We have all seen the Visa commercials identifying the incidental costs of various items and how they ultimately lead to an intangible result that can't be measured monetarily. It's a simple premise that also holds true in quoting and buying printing.
When quoting print, the very first thing to do – even before you talk to a printer – is to know your desired outcomes. If you know that you will want competitive quotes, take the time to establish a baseline for your project that you can reiterate from print vendor to print vendor.
The "apples-to-apples" basics of quoting print:
Timing: Understand your timeline. Determine when you can realistically hand off your digital file to the printer and when you need to have your beautiful print piece back in your eager hands.
Quantity: Even if you only have a rough idea of your quantity, ask for quantity breaks around that number (e.g. if you think you want 2,000, request quantity breaks at 1,500 and 3,000) and discuss where you might see breaks in the pricing. A "break" is nothing more than a sweet spot where the printing is at its most efficient for the printer and your cost per piece is optimal. That doesn't mean the most inexpensive total print cost, but rather, the most effective per piece price.
A quick note on quantities and ordering: Always buy with the intent that you will have a few more sheets than you need. It's better to have a few leftover sheets to recycle than to come up short and have to reprint. Reprinting is cheaper than an original run, but printing a second run is always more expensive than printing a higher quantity in the first run.
Stock: The paper you choose may or may not be critical to the piece. If it is, and you know what you want, specify your stock to the printer by name, weight and paper finish. Don't be afraid to ask for options, especially in the area of recycled content. There are lots of options available in 30% Post Consumer Waste (PCW or recycled) and even 100% PCW. If you don't have a preference or you're not adhering to a corporate stock or style objective, then request a "house" stock. These are reliable stocks that the printer buys in bulk, so they are economical to use. It also helps to collect samples of papers you see that you would like to emulate for weight, color, sheen, etc.
Digital/Offset: Without going too far into comparison and contrast of digital versus offset, let's be clear that the two types of printing are different and have different uses. There are many who don't know, don't see and don't care about the differences. That is fine, except when you're quoting one against the other. Understand the process or ask questions – you can call your print vendors or you can ask us at The Image Shoppe.
There are times when digital is more appropriate and vice versa. You can compare the costs of digital versus offset, but do it to decide on which process is right for the job – don't compare an offset quote against a digital quote to pick a printer. Most printers these days can offer both processes and will even recommend the best way to proceed based on the particulars of your job, but make sure you know which way it is quoted.
Ink: Know the color requirements of the job and spec them. Four-color process (CMYK) is the most expensive way to print, but it packs the most punch and it is usually worth it. If you're going with a spot color, specify Pantone (PMS) colors up front and remember if the job is ending up 3-color, then it will likely be as cost effective to convert your PMS colors to CMYK and take it to that next level for just a few dollars more. If your PMS colors are highly coveted by your organization and an exact match is critical, then stick with the PMS colors. This is an exact matching system, and the only way to ensure the color comes out exactly as you desire.
When converting PMS colors to CMYK, the final output can vary from press run to press run. It is best to get a color proof supplied by your printer that is specified to be color accurate on press. If you don't request it, then you run the risk of your logo color coming back completely off and worst case, ruining your piece, or at very least delaying and adding unexpected costs to your job. While a color proof will add cost and time to your project, it's still a good idea to view a proof, and essential when your company brand is tied specifically to a PMS color.
Finishing: Your finished product may not be completely designed but it will be important to convey everything you know about your finished piece including: print sides, pages, folds, special die cuts, coating like aqueous or varnish, lamination, scoring, mailing specs, trimming, as well as boxing and delivering/shipping. Leaving out one of those pieces can dramatically affect print pricing.
And that, in a nutshell, is the "apples to apples" of quoting print.
This is all critical to understanding the pricing. If you get four quotes with a variety of quantities, stocks, inks and prices, you can't make an informed decision about whom to choose. And trying to make an informed decision was what all this effort was for in the first place.
So quote. And get competing bids. Do it for your understanding of the process, to get to know a variety of print vendors and to get the very best printing for your dollar. When you quote with a vendor, you're developing a relationship without commitment to that point. You get a sense for the process and a glimpse into the company, which beyond the numbers and the specs should play a role in your comfort level in deciding on whom you will choose.
But remember the intangibles – the "Aha" moment of our Visa commercial example? Here is our "priceless" moment in regard to printing. When you work with a printer for a period of time and have run a few jobs with them, they begin to know you. A good printer will take the time to understand your needs and requirements from job to job. If you print in only 2 colors for your business cards, they remember that and have your PMS inks identified. If you're consistent with a paper stock, they know that stock and will have it on hand.
We sometimes are presented with requests to use online vendors or nameless national entities to get printing because of cost savings and we understand the logic. The problem there is in the relationship – there isn't one and there won't be. Proofing takes longer, or just doesn't happen, and often you're printing blind. Sure you might save $50 on a job, but when something goes wrong, you will lose that savings when you have to pay for a change, or you’ll be stuck with a bad or completely worthless job. And if that’s not bad enough, you’re also likely to get lousy customer service. When you establish a relationship with vendors, they become partners in the process, not the low-ball offer of the day. There is tremendous value in having a partner on the job.
When your printing goes smoothly, the quality is excellent, there are no surprises throughout the print process, and you can simply send your files off to your trusted partner, then you can finally have that "aaaaah" peaceful feeling. Now, that really is "priceless.”