Points to Cover in Your Print Specs

Too often print projects get off on the wrong foot through simple miscommunication or lack of understanding of the scope of the project. I talked about this a little when I discussed the necessity for a good glossary and understanding of the vocabulary.

Preparing the specs for the printer to develop their estimate from is the next step in making certain everything goes according to plan and expectations. If you are seeking several bids for your printing project then it important that you communicate the specs in a way that all the printer bidding understand the scope in the same way so when it comes time to choose a printer you are comparing apples to apples and not some other fruit.

Over many years in print I’ve received requests for quotes (RFQ’s) that were several pages long and some that were less than two sentences. If you send the former type of request to a print company, expect some questions. So what are the basic elements a printer needs to know? The simple answer is “Everything you know about the project ”. The long version is there are ten points to cover in your print specs.

1. The Description or scope. What are you printing? A poster, booklet, presentation folder, magazine or brochure. This will include orientation, landscape or portrait, number of pages, (remember a page is one side of a leaf, see the glossary)
2. Size. There are two parts to this item. One is the flat size, before folding and the finished size, after folding and bindery.
3. Paper Stock. Include the basis weight, finish, color and grade of the paper you want. It’s real important at this point, if you or your client wants a recycled or FSC certified paper, to let the printer know that at the beginning. FSC and other certifications,  require a paper trail and documentation all the back to the estimating stage for proper certification.
4. Files. A printer wants to know what kind of files they’ll be working from. Most printers work in both MAC and PC platforms and many may even extend discounts if they are given print ready pdf’s vs native files.
5. Proofs. If you know that a soft proof (PDF) is all that’s required or if you’ll need multiple sets of digital high resolution proofs.
6. Ink. You’ll need to tell your printer the number of colors the project will print in. One, two, four color process. What are the PMS colors are any of them metallic? What about the varnishes or aqueous coating. Spot or flood. This is a good time to mention if the project bleeds.
7. Finishing. Score, fold, stitching are the basics. There are special finishing processes too. Gluing, die-cutting, foil or embossing. If any of these special finishing techniques are to be used, the printer will need specifics. Size of the area to foil or emboss and a diagram of what the die-cutting will look like.
8. Packaging. Are there any special requirements for the packaging of the  project. Does it band, shrink-wrap, or just box in bulk. If there are fulfillment, kitting or special mailing processes that need to be followed and completed.
9. Quantity. Printers can usually give a range of quantities so you’ll be able to see the differences in certain price points.
10.  Scheduling and shipping. Tell your printer what the time frame is. If you know that there is a hard deadline, like for a show or convention date, let them know so they can start to plan schedule how it will all unfold.

Lastly, a word or two about options. Sometimes the simplest of estimate requests are turned into nightmares to quote because of option requests. Narrow the options down to what is reality. A request for quote for a brochure that is 16, 20 or 24 pages, self cover vs plus cover, on gloss vs uncoated paper with either four color or two color is really 24 different quote requests and if you want 3 different quantities of each it’s 72 different price points.

If you’d like an easy to use form for submitting your requests for quote you can download it here. Click for the PDF version.  Click here for the Excel spread sheet version.