Digital Prints

As you can imagine, this is a very tricky area, and as proof, there are only a few major fineart
digital printmakers who offer a written warranty or guarantee (a warranty is legally
different from a guarantee). Why? The main issue is print permanence, and as we learned
in the earlier chapter on that subject, the printmaker has no control over how the print
will be handled or displayed once it leaves the shop. There are so many environmental
factors that can affect a print that the conditions for the warranty or guarantee must be
specifically spelled out.
Hunter Editions in Kennebunk, Maine, is one provider who does exactly this. They offer a
30-year “Fade Free” Limited Guarantee, which basically states that its prints will be free from
defects in material, workmanship, and “significant visible fading for a period of 30 years,”
or they will replace or refund the monies actually paid (their choice). The catch is the long
list of conditions that must be met including specific display or storage specifications.
Another approach some printmakers can take is not to worry about all the details and conditions.
Len Phillips of Australia’s The Art House offers a “warranty,” which says, in part:
“All Art House giclée reproductions come with a lifetime warranty if anything should happen
to the reproduction done by the Art House, and it applies regardless of the owner of
the giclée reproduction. Provided we have the file to match the print being returned (with
authenticity certificate where the print is from a limited edition), we will print a replacement
for 50 percent of the current price. Due to copyright laws, we will require the artist
to first approve the replacement and be available to re-sign the new reproduction.”
While this may not technically be a warranty in the U.S. (warranties require free replacement),
it works for Phillips.
Extras: File conversions, CDs or other archival media, shipping tubes, hand deckling, and
other extra services like special protective coatings are all charged in addition to the above
costs. Make sure you clearly understand these charges. Also, make sure it’s clear who owns
the final digital files—you or them?
Studio Rental: If you’re really feeling ambitious, some printmakers (inkjet, primarily) will
even turn over and devote their entire studios to your project. Figure on about $1,500 per
day for this exclusive attention.
What To Look Out For
Not only are you looking for reasons to select an inkjet printmaker, you’re also looking for
any red flags for not choosing one. Here are a few things to watch out for:
Not Being Responsive
“One sure negative sign,” explains artist Ileana, “would be a printmaker’s lack of responsiveness
and a rigid or negative reaction to my suggestions, especially if I’m dissatisfied
with a print that shows defects. My printmaker must be receptive to my needs and want
to work with me in accomplishing my vision (colors, inks, size, etc.). Not having this goes
against the interdependent relationship that I think is needed.”
Chapter 10 ■ Using a Print Service 323