Although a fairly straightforward process, there are a number of things that can affect the pad print process if your plate is not etched properly.
Common complaints range from edge definition to ink transfer issues. Improperly etched clichés can allow for inconsistent image opacity or even missing portions of the images in certain circumstances.
Some keys to properly etching a cliché (but not limited to), 1. Size of the components of the image, eg. are there bold areas and small copy in a given image, 2. Orientation of image on the cliché, 3. Type of material you are etching, 4. Substrate to be printed.