If you're diving into selling customizable or variable data print solutions through online store platforms like Liftoff, Four51, or Pageflex Storefront, you've likely encountered the challenge of managing template creation. This process can be daunting, especially if you're new to web-to-print. In this post, I'll share the streamlined process I developed over 12 years as a distributor overseeing hundreds of templating projects with Coverdale Group, a partner you'll be happy to know.
Understanding Key Terms
Understanding Key Terms
Composition Engine
A composition engine is the software that takes data from forms and pushes it into templated products, like business cards. It typically produces proof images and production artwork. Pageflex and Chili Publish are examples, often integrated into ordering platforms like Liftoff, Four51, and Pageflex Storefront.
Variable Data Print (VDP)
VDP products leverage a composition engine to allow end-users to customize items such as business cards or sales sheets, in contrast to "static" products with non-customizable designs.
Print-Ready
Print-ready artwork is configured for production, including necessary bleeds and printer's marks. This ensures that the final printed product meets all technical specifications and is free of errors that could affect print quality.
Should You Build Your Own Templates?
Should You Build Your Own Templates?
Building VDP templates requires a blend of creative and technical skills, including graphic design, print process knowledge, and some coding (JavaScript and XML). The tools are specialized, and unless you're constantly building templates, it can be slow-going. For this reason, I partnered with Coverdale. These projects are intermittent for me, but Coverdale does this every day, all day – making them faster and more competent than I could ever be when picking up one of these projects every few weeks or months. Ultimately, they provided a faster, better, and cheaper solution for template creation.
1. The Request
Let's break down the process of working with Coverdale when a client requests a VDP product, like a business card. If customizable web-to-print products are new to your client, be prepared for extensive back-and-forth before involving Coverdale. You'll need to help your client understand their responsibilities in the project, this includes:
- Providing finalized and print-ready artwork.
- Making decisions about how the template will work.
- Actively participating in template review and user acceptance testing.
2. Spec the Product
Start by working with your client and trade-printer to determine all specs for the product—paper stock, printing method, effects like spot UV or special coatings, quantities, etc. Once decided, provide your client with a quote to avoid setting up a template for a product they might not approve pricing for.
This is also a good time to ask your trade-printer for their artwork requirements, which will be important for the next step.
3. Get the Assets
Request design files from your client in this order of preference:
- Adobe InDesign Package: Includes all documents and dependencies like fonts and images in one zipped folder.
- Adobe Illustrator File: Ensure fonts are not converted to outlines and raster images are high-res.
- PDF: Ensure fonts are not converted to outlines, images are high-res, and the document includes necessary bleeds and printer's marks. Avoid PDFs if possible, as they can increase costs.
Before sending the assets to Coverdale, double-check that all content is free of typos. If your client needs to correct something mid-development or after the project is completed, it will likely incur additional costs.
If at this phase of the project, your customer is having difficulty providing you with print-ready artwork, they may need the services of a professional graphic designer.
Send the finalized artwork to your trade-printer to confirm its print-readyness. Address any issues they point out before proceeding.
4. Evaluate Template Needs
Determine with your client which design elements are variable (e.g., phone numbers, names) and which are mandatory. Consider how elements of the design may need to move and shift as optional inputs like mobile phone numbers are not provided by the end-customer. Discuss any input patterns that must be enforced, for example, some companies may have style guides that state phone numbers must use specific punctuation. Determine if special features like QR codes and multiple design options will be needed. I like to use tools like Zight or Loom for clear and asynchronous video communication with my client during this phase. Watch an example of such a video below.
If you're just beginning with template creation, it can be difficult to know all of the right questions to ask your client and to understand what Pageflex and Chili are capable of. Coverdale is available to help you and your customer understand.
Once you have your template requirements determined, add carrot tags (e.g., <city>, <state>) to indicate variable elements in the artwork. This will help Coverdale know which design elements are variable.
5. Initiate Project with Coverdale
Submit your project by email or through Coverdale's self-service portal:
- Use a clear subject line (e.g., "ACME Business Cards") including the client’s name.
- Provide a video overview of the template requirements. Watch an example below.
- Attach artwork assets and give directions on customizable elements.
- Ask for a cost estimate before starting development. A typical business card template will take about 2 hours of development.
Create an e-commerce admin user with the necessary access for Coverdale to build products in your platform. Once you've given the green light to Coverdale for template development to begin, they will create a product in your e-commerce to assign the template to. It's good practice to have a hidden test category on your storefront for these products to be built and tested in.
Note: Coverdale will not build out the product's name, description, pricing, etc. Once the template development process with Coverdale is completed and approved by all parties, it will be your responsibility to flesh out the rest of the product and merchandise it in your store with the new template assigned to it.
6. Template Review
Once Coverdale completes the first round of development, review the template in your e-commerce platform. Test various scenarios (e.g., missing Address 2 line) and ensure everything works as expected. If your e-commerce platform supports it, download the proof and production files generated, and have your printer confirm they’re print-ready.
Provide Coverdale with feedback and request any necessary changes. Have your client test the customization process as well. At this point, your client may ask for something that falls outside of the scope of the original project requirements. When this happens, be prepared to discuss any additional costs with Coverdale and your client.
Once your client has given final approval on the template, you can move on to the last step.
7. Finish Merchandising in Your E-Commerce
Finalize the product description, name, image, pricing, etc. in your e-commerce platform, and set up any required vendor integrations. Make the item available for purchase on your store.
Conclusion
You've successfully introduced a new product and capability to your online store programs! With practice and a partner like Coverdale, you'll sell new categories of products, add value to your programs, and help clients stay on brand. To help you manage your next VDP project, we've put together a checklist that we hope you'll find useful. Download the checklist (PDF).
