Digital Photography in Action (1,105 words)
Working with R.R. Donnelley since 1995, TruServ has integrated digital photography into an increasingly digital workflow. This has resulted in a reduction in cycle time of 50 percent for its cooperative entities: True Value, Grand Rental Station, Taylor Rental Center, Home & Garden Showplace and Induserve Supply.
Connecting with Prepress
Digital photography's real benefit, however, is the integration it enables with prepress operations. Improved color accuracy and workflow efficiency directly result from a collaborative effort throughout the content management stage. Time is money: Images sitting on film waiting to be developed and approved are virtual; in other words, sales are not being made. Here are some examples of companies that have benefited by going digital:
• By integrating digital photography and content management, Eddie Bauer streamlined the exchange of information in its workflow. Through a proprietary system developed by Iridio, an R.R. Donnelley company, products are digitally photographed and transmitted to a secure site where designated art directors can log on to view and approve the shot within minutes of shooting. The result: The time it takes to get content onto Eddie Bauer's Web site went from six weeks to two days.
• To help launch its newly designed Web site, storage and organization retailer The Container Store chose digital photography to move images quickly from camera to the Web.
For The Container Store, showing how a product is used is as important as how it looks aesthetically, so art directors and product buyers had to be available to consult on the shots. Omega Studios Inc., an R.R. Donnelley company, moved its digital photography expertise and equipment to The Container Store and set up shop at the facility for six weeks. Buyers came in as needed to provide the function perspective on particular product shots, resulting in even quicker turnaround of images to the Web site.