Welcome to graphic design and print production 101 — where we’ll review the fundamentals of the print process and workflow. After all, it’s one thing to type up a document in Microsoft Word and print it out at your desktop printer. It’s another thing entirely to have a graphic designer create a piece of marketing collateral and then turn it over to a print shop for printing and mailing. We’ll also highlight key terms to know in this space so when you’re done with this blog, you’ll have the lingo down pat and be ready to work with any designer, print shop, and mail house!
What is graphic design?
Graphic design is the practice of organizing words, shapes, colors, and other elements to communicate a message. In the nonprofit world, the message conveyed might be related to fundraising, volunteering, hiring, or promoting programs and services. Graphic designers work by hand or with software and are the wizards behind brochures, flyers, annual reports, fundraising appeals. They may also work with copywriters to create both the textual and visual elements of a piece.
What is print production?
Print production is the act of producing print materials. When designing for print, there are several things a designer should be thinking about:
- How will it feel? Should it feel thick and heavy, like a classic wedding invitation? Or slick and crisp, like a one-page flyer?
- How will it be presented? Does it need to be folded like a brochure? Have special cut-outs for interesting details to catch the reader’s attention? Will it be sent through the mail or handed out at an event?
- Will it be in full-color or grayscale? If it’s going to be printed in black and white, the design needs to ensure that details don’t get lost in grayscale. If it’s going to be in full-color, there needs to be a standard calibration for colors based on what printers can “read” since colors appear differently on screens than they do in print.
What is a print production schedule?
A print production schedule is the turnaround time it will take for a piece to go from concept to tangible item that can be held in your hand. For nonprofit organizations who often rely on print pieces to generate dollars, volunteers, and support, knowing what those key milestones are and working backwards from there to determine when you need to start a design project is key.
That’s because with any design project, you’ll want to incorporate time for stakeholder reviews, revisions, proofing, and printing. If there is a mailing list involved, that will also need to be part of your production schedule — especially if the list needs to be curated to confirm valid mailing addresses. And if you’re using a special type of paper or adding in details like die-cutting or saddle-stitching, that takes time too! (More on these below.)
Let’s use an end-of-calendar-year direct mail letter as an example. If we want these in mailboxes after Thanksgiving and before Christmas, we should be looking at the first two weeks of December for mailbox delivery. Which means that all art files need to be to the print shop at least two weeks before — though each shop’s production schedule varies. Don’t wait until the art files are complete to find a print house, though; make sure you have your printer identified at the very beginning of the project once you’ve finalized the quantity and specs of the project.
You know your organization best, as well as how many layers of approval are needed to move a design forward. That will give you an idea of how long it will take to go from design concept to design creation and approval. If you’re using previous giving data to suggest new gift amounts, how much time will your development staff need to cull that information into a spreadsheet that can be shared with the print shop? That needs to be part of your production schedule too.
Finally, you will need to budget for your postage or indicia costs. These are a separate expense from printing and mailing. Also, are you mailing them in-house? Or are you having the shop mail for you? If the former, add in time for envelope stuffing, postage printing and post office drop-off.
It is not uncommon for what seems like a simple one-page letter to require two months of lead time between the approval layers, the donor list development and finalization, the print shop’s availability, and the USPS’s delivery schedule!
Shop Talk
Knowing the language helps big-time when it comes to getting design projects off the ground. We’ve put together a list of the most common phrases in printlandia for you so you can sound like an expert.
- Specs
These are the specifications of your print project — quantity, project size, color outline (printing on both sides or just one), paper weight, any finishing details such as binding, perforation, spot varnish, etc. Your graphic designer should be able to note these for your printer so you can get an accurate price quote.
- Paper Weight
Paper weight refers to the thickness of a sheet of paper. Whether it is text paper (think home printer paper) or cover (think card stock), the higher the number, the thicker/heavier it is. Print houses will often have a variety of paper weights in stock, but can always order specialty weights as needed, though it may add an additional fee and take additional time.
- Paper Size
Paper size refers to the length and width of a sheet of paper. For example, standard letterhead may be printed on standard letter-sized paper — 8.5×11”. But postcards may be printed on larger pieces of paper and then cut or folded to size. Your designer should design with size in mind and be able to relay what that is to the printer as part of the specs.
- Cut
Because many pieces need to be cut or folded to size, there are a variety of methods, such as perforation or scoring. There are also some forms of cutting that are used to create unique shapes and tactile experiences, such as die-cuts or laser-cuts. However, these are specialty finishes that often need to be sent out to an additional service provider, which can add production time and cost to the project.
- Color
When printing, everything should be in CMYK. CMYK refers to the colors cyan, magenta, yellow, and key (black), and is more expansive in terms of what it can achieve on the color spectrum for print. RGB refers to red, green, and blue and is for digital products.
- Binding
For multi-page publications such as an annual report or a booklet, binding is something to take into consideration. Options include saddle-stitch binding (stapled at the fold), perfect binding (glue), case binding (stitched together and then glued), among others.
- Fold Size vs. Finished Size
Some print pieces such as a tri-fold brochure start as flat sheets that are folded to a final size. Its flat size could be 8.5×11” but its finished size would be 8.5×3.667”, reflecting the final measurement of the folded brochure.
- Print Proof
Before a printer puts anything into production, they will send a print proof to the client for approval. This is a sample of what the final product will look like. Print proofs help us ensure that the sizing is right, colors are right, images appear as expected, and that content is readable and actionable. This is also your last chance to catch any typos! Depending on the type of print deliverable will determine whether you want a physical copy of the proof (for example, an invitation with die cuts) versus a double-sided flyer.
- Live Area
This is considered the “safe zone” for your content. All your photos, images, and copy should live within this space. If something falls outside of the live area, it could get cut off when the project is cut to its final size.
- Bleed
In printing, a bleed is the area that goes beyond the edge of the design. This is especially important in print production because it ensures that when paper edges are cut off, no white edges appear where there should be color or design.
- Crop Marks
Crop marks tell printers where to make the cuts on any designs. A bleed with crop marks helps ensure that the final product’s design appears as intended.
- Offset Printing
Offset printing refers to the traditional printing method of transferring CMYK ink from separate plates onto paper to create the final colors on the page. (There is a very cool exhibit featuring this at the Baltimore Museum of Industry!) This method is most commonly used for large quantities.
- Digital Printing
Digital printing relies on inkjet or laserjet printers to transfer ink onto paper. This method is more typically used for smaller quantities.
- Indicia
Indicia are a popular and cost-effective way for nonprofit organizations to send direct mail. If you’ve ever seen a piece of mail with “Postage PAID” in the corner where a stamp goes, that is indicia. It can save you both time and money provided you apply for and receive the appropriate designation from the USPS. There’s so much more to indicias that we’ll be writing a follow up on that alone! (Reach out if you have questions in the meantime!)
- Postage
There are a few options for postage, though we tend to advocate for nonprofit bulk, pre-sort first class, or first class. Nonprofit bulk requires being registered with the USPS as a nonprofit but allows you to mail a minimum of 200 pieces at $.18/piece. These are good if you’re not working on a timeline (think general information mailers rather than invitations.) Pre-sort first class refers to mass mailings that need to arrive by a designated date. First class is the fastest way to mail, albeit the most expensive, and can include a traditional stamp you pick up at the post office.
And just like that, you’re now well-versed in the world of print shops and design! If you need support in creating marketing or fundraising materials, well, that’s our jam! Send us a message and let’s get cooking.
