over PDF document delivery. The flexibility of PDFs makes them ideal for hard- and soft-proofing, collaboration, archival and retrieval, and use on CD-ROMs and the World Wide Web. Properly prepared PDF files can be used for high-resolution print production requiring separations, composite color files for digital output, and for screen viewing. Documents intended for onscreen viewing can be fully indexed, searchable, and contain video, audio, and hyperlinks to other PDF documents and Web sites. Interactive PDFs can incorporate forms, buttons, and links to other documents. No matter where or how your document will be used, these characteristics of PDF are the foundation that print service providers need to build an efficient workflow for high-quality output. A PDF-based workflow can streamline production of virtually any document, regardless of its complexity. Although the greatest benefits come when using other Adobe software such as InDesign, Illustrator, Photoshop, or PageMaker, PDFs can also be easily produced from files created using Macromedia FreeHand, Microsoft Office, QuarkXPress, and other programs that create print-production files. PDF democratizes pages regardless of the creating application, adding new capabilities encompassing both print and the Web. PDF is an ideal solution for attacking or eliminating problematic files. If PDFs are created correctly, the production accuracy of any prepress department improves immeasurably, says Chris Dyson of Johnson Printing in Boulder, Colorado. The 100-employee commercial printer reduced materials costs by 22% and streamlined productivity with a 100% PDF workflow. Dyson s comments are echoed by Phil Emery of CPI Card, a $55-million/year printer of plastic cards with operations in Los Angeles and Denver. PDF delivers a true digital master, allowing us to guarantee to our customers that the integrity and color content of their files will be intact during the entire production process. Since streamlining their print production process with a PDF workflow, CPI has realized annual savings of $200,000 for consumables and $160,000 for labor.
Nearly half a world away in Stockholm, Sweden, Arne Lofgren Offset is enjoying shorter lead times, increased capacity, and improved productivity from a 100% PDF workflow. The 50-person prepress provider and printer of high-quality glossy reports, brochures, posters and promotional literature also sees benefits from PDF workflow in time and materials savings. Johnson Printing, CPI Card, Arne Lofgren Offset, and many other firms recognize how other characteristics of PDF build on its reliability, consistency, and flexibility. 6 Adobe PDF Feature Benefits A properly created PDF file provides the flexibility to edit text, specify colors and separations, and update graphics without returning to the native application file. For many changes, especially last-minute corrections, working within the PDF file means less time spent correcting files and battling file incompatibilities among multiple programs. PDF files are typically smaller than native application files, taking less time to transmit over a network or the Internet. They can be processed faster and take less space in archives than PostScript files. Table 1 shows examples of representative differences in file sizes. Source Application Content Description # of pages Source File Size (including fonts and graphics Conversion method (high resolution settings) PDF File Size QuarkXPress Software Manual, 80% text, 20% photos 120 45 MB Distill PS to PDF 12 MB QuarkXPress Newsletter; 70% text, 30% photos 8 5.2 MB Distill PS to PDF (Adobe PS Prinergy Refiner PPD) 4.6 MB Adobe PageMaker 6.5 Text only 160 3.2 MB Print to PDF 1.3 MB Adobe Frame 5.5.6 End User License: Text, 1 image 8 1 MB Distill PS to PDF (Adobe PS Prinergy Refiner PPD) 384 KB Adobe Frame 5.5.6 Software Read Me: 50% Text, screenshots 4 896 KB Distill PS to PDF (Adobe PS Prinergy Refiner PPD) 256 KB Adobe Frame 5.5.6 End User License: Text, 1 image 8 1 MB Distill PS to PDF (Adobe PS AgfaSelect Set7000 PPD) 220 KB Adobe Frame 5.5.6 95% text, 5% images 926 55.7 MB Distill PS to PDF (Adobe PS AgfaSelect Set 7000 PPD) 4.1 MB Microsoft Word Text only 750 23 MB Print to PDF 2 MB Microsoft Word Text only 229 1.3 MB Distill PRN to PDF 832 KB
