Print Unchained: Fifty Years of Digital Printing, 1950-2000 and Beyond, A Saga of Invention and Enterprise by Ted Webster

As digital technology continues its transformation of how we work and communicate, a unique sourcebook is being pitched for a limited time at a special discount for single or multiple copies. This groundbreaking presentation book, which early readers assert is a must-have for industry newcomers and veterans alike, is entitled "Print Unchained: Fifty Years of Digital Printing, 1950-2000 and Beyond, A Saga of Invention and Enterprise."

Excerpt #2
The following can be found in Chapter 7: The Nineties, Industrial Design--Curves and Ergonomics (page 202-203) of the book.

"Curves and Ergonomics. Lexmark is another company that has taken design gambles which appear to have paid off and also to have triggered a trend. When the original Optra printers came onto the market with their sensuous curves in late 1994, they made waves. According to one journal (Hard Copy Observer), the new generation of Lexmark lasers was "arguably the best-looking laser in the industry," an impressive achievement in contrast to the design of the company's previous laser printers.

Design, (Pete) Mendel of Lexmark affirms, is more than aesthetics. Another dimension is what he has termed "intuitive ergonomics." This means making sure the product looks like how it prints. Ease of use. "Take the shape of a button, for example. It needs to hint at its intended function. We're also guided by the imperative for rugged, confidence-inspiring design. Our products are strong and reliable. They should look that way too. On the display shelves the shopper will walk up to it, notice how it is obviously strong and durable, and then will look at the price tag and won't believe it costs so little. It's the first impression, as the cliché goes, that sells. You can have the best technology in the world but if it's ugly, it's a strike against you. And we also want the brand image to be obvious. That's another first impression we're looking for."

Good design actually costs less," Mendel asserts. "We look at our manufacturing process. In the case of our Model 2030, which was our first IDEA Gold award, Tom looked into all the potential manufacturing problems and designed them out. You need to know the technology and the manufacturing process.

"Then there is relating the shape to the materials. Plastic is a great material since it can be shaped so many ways. With our original 'sculptured' product, the Optra, we took a leap to capitalize on our design goals, to establish clear-cut brand image for Lexmark, and to build a series of printers that look like what they do. We elected to push the envelope with our curves, not only for brand image and having the product look like what it does; we wanted to give it a more humanistic feel. Interacting with this design is more humanistic, it's like holding a…well, a hand, or whatever; it's not like holding a brick. It's a product that is fun and interesting to look at."

"Print Unchained" Elicits Raves

"It's an absolute must-have for anyone in the field of graphic communications." [Professor Michael Kleper, RIT; Publisher, Kleper Report on Digital Publishing]

"Highly readable . . . .a tale of adventure and intrigue, risk and reward, success and failure." [Art Diamond, toner technology consultant/researcher, author]

"In 22 years of writing book reviews, this is the first book that we have ever given our unreserved recommendation." [Michael Kleper]

"A publishing masterpiece." [Ed Pullen, industry analyst]

The volume is billed as a testimonial to the people and the companies, the invention and the enterprise that built the digital printing industry and continues to drive the historic merger between the traditional analog and digital worlds. Besides serving as a unique industry handbook, the hard cover volume is being profitably used as a memorable goodwill instrument for colleagues, potential shareholders and investors, key clients, recruitment prospects from other industries, and dealers and other business partners.

The publisher, DRA of Vermont, Inc. has announced a 25% discount off list for single or multiple copies.

"We see it as a kind of mind-share bullet unlike anything else now available. As a history it celebrates and lends perspective to the birth and continuing development of digital printing technologies," principle author Edward Webster says. "It is a revolution that will continue to change the face of the graphic arts and also bring an increasing level of publishing power to the people."

Among the others who contributed to the book are Manfred Wiedemer of Océ Printing Systems GmbH, consultants Mike Willis, Mike Zeis and Frank Romano, industry luminaries such as Bob Howard, John Warnock, Chip Holt and Dick Hackborn, and the consultants of I.T. Strategies, Inc. (Hanover, MA) including Mark Hanley, Marco Boer, and Patti Williams.

Author Webster has been involved with the industry for most of the fifty years covered. He has researched and authored dozens of studies and reports for both the computer printer industry and the printing industry. He founded and directed Datek Information Services, Inc., a market, technology, and strategic information resource for vendors of printers and supplies. Earlier he served as technical director of the Business Forms Section of Printing Industries of America, Inc. Currently he is consulting editor to I.T. Strategies, Inc.

Hardcover; landscape format; 272 pages; over 200 illustrations, charts and tables; fully indexed; ISBN 0-9702617-0-5. Limited Edition. Current price is $93.75. Steep discounts for multiple copy orders. To order or for additional information contact DRA by mail, phone (802-464-5845), fax (802-464-6534), email (tedweb@sover.net) or website (www.printunchained.com).