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The presentation is a critique from a systems analysis perspective on the customary understanding and application of variable data printing technology by many in the print industry. It seeks to provide insight into why the same issues continue to persist for such a long time.
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Copyright © Nick D. Barzelay, 2008. All rights reserved.
A Critique of Variable Data Printing Models &
Workflows
Nick D. Barzelay
Rochester Institute of Technology
October, 2008
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Study Approach
• Customary VDP “Levels”
• VDP Model Analysis
• Revised VDP “Levels”
• Customary Graphic Workflows
• Revised Digital Workflow
• Digital Workflow Subprocesses
• Comments or Questions
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Customary VDP “Levels”
• Versioning
• Mail Merge
• Personalized Printing
• Transactional Printing
• Internet On Demand
• Fully Customized Communications
Content
CatalogNortheastVersion
CatalogSoutheast
Version
CatalogSouthwest
Version
Delivery
Delivery
Delivery
Offset or Digital
Printing
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Versioning
ContentCampaign
Letter
First Pass
OffsetPrinting
Salutation and
AddressData
DigitalPrinting
Campaign
Letter
Individually
Addressed
Delivery
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Mail Merge
Textual Content
Store
Advertisement
Template
DigitalPrinting
DigitalAssets Design
Elements
Account & Sales Activity
Data
Store
Advertisement
with
personalized
coupons
Personalization Rules
Delivery
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Personalized Printing
Textual Content
Investment
Report
Template
Account & FundActivity
Data
DigitalPrinting
DigitalAssets Design
Elements
Personal
Investment
ReportDelivery
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Transactional Printing
Textual Content
Corporate
Advertisement
Template
DigitalAssets Design
Elements
OEM CRM Data
DigitalPrinting
OEM/Customer
Personalized
Advertisement
Internet
OEM CRM Data
DigitalPrinting
OEM/Customer
Personalized
Advertisement
OEM CRM Data
DigitalPrinting
OEM/Customer
Personalized
Advertisement
Delivery
Delivery
Delivery
OEM AccountActivity
Data
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Internet On Demand
Textual Content
Customized
Automobile
Advertisement
Template
DigitalPrinting
DigitalAssets Design
Elements
Customized
Automobile
Advertisement
Account & SalesActivity
Data
Personalization Rules
Delivery
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Fully Customized Communications
Copyright © Nick D. Barzelay, 2008. All rights reserved.
VDP Model Analysis
• Document Variation
• Document Standardization
• Classification Analysis
Selective Content
Processing Logic
Variable Content Collection
(Images and Text)
Generated Document Versions for Print
Generated Document Version for
Web
Logic Selection
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Document Variation
Standardized Document(Standard
Layout with Static Images
and Text)Variable Content Collection n
(Images and Text)
Variable Content Collection 1
(Images and Text)
Generated Documents
Using Collection 1
Generated Documents
Using Collection n
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Document Standardization
VDP
Configuration Type
Content CharacteristicsContent Topicality
DataImages (photo & Art)Text (XML)Design Structures
Content Source
Digital CommunicationsPhysical Transport
Digital PrintingOffset PrintingAuxiliary PrintersAuxiliary Interfaces
Production Platform
Target AudienceSingle ProgramIntegrated CampaignPublished Document(s)
MarketingAccounting ReportingInformation Publishing
Application Purpose
Printed Item(s)Email Item(s)Web Presentation(s)Digital Package
Single DocumentMultiple DocumentsAssembled Document
End Product
Uses a
Uses a
Owns a
Has a
Incremental ProductionPersonalized CommunicationTransactional (Promotional)Publishing on Demand
Resolves to
Copyright © Nick D. Barzelay, 2008. All rights reserved.
