CMC DESIGNS THAT MAKE A STATEMENT Demystifying Paper Choices • Using Instagram as a Sales Tool
Contents
PFM is a member of:
Volume 32, Number 8
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover This month, we hear from three framing retailers who created show-stopping designs using the industry's leading computerized mat cutter solutions. For the full story, see page 12. Photo courtesy of Valiani
Features 12 Creative CMC Designs 18 Attract Customers with Instagram
Columns 22 24 28 38
22
Mat Doctors Digital Imaging Mastering Mounting Design of the Month
28
Departments 8 10 32 34 35 36 37
Editor’s Note Industry News Product Showcase Distributor Spotlight Crossword Puzzle Index of Advertisers Crossword Solution
38
18
Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 330 Mounts Corner Dr. #313, Freehold, NJ 07728; phone 732-5365160; fax 732-252-2270. Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2021 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office. Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910 Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear. PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.
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Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF M AT D O C TO RS Brian Wolf, CPF • John E. Ranes II, CPF, GCF • Tim Franer, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF • Paul MacFarland, MCPF, GCF James Miller, MCPF, GCF • David Lantrip, MCPF, GCF
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Call (732) 536-5160
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A D V E RTI S I N G C O O RD I N ATO R
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Fax to (732) 252-2270 Attn: PFM Editor
Deborah Salmon • dsalmon@wcafexpo.com Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com
TRA D E S HO W D I RE C TO R E X HI BI TO R S E RV I C E S
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CONTENTS
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
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editor@pfm-group.com AD INDEX Letters may be edited for space and clarity
6 PFM August 2021
PFM PUBLISHING, LLC PRE S I D E N T
Bruce Gherman
FROM THE EDITOR’S DESK T
Mat designs, digital printing, and more in our August issue, which spotlights the benets of computerized mat cutters.
CONTENTS AD INDEX 8 PFM August 2021
here’s no time like the present to review the equipment in your shop and determine if anything is due for an upgrade or replacement. The investment you make today will give you the tools you need to deliver top-of-the-line framing jobs that stand out from your competition. This issue takes a closer look at a hugely helpful piece of equipment: the computerized mat cutter. In “Creative CMC Designs” (page 12), we look at three inventive framing projects from retailers who used three different CMCs to bring their visions to life. All of them take advantage of the expanded cutting abilities and user-friendly software programs offered by today’s leading models. In his latest Mat Doctors column (page 22), Brian Wolf provides several examples of framing projects in which vertical columns of text are used to great effect. This design is easily achieved on your CMC’s drawing program, and can add visual interest when horizontal arrangements aren’t the best t for a project. Another piece of equipment that has helped boost many frame shops’ bottom lines is the digital printer. Keeping up with innovations in the world of digital printing can take an art and framing business to the next level—but the technology is
rapidly advancing, and it can become overwhelming to stay on top of it all (on top of everything else you do as a business owner). In “Printing, Papers, and Framing: Paper Choices Demystied” (page 24), Jeffrey Smith, product manager at Epson, covers several fundamental topics, terms, and frequently asked questions as a helpful jumping-off point into the world of professional printing. Those articles and more await you in this issue, which will be my last before taking some time off to welcome my rst child into the world. In my absence, Chris Paschke—owner of Designs Ink in Tehachapi, CA, National Conference instructor, and PFM’s longtime Mounting Editor—will assist the rest of the editorial team with the production of upcoming issues. I know many of you are familiar with Chris and her decades of contributions to this magazine. I’m thrilled to be able to leave PFM in her very capable hands while I spend time with my expanding family. As always, send questions and feedback to editor@pfm-group.com. And I will be back later this fall!
Kimberly Biesiada Editor
INDUSTRY NEWS Epson Launches New Line of Production-Class, Wide-Format Printers
ing, complete front operation, easy automatic roll loading, and optional, adjustable production stackers.
Focused on the current market needs of production-class print provid-
“With print service providers producing more personalized photo
ers, Epson recently introduced a new line of SureColor P-Series photo-
products, decor, and graphic art, there is a rising need for higher quali-
graphic and graphic art wide-format printers.
ty and higher productivity at lower costs,” said Marc Aguilera, product
The new SureColor P-Series models are designed specifically for
manager, Professional Imaging, Epson America, Inc. “The new produc-
high-volume photo fulfillment, retail photo labs, and poster and graphic
tion-class printers are engineered for the performance, quality, and reli-
art production. The new production-class SureColor P-Series 24- and
ability print service providers demand. As our first available model in the
44-inch models are slated to launch this year, with the initial SureColor
new line, the SureColor P8570D wide-format production photo printer is
P8570D 44-inch dual roll
engineered to achieve high quality and speed with innovative media han-
printer available first.
dling—built to enhance the way print service providers work.” Epson’s
The Epson SureColor P8750D 44” dual-roll model will be the first in
largest 2.64” PrecisionCore
the line to ship later this year. For additional information, visit www.epson.
