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print essentials PRINTING ESSENTIALS Experts consider the following marketing tools to be essential: business card, letterhead, with compliments slips, envelopes and an information flyer. Additional tools worth considering are presentation folders, glossy A4 brochures, brochures or flyers for individual products, A7 promoter cards, posters, signage (inside, outside and for vehicles). On a budget? Your essential top three are a business card, letterhead and information flyer. COLOUR OPTIONS One of the first questions a designer will ask is whether you want a one colour, two colour or CMYK colour printing job. One colour printing involves the use of one spot colour (one specific ink colour). Only that ink colour is used on the press. A clever designer can make the most of a one colour print job by setting up artwork that uses tints. The final result can include several colours of the same hue. Reproducing full colour photographs is not possible when printing with one ink colour. However, printing a one-colour or monotone photo is possible. One colour print on cheap paper stock can be a cost effective, quick promotional tool. Two colour is the use of two spot colours in the same fashion. CMYK (or process colour) stands for Cyan, Magenta, Yellow and Black: the four colours used on a press that, when combined, create full colour imagery. To print in CMYK, artwork must be separated into the four separate colours, and each colour gets its own printing plate. This is called “separation”. Usually a printing house takes care of this process, but sometimes it is up to a designer. Each colour is printed separately, layer upon layer. Once these four layers are combined, the print is “full colour” and may contain thousands of different colours. CMYK, or process printing has decreased in price over time, but requires a minimum quantity of usually 1000 or 2000. KNOW YOUR PRINT QUOTE Printing quotes contain the following information: quantity, colour (1, 2 or CMYK), paper stock (weight of the paper expressed in gsm and any special touches such as gloss), folding, stapling or finishing (such as lamination, embossing, varnish) and the size of printed document (DL, A4, A3, A1 etc). Quotes may outline estimated turnaround times details of what has to be delivered to the printer, eg. Press-ready artwork. The more you have printed, the less cost there is per item. This is because there are the same setup costs from the printer, regardless of the amount printed. FINISHING TOUCHES Extra “zing” can be added to your print job by using techniques such as matt or gloss laminating, special die-cuts, embossing, spot varnishes and metallic inks. Ask your designer for their ideas. ONE LAST THING … Printing is a specialised industry. Working with a printing company that will do the design and can guarantee results, or working with a graphic designer who is competent in setting up artwork for offset printing is highly recommended. Before any print job is signed off it must be proof read: over and over and over and over again! Finding a mistake when you open up a box of thousands of brochures is a sickening feeling that can be avoided through the use of a professional and by thorough checking. CHECKLIST 1. Printing is a highly technical and sometimes expensive enterprise: always use a professional. 2. Top three marketing essentials – picked by the experts – are: a business card, letterhead and an information flyer. 3. A One colour printing job involves the use of one specific ink colour (and tints of this colour). Two colour is the use of two spot colours and CMYK (or process colour) is the industry name for full colour printing. 4. A designer will advise on the most suitable colour option for every individual print job. 5. The main information contained in a print quote are quantity, colour (1, 2 or CMYK), paper stock (weight of the paper expressed in gsm and any special touches such as gloss), folding, stapling or finishing (such as lamination, embossing, varnish) and the size of printed document (DL, A4, A3, A1 etc). 6. It is cheaper per item to get a larger print run than separate smaller runs due to the printer’s set up costs. 7. Printing techniques such as matt laminating, special die- cuts, embossing and spot lamination can provide stunning special effects. 8. Proof read: carefully and repeatedly! PO Box 743, Level 1 / 10 Barolin St, Bundaberg Qld 4670 • p 07 4131 9700 • f 07 4131 9797 [email protected] • www.catalystmedia.com.au 1 catalystmedia Does “bleed” sound painful? Is a “Die-Cut” a fatal injury? Dealing with a printing company can be daunting for a first timer. Using professionals with a high level of knowledge and technical skills is crucial to achieving the best results, especially considering the financial outlay involved. This Catalyst Media Essentials Fact Sheet provides background knowledge on printing processes and how industry professionals are vital to the creation of quality marketing material.
