Offset printing can be 1-color, 2-color, 3-color, 4-color, and any combination of these plus a "spot" color. Each color requires a separate film to be shot for each of the colors. The film will imbed the images and text to be printed as they currently exist in the layout.

WHY THIS MATTERS:

1. Let's say a set of business cards is printed with Sue Jones' name on them. Then (a few months after her cards are printed) you want another set with Bill Smith's name. This will require new files to be designed and new film made, plus a new press run, as it is now a new job.

2. Each time a color is added to the press, the press has to be washed down and the new ink added. Thus, the more colors used, the more expensive the printing costs.

3. An image created in — or coated with — a clear varnish can add a glossy touch to a satin finish paper, and make a ppiece look very high-end. However, adding a varnish is like adding another color, and adds to the printing costs.

4. A good designer can maximize the effects of 2-color printing to make it look like more colors, and save money. But it is actually more difficult to design for 2 or 3 colors than to design for 4-color printing! The designer will make use of various percentages and combinations of colors, but there is a lot of "educated intuition" based on in-depth experience that is needed to make it come out right.

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• PAPERS: Glossy vs. Matte •

Papers come with different FINISHES, which can generally be divided into glossy (shiny) and matte. They also come in different thicknesses or weights, and can have a texture to them, as well.

A business card, for example, may be printed on a 90# cover stock, while the letterhead for the same identity system could be on a 60# text stock.

Glossy paper stocks are often used for brochures, report covers, sell sheets and anything where the brightness of the colored images is important. A matte stock is more absorbent and can soften or darken the color. Additionally, a very soft (cheap) matte stock's absorbency can cause "dot gain". This means the dots in the images become bigger as the ink spreads, and the quality of an image can be damaged.

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• DESIGN: Bleed vs. Non-Bleed •

BLEED: the document is designed SMALLER than the image, so the image will run to the edges of the page(s). It is a good idea to leave 1/16" to 1/8" of the image "bleeding" over the document edge, in case the page slips a bit on press.

NON-BLEED: the document is designed LARGER than the image, so the image is inside the edges of the page(s).

WHY THIS MATTERS:

In addition to impacting your color palette, papers can also add to the "message" of the design. For example, you may want a heavy, slick, glossy paper for a report cover, whereas a satin finish may be more appropriate for a fashion-related piece.

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• DIGITAL PRINTING: "WYSIWYG" •

Digital printing is the easiest to design, if your monitor is properly calibrated to a very good digital printer. It can be produced by a professional digital print shop in less time than offset, as there is less time invested in checking proofs, waiting for ink to dry, etc.

However, it can be a more expensive process than offset. Basically, a print run of 500 or fewer pieces is cost-effective for digital. More than that, and offset is probably a better way to go.

Images and scans need to be prepared in Photoshop by a professional to get the maximum brightness, contrast and sharpness, plus an optimum file size appropriate to the piece being printed.

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• PREPPING FILES FOR OUTPUT •

As in offset, it is imperative to include all images and document files (Quark has a "Collect for Output" function that makes this easy). However, you must also be sure to include ALL fonts [Quark will list them for you; but you have to add them to the collected file yourself], and provide good digital proofs as a color guide for the printer. A good mock-up (or "comp") of the finished piece — especially if it's a brochure — is extremely desirable, as well.

Make sure your version of Quark matches that of your printer's, or he will not be able to open your files. Quark 6 is not popular with everyone; but it's safe to say that Quark 4 files can be opened in later versions.

In short, your best bet is to hire a professional designer with extensive knowledge of the printing process. Offset print runs often require the designer to be on press while the job is running, to make (color) corrections before it's too late. As many printers schedule print runs around the clock, this sometimes means the designer could be on site at 3:00 a.m.!

TOMATODESIGN.NET:
More Bang for Your Printing Buck!

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