Using PDF, you can process more jobs while reducing the load on network resources and spending less time downloading. PDF files are easy to deliver over the Web, across a network, or on removable media. Why? Because they are compact and hold all the content, unlike application files, which require you to include any linked graphics and font files. 7 Everyone involved in the review and approval process can view the file using the free Acrobat Reader. Using the full version of Acrobat, contributors can to annotate and mark-up the PDF, facilitating collaboration on design and content. Using Adobe PDF files reduces turnaround times, which lowers costs. It also enhances communications with customers, adding value to the services provided. Together these can strengthen customer relationships and loyalties. A single PDF file, correctly created, can be used for any type of print output. Adobe PDF files eliminate the need for multiple versions of a file for different uses. For example, a single file can be used for output on a color laser printer, an offset press, a CD-ROM, and a Web site. This reduces the odds of accidentally using the wrong version. Although properly constructed PDF files can be significantly smaller than native application files, they still contain all the necessary information for print production, including fonts, graphics and color specifications. Wide Usage PDF files are now used in a wide variety of high-end print production workflows. An increasing number of books, magazines, newspapers, marketing collateral materials, catalogs, print ads, and many other source documents are delivered to printers as PDF files. A PDF file can contain many types of fonts (such as Type One PostScript, TrueType, and OpenType) and virtually any type of graphic. They can handle spot colors, composite color, color separations, bleeds, trapping, and Device N (a color specification, such as the use of two spot colors in a blend). Unlike PostScript files, which must be processed in their entirety, PDF files are page-independent. This means any page or range of pages can be independently processed and replaced. You can consolidate multiple PDFs into a single file, making it even easier to customize and update documents. For example, you can quickly exchange pages that need last-minute changes with corrected pages, without having to regenerate the PDF pages. Another key feature for print providers is that PDF files are editable. Adobe Acrobat InProduction is a tightly integrated set of tools that work within Acrobat for managing, manipulating, and processing PDF files throughout a color print production workflow.
InProduction provides improved productivity, increased reliability, and enhanced control over PDF preflight, color preview, separation and conversion, trim/bleed settings, and Adobe in-rip trapping parameters. Built with the needs of print-production professionals in mind, InProduction enables easy, efficient, and reliable processing of PDF files for color output. It provides the bridge from design and creation through delivery of a reliable PDF print output. There are also several third-party tools that offer additional PDF editing capabilities. 8 Developing a PDF Workflow for Your Print Shop The ability to edit virtually all aspects of a reliable, consistent PDF file is what makes adopting a PDF workflow one of the most powerful practices any print provider can implement. Whether files arrive as print-ready PDFs or the print service provider converts application files to PDF in its own prepress department, an internal PDF workflow can be easily integrated into the print production process. Such a workflow could be like the example depicted below. Creation Illustration Illustrator Delivery Production and Printing Preflight Acrobat InProduction Images Photoshop InDesign Acrobat Collaborate PostScript 3 Extreme Page Layout Soft Proof Imaging Output Client Press / Cross Media / Archive The conversion to PDF occurs almost immediately upon receipt of a job. For a smooth start, many print providers routinely preflight files when they come into their shops. As a rule, it s a wise practice to preflight any native application or PostScript file before beginning to work with it to ensure that it contains all the necessary fonts and that all linked graphics are included. There are a number of third-party tools for preflighting both native-application and PostScript files. Ensuring that all elements are present, properly created and used is essential for creating valid PDF files. Once the file is preflighted, a PDF file can be created directly from an application, such as InDesign. Using Adobe Acrobat Distiller or the Create Adobe PDF driver (Macintosh only) included with Acrobat, creating a PDF file is simple. Using the driver is the most common method for creating PDF files for print. Be sure to set up any custom or job-specific Job Options in Distiller to ensure proper font embedding, graphics resolution, and basic color settings. These options can be named and saved to indicate customer preferences, types of output, resolution settings, or other criteria, making subsequent use easier and more efficient.
