Two huge print jobs are flowing through the agency at the moment and yet again it highlights the need to have knowledge and experience on hand when it comes to printing – especially in large volumes.
Many businesses out there are looking at buying in their own print and management as a cost-saving exercise without understanding the amount of risk they are exposing themselves to.
Without the old-school knowledge and experience that many agencies have developed through years of practice, this gung-ho attitude to printing can quickly turn into a false economy. Just handing over a disc containing artwork is risky business at the best of times, but imagine doing this when you have the quality of £80,000 worth of brand collateral riding on it.
When an agency takes on the responsibility for buying and managing the print, there are many things specifically born out of experience that happen to ensure the finished article looks every bit as good in the final form as it did on the screen.
At the beginning of each job, time is invested into:
- Selecting the right stocks and inks
- Meetings with printers to make sure they are briefed to the best possible standard
- Getting the best price (this is not the same as the cheapest)
At proofing stage:
- Are all pages included in the proof, are the pages in the right order and are page numbers correct?
- Are all images/photos included and in correct placement?
- Do photos and graphics have good contrast?
- Are all fonts correct and is the text crisp and spaced properly?
- Are the margins and page alignment(s) correct?
- Double-check all names, addresses, email/web addresses and telephone numbers
- Double-check spelling and punctuation
When at print:
- Are there dust spots, printing marks, or dirt marks on the sheets?
- Check colour placement and colour consistency throughout the pages
- If you have received a colour accurate proof, are the colours correct?
When printed:
- Measure the final trim size and check folds for accuracy
- Verify any finishing elements such as die-cuts, embossing, foils, varnishes, etc
- Confirm the weight and colour of the final paper stock
- Finally – ask yourself, would you be happy for your name to appear on the piece?
The bottom line is, when you pay an agency to manage your print, you are contracting them to fundamentally manage risk on your behalf – saving you from potentially expensive errors – and, if anything does go wrong they are taking on the responsibility to put it right.
