Print production and prepress can be challenging and rewarding aspects of design, but they also require effective collaboration with a printer to ensure the best results. In this article, you will learn some of the most effective ways to communicate, prepare, and review your print projects with a printer.
Before you start designing, you should research and contact the printer you plan to work with. Ask them about their specifications, limitations, and preferences for print production. For example, you might want to know what type of paper, ink, and finishing they offer, what file formats and color modes they accept, and what quality standards and deadlines they follow. By understanding the printer's capabilities, you can design your project accordingly and avoid any surprises or errors later.
When you send your files to the printer, you should also provide clear and detailed instructions for print production. This includes a print-ready PDF with crop marks and bleed, a mock-up or proof of the final product, and a written document with any special instructions or requests. For example, you might specify the paper stock, color profile, binding method, or varnish type for your project. You should also include your contact information and a reference number for easy communication and tracking.
Colors should be relatively easy to match for solids, but are far more difficult with photos. If you expect the printer to match more than 3 Pantone colors, you are likely to be disappointed sometimes. Printers don't print completely consistently, even if the PDF file doesn't change. That printer might have matched your color easily the first time, yet have difficulty later, despite getting maintenance. Also, the expertise (and even eyesight) of the operator makes a huge difference.
To ensure that your files are compatible and accurate for print production, you should use appropriate software and tools to create and check your design. For example, you should use a vector-based program like Adobe Illustrator or InDesign for logos, illustrations, and layouts, and a raster-based program like Adobe Photoshop for images and photos. You should also use tools like color swatches, grids, guides, and rulers to align and measure your elements, and tools like preflight, proofing, and exporting to verify and optimize your files.
Before you approve the final print production, you should request and review a sample from the printer. A sample is a physical or digital representation of how your project will look when printed. It can help you spot any errors, inconsistencies, or discrepancies in your design, and give you an opportunity to make any adjustments or corrections. You should compare the sample with your original files and mock-up, and check for aspects like color, alignment, resolution, and typography.
I highly recommend using a professional (human) editor. Do you really want linguistic or design errors in your marketing materials? Yet I've seen major companies okay their samples with embarrassing errors, and for them to go out in the mail that way. The printer should have caught them. You, the customer, should not have okayed it. Then why is the printer printing, cutting, folding and mailing it that way? Is that the impression you wish to leave? You might think that AI will end these sorts of human mistakes. And someday it may. But there are nuances that only humans can navigate, to connect with your audience(s) without offending any. Consider using different humans to write and to edit your piece, and to consider the design.
After you review the sample, you should communicate your feedback and approval to the printer. If you are satisfied with the sample, you should confirm that you are ready to proceed with the final print production. If you are not satisfied with the sample, you should explain what needs to be changed or improved, and request another sample. You should also ask for a confirmation or an invoice from the printer, and keep a record of your communication and agreement.
Once the final print production is done, you should follow up and evaluate the outcome. You should receive and inspect the printed product, and make sure that it meets your expectations and requirements. You should also thank the printer for their service, and provide them with any feedback or testimonials. You should also evaluate your own performance, and identify any strengths or weaknesses in your design and collaboration process. By following up and evaluating, you can improve your skills and relationships for future print projects.