Making educated decisions with your marketing is not only about the results but also how those results are obtained. By knowing how printing works and what combinations of specs work best, you can actually save money on printing costs and still have quality marketing materials.
I can imagine that you are probably thinking right now…I have enough on my plate as it is, now I have to learn how printing works too???
Well, not exactly. Really, an honest and knowledgeable printing company will steer you in the right direction, save you money and educate you on the way. We firmly believe that an educated customer will become the best customer because the communication is clear and the results will be exactly as discussed. No one losses, no reprints, no extra fees, it’s all win-win.
Here are 3 mistakes that we come across pretty often when customers that are not familiar with printing. You can take these as rules for optimizing your next print run:
Overdesign And The Printed Space
Overdesign is not a real word according to my spell check which underlines it with a big red squiggly line, but it does exist in real life (and in the dictionary) and it can cause eye fatigue, confusion and a general loss of interest. Overdesign is found when you pick up some kind of printed material and can’t seem to stop moving your eyes or focus on a specific part of the design. It takes you away from the important parts like calls to action.
Some people carry on with the misconception that white space is wasted space. Nothing is further from the truth. One company that takes advantage of white space is Apple. If you look at their advertising, packaging and devices, white space prevails. Hey, just look at how they’ve dominated every corner of the market… they know that it works; white space is aesthetically pleasing and keeps the viewer focused on the main point of the advertisement.
So how is overdesign costing you money that you could be saving on printing?
A great example is when restaurants print menus. A menu’s main goal is to present a customer with the different plates and combinations of food available for purchase. But, the method of distributing the menu varies and that is where less can be more. There are menus that are handed out or included with take-out orders. Then, you have menus that are used for dine-in customers which are collected after the order has been taken.
A carry-out menu could be a simpler one or two color menu that will cost you less to print. Think of Chinese food menus, they are usually printed in red and black ink and have zero pictures in them. Yet, they are highly effective.
Your table menus, if designed efficiently, can be smaller or take less pages to include all of your items. Less pages or smaller size means less paper which saves money.
Choosing Paper Stocks
Paper is another area where customers over do it and spend extra money unnecessarily. Consider how the print piece will be used. Does your brochure contain information that is read once and discarded or is there a piece of information in it that you know your readers will go back and reference more than once? These are the kind of things that need to be considered. If your brochure is the kind that gets tossed after one use, you probably want to hold back on using a heavy Linen cardstock. It’s simply throwing money away.
If you and your service or product require the best and only the best, then make sure the content of your printed pieces are worth more than just a look, make them contain value, make them worth keeping.
Most of the cost of a print run is in the setup. So many things go into setting up for a printing job that adding paper one setup is complete, it’s not a big deal. This is why you may see that the cost difference from 2500 to 5000 pieces is very little in most cases. Determine if you can use more in the future instead of just a few now and save money. Make sure your design doesn’t have any references to dates that might render your prints useless in the future.
By making minor changes to your design, paper and/or quantity, you can make a big difference in the cost of your printing.
Make sure to give us a call if you have any questions about your next printing project, one of our specialists can help you determine the best and most effective way of producing your project. 1877-667-7468.