RE:Print - "Scheduling"

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Sharpening images - creating detail by destroying detail

Many graphic arts professionals aren't aware that image quality very often depends on optical illusions. One optical illusion in particular, "Mach bands", is critical and fundamental to quality image reproduction.

Mach bands are named in honor of Ernst Mach the Austrian physicist and philosopher who is also the namesake for the "Mach number" (also known as Mach speed). The Mach band optical illusion is the basis for how most image sharpening, such as the "UnSharp Mask" filter in Adobe Photoshop, is effected in photo editing software.

The principle idea is that we do not see detail because of our eye's resolving power but because of tonal contrast. For example, this is an image of a wall beside an electrical socket. The lighting used was very low contrast:
Here is the same section of wall but this time using low angle lighting:
Obviously the texture of the wall hasn't changed, instead what has changed is the tonal contrast of the area and that allows us to see the texture detail.

Mach discovered how our eye/brain leverages contrast to compensate for its lack of actual detail resolving ability.

Look closely at the below image which has nine patches of grey set between a black patch and a white.

Do the grey patches appear scalloped? Lighter on the left than on the right? In fact, the grey patches are of a uniform tone as can be seen by simply moving one patch out of its context.

The scallop effect is an optical illusion. To make up for our eye/brain's detail resolving deficiency it processes incoming light in such a way as to exaggerate the contrast wherever two different tones meet. Increasing the contrast at those edges gives us the perception of more detail.

Here's how the sharpening filter in Adobe Photoshop leverages this optical illusion to make images look more detailed. First I'll apply it to the original grey patches. The top half is the original and the bottom half with the sharpening filter applied:

What PShop does is to increase the contrast at the border between different tones by creating synthetic Mach bands.

Now we'll see the same sharpening method applied to a real image.
On the left is an original globe image straight out of the camera. On the right is the globe after sharpening is applied showing the effect of creating Mach bands with image sharpening.
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Here is a close-up section of the globe images to more clearly show the difference:
Technically, the sharpened image actually has less real detail because image pixels had to be converted to black and white lines bordering the actual image detail. However, despite having less detail our eye/brain perceives a sharper, more detailed, image all thanks to software leveraging the power of an optical illusion.

Print is a Craft. Print is a Science.

Printing is traditionally thought of as a craft-based industry. However, with print manufacturing becoming increasingly digital and automated, and processes more scientific and objective, it can be hard to see any room for craftsmanship remaining in the process.
Consider that print production actually begins in the mind of the creative designer. From the printer’s point of view, the process of translating those ideas and expectations effectively into ink-on-paper value begins at the earliest stages of the sales cycle – the project brief or request for quote.
The printer’s craft is critical in the relationship between sales, planner, and customer. It is the craft of forging effective communication, the conversion of concept into specifications, the weighing of options, and the art of negotiation.
And because no press design nor press environment is perfect, the printer’s craft is still critical in enabling the press operator to maintain the customer’s presswork intent and expectations as they are translated into ink on paper – despite all the variables that can impact presswork integrity.

The Wayback View – Recruiting Press Operators, 1946

Preview images from the video
You'll often see groups of high school students brought to trade shows like Print '09 as a way to expose them to a possible career path. This clip is part of a 1946 educational film that shows various trades to students considering post education opportunities – in this case the job of a highly skilled press operator.


Please press the play arrow to view the video. Note that it may stop for a moment while the video buffers in the background.

What makes them so special?

Is there a printer that you think is doing an outstanding job? Even though they may be a competitor? Why not find out what makes them so special? Since it’s not unusual for printers to subcontract presswork to cover peaks in demand, or to deliver specialty presswork, why not subcontract to the printer you admire? Even if they come in at a higher price than you would have charged, the experience gained by studying their processes might inspire you to discover new ways to make your own business something special.

