Print: what’s that all about?
Printing is the art of putting ink onto paper. It’s easy to get bamboozled with all the terms out there: litho, offset litho, web, letterpress, sheet fed, digital, raised thermography, print on demand, jobbing print, embossing, debossing, spot UV – enough already!
What’s important to you as a small business owner is understanding the difference between litho and digital print. Both have their strengths and weaknesses, and you’d use different methods depending on your needs and budgets.
Litho Print:
A traditional printing process which gives a high quality finish. Great for long-ish runs of material that needs to be prestigious, like your marketing collateral. Ultimately this is the way that glossy magazines are printed. Each colour is printed from the plates onto a rubber barrel and then onto the paper (which is why it’s offset lithography).
More cost effective over longer runs – 500+
Plates mean higher setup cost, lower ‘run-on’ cost (so often you’ll find it’s not much more expensive to go for 5,000 copies from 2,000
Same print throughout the run can be restrictive
Gives the most professional finish (if well printed!)
More flexibility on paper thickness
Digital print:
The latest technology means that On Demand Printers can cost-effectively produce hundreds of copies of a document with variable data rather like you print off from your desktop printer at home (the technology is rather more advanced!). But because you don’t need to make up plates you can personalise the data, which makes it great for direct mail.
Best for short runs – 50 copies upto 500
Lower cost of entry – each copy costs roughly the same usually which can make it less cost effective over longer runs
No plates mean that data can be personalised – ideal for direct mail
Technology is getting better but finish can often look ‘waxy’
Paper thickness usually limited to around 330gsm which can be a problem with professional feeling business cards
Tips for taking your first foray into printing:
• Check the quality – will the printer send you samples of previous work they’ve printed?
• Get a recommendation if you can
• Are they responsive? Do they get back to you with quotes quickly or do you need to chase them?
• Will they guarantee you a turnaround?
• Communicate your deadlines to them, and be prepared to pay more if you need things in a hurry (ie. Plan your deadlines in advance!)
• You may find that you’ll save money if you’re prepared to compromise on, say, a specific paper stock
• What are their environmental credentials?
• Be realistic – printing is a physical process. Colours sometimes vary, cutting doesn’t always happen in precisely the same place (ie. Within less than a mm or so) every time – printers, like the rest of us, take pride in their work, but do bear in mind that the focus is often on fit for purpose print rather than fine art printing (unless, of course, that’s what you’re paying for…)
