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Printing Industry Exchange (printindustry.com) is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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Archive for September, 2017

Book Printing: Making a Final Decision on a Book Printer

Tuesday, September 19th, 2017

For about five years, I have been working with a husband and wife publishing team. They produce high-end literary books (usually 5.5” x 8.5” perfect bound), both fiction and poetry. We are on the same page regarding quality. This publishing team wants to sell books to customers who appreciate the tactile nature of a print book, customers who like the feel of the book in their hands.

The Backstory on My Clients’ Books

To achieve this goal in a consistent way, my two clients include French Flaps on all their books. These are the extended flaps on the front and back covers of a trade book that fold inward toward the spine. They make paperback books resemble hard-cover books with dust jackets. The 3.5” extra width on the front and back of the book also lets the front-cover image extend into the interior of the book or provides extra space for author biographical material, photos, etc.

In addition to the ornate covers, which seem to be more common in Europe than in the United States, my clients have faux deckled edges on the text pages. While the irregular edges are not achieved in the traditional way (with a spray of water during the paper-making process), they still add another tactile element to the book production.

The term I have heard regarding this effect is “rough-front trimming.” Basically it means the pages are not all trimmed exactly the same on the front margin (the vertical dimension of the printed page parallel to the spine, or the front, facing out). The reader’s finger touches these irregularly trimmed pages as he or she turns every page.

Finally, my clients have been printing all their books on Sebago Antique 55# text, the thickness of which is 360 ppi (pages per inch). A 55# text paper would usually be much thinner than 360 pages per inch. In fact, this particular text stock feels like a 70# text sheet because, during the papermaking process, it was not compressed as much as many other paper stocks by the rollers in the papermaking machine. (Think of a dry sponge going between heavy rollers. On the other side of the rollers, a thick sponge will end up being much flatter than it was initially—but it will still be the same sponge and it will weigh the same as it did before the compression.)

In my clients’ case, this means that their text paper is thick, rough, and surprisingly inexpensive. For black-only text (which all of their books have been), this has been great. It allows for crisp type, but it feels thick and opulent. Based on the print book being published, my client chooses either a warm white paper stock (a slight yellow-white tinge) or a bright white sheet (with a blue-white shade). Each creates a slightly different look.

The Current Printer

For a consistent look, year after year, my clients have included these specifications in all books published by their firm. They want their print books to look and feel luxurious and to reflect a unified brand. To achieve this goal, my clients have been going back to the same book printer for many years, and this has caused them to pay more in some cases.

Furthermore, in this challenging economy, and in an age when many people read their books on electronic readers, some of my clients’ colleagues have encouraged them to choose online printers for their books. To date this has not been an option because my clients have specifically wanted the particular textured paper for their print book interior pages and the extended French Flaps for their covers. My clients have chosen a luxury appearance over economy based on their commitment to “the art of the book.” By going back to the same printer, my clients have also ensured consistency (over many titles and reprintings) of the overall look of their products.

The New Printer: How to Make the Decision to Switch

This year, due to the challenging economy, my clients need to tighten spending. This is quite understandable. They still want the special covers and text paper, but they need to pay less. Fortunately, during the last several months I have been working with a new book printer who can provide significantly lower pricing. So the big question is whether to switch vendors, and how to make that decision without risking the quality my client has come to expect.

This is a surprisingly hard decision to make. After all, my clients sell their print books, and repeat customers have come to expect a certain level of quality for the price they pay. Therefore, this has to be a prudent decision based on more than the lowest commercial printing price. With this in mind, this is how I proceeded:

  1. I bid the book out to four printers, all of whom specialized in short-run print books. I did my homework to ensure that these printers focused specifically on books.
  2. To my surprise, two of the four “no-bid” the job outright. One said he specialized in case-bound 4-color books (not black-ink-only texts). (That is, perfect-binding would probably not be done in-house, and this would be reflected in the price. Also, a multi-color press would be used, and time on this equipment would be billed out at a higher rate per hour than a black-ink-only press would be.) The other printer who “no-bid” the job said he would have to outsource the cover due to the French Flaps. I actually was grateful for the honesty of the two printers. On the surface they looked ideal for the project (and prior bids on other print book work were surprisingly low), but for this specific job, these two printers were not the right fit.
  3. The remaining printers were the vendor who had been producing the books for my client over the past several years and the new printer. The new printer had two plants, and one of these specialized in black-text-only books. In addition, this printer’s focus on books meant he had all the necessary binding equipment in-house.
  4. Unfortunately, the new printer would need about a week longer than the current printer to do the job. That said, when he heard he was in the running, he agreed to a shorter schedule.
  5. I had requested samples from the new printer a number of months earlier for another client, and I had been very pleased with their quality. However (and this is the bottom line, since at this point my clients were ready to switch to the new printer to save money), I had not yet seen a book produced by this printer that had French Flaps and a faux deckled edge on the text paper.
  6. So I called the new printer. I made it clear that my clients loved the prices and schedule, but that they would need “relevant” samples to reinforce their decision to change printers. They would need to know that the printer understood, and could replicate, the exact look to which they had become accustomed.

