Printing

Common Myths and Truths

• Eliminating color by using two-color vs. full-color images is a cost savings. Not always true. Always check with your print representative before making the decision on color. There are many other factors influencing cost.

• Using variable digital print is expensive and therefore not worth it. Yes, customizing your pieces can add costs, but consider the impact that a variable personalized message will have on your marketing message. Industry research shows a variable message can help increase response rates by as much as 10%.

• Running lighter weight paper will help reduce my project cost. Yes, but only slightly. However, it will also impact the appearance and feel of the product and sacrifice quality. Paper cost is usually only 20% or less of the total average print project.

• Product flat size can play a large role in cost reduction. Yes, very true. Checking your project size with your print vendor can save significant dollars. In some cases it may only be a fraction of an inch that makes a big difference.