A "Marketing Services Provider" approach to print sales

True sales professionals establish and develop their skills to manage a complex sales scenario. They typically enter a buying culture that positions print as an undifferentiated commodity. As a result, the sales professional must use their ability to collect customer and job data, uncover broader business issues, develop solutions from their expert standpoint, and then develop the strategies required to align the printer’s production system to deliver the appropriate solution. Sales must also endeavor to make buyers realize their payback – the value proposition – they derive from the printer’s uniqueness. This allows Sales to sell more of the value of their solution, which in turn will give the print buyer more effective print communication pieces while helping the printer maintain their margins along the way. As this process develops over time, the sales person gets to know the account intimately and learns how to shape the printer’s solutions so that they evolve with the print buyer’s needs and always form the right fit. When Sales only has one print solution or standard, it makes it hard to tailor it to meet customer needs. One print-production method and presswork standard, SWOP or GRACoL for example, may save time and cost in the cases when just that solution fits the customer’s needs just right, but otherwise it may push the sales person and the printer further into a commodity position where price is the sole differentiator.

Adding value beyond print – Japs-Olson Co.

One of the popular topics at Print '09 concerned printers adding value beyond just ink-on-paper. As the 1950s advertising ruler that I bought on my trip to the show demonstrates, the idea of including services going beyond print is not a new idea. In this case, the Japs-Olson company, in addition to printing and stationery, offers...furniture!

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Other print advertising rulers can be seen by clicking HERE

Print '09 - Final thoughts

PRINT 09 drew a total 18,999 actual verified attendee/buyers who were greeted by 9679 booth sales and demo personnel. Put another way, there was about one vendor representative for every two attendees.

I thought it was a pretty good show - but not very much was causing any show floor buzz - no "oh wow did you see what they've got/doing/showing at booth xyz."

Most of the folks I spoke with felt that the Kodak booth was high on flash but low on making their solutions or products visible. "No substance" was a term I heard several times. Very hard to discover what was new or exciting in their product line up. A great many people either couldn't figure out how to use the RFID triggered displays (and other displays), or once they did weren't that impressed by the content. "Why go to a tradeshow to see what you could see on the web?"

The outstanding thing for me at the Kodak booth was their ONE magazine which demonstrated Staccato screening printed with flexo. It was easy to miss if you didn't read the production notes - and there wasn't, to my knowledge, any reference in their booth to this amazing technology that I'm sure that flexo printers would have wanted to know more about.

BTW MAN-Roland also had no equipment in their booth (but without the fanfare). - Their solutions were very well displayed and articulated.

Agfa, Screen, Heidelberg, and Fuji all had very standard booths (not that there's anything wrong with that) - and probably the only ones that showed CtP devices.

It was great finally seeing the Xingraphics no-process plate - but I'll bet many people missed that.

There was a very strong and well organized presence from Chinese suppliers - they're coming on much stronger than in previous years.

East Indian print and prepress suppliers were represented for the first time - but, unfortunately, not that well IMHO. The fellow staffing their booth had a great deal of difficulty with English - which I though was quite odd.

I was surprised and disappointed that Esko didn't have a booth at this show. I'm not sure that they were that well represented by their partners – at least when I tried to get information.

Some presenters seemed to pop up at different booths (Barb Pellow comes to mind) making the same pitch about printers should transform into becoming a variable/personalized/marketing services provider rather than just a printer. As a result, the message seems interchangeable between vendors like Kodak, Canon, Xerox, et al. No vendor differentiation. Also, in Kodak's case, out of some twenty roundtable-type K-Zone presentations there were no solutions stories for other market segments - e.g. publication, packaging, commercial printers who don't want to go down the road of variable transactional marketing.

If I hear one more call to "Tweet or die" I'll explode.

Personally, it was great for me to finally be able to visit vendor's booths, like Agfa's without being thrown out. Actually, I lie, Agfa was always gracious about competitors, like the former me visiting their booth - the other vendors not so much though.

The show itself was better promoted and organized than previous years.

The food was just as expensive and mediocre.

Due to the poor attendance there were no lineups at the cafeteria check-outs - and plenty of seating was available.

Thankfully the weather turned from the originally predicted thunderstorms and rain to very pleasant sunny days. I hope a good omen for our industry.

All in all, a very sedate show which required more effort on the part of attendees to extract the value of attending than previous years.