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April 2004

• Jeffrey Kroll produces new limited edition digital prints with Epson Stylus Pro 9600
• A behind the scenes preview of the AOP Awards
• Epson reveals that patient confidence within the NHS can be improved with better patient literature

Jeffrey Kroll produces new limited edition digital prints with Epson Stylus Pro 9600

The new collection will be exhibited at the Arndean Gallery,

29 Cork Street, London

19 April 2004 - 24 April 2004

When Jeffrey Kroll was introduced to Epson large format printers two years ago he decided to produce limited edition prints of his own work. Due to the enormous success of selling his work this way, Jeffrey has announced that his new collection of art will once again be available to a wider market. A new limited edition print run is to be produced on the Epson Stylus Pro 9600.

Jeffrey Kroll is an abstract painter whose work reflects a deep artistic and intellectual link with the Italian Renaissance. His brush strokes on canvas reflect colour, light and shade, transparency and lustre. Kroll's new work has moved through a transitional stage from something more bold and fluid towards a lighter, ever more finely controlled use of brush and colour. Kroll not only layers colour with extraordinary skill but offers us layers of thought through his abstract imagery.

Digital imaging now plays a significant role for Jeffrey, he is making his art more accessible. His first experience with limited edition prints from the Epson Stylus Pro 9600 resulted in a sell-out of his work. He is now so convinced with the quality and value of producing limited edition digital prints that he is going to do it again with his new collection.

"I'm really confident with the quality of prints produced from the Epson large format printer and thanks to the Epson UltraChrome inks the colours in my images will not fade for a very long time. With my second digital limited edition print run, which I have called the "marriage pieces" I am mixing both traditional hand painting and digital techniques."

Using Epson's smooth fine art paper and the Stylus Pro 9600, Jeffrey will print several layers of colour. He will then apply further layers of paint onto the top of the inkjet print. "There is so much flexibility with the digital prints that I can experiment and ensure I can produce different and unique editions of my work that will have a wide ranging aesthetic appeal."

"At one time in the fine-art world, digitally produced limited edition prints were rare. This is no longer the case, I believe that the digital revolution is here to stay and will have an enduring appeal in the artistic community. The intense vibrancy and detail of the Epson prints make the choices with the litho process seem almost an anachronism. With a wide choice of media, one can create a great variety of textures and finishes. The flexibility and convenience of working with Epson's large format printers has been a rewarding and enormous artistic pleasure for me."

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Digital 300dpi images of Jeffrey Kroll's work available.

Notes to Editors

•  Jeffrey Kroll at Arndean Gallery, 29 Cork Street, London from 19 April 2004 - 24 April 2004. Admission is free

•  Exhibition hours are 10.00 am to 6.00 pm Monday to Saturday

•  Images are available from Janice Gibson at Epson - jgibson@epson.co.uk

•  Jeffrey Kroll is available for interview and comment, as are spokespeople from Epson

•  Further information about Jeffrey is available from www.krollogy.com ,

•  Further information about Epson is available from www.epson.co.uk

About Jeffrey Kroll

Jeffrey Kroll was born in New York City of a British mother and American father. His parents met when his father was stationed in Warwickshire in the Second World War as a Morse Code Operator, having trained as a classical jazz pianist. His mother, a working artist, introduced him to art at an early age, taking him to museums, galleries and to her own studio.

After high school in New York Jeffrey went to the Philadelphia College of Art, and has since studied at the Academy of Art in Florence, the Museum of Archaeology in Athens and the University of Wisconsin.

Kroll works in the abstract, better described as non-objective, tradition, counting among his influences Picasso, Paul Klee, Kandinsky, Mondrian and Willem de Kooning etc. He also feels strongly that the entire painting tradition contains gems of artistic depth and value. His current preoccupation is with building layers of meaning and colour on the canvas, in what he describes as a fluid dimensionality. His painting is a celebration of colour that is both sensually direct and subtly diffuse; and colour 'as the supreme metaphysical catalyst'.

A behind the scenes preview of the AOP Awards

AOP Photography Awards 2004 - March 22 nd 2004 - Sadlers Wells Theatre

Exhibition - March 25 th - May 5 th 2004 - Association of Photographers Gallery

The Photography Awards 2004 is making the most of 21 st century digital technology. This year the exhibition, which features the winners of the 21 st AOP Photographers' Awards and the Fujifilm Assistants Awards, along with the Zeitgeist and the AOP Bursary is to be printed by Resolution Creative using Epson large format printers.

Over 5,000 images are submitted across the four award sections and four different panels of judges spent over 45 hours choosing the 300 selected images. Resolution Creative printed the exhibition using two Epson Stylus Pro 9600.

Rod Varley, Managing Director, AOP says, "This year, the AOP's Photography Awards 2004 Exhibition will be printed digitally. We wanted to be able to present the awards in a new and creative way, while still doing justice to the exceptional standard of photography they have come to represent. The AOP members are perfectionists, they know what they want, they demand the best and are not afraid to be critical. Along with a number of our members we have been impressed with quality of Epson large format printers and working with Resolution Creative proved to be a great team for us to produce the Photography Awards 2004 Exhibition."