When the PDF is created, use the InProduction Preflight tool to identify any errors or omissions so those can be corrected, where possible, inside the PDF file. Next, use Acrobat InProduction to convert RGB and LAB colors to CMYK, map spot colors, preview and create color separations, specify trim and bleed settings, and add in-rip trapping parameters. If you will be doing in-rip trapping, be sure to use an Adobe PostScript 3 highend print output device with in-rip trapping capabilities. For other changes, use Acrobat s editing, annotation, and mark-up tools to make or indicate other alterations to the file. 9 Virtually all the necessary changes print providers normally encounter can be made using Acrobat and InProduction, but most importantly, all changes can be made to the single PDF file rather than opening, changing, and closing multiple source files and then re-importing or placing text, images, and graphics created in several other programs. This saves significant prepress labor, reduces the chance of errors, and enables more work to be processed each day. Save the corrected file as a PDF and circulate it electronically for review and approval, using Acrobat s annotation, markup, and digital signature tools. The updated PDF can now be used for soft-proofing and collaboration on any final content and design issues, which fosters better communication between printers, designers, and customers. For customers who prefer to proof from hard copies, you can either send a hardcopy proof or comp, or let them print their own on any PostScript proofing device, including the use of ICC profiles for color management. The final PDF goes to a PostScript device for processing and output on film, plates, or digital print engines. The key point in this workflow is that the original PDF file corrected and updated as needed is used from the moment you receive it through to final printed output. The final version of the PDF file can now be archived and easily reused on print or electronic media. Monitor and Compare As these new processes are integrated it is useful to monitor and track each aspect of the workflow. This helps identify any spots where internal activities need adjustment, but more importantly shows the effect and extent in time and money of workflow improvement. Begin this process by measuring your workflow and processes before making any changes, to provide a benchmark. Measure again both during and after implementation of the new workflow to fully quantify the changes.
Depending on how your company tracks jobs through your system and the size and types of jobs your company handles, factors to monitor include: Customer file sizes upon delivery and at archiving. Remember to include the application files, fonts, and graphics in the calculation of the final file sizes. Amount of time spent preflighting and preparing files for press, including repairing, reworking, or otherwise correcting customer files. It may be particularly helpful to divide this into a series of tasks: color correcting, trapping, text editing, graphics editing, adjusting for trim and bleed, and so forth. 10 Amount of time and consumables required to complete the job. File transfer times over your own network and/or over the Internet. Approval times, especially if you now are able to use soft-proofing for a portion of your jobs. RIPing times for proofs and final output. Where appropriate, any changes in the amount of time required to prepare files for crossmedia applications. For the vast majority of print providers a well-implemented PDF workflow reduces the amount of time spent on each of these functions, significantly improving efficiency, reducing turnaround times, and lowering production costs. Even a partially implemented PDF workflow such as one used for only a few customers jobs makes a difference that can be measured in time and money. Other Tools Adobe Acrobat and Acrobat InProduction are obviously intrinsic parts of a PDF workflow. But many other Adobe products also fit into the print production environment, making it possible to begin a PDF workflow at the earliest stages of the design and creation process. For example, Adobe Illustrator and Photoshop files can be saved as PDFs and then placed into Adobe InDesign layouts. The completed layout can then be saved as a PDF, which can be delivered for print production. The PDF file can then be routed for review and approvals, using Acrobat s markup and annotation tools. InProduction can then be used to check, and, if neccesary, correct the PDF to ensure that it is ready for print production. Reality Check Powerful tools like Adobe Illustrator, Photoshop, InDesign, Acrobat, and InProduction make developing and implementing an Adobe PDF workflow an integrated process that relies on a single file format. While converting to a PDF workflow is not difficult, the number of individuals involved in the production of documents can be large enough to make instituting