MicroTFP
com/productionphoto.
Leveraging
printhead
and
six-color UltraChrome PRO6 pigment inks, Epson’s new Epson’s SureColor P-Series printer
photographic
printer
line
Save The Date: PPFA Event Slated For Sept. 25, 26 in Texas
enables higher-speed per-
The Professional Picture Framers Association Central Texas Chapter
formance than previous generation models while providing outstand-
will offer the Certified Picture Framer (CPF) exam on Saturday, Sept.
ing image quality. The innovative, space-saving design provides a small
25, and an in-person education event on Sunday, Sept. 26. The in-per-
footprint for space-constrained production environments. In addition, the
son event is in addition to the popular monthly PPFA Online Speaker
latest models include several new features that improve workflow and
Series.
media handling, including dual roll, built-in take-up reel for roll-to-roll print-
Further information will be forthcoming from the PPFA and from the Central Texas Chapter (www.centraltexasppfa.com). PFM
CONTENTS AD INDEX 10 PFM August 2021
DIGITAL IMAGING
By Jeffrey Smith
Printing, Papers, and Framing: Paper Choices Demystified Frequently asked paper questions answered by an expert in the field.
W
hen framing photographs and works of fine art for long-term display, there are a myriad of ink-
jet papers available today for retailers who are looking to provide full-service printing and framing for their customers. While it is very easy to fall in love with certain papers and get stuck in a pattern of using what may have worked in the past with limited testing, understanding the latest papers available and making informed recommendations for customers can increase a framer’s bottom line. However, navigating the features, benefits,
and nomenclature can be confusing, especially as frame shops emerge into a post-pandemic environment. In addition, as you approach individual output needs, using a decision tree can help provide a framework for making the best deci-
CONTENTS
sions on paper types. For example, is the goal to accurately reproduce the artist’s work, or is the client looking for a more saturated, photographic look or a more pastel, painterly look? Is
the client looking for textures that are smooth or textured? How important is the permanence of the final print?
Paper Essentials: FAQs Keeping up with paper innovations can take a printing and framing business to the next level. As a helpful starting point, let’s take a look at several fundamental topics, issues, and terms in the world of paper choices. 1. What are the best papers for long-term display needs? There are a range of papers available today for those who intend to exhibit and/or sell their prints. Print permanence for works of art is dependent on a combination of the ink technology used along with a specific paper. Both are critically important in determining print permanence. For example, pigment-based ink technology used in combination with a cotton fiber
AD INDEX
Jeffrey Smith has been managing business units and marketing programs in the consumables industry for 30+ years. As product manager at Epson, Jeff sources, develops and launches unique fine art papers to exceed customer’s expectations.
24 PFM August 2021
Midnight Gallery of images printed on Epson SureColor P5000 using Epson Legacy Papers at the Palm Springs Photo Festival.
valuable print or collectible piece to change over time. However, there are situations where OBAs are desirable where long-term longevity is not needed versus prints with more contrast and impact. 4. What can a smooth or textured paper do for your fine art printing and framing? This is where the decision tree can be a vital tool for making a recommendation. The good news is, there is no right or wrong surface choice; it all comes down to taste, overall preference, and what might
Art Wolfe selected Epson’s Signature Worthy Velvet Fine Art paper to garner painting effect in final prints. paper (a paper base composed of cotton) provides longer lightfastness ratings. The term cotton rag or simply rag is the same as cotton fiber. The original fine art papers were made from rags, but today rags are no longer used in the production of fine art papers. In addition, pH buffered, acid-free, and lignin-free fine art papers ensure the base will not deteriorate over time. It is important to note that each ink technology in combination with an individual paper has a unique set of quality performance characteristics and levels of permanence. 2. How long will a print last? When making paper recommendations for collectible works of art, it is important to look to an independent third party, like Wilhelm Imaging Research (WIR), that employs industry de-facto standards for print permanence testing, including display and storage factors that can impact the life of a print. As a point of reference, fine art prints made on many Epson Signature Worthy and Legacy medias in combination with the latest generation of Epson UltraChrome pigment-based inks offer lightfastness ratings up to 200 years for color and up to 400 years for black and white prints using Epson’s Advanced Black and White Print Mode. In addition, these prints exhibit high resistance to ozone, have very good water-resistance properties, and are resistant to damage caused by storage or display in high-humidity environments.