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7. Printing techniques such as matt laminating, special die- cuts, embossing and spot lamination can provide stunning special effects. 4. a designer will advise on the most suitable colour option for every individual print job. 1. Printing is a highly technical and sometimes expensive enterprise: always use a professional. One of the first questions a designer will ask is whether you want a one colour, two colour or CMYK colour printing job. 8. Proof read: carefully and repeatedly! 1
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print essentials
Printing EssEntialsExperts consider the following marketing tools to be essential: business card, letterhead, with compliments slips, envelopes and an information flyer. Additional tools worth considering are presentation folders, glossy A4 brochures, brochures or flyers for individual products, A7 promoter cards, posters, signage (inside, outside and for vehicles). On a budget? Your essential top three are a business card, letterhead and information flyer.
Colour oPtionsOne of the first questions a designer will ask is whether you want a one colour, two colour or CMYK colour printing job.
One colour printing involves the use of one spot colour (one specific ink colour). Only that ink colour is used on the press. A clever designer can make the most of a one colour print job by setting up artwork that uses tints. The final result can include several colours of the same hue. Reproducing full colour photographs is not possible when printing with one ink colour. However, printing a one-colour or monotone photo is possible. One colour print on cheap paper stock can be a cost effective, quick promotional tool. Two colour is the use of two spot colours in the same fashion.
CMYK (or process colour) stands for Cyan, Magenta, Yellow and Black: the four colours used on a press that, when combined, create full colour imagery. To print in CMYK, artwork must be separated into the four separate colours, and each colour gets its own printing plate. This is called “separation”. Usually a printing house takes care of this process, but sometimes it is up to a designer. Each colour is printed separately, layer upon layer. Once these four layers are combined, the print is “full colour” and may contain thousands of different colours. CMYK, or process printing has decreased in price over time, but requires a minimum quantity of usually 1000 or 2000.
Know Your Print quotEPrinting quotes contain the following information: quantity, colour (1, 2 or CMYK), paper stock (weight of the paper expressed in gsm and any special touches such as gloss), folding, stapling or finishing (such as lamination, embossing, varnish) and the size of printed document (DL, A4, A3, A1 etc).
Quotes may outline estimated turnaround times details of what has to be delivered to the printer, eg. Press-ready artwork. The more you have printed, the less cost there is per item. This is because there are the same setup costs from the printer, regardless of the amount printed.
Finishing touChEsExtra “zing” can be added to your print job by using techniques such as matt or gloss laminating, special die-cuts, embossing, spot varnishes and metallic inks. Ask your designer for their ideas.
onE last thing …Printing is a specialised industry. Working with a printing company that will do the design and can guarantee results, or working with a graphic designer who is competent in setting up artwork for offset printing is highly recommended.
Before any print job is signed off it must be proof read: over and over and over and over again! Finding a mistake when you open up a box of thousands of brochures is a sickening feeling that can be avoided through the use of a professional and by thorough checking.
ChECKlist1. Printing is a highly technical and sometimes expensive
enterprise: always use a professional.
2. top three marketing essentials – picked by the experts – are: a business card, letterhead and an information flyer.
3. a one colour printing job involves the use of one specific ink colour (and tints of this colour). two colour is the use of two spot colours and CMYK (or process colour) is the industry name for full colour printing.
4. a designer will advise on the most suitable colour option for every individual print job.
5. the main information contained in a print quote are quantity, colour (1, 2 or CMYK), paper stock (weight of the paper expressed in gsm and any special touches such as gloss), folding, stapling or finishing (such as lamination, embossing, varnish) and the size of printed document (Dl, a4, a3, a1 etc).
6. it is cheaper per item to get a larger print run than separate smaller runs due to the printer’s set up costs.
7. Printing techniques such as matt laminating, special die-cuts, embossing and spot lamination can provide stunning special effects.
8. Proof read: carefully and repeatedly!
Po Box 743, level 1 / 10 Barolin st, Bundaberg qld 4670 • p 07 4131 9700 • f 07 4131 [email protected] • www.catalystmedia.com.au
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catalystmedia
Does “bleed” sound painful? Is a “Die-Cut” a fatal injury? Dealing with a printing company can be daunting for a first timer. Using professionals with a high level of knowledge and technical skills is crucial to achieving the best results, especially considering the financial outlay involved. This Catalyst Media Essentials Fact Sheet provides background knowledge on printing processes and how industry professionals are vital to the creation of quality marketing material.
