Brochures and leaflets can be used for a variety of purposes, and can be distributed in different ways. A good printer can provide examples and costings, and the easiest way to learn what works and what doesn't is to look at other people's material. The aim of a brochure is foremost to generate new business through providing information in a way that appeals to the reader. The acronym AIDA (attention interest desire action) should be the basis of its design. Some brochures and leaflets are pleasing pieces of art, but they don't achieve anything for the business, so avoid falling into this trap. If you work with a designer be sure to control any fanciful tendencies and keep the message and style to the point. Too much spent on a brochure can give the impression that your business is extravagant.
When producing leaflets and brochures think about the way that they are to be distributed. If it needs an envelope try to avoid using a non-standard envelope size, which will add cost unnecessarily. If the material is required as an insert is it acceptable to the publication? Is it to be available from a rack? Do you want people to retain the material? If so perhaps a business card or plastic credit-card-type attachment would help?
There are thousands of different types of paper. Letterheads are usually printed on to 90-100gsm (grams per square metre) cartridge, laid or bond. A 100gsm paper is adequate for single sided mono or colour printing. 130gsm is better for double- sided. 200gsm is minimum weight for a post card format. 250-300gsm is used for business cards. Heavier boards are usually measured in microns rather than gsm because density affects weight more at these gauges. Coated matt and gloss 'art' papers are used for higher quality effects, but add to cost. Various lamination processes add more quality and more cost.
The print process is actually a number of separate stages:
- design
- reprographics (now a computerised process which produces camera-ready-artwork and the film from which the printing plates are made)
- plate-making or electronic equivalent (for low quantities, digital print processes now enable high quality printing direct from a computer)
- printing
- finishing (stapling, folding, etc if relevant)
Generally it is not possible to undo a stage and return to the previous one without re-originating at least the previous stage, so take care when signing off each stage. If your instructions to an agency or printer are not correct you will end up paying for the time they spend re-originating and amending, so think things through before you start the process.
Re-prints are generally cheaper than the first run because the reprographic work and plates do not need to be produced again. When you ask for a print quote ask at the same time for a price per thousand 'run-on' - you'll be surprised how low this cost is in proportion to the main quote. This is due to the origination and set-up charges being already absorbed by the main run.
'Full colour' printing uses the colours black, red, yellow and blue, and requires a plate to be made for each colour. Mono printing is black on white and requires just one black plate. Each colour can be tinted (ie applied less than 100% solid) to varying degrees across the print area, so with good design even black and white printing can give a high quality effect. Conversely, a poor design can make full colour printing look cheap and nasty. If you want something classier than black and white, two colour printing can produce amazing results, without the cost of going to full colour.
As a rule, printing costs reduce dramatically with volume. Digital printing methods are appropriate for low volumes, and fast becoming viable for higher volumes. There are various printing processes, which are appropriate for different purposes and particularly volumes. Ensure that the process is appropriate for your application. As a rule colour is more expensive than mono (black and white), although digital printing is not so sensitive to colour/price differences.
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