False Expectations

I am continually amazed at the problems we run across in our industry because of unmet (or unrealistic) expectations.  Why do we continue to assume that everyone is a printing expert and they know as much as we think we know?  How often do we run across a job that is rejected because the four-color screen mix did not match a specific Pantone color?  Or the job that was printed on a non-heatset web press did not match a much shorter run job printed sheetfed, or our digital equipment? 

Is there a solution?  Sure.  Print providers must take the time to educate their existing and potential client base.  Not an easy answer, and one many individuals find difficult to accomplish, but what are your options?


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