What is photogravure (in advertising)?

Photogravure plays a crucial role in the advertising production process, especially when it comes to designing and printing packaging or promotional materials. It lies between graphic design (created by the design agency or marketing department) and final printing, ensuring essential post-production work to guarantee the visual quality of packaging and communication materials.

Definition and Role of Photoengraving

A technical preparation of graphic files

Photogravure involves analyzing and adapting creative files intended for printing to ensure they are reproduced with high fidelity on the desired medium (paper, plastic, metal, etc.). The photoengraver checks and corrects anything that could affect the final quality:

• Arrangement of graphic elements and adherence to margins
• Color consistency with the printing process (flexo, heliogravure, offset, etc.)
• Sufficient resolution and conversion of images if necessary (RGB → CMYK)

The Production of Printing Forms

In the case of non-digital printing processes, photogravure extends to the creation of printing plates or cylinders:

• Photopolymer plates (flexography)
• Metal plates (offset)
• Elastomer or photopolymer sleeves (flexo)
• Metal cylinders (heliogravure)

This step ensures that the printing supports (printing forms) are engraved in a way that faithfully reproduces the prepared visual.

A Quality and Consistency Challenge

In advertising, photogravure ensures the optimal rendering of visuals:

• Print quality: By avoiding errors or “failures” (misadapted files, incorrect colors, etc.)
• Brand consistency: Colors, logos, typography, and layout remain faithful, regardless of the printer or type of packaging.

The Key Stages of Photogravure

Collection and Verification of Files

The first phase involves receiving the graphic elements (usually provided by a packaging design agency or a marketing department):

• Dimension control: Checking bleed, crop marks, and templates
• Visual analysis: Minimum resolution of 300 dpi for printing, conversion of RGB images to CMYK
• Verification of fonts and barcodes: Ensuring readability and the required minimum size

This step helps detect potential inconsistencies or flaws (outdated logo, missing legal notice, low-definition elements) before sending to print.

Retouching and Color Management

Once the files are verified, operators make adjustments to optimize the print quality:

• Image retouching: Sharpening adjustments, color correction, removal of noise or imperfections
• Color separation: Conversion to the required color profiles (CMYK, spot colors) to comply with the brand’s graphic standards
• Support adaptation: Specific adjustments based on the material type (cardboard, plastic, metal…) and the printing process (flexo, offset, heliogravure)

Validation of the Proof and Production of Printing Plates

Before production begins, a Proof (BAT) is validated by the client:

• Digital proof (PDF): Checking the final dimensions, layout, and textual elements
• Physical proof (printed sample): Visual confirmation of color reproduction and overall quality

Once the proof is validated, production of the printing plates begins: photopolymer clichés, metal plates, or cylinders. These supports are then mounted on the press for production.

The Importance of Photogravure for Brand Consistency

Ensuring error-free printing

Thanks to a rigorous photogravure process, brands avoid delays and additional costs related to reprints. Potential errors (such as an unscannable barcode, an incomplete ingredient list, or color shifts) are detected in advance. As a result, packaging managers have a true safety net before printing.

Maintaining Consistency Across the Entire Range

In advertising and packaging, the visual identity must be consistent across all media and product references. Photogravure, carried out by multi-process specialists, ensures:

• Adaptation to different printers: Machine settings vary from one site to another, and the photoengraver adjusts the color accordingly.
• Color harmony across multiple packaging: Color discrepancies are minimized, even when printing technologies or materials differ.

An Essential Process for Optimizing the Graphic Chain

Photogravure facilitates:

• Project management: Prepress platforms allow for collaborative, centralized, and secure tracking.
• Perceived quality by consumers: Impeccable visuals that are faithful to the brand enhance trust and the desire to purchase.
• Time and cost savings: Fewer errors, fewer reprints, and a quick product launch to market.

Conclusion

Photogravure in advertising is much more than just a control step. It is a strategic link in the prepress process, ensuring reliable, faithful, and high-quality printing for packaging and promotional visuals. By detecting and correcting graphic errors upfront, adjusting colors, and producing suitable printing forms, photogravure guarantees brand consistency and the overall quality of the final result. A valuable investment for manufacturers and brands committed to offering packaging that matches their ambitions.