6 Tips on how to avoid Printing Disasters

When you create a logo for the web, you get to choose from millions of color, literally. This is because screen color is rendered in light which is projected onto a screen in RGB (Red Green Blue) format; printed color is rendered in ink, which comes from pigment, which is much more limited. Or as a wise old printer once explained to me, “light comes from God, ink was invented by humans. Guess which one falls short?”

So, getting that same logo to look as good on paper is quite a feat. To say nothing of getting it to look good on vinyl, on multi-colored T-shirts, embroidered caps, etc. Fret not, a good graphic designer will ensure that the logo they create will work well across a variety of media, and will also steer you away from problem elements in a logo such as gradients, shadows, and metallic or glass effects. (You can go wild with these effects in other areas on your website, just not in the all-purpose logo.)

1. Color matching
Getting an exact color match on a printed piece is tricky. In addition to having to mix the ink, the printer must also compensate for the humidity in the air, the type of paper you’re printing on, and the number of copies you’re making. So if an exact color match is important, don’t cut corners. You need an experienced printer, not the speedy overnight-job guys on the corner. Ask a graphic designer who they trust for their best jobs.

2. PMS vs CMYK
There are 2 kinds of color matching. Spot color, also known as PMS (Pantone Matching System) color, is generally used for smaller jobs with only 1 to 3 colors. Think MinuteMan, Speedy Printing, etc.  Business cards, stationery, flyers, and invitations are often printed in spot color. Larger print runs, and jobs with photos or art with 4+ colors are usually printed in  “4 Color Process” which uses a series of 4 color screens (Cyan Magenta Yellow Black, aka CMYK) to render thousands of colors. Magazines and newspapers are all printed in CMYK. Your desktop printer uses a combination of the 2 processes, so don’t rely on it for accuracy. Ditto for thermal color digital printers (aka giant color xerox machines) at Kinko’s, etc: inaccurate color and the ink smudges and rubs off just like a xerox — not good if you plan on printing letters, etc using your home desktop or laser printer. Note: A professional graphic designer will make sure that you have a matching set of CMYK and RGB logos and any other pieces of your identity, for consistency across all media.

RGB versus CMYK

3. The problem with 4 color Process
CMYK tends to flatten color and muddy bright colors. Note: Electric blue/green and shades of purple are the toughest to render in CMYK. A good printer will be able to compensate with extra finishes or a different paper or even an extra layer of spot color. However, chances are you won’t get that gorgeous granny-smith-apple green or periwinkle blue from a straight CMYK job. And you won’t get the extra care unless you ask for (and pay for) an exact color match. It may seem like color matching should be included as a standard service but not every client needs it (e.g. flyers for a local concert). So it’s an “extra.” But it’s well worth it, because you can bet that all the color match jobs are done by the best printer in the house, versus the “general” jobs that are pushed through by the apprentices.

4. Press Checks
If your graphic designer is located near your printer, ask them if they will do a press check for you. (Sorry, civilians aren’t generally allowed at Press Checks.) This means they show up at the printing house on the day that your job is “on press,” and shepherd it from the initial test run (to check the color match and registration) to final output. They will also check 100 other details, such as the thickness of the paper to make sure you’re not getting sold the default house stock, which in most cases is not opaque enough and feels flimsy in the hand.

5. Save money with Batch Printing
If you can, have all your printed materials done at the same time. Not only will the inks and papers match, but it will cost you less than printing it piecemeal.

6. Freebies
Ask the printer if there’s room on the signature for anything else (translation: if there is any paper areas going to waste that you can maybe turn into a bookmark, notecard, thank you card, price tag, instructions card, etc.) The paper is going through the presses anyway and there’s usually lots of ink left over: you may as well have something printed. The only extra cost will the Trim fee (cutting fee).