Purchasing prints could appear to be a simple procedure: send in your design, obtain a quote, accept the proof, and then have the finished item. However, there is a whole vocabulary used behind the scenes by print specialists, full of hidden expenses, business gimmicks, and technical jargon that many consumers are not aware of. If you are not familiar with this language, you may wind up paying too much, receiving prints of poor quality, or experiencing needless delays.

Tony Breen provides insight into the print industry and tips for purchasers to make more informed and economical choices in his book The ABC of Print Buying. Whether you are in charge of print materials, marketing, or small business ownership, knowing the code of print buying will help you stay ahead of the competition and avoid expensive blunders.

Why Print Pricing Is Not Always What It Seems

Buying prints might seem like a straightforward process: submit your design, get an estimate, approve the proof, and then receive the completed product. However, print experts use an entire lexicon behind the scenes that is full of unstated costs, commercial tricks, and technical jargon that many customers are unaware of. You risk paying too much, getting low-quality prints, or incurring unnecessary delays if you are unfamiliar with this language.

In his book The ABC of Print Buying, Tony Breen offers buyers advice on how to make more cost-effective and informed decisions while also offering insights into the print industry. Understanding the code of print procurement will benefit you whether you are in charge of marketing, print materials, or small business ownership.

To avoid these surprises, always ask for a detailed breakdown of costs. Make sure to clarify whether prices include setup fees, delivery charges, and any necessary revisions.

The Truth About Paper Quality

Printers frequently use phrases like “80lb text,” “100gsm,” or “coated vs. uncoated” to characterize paper. Some print consumers only trust the printer’s recommendation without fully comprehending what they are obtaining because these specs can be perplexing. For example, despite having the same weight, an 80-pound cover stock is substantially thicker than an 80-pound text stock. In a similar vein, uncoated paper works better for some kinds of marketing materials, whereas coated paper can enhance colors but might not be appropriate for writing on.

If they think you will not notice the difference, some printers may use a lower-quality paper without of telling you. You risk receiving a product that feels flimsy or does not fit your brand image if you don’t specify the specific paper you want.

To avoid this, request paper samples before placing an order. If you are unsure about the best option for your project, ask your printer for a direct comparison of different paper stocks.

Color Matching: The Hidden Challenge

Many print buyers assume that the colors they see on their screen will look exactly the same when printed. Unfortunately, that’s not always the case. Digital screens use RGB (red, green, blue) colors, while printers use CMYK (cyan, magenta, yellow, and black). This difference means that certain colors may not translate perfectly from screen to print. Bright neon colors, for example, often appear duller in CMYK.

Printers sometimes charge extra for color matching, especially if a brand requires precise shades. Spot colors, like those used in Pantone Matching System (PMS), can ensure consistency, but they come at an additional cost.

To prevent unexpected color issues, always request a printed proof before approving the final run. This step allows you to see how the colors will appear on paper and make any necessary adjustments.

Why Turnaround Times Are Not Always Guaranteed

When printers provide an estimated turnaround time, many buyers assume that the job will be completed within that timeframe. However, what many print companies don’t tell you is that production schedules can change based on workload, machine maintenance, or material availability.

For example, if a printer experiences a rush of last-minute orders from larger clients, your project could be delayed without notice. Some printers also outsource parts of their production process, which can create additional delays. If you have a strict deadline, it’s important to confirm the delivery date in writing. Ask the printer whether their turnaround time includes proofing and shipping, as these steps can add extra days to the process.

The Fine Print on Print Proofs

Many print buyers skip the proofing process to save time, but this can lead to costly mistakes. A proof is a sample version of the print job that allows you to check for errors before the final production begins.

There are two main types of proofs: digital proofs and hard copy proofs. Digital proofs are convenient and quick, but they may not show exact color accuracy. Hard copy proofs, on the other hand, provide a true representation of how the final print will look but often come with an additional charge.

Some printers will proceed with printing even if they notice an issue in the file, under the assumption that it is the buyer’s responsibility to catch mistakes. To avoid costly reprints, always take the time to review your proof carefully.

Beware of “Gang Runs” and Their Impact on Quality

Some budget printers use a method called “gang running,” where multiple print jobs are combined into one large print run. While this approach reduces costs, it can also affect the quality and consistency of the final product. For instance, since multiple jobs are printed at the same time, slight variations in color can occur. If your print job requires precise color accuracy or high-end finishes, gang running may not be the best option.

If you are working with a tight budget, gang running can be a cost-effective solution. However, for premium marketing materials or branded collateral, it may be worth paying extra for a dedicated print run to ensure better results.

How to Take Control of Your Print Buying

Now that you know the hidden truths about print buying, how can you use this knowledge to your advantage?

• Get multiple quotes – Compare prices from different printers and ask for a detailed breakdown of costs.
• Request samples – Do not rely on descriptions alone; ask for paper and print samples to assess quality.
• Ask about hidden fees – Clarify whether setup, proofing, color matching, and delivery are included in the price.
• Insist on a proof – Always review a proof before approving the final print run, even if it costs extra.
• Confirm deadlines in writing – Ensure that your delivery date is guaranteed, especially for time-sensitive projects.

By understanding the secret language of print buying, you can avoid being misled, save money, and get better-quality results.

Conclusion

Printers do not always disclose the full picture when quoting a job, and inexperienced buyers can fall into costly traps. From hidden fees and misleading paper descriptions to color inconsistencies and production delays, there are many factors that can impact the success of a print project.

Tony Breen’s The ABC of Print Buying provides a practical guide to navigating these challenges with confidence. By arming yourself with industry knowledge and asking the right questions, you can take control of your print buying experience, avoid common pitfalls, and ensure you get the best value for your money.

In a world where print still plays a crucial role in branding and marketing, mastering the art of print buying is a skill that every business professional should develop. With the right approach, you can turn the printing process from a potential headache into a strategic advantage.