CONTENTS
There are a range of testing results available for manufacturers of inkjet printers and papers at wilhelm-research.com. 3. What are OBAs and how do they impact prints? Understanding OBAs is essential to making recommendations. OBAs, or optical brightening agents, are added to a paper
AD INDEX
to increase the white point, essentially making the whites whiter and giving the illusion of increased contrast. Over time, these chemicals lose their ability to fluoresce when exposed to UV, and the white point gradually reduces to its original starting point. In the fine art world, most collectors want prints that are OBA-free, as they do not want a 26 PFM August 2021
enhance the final print based on the client’s output goals. In general, the smaller the print, the more influence a texture may have. Whenever possible, test different paper textures and images to showcase the variations first-hand in your shop. This self-learning goes a long way as you walk clients through the different paper options. In the case of textures, consider showcasing prints in plexiglass-free frames to allow people to touch and feel the texture options. 5. What are the canvas options available today? How do they differ, and what are the benefits? Canvas is available from some manufacturers in three different types of finishes: gloss, satin, and matte. Comprised of a blend of cotton and polyester, canvas prints have a distinctive texture, regardless of the finish type. Depending on the brand of canvas media used, both gloss and satin canvas prints offer water and scratch resistance immediately after printing, eliminating the need for a protective topcoat layer. However, most matte canvas prints often require a protective topcoat application to protect the surface. In general, it is best to stick to the printer manufacturer’s branded canvas to help ensure the highest quality and longevity. A special note: canvas prints produced with solvent-based printers do not require top coating. When it comes to canvas, a framer also needs to be well versed in wrapping and stretching. Canvas stretching can become an additional profit center, enabling framers to offer different types of borders and wraps. There are software applications and plugins available to create customized, gallery-wrapped canvas prints. 6. What is the difference between an E-surface and F-surface paper? While both terms originated from the analog darkroom, both are still used as descriptors for papers today. An E-surface paper is a resin-coated paper with an orange-peel finish that has a slight sheen. The “F” in F-surface stands for ferrotype, which back in darkroom days was a technique to create a high-gloss surface with the print attached to a heated metal drum. Accordingly, an F-surface inkjet paper today boasts a smooth, glossy surface.
7. Are there certain paper types that help increase the DMax of prints? Papers that use PK (Photo Black) ink, such as Legacy Platine, produce the widest color gamut and highest DMax (black density). Conversely, papers with a matte finish printed with MK (Matte Black) ink, such as Legacy Fibre, have lower levels of saturation and a lower DMax, with a distinctive fine-art look.
Putting It All Onto the ‘Right’ Paper A manufacturer’s branded paper tends to be the easiest to work with and produce the best quality as the papers, inks, and printers are designed to work together as a system. The media settings and ICC profiles are optimized for the highest quality output. While there are a range of third-party media options available at varying cost levels, framers need to factor in time to search for the correct profiles and run color management workflow tests. Thankfully, there are a range of resources, such as manufacturer websites and online tutorials, that can help take some of the guesswork out of selecting the right papers. And once you have narrowed down new paper options, make sure to first try print sample kits as an inexpensive way to
Renowned photographer Timothy Greenfield-Sanders selected Epson Legacy Fibre paper for exhibition at the Annenberg Space for Photography. start testing firsthand. Some manufacturers will also provide sample prints, which can go a long way in streamlining the learning process. Investing the time and money to test new papers can help expand your offerings. As framing retailers navigate a post-pandemic environment, now more than ever, offering personalized insight and recommendations on the latest paper innovations helps framers create emotional connections and establish additional credibility with current and new clients. PFM
PFM August 2021 27
Product Showcase Bainbridge
Crescent
Treat your framing designs to the unique elegance of Silkens fabric mats from Bainbridge. Featuring the sophisticated look and sheen of silk, Silkens provide a palette of 14 colors ranging from classic neutrals to saturated jewel tones. With five 40” x 60” options, the Silken range is designed to meet all your elegant matting needs!
Make a colorful statement with your creative framing designs using Crescent BriteCores, now available in 8-ply and oversized! Featuring deeply pigmented bright color cores with two usable surfaces (white on one side, plus core-matching color). Perfect for framing animation and cartoon art, sports memorabilia, or any brightly colored artwork.
