 Commercial printers produce all manner of marketing and advertising-related collateral, including brochures, catalogues, direct mail, promotional materials, etc., though items such as packaging, price tags, or books are usually not included in this industry. They often provide four areas of service: formatting or layout, printing, finishing (folding, cutting, binding), and fulfilment, which may include packing, storing, and shipping.
Here’s a basic overview of commercial printing and a few tips on how to shortlist the right printer for your business needs:
Printing Methods
Offset printing is the most commonly used printing method, and involves printing with cylinders that transport ink from the printing plates to paper sheets via a rubber-covered blanket cylinder. Divided into sheet offset (which uses individual sheets) and web offset (which uses continuous rolls of paper), this method is recommended for businesses looking to create lasting prints.
 Another popular method of printing is digital printing. Similar to a home printer, the images are sent directly from the computer to the press without the need for printing plates or film, so this process is much quicker than offset while still retaining a relatively high level of quality.
Key differences between printers
Within the field of commercial printing, the key difference between printers usually lies in the size of their operations.
While most printers will offer one-stop-shop solutions, smaller printing firms often outsource some areas of work, such as finishing or fulfilment, which may lead to added costs. Overall, small to medium size printers tend to be cheaper than the big printing houses as their operating costs are lower.
Larger printing companies usually have more comprehensive facilities that encompass all areas of service. However, while the unit cost might be lower with these printers, they often require larger order quantities before they will consider taking on a job or before their charges will be cost effective.
Important things to consider before contacting a printer
Early involvement
Start searching for printers early on in your design process. It is useful to have them involved early as they can offer valuable feedback on what can or cannot be done based on your project budget. This will save you a substantial amount of time, as you will then be able to work within a set of basic parameters, rather than have to change your design after realising it will cost a fortune to produce.
Quotes from at least three printers
Get quotations from at least three to five printers. This way, not only will you have a comparison of cost estimates, but you will also be able to get an idea of each printer’s working style and technical capabilities.
Referrals
Ask for recommendations from design professionals or other businesses. These contacts will be much more valuable than blindly searching for printers on the web.
Things to discuss with your printer during your initial meeting
Past experience
First and foremost, ask about your printer’s experience, the amount of time they have been in the business, and ask to see some examples of their previous work.
The best way to evaluate the talents and capabilities of a team is by looking at their past work – remember to pay attention to the print quality, not the design. The design aspect usually rests on the client side or design agency, so it may not reflect on the printer’s capabilities and skills.
Check for the brightness and richness of colour, clean lines, paper quality, and finish, and ensure that the images are focused and clear. You can often gauge the talents of a printer also by who their past customers have been – for example, companies in the cosmetics or fashion industries often have higher standards when it comes to print material due to the nature of the business.
Capabilities
If you already have an idea of what materials you require and what colours you are planning to work with, it’s a good idea to discuss these with your printer as well to ensure that they can handle what you are looking for.
Remember to ask about what format(s) of artwork they accept as well to save the hassle of having to convert any artwork prior to printing.
Timing
Depending on how simple or complicated your design is, the production lead-time will vary.
Try to provide your printer with as much detail as possible in regards to your project and ask for an approximate timeline, including how much lead-time they would need to produce a sample.
Cost estimates
Allow your printer some time to revert with cost estimates for the project. During the meeting, however, you may choose to discuss the differences in material costs for various types of paper, colours and finishing. These factors can significantly affect the cost of the final product. So ask your printer about alternatives for each and the corresponding price differences so that you can have a better idea of what you may choose to use, and ultimately receive a more accurate quotation from the printer.
Environmentally friendly options
Many printers today will offer environmentally friendly papers as an option for clients. This usually means that they are either recycled, or produced from special ecologically managed areas, and businesses that use these types of paper can display a special symbol at the back of their collateral to indicate that they are using environmentally friendly materials.
The costs for using these options can vary, but will generally be slightly more expensive relative to using regular paper.
Ultimately, the best way to be environmentally conscious is to consider your needs before printing – your designs can directly affect the amount of material used in the production process, as does the final print quantity that you require. Remember - saving on materials also means saving on budget!
Areas to pay attention to when checking samples
Most simple collateral (such as leaflets or posters) will not require mock-ups or samples, but for materials that are more complicated in design or have special finishing, printers will usually insist on creating a sample for approval first (if they do not, make sure you request for one).
Remember to check every single detail of the sample – usually, it is the simplest of things that miss the mark and this is your one chance to point them out before they are mass-produced. Some examples include:
Alignment
Check the trimming and ensure that all the lines are straight and clean.
Colours
Check all colours against the original design. For special colours, it is useful to refer to a Pantone colour swatch book.
Binding
If binding is required, double-check that it is bound the way you had requested and flip through it a few times to make sure it is bound well.
Text
Last but not least, proofread all copy and ensure that the spacing looks neat and tidy.
Final tips
The power of printing is undeniable when it comes to the marketing and advertising efforts of a business, with its ability to connect to its readers on an emotional level through its visual impact and tactility.
It is important, therefore, to keep in mind that the quality of printing should be one of the key aspects of consideration when it comes to selecting a commercial printer. It is unwise to sacrifice quality for a slightly lower production cost as it may make all the difference to your reader and his or her first impression of your brand.
Lastly, try to stick to one or two printers so that you can develop a rapport with them for your ongoing projects. This will allow them to get to know the needs of your business, saving you a significant amount of time and money for future projects. |
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