VDP Classification Analysis
(An Object Oriented Approach)
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Revised VDP “Levels”
• Incremental Production
• Personalized Communications
• Transactional/Promotional
• Publishing On Demand
Static Content
Generic or
Standard
Advertisement
OffsetProduction
Digital Transmission
DigitalProduction
Customized or
Personalized
AdvertisementDelivery
Address or
Target-Specific
Data
Account & Sales Activity
Data
DigitalProduction
Physical Transport
Initial Production Increment
Succeeding Production Increment(s)
Transmission
or Transport
And/Or
OrOr Or
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Incremental Production
Textual Content
Store
Advertisement
Design
Template
DigitalProduction
DigitalAssets Design
Elements
Account & Sales Activity
Data
Store
Advertisement
with
personalized
coupons
Delivery
Personalization Rules/Logic
Target MediaJob Initiation
Input/Output Options
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Personalized Communications
Personalization Rules/Logic
Delivery
Personal
Investment
Report (with
advertisements)
DigitalAssets Design
Elements
DigitalProduction
Account & FundActivity
Data
Investment
Report
Template
Textual Content
Account/Page Countfor Output Verification
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Transactional/Promotional
Standard Production Rules/Logic
Digital Transmission
Delivery
Remote Content
Local Content
Standard
Design
Template(s)
DigitalProduction
Bound or
Finished
Document
Job Initiation or Job Request
Account InformationSource Content LocationJob SpecificationsDelivery Specifications
Initiation Options (Input)
StockGeometryColor/MonochromeBinding/FinishingElectronic MediaInitial Quantity
Output Instructions
If Applicable
If Applicable
Is a Part of
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Publishing On Demand
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Customary Graphic Workflows
• Customer/Printer Workflow (RIT)
• IPA Graphic Workflow
• IDEF0 Modeled Workflow (H.H.Christensen)
• Hierarchical Graphic Workflow (N.D.Barzelay)
Project Planning
Design
Art Text
Vector Raster
Scanner
Digital Camera
Page Layout
Customer Service
Preflighting
Job Planning
Web Page
Web Workflow
Trapping
Imposition
RIP
Finishing
Shipping
Film Plate Press
Tasks typically performedby the customer
Tasks typically performedby the printer
Handoff from Customer Contact to Printer's Customer Service Representative
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Customer/Printer Workflow
Creative Premedia
Client IdeaDesign
Concept
Internet Data
Capture
Database Mgmt
Imagery Defined or
Created
Text Copy
Created
Variable Data
Pre-
flight
Image
Assembly &
Layout
Pre-
flight
Proof (content & layout)
Asset Management
Color Correction
Retouching
Scanning
Raw Color Proofing
Photo-graphy
Artwork
Typography
Media to Digital Press
digital photo
negative
Copyright © Nick D. Barzelay, 2008. All rights reserved.
IPA Graphic Workflow (part 1)
Prepress Output
PressFulfill-ment
Internet Published
Postpress or
Converting
Kiting
Trapping & Color Breaks
Color Manage
for Output
Contract Hard Proof
Final RIP
Final RIP
Final RIP
Computer to Plate
Stepping
Stepping
Contract Soft
Proof
Computer to Plate
Stepping
Contract Proof
(analog)Plating
from Variable
Data
Digital Press
Large Format Printing
digital
film
Copyright © Nick D. Barzelay, 2008. All rights reserved.
IPA Graphic Workflow (part 2)
Prepare Data Records
(1.1)
Lay Out Document
(1.2)
Compose VDP Markup File
(1.3)
Print VDP (1.4)
Lateral Flows = ContentTop Flows = SkillsBottom Flows = Tools
KEY:
Acquired Data
Text
Images
Graphics
VDP
Data Records
VDPMarkup
FileLayout
File
Digital Press
Operator Skills
Digital Press
VDPDesignSkills
VDPDesign
Software
VD
P D
esig
n S
kill
s
VD
P M
ark
up
Skill
s
Scrip
tin
g L
an
gu
ag
e S
kill
sS
crip
t E
dito
r
Ma
rku
p S
oft
wa
re
Acro
ba
t
DB
MS
Skill
s
SQ
L S
kill
s
Scrip
tin
g S
kill
s
OS
Skill
sO
S
DB
MS
SQ
L E
dito
r
Scrip
t E
dito
r
Copyright © Nick D. Barzelay, 2008. All rights reserved.
IDEF0 Modeled Workflow (level 0)
Lateral Flows = ContentTop Flows = SkillsBottom Flows = Tools
KEY:
Retrieve Data (1.1.2)
Define Business
Logic (1.1.3)
Clean & Format Data
(1.1.4)
Access Data Storage (1.1.1)
Export Data Records (1.1.5)
Da
ta R
eco
rds
DB
MS
Skill
s
SQ
L S
kill
s
DB
MS
SQ
L E
dito
r
Da
ta R
eco
rds
Da
ta R
eco
rds
Da
ta R
eco
rds
DB
MS
Skill
s
SQ
L S
kill
s
DB
MS
SQ
L E
dito
r
OS
OS
Skill
s
Scrip
t E
dito
rS
crip
tin
g S
kill
sScrip
tin
g S
kill
s
Scrip
t E
dito
r
VD
P C
on
ce
ptu
aliz
atio
n S
kill
s
Da
ta R
eco
rds
Copyright © Nick D. Barzelay, 2008. All rights reserved.
