Kopytek News

Pre-Press Consultation Can Help You Decide on the Most Cost-Effective Format

Published: Nov 10th, 2008

DMNEWS MAGAZINE
Pub. Nov. 10, 2008
By John M. Peterson
President, Kopytek Inc.

It pays to remember the four elements of design: size, shape, stock and selling features. By breaking down a design piece in this format, you can simplify your project and greatly reduce the cost.

Let's start with size. Odd sizes cost more, not only to print, but to mail. The number of outs you get out of a full-size sheet will greatly affect the finished price. That's why it's always better to do a five- by seven-inch postcard with bleeds, rather than a 5.5- by 8.5-inch or a six- by nine-inch you'll get more on a sheet. Remember, more on a sheet is directly linked to a lower price.

Shape matters as well — not neces¬sarily just with the printer, but also with the post office. The USPS now adds a postage surcharge for square items, and anything over the maximum letter size carries a surcharge as well. In addition, if your piece exceeds one ounce, you may want to reduce the size and shape to get a lower postage rate.

Stock is always a factor in the cost, and the best way to choose a stock is to think of the end use. Too often, designers choose more stock than they need. Be conscious of mill orders, too. Extra freight is expensive. You often don't need to ship in special stock when a comparable paper is available locally.

And finally, don't forget to eliminate “selling features.” These are the fancy things you show your client when “clos¬ing the deal,” such as film laminating, aqueous coating or fancy die cuts. Most of the time, these are pie-in-the-sky fea¬tures that will be eliminated in the end, so try to sell the piece without it. Rely on your talent — that's why you were hired in the first place.

THE TAKEAWAY
Keep size, shape, stock and selling fea¬tures in mind to reduce project costs