8 www.homebusinessnetwork.co.uk Issue 3August 2009
fEATUrE :: mONEY
4. Pages
Many printers these days seem to prefer customers to
talk in pages. If you talk in folds make sure you make
the printer understand what a fold is. Do not confuse
folds and pages. For example an A4 sheet folded twice
makes a 6 page DL (DL being a third A4).
Let’s go through that again. What you want is a standard
one third A4 leaflet that will go in a standard business
envelope or the inside of a gents jacket pocket when you’re
handing them out at meetings. It will be 99 mm x 210 mm
when it is folded up. The printer will print on an A4 piece of
paper and fold it twice making three ‘pages’ on each side -
the fact it is double sided makes it a six pager.
5. colour
It is still possible to save money by buying print that isn’t
full colour. Even 10 years ago designers used their skills
more frequently to produce interesting designs with just
one or two colours. As printing technology has advanced
the price of full colour or four colour printing has
reduced, but many printers still use one and two colour
machines that will enable you to save money against full
colour print.
Full or four colour printing is where CMYK is printed to
How to save money on print
make up virtually every colour you’ll ever need. C is for
Cyan (a turquoise); M is for Magenta (a bright deep pink);
Y is for Yellow (a bright lemon yellow) and K is for black.
Buying print takes practice and knowledge that the majority of businesses will never get to acquire.
All four colours printed on top of one another make the
densest black.
Seasoned print buyer Alan Reading, from Custom Marketing Resources, offers a few tips.
1. Quantity
other side. 80 gsm paper is not suitable for two sided
6. Litho and digital
Two commonly used descriptions. For short run printing,
Never buy more than you need. If you need 500 for
printing. Business cards of any quality will be on 250 gsm,
generally up to 500 would be produced digitally and
distribution and a few for stock to see you through for 12
the ‘luxury’ version on 350 gsm and sometimes laminated
cheaper than litho. Litho printing starts to save money
months then buy 500, don’t be tempted by the fact that
as well.
above 500 usually about 1,000 run.
another 500 only cost a fraction of the first 500 if you
Avoid free offers from websites that will damage your
Longer runs are more usually printed Litho. Quality
order them in one go. Inevitably you will want to update
reputation every time you give out your card! Folders and
wise there is little to choose from them these days and as
and change the item so avoid waste, generally only buy
more prestigious printing jobs are printed on 400 gsm.
technology advances digital printing can be used on most
what you need for six or 12 months.
None of these thicknesses are ‘rules’ but just general
guidance, if you want your job to feel really top notch go
types of paper. With digital printing it is possible to print
just one copy.
2. thicknesses
thick. Thicker costs more.
Get to know the weight of the paper you use. We all know
7. Proof
80 gsm - it’s the one that goes in the photocopier and 3. Size
However you print make sure that the person handling
laser printer. Letterheads are more frequently printed on It matters, so learn. A4 is a letterhead, 297 mm x 210
your print shows you a proof before printing anything. A
100 gsm these days, and sometimes the ‘luxury’ version mm. Compliment slips are generally one third A4, 99 mm
responsible printer will always make you sign a copy of the
on 120 gsm. If your printer or photocopier is always giving x 210 mm. Business cards are around 55 mm x 88 mm
proof so you take the responsibility for your work. Check
you problems this could be why - the machinery doesn’t or credit card size if that is what you specify 54 mm x
the proof very carefully and get any mistakes corrected
like the thickness of the paper. 85 mm. A5 is half the size of an A4. A3 is twice the size
and then ask for another proof. If you have not checked it
Leaflets are printed on 135 gsm, sometimes 150 gsm of an A4. Generally these are the basic sizes you’ll come
and just signed it any mistakes discovered after the job is
and again the ‘luxury’ version 170 gsm. One thing to look across in most offices. Printing on standard sizes keeps
finished will be your fault.
out for is paper so thin that it shows through from the the cost down.
8. Print buyers
You may have experienced what appears to be a sudden
and unexpected hike in a price from your regular printer -
the reason why is simple, he doesn’t have the machinery
he needs to complete that job in house, so he is buying in
from ‘outside’.
It has always been a common practice and there is
certainly nothing wrong in striving that way to fulfil a
customer’s request. So there are several advantages to
using people who supply print as part of their everyday
job, agencies and design studios for example. Firstly
they are experienced in print and they will know where
to secure the best deals for the type of print required.
Secondly if anything goes wrong midway they will sort
the problem out. And thirdly they can help you get the
technical requirements of the job sorted out - like the
design and artwork.
9. no need for printing
With the online technology came the opportunity to
have magazines without any printing at all (you are
reading one now). And bear in mind, on the magazine the
email and web links are live so one click gets you to an
advertiser’s website!
10. the final word
Print is not just about cost, it is about getting quality print
that gets the message across and creates sales. I have
only ever heard printers talk about price and “how many
do you want?” The design professional will ask you what
the leaflet is for and what is the message you are trying
to get across (words are frequently more important than
pictures). Which is the most important thing you? The
cheapest price or the fact that the printing has a purpose
to achieve and it must perform?
www.cmr-group.co.uk
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