What do you mean, ‘punchy’?
Calverts is descended from the design and print wing of the Arts Lab, back in the '70s, but after all this time we still wonder sometimes if designers and printers will ever speak the same language.
To test the waters, we recently asked: "what do designers mean, when they ask printers to make their images look punchy?" No two designers gave the same answer, so is it any wonder we sometimes get misunderstandings?
Vincent said that punchy means "great repro (on images) to make CMYK rich and full". Our own Scumboni interpreted it as a request for "the sharpness and ink lift you get from printing on coated paper - but on uncoated".
Our favourite answer was from John Wallet, who reckons punchy means "like full colour, but with really vivid oranges and greens" - in other words, Hexachrome for the price of CMYK.
On reflection, we came to the conclusion that 'punchiness', like 'richness', is one of those qualities designers look for when they're anxious that the job should really impress the client and look great in their portfolio.
As WDLtd told us, it's a bit like when a client asks a designer to 'jazz it up a bit' - in other words, imbue it with that little, difficult-to-define, something extra. What do you think?