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The author (the same author as our first guest blog post) buys nearly one million dollars worth of printing each year and has been in the industry for more than 10 years.
Enjoy....
Writing good print project specifications is the foundation for building a successful project. If you do not pull together all of the specifications, you are starting off on the wrong foot. Which immediately opens the door for errors, assumptions and construed interpretations.
Here are my guidelines for writing specs that will start your project off on the right foot:
Description: What is the description of the project? How will it be referred to by both internal and external audiences? Give it a common, yet specific name so box labels, email references, etc are easily traced. If your designers, creative team or others involved on the project have specifications that are still in-flux or have not been finalized, call those out so all involved are aware of the changing nature.
Use: How will the piece be used? It is for direct mail, a handout, sit on a shelf, face-to-face meeting? Answering this question will help those involved think through more details of the project. Is the mail panel in the correct location? What envelope is needed for mailing? Is the counter top brochure holder big enough to hold the piece?
Finished Size: What is the final size of the piece? There is often confusion regarding this specification. Easiest way to think about it, if you walked up to one printed, final produced piece sitting on a table, don’t touch it, just measure it. What is that size? Indicate width and height directions so no assumptions of landscape or portrait orientation are made.
Flat Size: Going from the above (piece laid on the table), open the piece up so page spreads are laid flat, pockets are opened all the way up, etc. That is your flat size. Indicate width and height directions so no assumptions of landscape or portrait orientation are made.
Page Count: How many pages are in the piece? If you took a pencil and numbered every page/panel you turned to, how many pages would it be? Is it a self-cover or plus-cover style brochure (Is the cover paper thicker than the inside pages? If yes, then its “plus-cover.” If no, then its “self-cover”
Ink/Colors/Coatings: How is the piece designed - four color process, spot pantone colors, spot varnish? Any special coating treatments requested - flood gloss aqueous, dull aqueous, satin aqueous? If you don’t know, involve the print sales representative to help you determine best methods for the project. How the piece will be used is important to determine coatings, inks, etc.
Paper: If you have a preferred sheet, specify it. If you don’t, let the print sales rep know what you are looking for, ask for guidance. Ask for paper dummies to see the paper recommended in the size/folding/configuration of your piece. Are there environmental considerations of your project. Let the sales rep know that information as well.
Bindery: What needs to happen to the printed sheet of paper to make it a finished piece? Die Cut, Emboss, Glue, Fold, Saddlestitch, Collate, etc. If you aren’t sure of the manufacturing terms, or what it will take to get it done, have a conversation with the rep.
Quantity: How many do you need? Even if my client has given me a firm quantity of what they need, I always bid three price points around that one number to show them possible price breaks.
I view print specifications as a springboard for the conversation with my valued print rep to begin a successful project together. With all things, print projects have a tendency to morph and change as they are built and finalized. Keep your print rep apprised of those changes, so accurate print quotes can be given.
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