So for now we’re in a holding pattern. Once I have the samples, I will meet with my clients and ask whether they want to change book printers or stay with the current vendor. Having a relevant sample will make the decision a lot easier.

What You Can Learn from This Case Study

Perhaps the most important thing to learn is that a printer can be good at one thing and not as good at another. Stellar hard-bound book samples are a good sign of a printer’s worth, but if you need French Flaps on a perfect-bound book, it behooves you to see samples of exactly this product. The page count and even the interior ink color of the book are irrelevant, but the structure (paper and binding) are very important.

And requesting samples does more than just ensure the quality of this particular binding technique. My clients’ French Flaps extend over the face trim (in contrast to a lot of print books, in which the covers fall just slightly short of the face trim). What my clients want requires a second trim in most binderies. More than anything, your printer has to know what you want—exactly. Make sure he sends you a sample (and ideally you should send him a sample of what you want as well) to make sure you are on the same page. Nothing communicates your intent better than a physical sample.

At the end of the process, you still do need to take a leap of faith. In my case, I have references for the book printer as well as the bids, schedule, and samples. One of the references is from a close friend, whom I trust completely. In your own work, it’s prudent to take your time and cover all bases, particularly if it’s a big or complex job, or an especially important job.

Large Format Printing: Creating “One-Off” Standees

Thursday, September 14th, 2017

My fiancee and I assembled a huge standee this week for the new Murder on the Orient Express movie. Essentially, it’s an exposed view of the interior of a passenger train car containing numerous movie characters. While we were engaged in the six-hour installation, a moviegoer came up to ask about this standee in particular and standees in general. She had an ice cream parlor, and she needed one copy of a standee for her shop.

Background Information

To provide a bit of background information, standees are the cardboard flat cards or the large and dramatic full environments in movie theaters that promote upcoming films. They are usually composed of printed litho paper laminated to corrugated board. Their manufacturers use everything from offset custom printing to flexography to decorate the boards, which are then die cut into appropriate shapes and packed in cartons for USPS delivery to a huge number of theaters. Installers then come out to the theaters to assemble the standees using complex sets of instructions (much like an IKEA project but made of printed paper rather than wood).

Speaking as a commercial printing broker, I personally think you can learn a lot about custom printing and finishing just by paying close attention as you assemble standees. You can even learn about scoring and folding, as well as hot-melt gluing.

In spite of my personal focus on movie theater standees, there are other standees as well, many of which appear in retail stores such as drug stores and grocery stores. A “point of purchase” display really is no different from a movie standee, which in some ways really is just an incredibly ornate box. After all, you fold the flaps and corrugated walls together to turn a flat piece of cardboard (with an attached, printed graphic) into a three-dimensional promotional product.

Back to the Potential Client

So this particular moviegoer wanted a standee for her ice cream parlor. Being a commercial printing broker as well as a standee installer, I walked her through the theater lobby and explained the various kinds of standees and their relative costs.

I noted that a “flat card” was essentially a big poster on an easel backing. At approximately 6-feet by 9-feet (with an approximately 2” depth for the flat card itself), this product could capture the viewer’s complete field of vision when he or she is in close proximity to it. I told the moviegoer that a flat card is the cheapest kind of standee to purchase but that it provides a lot of bang for the buck, given its large size.

I went on to say that such a standee would be cheaper than the others in part because the structural design was generic. Even though the graphic front of every flat card is different, most physical constructions are exactly the same (or one of a few variants). The bottom line was that my potential client could let someone else pay for the metal dies used to cut the tabs and flaps and other intricacies of such a promotional standee. This would lower the overall price (much as printing a generic pocket folder saves you money).

I then walked my potential client further down the movie lobby hallway and showed her two more standees. I showed her a larger flat card that had “lugs” attached to the front of the flat graphic. Lugs are any die cut attachments that give a sense of depth to the overall image. (The first option, the flat card, was entirely flat, other than the folded easel back.)