Almost all of the submissions for the Assistants Awards this year were inkjet prints with an increasing amount received for the Photographers Awards. "It makes sense to standardise the entire exhibition in this format and create a well designed, contemporary production," says Bruce Mitchell, Director, Resolution Creative. "We think people will be blown away by the size and shape of the exhibition this year, especially by the new Zeitgeist category which illustrates the very best of photography today."

"Printing the AOP Awards 2004 presents many different challenges," says Bruce.

First is the need for accurate reproduction of the photograph. To achieve this, Resolution Creative is using a high-end colour management system. Its in-house colour spectrophotography and densitometry are able to create individual ICC profiles for each printer and every paper combination that is used.

Second is to combine the profiles with the ICC managed scanning and fully calibrated screens. Bruce claims the result is "one of the best colour managed workflows in London."

The third process is to manage the shift from traditional photographic submission and presentation, to an entirely digital printed form. The digital printing process requires expertise and high-quality products to meet the high-standards of the AOP members. "Having a clear understanding of colour space and what it means to the final output is very important in today's digital photographic world," says Bruce.

The fourth process to produce the AOP awards is ensuring the printers will work in harmony with the profiles. Bruce says, "I believe Epson printers are the best on the market for handling the photographic RGB colour workflow, our Epson printers are at the forefront of our digital proofing process."

The Resolution Creative digital photographic studio is linked directly to a server that runs the RIP software for the printers. Within a few minutes of creating the digital files for the AOP awards a proof is created for the Awards organisers to view and approve. Changes are easily applied and the completed exhibition prints can be produced.

To sneak behind the production scenes of the AOP awards exhibition this year, we need only look to one venue. By using the digital workflow at Resolution Creative, all the production can be carried out under one roof. Time spent dealing with traditional film processing bureau's is eliminated. Resolution Creative has more flexibility and opportunity to decide on the layout, whilst keeping costs down and quality high.

"The output from the Stylus Pro 9600 is similar to photographic printers costing hundreds of thousands of pounds more," says Bruce. "And in most cases you are hard pressed to tell the difference between an Epson print and a conventional silver photographic print. That's why their printers have been chosen to print this years Association of Photographers Awards."

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About Resolution Creative

Bruce Mitchell has been involved with design and photography for the past 15 years. Having spent the last 6 years establishing the digital department in one of London's pro-labs, he decided to build a new space that he believes sets Resolution Creative apart from anything else in London.

"Resolution is a new type of creative space. It's not a lab, or a bureau, but rather a creative place where diverse talents merge for creative ends. At Resolution we are able blend together years of experience in photography, design and fine art with high end digital IT skills to produce an environment where, creatively, anything is possible."

"Most of our clients come from design and photographic backgrounds, so photo-quality, the ability to have a printer that can emulate different press environments and take a wide range of media is critical for us."

Epson reveals that patient confidence within the NHS can be improved with better patient literature

• 77% state that well presented, easy to understand patient literature would improve their confidence in a hospital
• Wake-up call for hospitals to ensure that patients receive the right information, at the right time and in the right format

April 22, 2004: Epson (UK) Limited, has today launched the results from a survey looking at the importance of patient literature as part of their hospital experience. The research looked at the ways in which patients would like literature to be created in order for it to be at its most effective. The survey highlighted that a massive 77% felt that their confidence in the hospital would be improved with well presented, easy to understand patient literature. This new research adds itself to the NHS Modernisation Agency's task of modernising services and improving experiences and outcomes for patients.

Whilst it is clear that patients view printed information as essential, it was what it actually needs to say that produced the most startling results. A massive 82% of recipients rated the main role that patient literature plays in the patient experience is explaining what the doctor has said in plain language.

The results have highlighted that whilst literature is effective in reducing stress and anxiety and helping with patient recovery, it is vital in supporting doctor/patient communication. It means that the patient doesn't have to try and remember everything that is said to them in the clinic - they and their family will have information that they can take home with them to read and discuss at their leisure.

Alison Macdonald, Deputy Director of Communications at the Trust said "we are working very hard to produce a range of clear and high quality patient information and this survey underlines how important this is."

The research , which was conducted at Barnet and Chase Farm NHS Trust, asked patients a series of questions as to the important factors for patients maintaining confidence in the hospital, as well as the way in which it is structured, presented and conveyed.

Below are some of the headline findings:

• A relatively high percentage, 39%, stated that literature was important or most important in their recovery, indicating that it is an essential part of the recovery process.
• Similarly 56% said that patient literature was important in reducing anxiety during their hospital stay.
• Around 60% of all respondents stated that a single sheet of colour printed information was ideal in order for patient literature to be effective.

Neil Hartigan, sales and marketing manager at Epson UK said, " One of the most important factors for patients maintaining confidence in a hospital is the provision and importance that each NHS Trust places on the information that it provides for its patients. The survey raises important questions about the value and format of patient information clearly identifying that clear, concise, colour literature is most effective for patient needs."

Part of the solution to this problem lies in further educating hospitals on how cost effective colour equipment can be. Hartigan continues; "There is a common misconception over the cost of using colour. Some laser printers now offer colour printing at a lower cost than many monochrome laser printers. This enables hospitals to be flexible and take advantage of all the benefits of using colour, whilst still controlling and minimising costs. Hospitals are always under pressure to justify resources and costs so getting the right equipment is critical."