a new workflow a challenging undertaking. For a successful implementation it s important that everyone involved in print production recognize and buy into the need for using PDF as the foundation of the print production workflow. Part of this foundation is the recognition that it is important to reduce the human errors in file construction that cause problems whether a file is a PDF, PostScript, or from a native application. Creating correct electronic files requires attention to detail, knowledge of the applications being used, an understanding of what comprises a correct file, as well as a detailed understanding of print production. Education is the best solution, and numerous resources are available for print providers and customers. Begin online at www.adobe.com/print/main.html, where you ll find many documents intended to help users understand complex issues, such as color management, so that they create more reliable files. 11 The Next Step: Getting Customers on Board Building strong customer relationships is critical in the printing business. Fickle customers go to the competition on a whim or for a few cents per page difference in a job. Furthermore, customers are often reluctant to adopt new processes especially learning new software often taking a what s in it for me? attitude. Helping customers understand how a PDF workflow can help them meet deadlines and streamline the review and print production processes can be one way to help acquire and retain customers. So can cost savings: Some printers offer discounts to customers supplying PDF files because the more efficient workflows allow them to pass savings along to customers, in some cases providing a competitive edge in pricing. The challenge lies in educating and training customers which most printers agree is rarely an easy task and implementing internal processes that support this training. It s important to begin with the right customers and walk them through the process to encourage implementation. This helps your company gain the experience it needs while helping customers ease into the new process. Show and Tell Begin with customers who provide reliable PostScript or native application files. They probably already use good file-construction practices and simply need to prepare a PDF file for delivery for printing. Show them examples of jobs printed using PDF. Use these to tell them about the reliability and consistency of PDF files and how PDF is an ideal way of eliminating common problems in transferring and viewing files, obtaining approvals, and printing jobs. For example,
Master Graphics in Reseda, California, is a $4-million/year, family owned and operated commercial printer of high-quality catalogs, mailers, newsletters and annual reports. Incorporating Adobe PDF into their workflow resulted in a 50% increase in performance and higher quality files, which their customers certainly enjoy. Thoroughly explain and demonstrate key features and benefits. Editing, annotation, and mark-up capabilities can be valuable to a customer. It s important for customers to understand what s in it for them so they will be willing to make the effort to adopt a PDF workflow. See the PDF Collaboration topic later in this paper for a description of how PDF files enable better collaboration on jobs in process. 12 Show how quickly PDF files transfer over the Internet, print reliably, and can be used for cross-media applications. Explain how this enhances their efficiency and can reduce or eliminate the costs associated with using couriers to deliver data files and hard copy comps. Testing Prepare a list of Acrobat Job Options, provide print drivers for any digital print devices a customer will use and, if you are using InProduction, any necessary preflight profiles they should have. These Job Options and preflight profiles can be saved with your company s name, making it easy for customers to select the right one for a given job. Some print providers also provide a one or two page cheat sheet to walk customers through the steps in preparing PDF. Start with relatively simple documents and add complexity as you and your customers gain experience. Begin with a few test files, perhaps using recent jobs, to provide a ready comparison. For the first few live jobs, it s a good idea to have customers also provide both the native application or PostScript file and a PDF to give a direct comparison and a comforting back-up measure. This strategy also helps highlight potential difficulties and eases any concerns the customer may have. Include file annotation and mark-up in the testing process to ensure your customer will be able to use it to the best advantage. Support and Encourage Provide reference materials by downloading, printing, and distributing the manual How to Create Adobe PDF Files for Print and Press, or the white paper Preparing PDF files for high resolution printing using Adobe Acrobat 4.0, both available on the Adobe Web site. Several useful links are listed in the Online Resources section at the end of this document. Another excellent resource is the Adobe Acrobat 4.0 Classroom in a Book. This Adobe Press book provides both a quick reference and step-by-step guide for creating accurate PDF files. It s available from Adobe, Amazon.com, and your local bookseller.