I told my potential client that a custom die could be made to extend an image off the rectangular frame of either the smaller or larger flat card, that this would be more interesting and involving for the viewer because the three dimensional images would appear to extend off the flat picture plane and be “real.” But I noted that this came at a price. Custom dies would need to be made, and this would drive up the overall cost. It would no longer be a generic large format print product.

Finally, I walked my potential client back to the original standee my fiancee and I were installing, and I showed her the intricacy of the simulated rail car. I showed her how all of the figures had been die cut and assembled. The physicality of half a railway car made for an immersive experience for passersby, but it cost lots of money to print, die cut, and box up. Even the installation (our fee) was expensive.

Back to the Sales Pitch

When we were finished with our walk through the standees (much like a used car salesman’s walk with a customer through a car lot), I asked her how many standees she would need. She said one, just for her ice cream parlor.

So I noted that offset custom printing would be out of the question (exorbitant for one copy) but that digital printing would be an option. Nevertheless, I did tell her that one copy of any promotional design would be rather pricey.

My fiancee, who is an artist and art therapist, reminded me that even a single digitally produced standee would be astronomically expensive. She asked why I hadn’t suggested that my client have a graphic artist mock-up one copy—kind of like a single paper sculpture.

Actually I had been thinking along the same lines, I said. I had envisioned my supplier (a standee designer and printer all the way across the United States) just using an already produced backing (cardboard flat card) and one of the already-produced, generic, folded backing easels and just digitally printing the 6-foot by 9-foot graphic front panel image and gluing it to the board, and then breaking it down, creating assembly instructions, and cartoning and shipping the product.

I thought further and realized this was exactly the nature of a “one-off” prototype, the very stage that each standee probably went through before a marketing director gave the go-ahead to print, score, die cut, hot-melt glue, and box up for delivery the thousands of copies destined for movie theaters across the country.

So we’ll see what happens with my prospective client.

What You Can Learn from This Case Study

Here are some thoughts:

  1. Movie standees, point of purchase displays, and even folding cartons are physical, three-dimensional products. They exist in space, and this quality can make them much more powerful sales tools than flat promotional booklets or even posters.
  2. If you’re designing one of these, keep in mind that the more ornate and original your design, the more the job will cost to die cut. Sometimes a flat card will do just fine.
  3. Failing that, if you want more punch, add dimensionality to a flat card with “lugs.” The base structure will be generic (and therefore cheaper to produce), but the flat-panel graphic will be original and powerful, and the die cut lugs will add further depth to the design.
  4. Consider how many you will need. Then determine whether you will need a digital product (a large format inkjet image printed and laminated to corrugated board) or an offset lithographic product (for long runs).
  5. Don’t forget the cost of packing the component pieces (cartoning) and the cost of shipping, plus the cost for installation.
  6. Remember that advertising is an investment, not an expense. If your design and production values capture your audience and make them convert (i.e., spend money on your product or service), then your promotional cost will have been money well spent.

Custom Printing: Anatomy of a Product Packaging Box

Wednesday, September 6th, 2017

When going through some piles of paper in the house, I came upon an unfolded tea box my fiancee had disassembled. Flat and all misshapen, with tabs jutting out in all directions, it looked like a curiosity to me. After all, I had seen it months before as a three-dimensional solid and as a product, in some ways more real as a box than as a collection of tea bags (since I buy the groceries but don’t drink tea very often).

This got me to thinking about the nature of boxes and product packaging in general.

First of all, the very best news: Print packaging is a huge growth industry in the realm of commercial printing. Therefore, the more you and I know about it, the more marketable we will be. In addition, it is a growth industry for digital custom printing as well as for offset printing, due to the print market’s penchant for short runs and quick turn-arounds.

The Anatomy of the Box

Take apart a carton. It doesn’t have to be a tea carton, as long as it starts as a rectangular solid with top and bottom flaps. The first thing you see (once it is completely flat) is that it is printed (usually) only on one side. It also has a number of die cut flaps of various lengths going in various directions. If you look even more closely, you’ll see that the flaps are either very long (these comprise the top and bottom of the box) or shorter than the others but of equal length to one another (these are the flaps that fold over, on the top and bottom opening of the box, but underneath the much longer flaps just noted).

If you flip the flat box over, you’ll see all of the custom printing work (some of it positioned at right angles for the top and bottom of the box), plus flaps printed only with printer’s color bars (you’ll never see these once the box is closed). Other flaps have no printing (these are either interior flaps or the side glue flap). The side glue flap has a strip without printing. This is where the hot-melt glue goes to attach the side of the box once it has been wrapped around into a 3D rectangular solid.

