Packaging design is more than just aesthetics—it’s about making sure creative ideas can be successfully produced. Many designers work on digital screens, assuming their vision will translate seamlessly to print. However, without pre-press expertise, the final product can look drastically different from the original concept.
Dynamic Dies’ Art Director, Rob Simpkins, explains how pre-press plays a crucial role in bridging this gap. “We want their [the designer’s] intent to be produced, and the best way for us to do that is to know who’s producing it,” he shares. This means understanding materials, inks, press capabilities, and potential production challenges early in the process.
From early collaboration to color management and print optimization, let’s dive into Rob’s insights on how pre-press expertise elevates packaging design.
Why Pre-Press Matters in Packaging Design
Bridging the Gap Between Creativity and Production
One of the biggest challenges in packaging design is ensuring that what looks good on a screen also looks good in print. Rob emphasizes the importance of understanding the technical side of packaging:
“A lot of people design boxes, they see it on their screen, and they assume that’s what can be produced. But there are so many more steps in the process that need to be considered.”
Key considerations include:
- Substrate & Material Choices: The type of board (gray, brown, coated, or uncoated) affects how colors appear.
- Ink Types: Opaque vs. transparent inks, coated vs. uncoated finishes—all play a role in the final outcome.
- Printing Limitations: Understanding the specific capabilities of a press prevents unrealistic design expectations.
By addressing these factors upfront, pre-press experts help brands avoid costly surprises and delays.
Early Collaboration: The Key to a Smooth Process
One of the biggest takeaways from Rob’s approach is that early collaboration is crucial. “The last thing we want is projects getting bounced back and forth—revision one, revision two, revision three,” he says.
To prevent this, Dynamic Dies involves all key players from the start:
Printers & Box Manufacturers – Knowing their press capabilities ensures that designs align with production realities.
Ink Vendors – Testing and selecting the right inks for the substrate ensures color consistency.
Designers & Agencies – Helping them adjust artwork to optimize printability.
“If the customer and agency take advantage of our services early, we can prevent issues ahead of time and on press,” Rob explains.
The Science of Color Accuracy
Many brands have strict color guidelines, but achieving perfect color in packaging isn’t always simple. Rob explains:
“You don’t even know what the board color is! You could have a very gray board, a very brown board… Ink drawdowns are key.”
Material Matters – The same ink looks different depending on the substrate. A bright orange on white paper may look muddy on a brown corrugated box.
Ink Testing is Critical – Rob stresses the importance of ink drawdowns—physical tests that show how colors will appear on specific materials before full production.
Pre-Press Adjustments Save the Day – From preventing dot gain (where ink spreads) to managing screen percentages, pre-press ensures colors appear as intended.
Efficiency & Cost Savings Through Pre-Press Planning
Every revision, press stoppage, or reprint costs time and money. Pre-press helps eliminate inefficiencies by:
Reducing Revisions – Catching issues early minimizes back-and-forth changes.
Optimizing Print Runs – Ensuring colors and designs are tailored to the printer’s capabilities saves materials and press time.
Enhancing Print Consistency – Preventing color and registration issues results in smoother workflows and high-quality output.
“If we can eliminate some of the art steps, the revision steps, you’re going to press faster. And if we do the right process, you’re going to press more efficiently,” Rob notes.
Bringing Big Brands to Life
Rob shared a real-world example where pre-press expertise made all the difference. Dynamic Dies worked on a Little Caesars x Call of Duty packaging project—an exciting collaboration between two massive brands.
“That was neat because those are both big names in the industry, and we produced something that was nice on press. We didn’t have to compromise the design much at all,” he recalls.
Why Pre-Press Expertise is a Game-Changer
Pre-press expertise ensures that a designer’s vision translates seamlessly into a tangible, high-quality package. By involving pre-press professionals early, brands can:
Ensure color accuracy and consistency
Minimize costly revisions and delays
Optimize designs for efficient production
Deliver high-quality, print-ready packaging
Dynamic Dies’ approach to pre-press goes beyond just checking files—it’s about collaboration, innovation, and problem-solving.Want to learn more? Contact Dynamic Dies to see how our team can help elevate your next packaging project.