Printing: what to know

What the job involves, what changes the price, and what to ask a pro.

What printing is

A print shop reproduces documents, marketing pieces and large format materials, advising you on paper, color, finishes and binding, then trims and delivers the finished order. People use a print shop for brochures, reports, menus, posters and any job that must look right in quantity.

Signs you need it

  • You need a document or marketing piece printed in quantity and home printing is too slow or too costly
  • Your materials need a specific paper, a finish or a binding that your office printer cannot do
  • You need large format prints, such as posters or displays, that must be printed on a large machine
  • You have a deadline for a launch, event or mailing and need the order delivered by a set date
  • You need printed materials that match exactly across several runs, such as a repeat order for a restaurant menu

What the pro does

  • Review the file, the quantity, the size and the finish you need
  • Advise on the paper, the color, the coating and the binding that suit the use
  • Check the file for resolution, bleed, fonts and color settings, and flag any problems
  • Print a proof or a sample when the job calls for one, and collect your approval
  • Print the run on the chosen press or printer, and check the color and the registration
  • Trim, fold, bind and package the order, then deliver it or hold it for pickup

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • The quantity and the number of different designs or versions
  • The paper type, weight and coating chosen
  • Whether the job is printed in color, black and white or both, and on one side or both
  • The finishing and binding required, such as folding, stapling, spiral binding or lamination
  • The size of the piece and whether it is a large format print
  • Whether the file needs to be prepared or corrected before printing, and how quickly the job is due

What a written quote should spell out

  • The quantity, size, paper, color and finish for each item
  • The file check and what the print shop will fix before printing
  • The proof stage and whether a proof is included or extra
  • The binding, folding or finishing steps and the quantity they cover
  • The delivery or pickup method, the date and any delivery charge

Questions to ask before you hire

  • What paper would you recommend for this use, and can I see samples?
  • Will you check my file before printing, and what do you look for?
  • Can I see a proof or a printed sample before the full run?
  • How do you match the color to my brand colors?
  • What is your turnaround time for this quantity, and what can change it?
  • What happens if some of the printed pieces are damaged or wrong?

Red flags

  • Starts the print run without a proof or sample for a job that needs color accuracy
  • Will not check your file and then blames the file for a problem it could have caught
  • Cannot show samples of the paper and finish you are buying
  • Promises a turnaround that it does not control, such as a delivery from another supplier

What you can do yourself

You can print small runs of simple pages on a home printer using good paper, and set the margins and color profile in your software. Hire a print shop for quantity, color that must match your brand, large formats, special papers and finishes or bound documents that must look professional.

Licenses and permits

No license is usually required for printing. Ask instead for samples of past work, a clear proof process and a written statement of the turnaround; check with your state or local business licensing office if the shop operates as a registered business.

Printing questions

Why does my print look different from my screen?

Screens show light and printers use ink on paper, so colors shift. Ask for a printed proof and check it under daylight before you approve a large run.

What file should I send to the printer?

Usually a PDF with the fonts embedded, the bleed included and the color set the printer asks for. Ask the print shop for its file specifications before you send the job.

What is bleed?

Bleed is the extra image area past the trim line. It lets the printer trim the piece cleanly without leaving a white edge where the design ends.

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