IDEF0 1.1: Prepare Data Records
Lateral Flows = ContentTop Flows = SkillsBottom Flows = Tools
KEY:
Lay Out Document
(1.2.1)
Text
Images
Graphics
Layout File
VDPDesignSkills
VDPDesign
Software
Copyright © Nick D. Barzelay, 2008. All rights reserved.
IDEF0 1.2: layout Document
Lateral Flows = ContentTop Flows = SkillsBottom Flows = Tools
KEY:
Define Variable Objects(1.3.2) Build Data
Logic (1.3.3)
Preview & Adjust
Variable Layout (1.3.4)
Define Data Source (1.3.1)
Compose VDP Markup File
(1.3.5)
Data Records
LayoutFile
LayoutFile
LayoutFile
LayoutFileD
ata
Record
s
Data
Record
s
Data
Record
s
Data
Record
s
VD
P M
ark
up S
kill
s
VD
P M
ark
up S
kill
s
VD
P M
ark
up S
kill
s
VD
P M
ark
up S
kill
s
Scripting L
anguage S
kill
s
VD
P M
ark
up S
kill
s
VD
P M
ark
up F
ile
LayoutFile
Acro
bat
Mark
up S
oftw
are
Mark
up S
oftw
are
Mark
up S
oftw
are
Mark
up S
oftw
are
Mark
up S
oftw
are
Script E
ditor
Copyright © Nick D. Barzelay, 2008. All rights reserved.
IDEF0 1.3: Compose VDP Markup File
Lateral Flows = Content & ControlsTop Flows = SkillsBottom Flows = Tools
KEY:
Substrate Selection
(1.4.2) Page Imposition
(1.4.3)Color
Management(1.4.4)
Job Ticket Setup(1.4.1)
VDP Printing (1.4.5)
LayoutFile
LayoutFile
LayoutFile
LayoutFile
Dig
ita
l P
ress
Op
era
tor
Skill
s
VD
P J
ob
LayoutFile
Dig
ita
l P
ress
Dig
ita
l P
ress
Dig
ita
l P
ress
Dig
ita
l P
ress
Dig
ita
l P
ress
Dig
ita
l P
ress
Op
era
tor
Skill
s
Dig
ita
l P
ress
Op
era
tor
Skill
s
Dig
ita
l P
ress
Op
era
tor
Skill
s
Dig
ita
l P
ress
Op
era
tor
Skill
s
PressSettings
PressSettings
PressSettings
PressSettings
Copyright © Nick D. Barzelay, 2008. All rights reserved.
IDEF0 1.4: Print VDP Documents
Pre-
ProductionProductionInception Design
Business Analysis
Planning
Preliminary Design
Content Preparation
Development
Press Run
Finishing
Fulfillment & Distribution
Production Planning
Packaging
Quality Assurance
Copyright © Nick D. Barzelay, 2008. All rights reserved.
