Many of us will take a professional, market printer for business card printing, and as our business expands, will require more diverse print work to be undertaken. When selecting a printer for your business, the first rule of thumb is don't take your card printer just because they did your first job and it turned out ok. Your printed material, from design, straight through to complete product, says volumes about your business. It shows how much you invest in your own brand and communication, your pride in your company, how contemporary and up-to-date you are, and how polished you are. Along with your website, it is normally what potential clients remember you for.
So if you're not a designer, what do you look for in a good market printer?
- competing prices. The printing industry is cluttered with a range of large and small printing houses -- some high quality, others producing work you would be ashamed to take with you on a client visit. Don't just go with the cheapest option! Ask not only for quotes from at least three separate companies, also ask for a range of samples of their work -- the more fancy items, as well as the daily marketing collateral. When you have both of these items, collate quotes and ability of work -- go with the most high ability work that has the most competing price. Remember also that printers expect to negotiate, so never take the first quote provided, all the time ask your list manager how much they can move on the quote.
- Stock. The paper, card or other material you are printing on is called stock. It is measured both by size in terms of width and height, and also weight -- higher numbers being thicker paper. It is prominent to pick a consistent stock for all your collateral to be printed on -- you would be surprised just how much 'white' paper can vary in shade! Make sure you find a printer who not only has a good insight of stock, but also has the capacity to offer a range of options, and get your chosen stock in quickly.
- Colour matching. Someone else prominent offering, colour matching naturally means the ability to match your colours from your former print jobs by running a proof and adjusting the colour each time until it is right. For those associates finding to build brand equity, or just hoping to look consistent and professional, this is a de facto prominent offering.
- Extras in-house. Often, if you need a special finish, many print houses will need to outsource the job, after running the acceptable print, in order to get the piece complete as specified. Outsourcing means they add their own margin to what they are being charged, which in turn means more spend for you. Check that your printer offers extras such as scholar binding like case binding for booklet printing, and finishes like cello glaze or spot Uv, inhouse, or at a very low mark up margin.
- Proofs. When you print, the printer will often run one copy of the artwork on proof paper and contribute to you so you can sign it off as correct. Keep in mind that colours on proofing paper will differ from when they are printed on your chosen stock, so if the job is prominent ask for the proof to be run on your stock.
- Finishing touches. Even when the print run itself is good, a printer can let themselves down by cutting the complete material poorly, scoring badly, or folding lopsided. Check your printer knows how to quit a job well.
- Distribution. If you're running a big job that will be sent all over the country, ensure your printer can distribute for you, or organise outsourcing to a mail house.
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