Digital Photography in Action (1,105 words)
Since digital photography provides instant views of the subject matter, it allows for on-the-spot adjustments in lighting and composition and eliminates the need for time-consuming and quality-diluting adjustments later in the process.
Combining digital photography with digital asset management offers instant availability of for position only (FPO) low-resolution images, used as placeholders, for art approval in parallel with images going to prepress for color management. In effect, integrated prepress or "premedia" partners (including Web use in the definition) can become one-stop shops for shooting images, managing content, quickly repurposing or even "prepurposing" digital images for multiple media use with little or no workflow interruption. Through this process, images are quickly ready for print or Web placement, an important consideration for the legions of marketers that market in multiple channels. The result is a significantly faster workflow model.
Nordstrom Coordinates its Assets
This faster, integrated approach led to the development of a secure extranet site and tailored asset management solution for Nordstrom's Catalog Division that enabled the movement of images among several facilities and the photography studio.
Facing phenomenal growth in its catalog business—both in real and virtual geography—Nordstrom needed to organize assets for quick, easy review from any place at any time. Images are shot digitally and immediately stored in a secure, central asset management system for quick and easy viewing by art directors and designers. The result: higher productivity and lower cost.
But, are art directors ready to view images on a screen in an office when they are accustomed to evaluating transparencies on a light box? The benefits offered by integrated operations, digital asset management and improved color standards are encouraging them to change.
Nordstrom Art Director Cathy Rundell says, "Digital photography has a positive effect on our budgets and deadlines, and allows for higher shot count in studio. No more waiting for film processing. Digital FPOs are scripted to an FTP site where we can easily access them. It's great to view images on a 21˝ screen instead of a tiny Polaroid. For me, there's no turning back."