Call: 888-293-3956 www.crescentbrands.com/ bainbridge
Call: 888-293-3956 www.crescentbrands.com/ crescent-cardboard
Decor Moulding and Supply
Framerica
Decor Moulding is pleased to announce that our full line of stretcher and strainer bars now has the largest inventories in the industry. Small or large orders, we at Decor Moulding have you covered. From our most popular #8609 to our gallery wrap #9820, and all sizes in between, we cover all of your stretcher bar needs. Available in length, chop, join, and box programs for immediate shipment. Order corner kit #CS-STR to get our stretcher family of 12 styles on your wall immediately.
Framerica’s Illusions profile is specially designed to appear “stacked” at a fraction of the cost of multiple mouldings. The innovative design provides endless beautiful options and unprecedented ease of use. Each of the three available sizes includes identical lines with varying widths (1.25, 2 and 3”). Call: 800-372-6422 www.framerica.com
Call: 800-937-1055 www.decormoulding.com
Michelangelo Moulding
Nielsen
Michelangelo has launched a series of medium height stemmed mouldings. The finishes are soft silver, bronze, gold, and pewter, measuring 3/4” by 1 3/8”. The foremost design element is the feathered sepia wash on the leading and outside edges of the face. We invite you to order samples of this new 433 series for your design plans on our website.
A true example of form meeting function, the Timberline Collection from Nielsen combines the beauty of wood with the strength and minimalist appeal of aluminum. Timberline provides a contemporary outline ideal for photography, modern art, and oversized images. Available in two finishes and three profiles to create your most cutting-edge framing designs.
Call: 877-422-8812 www.michelangelomoulding.com
Call: 888-293-3956 www.crescentbrands.com/nielsen
CONTENTS AD INDEX
Nurre Caxton
Omega Moulding
The Nantucket line from Nurre Caxton brings the warmth of summer to your walls, all year long. Featuring two versatile flat-top profiles designed to stack perfectly, and in five sunwashed wood tones, the Nantucket range infuses framing designs with casual sophistication and is the perfect complement to today’s relaxed decor styles.
Omega’s Artisan Collection consists of nine classical profiles in the plein air style. The collection evolves from the finishes and profile designs of the Omega Gallery Frames line of readymades, increasing the availability of these iconic profiles for custom framing applications. The collection features brilliantly hand-gilded silver and gold finishes upon elegant scoop and swan profiles. See the collection online today.
Call: 888-293-3956 www.crescentbrands.com/ nurre-caxton
32 PFM August 2021
Call: 800-289-6634 (US) 877-452-3799 (Canada) www.omegamoulding.com
Sepp Leaf
Studio Moulding
Sepp Leaf Products is thrilled to announce the latest color in gold leaf produced by Manetti Battiloro Goldbeaters. Rose Gold is a beautiful, 22-karat available in loose, patent, and roll forms. We hope you are as excited as we are to explore this new alloy, and we look forward to helping you expand your own creative repertoire with our family of gilding products.
Studio Moulding broadens the Sierra Collection to include two of the most popular profiles in all five hand-stained finishes. The warmth of Sierra makes this collection an ideal resource for a wide variety of art. Please contact your sales representative or Studio Moulding to place a sample order today.
Call: 212-683-2840 www.seppleaf.com
Call: 800-262-4174 www.studiomoulding.com
Tru Vue
Universal Arquati
Help consumers make their glazing decision by demonstrating the features and benefits of Tru Vue Conservation Clear, Museum Glass, and Optium Museum Acrylic. This new specifier tool is designed to help keep Tru Vue choices within your reach and is available now at tru-vue.com/custom-framing/demos-displays.
Universal Arquati is excited to introduce the new Barnwood II Collection! This collection brings two new profiles in three rustic finishes; brown, grey, and white. Sample sets are now available and this collection is in stock now. Call: 800-668-3627 www.universalarquati.com
Call: 800-621-8339 www.tru-vue.com
Valiani
Wizard International
The perfect premium CMC for frame shops with a maximum cutting size of 40” x 60”, button clamps for edge to edge cutting, and a multi-position stand to save space. Cut, draw, and emboss custom designs with ease using the simple and user-friendly V-Studio software on the computer included with purchase!
The Wizard Z1 is the ultimate computerized mat cutter—combining edge-to-edge cutting with a suite of automation features that virtually eliminates human error. It’s the only CMC with advanced features such as: Auto-Homing, Digital Depth Control, and Wizard’s innovative new Intelli-Clamps Collision Detection and Avoidance System (patent pending). You’d swear we put some clever little robots inside (and we’re not saying we didn’t). The Z1 also includes all of the decorative design capabilities found in every Wizard Z Series cutter.
Call: 888-293-3956 www.crescentbrands.com/ valiani
Call: 425-357-7278 www.wizardcutters.com
PFM August 2021 33