Customers who are uncertain about creating or preflighting their own PDFs can go to the Print Production Zone at www.adobe.com/print/prodzone. There, customers can have PDFs created and preflighted. They ll also find other information about using Acrobat, InProduction, and other Adobe products. See the Online Resources section at the end of this white paper for complete link information and other resources. Broader Implementation 13 As your high-end customers become comfortable with a PDF workflow, expand the effort to less sophisticated clientele. Begin with education and move on to implementation. Coaching and some hands-on instruction is helpful and can reinforce your relationship with customers. Some printers, such as Scholin Brothers, a $15-million/year sheet fed commercial printer in Webster Groves, Missouri, hosts a series of PDF seminars with a goal of educating its customers on the value of and how to create PDF files for print production. Such events are an excellent way to get customers started. PDF is much more effective, says Todd Wellman of Scholin Brothers, who sees Adobe PDF as mandatory for all commercial printers. Adobe also conducts seminars and training sessions in various cities and metropolitan areas, which are an excellent way to train both your employees and some key customers at the same time. In time, and with your encouragement, the majority of your customers can send jobs in as PDFs, greatly reducing the problems that often arise from using native application files. The Single Best Thing No matter what size or type of print service provider you are, a well-implemented PDF workflow is perhaps the single best thing you can do to enhance control and improve efficiency, reliability, and productivity in your print production workflow. Because it affects the complete print production process from design to final output, it has a far greater impact than faster computers and adds more value throughout the print production process than any other hardware or software product. A PDF workflow is a complete solution. The robust and powerful tools offered in Adobe Acrobat and InProduction solve problems that cost time and money while aiding communication and collaboration. From document creation through to the final printed pages and even for repurposing documents onto the Internet, a PDF workflow bridges the productivity gap between document creation and print production. Online Resources One of the best ways to learn more about PDF and the advantages of PDF workflows is online. The Adobe Web site contains an abundance of free reference material, discussion forums, tutorials, and links to related sites. There are case studies illustrating how companies have integrated PDF workflows, links to software downloads and plug-ins, and tools to facilitate
PDF creation and editing. You can evaluate some of the features of a PDF workflow at the new Adobe Print Production Zone at www.adobe.com/print/prodzone. Other points on the Adobe Web site dedicated to PDF can help you: Create a PDF online, at: http://createpdf.adobe.com Preflight a PDF file, at: http://preflightpdf.adobe.com 14 Download the PDF versions of How to Create Adobe PDF Files for Print and Press, (www.adobe.com/products/acrobat/pdfs/acr4finhowto.pdf); the white paper, Preparing PDF files for high resolution printing using Adobe Acrobat 4.0, (www.adobe.com/products/ acrobat/pdfs/acr4highres.pdf); and any of several other guides and white papers, at www.adobe.com/products/acrobat/resources.html#white. Learn a broad range of tips and tricks at www.adobe.com/products/tips/acrobat.html More online resources and tools for building an effective PDF workflow are available, either directly or from the Print Production Zone, including: Planet PDF (www.planetpdf.com). Perhaps the most-visited PDF site, plantetpdf.com provides comprehensive PDF information and dialog about creating, using, and getting the most value and best performance from PDF files. The site includes the AcroBuddies discussion forum, PDF Store, Product of the Month, and a biweekly newsletter. PDF for Prepress (www.prepress.ch). Industry speaker and consultant Stephan Jaeggi s site with news and other PDF information. Michael Jahn s PDF Resource Site (www.jahn.org). This Agfa PDF evangelist maintains a site with white papers, technical notes, and more. PDF Research.com (www.performancegraphics.com). The consulting firm Performance Graphics shares information about printing with Acrobat, case studies, workflow diagrams, articles, and research. Online Technical Support resources Access the Adobe Knowledge Base at www.adobe.com/support/database.html. This is the searchable Adobe solutions database of service provider topics. Search this site for technical support information on known issues, beginning by entering the code: +SVCP Find out solutions to technical problems by visiting www.adobe.com/support/techguides/ acrobat/main.html Find a knowledgeable, certified Adobe Service Network print provider or trainer at: www.adobe.com/products/partnerfinder/searchservice.html Adobe Systems Incorporated 345 Park Avenue, San Jose, CA 95110-2704 USA www.adobe.com bc Adobe and the Adobe logo are trademarks of Adobe Systems Incorporated. All other trademarks are the property of their respective owners. 2001 Adobe Systems Incorporated. All rights reserved. Printed in the USA. BCXXXX 01/01