As confusing as this sounds, you can easily wrap the flat box around, insert the flaps, tape or glue the side flap, and you’ll have the complete package again. This is called box conversion. A flat sheet is “converted” into a 3D container, a product in and of itself.

Needless to say, type, art, and fold placement are all very important in the production of the box. If the scores for the folds are in the wrong place, if the die cut edges of the flaps are mis-positioned, or if the text and solid bars of color printed on the box are not in the right place (including the bleeds), the converted box won’t look right. Instead of promoting the sale of the product, it will detract from it.

And that is really what it’s all about. The sale. The box is a container, granted. It’s much easier to protect a handful of tea bags in another bag within a box than all scattered in a pile of teabags. But if there were no packaging, the brand producer would have missed an opportunity to promote the qualities of the tea and the lifestyle it reflects. That’s really what the marketing copy and visuals are about: positioning the tea as a vital part of an active lifestyle, or a crunchy-granola alternative to coffee for the bluejean intellectual. The box with its printed adornment does all of this. Otherwise, it would be acceptable for all such boxes to just be labeled “tea” or “food.”

Printing Options

Packaging is often printed via flexography, which is a relief printing process in which raised portions of rubber commercial printing plates imprint the image on the chipboard (or other, usually lower-quality, grade of paper board) as it runs through the press.

Offset printing can also be used to decorate the box. So can digital printing, but we’ll get back to that. Since the paperboard is flat (and uncrushable, unlike fluted corrugated board), this kind of packaging can be produced in many different ways. I’d also assume that gravure is another option, perhaps for very long runs.

Short Runs

But what about short commercial printing press runs? Marketers like to do short runs these days. Some may be personalized. Others may just be versioned (let’s say for a particular holiday or event) to make the packaging stand out on the shelves. (Product packaging must vie with competitors’ product packaging to catch your attention and sell you the product with its text and graphics.)

Printing these boxes is not necessarily the hardest part of the job. Converting the job (die cutting and assembling the box) also involves a lot of work. Usually metal dies inset into wood flats need to be created to make the boxes (in all but some digital finishing operations). This costs a lot and takes a lot of subcontractors’ time, so it’s really only cost effective for long press runs. (When you spread the cost of die cutting and assembly over a very long press run, the unit cost for finishing drops precipitously.)

But if you’re trying to make a single prototype or a short run of boxes, what can you do? Well now you have options. There are digital machines made by Highcon and Scodix that can (in the case of Highcon) digitally crease, or score, the box flats and then cut them with a laser instead of a metal die cutting rule. And prior to these finishing operations, there is (in the case of Scodix) a way to digitally foil stamp or digitally emboss the paper board used for the box.

For a prototype, this is a dream come true. Think about it. You don’t need to make a metal stamping die for the foil or the embossing. And you don’t need a metal die to cut the box flats from the paper substrate. You can even make one box as a prototype, and if the marketing team has corrections even after that point, you can economically and quickly (days, not weeks) prepare a revised prototype. If that design is approved, you can roll out a short run quickly (again must faster than the traditional way).

Granted, the time comes when the press run is too long for digital (or, rather, there is a cut-off point where it becomes cheaper again to amortize the cost of embossing, foil stamping, and die cutting over a long run using more durable metal dies). Only your printer’s estimating department can figure out the exact cut-off point. Also, it depends on who has the Highcon and Scodix equipment and who has to subcontract the work out. This is new technology. Most printers (I’ll venture to say) do not have this equipment, but it’s worth it to inquire and do research, and perhaps even start a working relationship with a long-distance vendor who does have the equipment.

This is the future of packaging, and packaging (along with labels and large-format printing) will be a major player in the future of commercial printing.

What You Can Learn from This Case Study

  1. Read everything you can lay your hands on about new trends in custom printing. It will help your professional life immeasurably.
  2. Package printing is hot. It may be your future.
  3. Package printing is a 3D process. You are producing a physical object as well as laying ink on paper. It helps to understand the physics as well as the design aspect of the process.
  4. Digital printing and digital finishing will both figure prominently in this area of commercial printing. Digital finishing was a little slow at first, but now it’s catching up in exciting ways.
  5. A trip to a high-end department store to carefully study the boxes in the “beauty” departments, such as the cosmetics counters, will be an educational and productive use of your time. Vendors like Chanel have lots of money and pour it into this kind of product packaging. Close observation will give you design ideas, but it will also teach you about foils, embossing, box construction, etc.

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