Print Design Help > Printing 101: Know Your Options

Quite often, printing is the biggest cost item in creating a brochure, flyer, etc. Therefore, it pays to know your options.

The three main cost factors in printing are the printing method, paper type, and quantity.

Traditional Offset Printing
Offset printing uses one or more inks to print on virtually any kind of paper. This is by far the most common printing method, and can yield outstanding results. The set-up costs for offset printing are the same no matter what quantity you print, so below a certain quantity it is wise to consider other methods.

Four-color printing is a very competitive business, so it pays to shop around. Generally, though, you get what you pay for. The cheapest way to produce a four-color job is to send files to a high-volume "print mill" that "gangs" your job with other print jobs. These mills typically offer package deals, such as 5,000 two-sided, four-color sales sheets printed on 80-pound gloss paper. You have no control over how well your piece is printed because the ink densities and coverage can't be optimized for your job. In addition, the paper is typically garden-variety. Finally, turnaround time varies depending on when your job can be slotted into the mix.

When we want the best four-color results, we get a dedicated press and go on-site for a "press check." During a press check, we work with the pressman to match (or even improve upon) the quality of the reference color proof before committing to the print run. You'd be amazed at how many adjustments must be made to optimize a four-color press!

The more inks you use, the greater the setup cost. So if you want the quality and paper choices available with offset printing — but can't afford a four-color job — consider using just one or two colors. Two-color printing is often used for business stationery, owner's manuals, and pamphlets. Typically, you choose black for one color and any of the hundreds of Pantone solid inks for the second color. Photographs and other graphics can be printed with a combination of the two inks (a "duotone" effect).

Main advantages: Great print quality, ink choices, countless paper choices
Main disadvantages: Expensive for small quantities, slow turnaround

Digital Offset Printing
The latest generation of digital offset printers are an economical way to produce relatively small quantities of four-color materials. In a digital offset press, the printing "plates" are made by a laser inside the machine, directly from the designer's computer files (no film need be produced).

One of the coolest features of these systems is that you can individualize, or vary, the content from print-to-print. For example, you can print mailers that include a personal salutation (you've undoubtedly seen things like this in your own mailbox). Opinions vary on quality compared to traditional offset printing, but if the piece is designed with a digital press in mind, the results can be nearly indistinguishable. However, paper size and selection is more limited than with traditional offset.

Main advantages: Affordable for small quantities, fast turnaround, individualized output
Main disadvantages: Limited paper choices, variable color fidelity

Digital Laser Printing (Four-Color)
Don't confuse this with "off-the-glass" color copies. In this case, the four-color prints are made directly from the designer's computer files. We often use color laser printers to produce mock-ups or small quantities of business cards or pamphlets (even making a handful is economical). Quality REALLY varies with the design of the piece and the calibration of the machine itself. The best digital laser printing can come quite close to the quality of digital offset, but the paper selection is even more limited (generally you choose between one lightweight and one heavy stock, glossy or dull).

Main advantages: Affordable for tiny quantities, fast turnaround
Main disadvantages: Variable quality, limited paper choices, variable color fidelity

Digital Laser Printing (One-Color)
The Xerox DocuTech system is a digital laser printer for black & white output. It's fast, produces good-quality grayscale images, and for small quantities is more economical than traditional offset printing. We've used the DocuTech for things like owner's manuals and warranty cards, and have been amazed at the value. It's hardly more expensive than making a cheap "Xerox."

Main advantages: Cheap, fast turnaround
Main disadvantages: Limited paper choices, one color

Visit other Cebiz Print Design Help pages for articles related to print design and printing techniques.

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