VDP Hierarchical Workflow
Business Analysis
Inception
PlanningPreliminary
Design
Market Analysis
Customer Transaction
Analysis
Business Objectives
Project Definition
Evaluation Criteria
Thematic Design
Digital Content
Identification
Design Architecture
Planning
CPM
BOM
Staff
Images
Text
DataScope
AllotedTime
Alloted Funds
Demo-graphic
Econ-omic
Demo-graphic
Econ-omic
Theme
Mess-age
RulesGeo-
graphicGeo-
graphicResults
Time
BudgetDesired Results
Project Charter
Success Criteria
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Inception
Design
Content Preparation
Development
Project Setup
Folders
Content Cleanup
Content Enhance-
ments
Component Framework
Design
Individual Component
Design
Component Integration
Design Proof
File Stubs
Content Loads
Color Profiles
Data Prep
Image Prep
Text Prep
Data Structure
Data Extensions
Image Refinement
Text Refinement
Page Master
Image Frames
Text Frames
Data Tags
Art
images
Text
Pages
Pages & Pagination
Images Placement
Text Placement
Data Placement
Layout Proof
Color Soft Proof
Adjust-ments
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Design
Pre-
Production
Production Planning
PackagingQuality
Assurance
Stock Staging
Press FinishingFulfillment
& Distribution
Proof Packaging
Production Packaging
Press FinishingFulfillment & Distribution
Expend-ables
Press Setup
Sched-uling
Device Setup
Staging
Expend-ables
Pack-aging
Trans-port
Staging
Ship-ping
Prod Prep
Run File GenRun File
Extract
Extract Proof
Prod Adjust
Run File Gen
JDF
Instruc-tions
Stock Staging
Expend-ables
Press Setup
Sched-uling
Device Setup
Staging
Expend-ables
Pack-aging
Trans-port
Staging
Ship-ping
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Preproduction (prepress)
Production
Press Run FinishingFulfillment & Distribution
Stage Stock
Check Expend-
ables
Set up Press
Load Files &
SchedulePress Run
Set up Device(s)
Cutting & Drilling
Scoring & Folding
Kiting
Stuffing
Packaging
StagingInsertion &
Binding
Execute Press Run
ShippingOther
Finishing
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Production
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Revised Digital Workflow
• Physical Model
• Conceptual Model
XML Prepar-
ation
Concept & Objectives
Document Design
Data Source
Working Dataset
Image Preparation
Content Management
& QA
VDP Document
Stream
Design Sketch
Document Assembly
PDF Generation
Proofing
Prepress & Imposition
Production
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Physical Model
An XML/Data-centric VDP Processing Workflow
Requirements,QA, & Exit?
Image Preparation
Design Preparation
Data Preparation
Initial Design
Data Acquisition
XML Preparation
Document Assembly
To Production
Objectives &
Inception
Content Management
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Conceptual Model
IterativeRecursive
Retrogressive
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Digital Workflow Subprocesses
• Preparation Objectives
• Text Preparation
• Color Management
• Digital Asset Preparation
• Data Preparation
Digital Asset
Source
Digital Asset
Preparation
Digital Content
Common File
Directory
Data Source
Data Preparation
Prepared Data
Container
VDP Staging Area
Standardize Asset Location
Move Assets to Staging
Record Asset &
Text Location
Text Creation or Acquisition
Text Editing &
Preparation
Move Text to Staging
Standardize Text Location
Asset & TextSynchronization
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Preparation Objectives
Working Storage for
Text
Digital Content Common File
Directory
Transform as Needed
Keyboard
OCR
Other
Select & Acquire
Text
(Convert to XML
& Develop DTD or Schema
as Needed)
Stage Text for
Production
TextSource
Text Destination
Archive
Edit & Revise as Needed or Authorized
New & Revised Text Returned to
Archive (OPTIONAL)
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Text Preparation
Mixed Color Space
Page Layout Files
Mixed Color Space
Raster Image Files
Mixed Color Space
Vector Image Files
Mixed Color Space
PDF & Other Files
Normalized RGB Workspace
Conversion to Normalized Workspace
Conversion to Output Color SpaceConversion to Press Color Space
Proof to Press CMYK
Press to Web
CMYK
Press to Web
CMYK
Press to Web
CMYKWeb RGB
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Color Management
Digital Asset Source
(Normalized Work Space for
Image Preparation Correction &
Enhancement)
Digital Content Common File
Directory
Correct & Enhance Imagery
Prepare & Integrate Assets
Stage Assets
Display
Scanner
Camera
Select & Acquire Assets
(Convert to
Common Input Work
Space)
Convert to
Output Work Space
(Web, Display,
and Press)
Convert for Proof
(Press or Web Work
Space)
ImageSource
Image Destination
Color Management Workflow
ArchiveCorrect & Enhance Geometry
Apply Artistic Effects
Working Storage
Revised Assets Returned to
Archive (OPTIONAL)
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Image Preparation
Data Source
(Database Direct or Provided
File)
Extract or load Data
Prepared Data
Container
Perform a Quality
Analysis
Cleanse Data
Content
Measure Presentation
Data
Record Digital Asset
Pointers
Working Data
Storage
Restructure Data for
Presentation
Stage Data Container
Cleansed Data: Use to Update Data Source (OPTIONAL)
Marketing Results: Update Data for Ongoing
Campaign (OPTIONAL)
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Data Preparation
Copyright © Nick D. Barzelay, 2008. All rights reserved.
Comments or Questions