| When it comes time to print your brand identity | | | | on a press will typically run about twice the cost of |
| materials, there's one overarching question for you to | | | | digitalprinting. |
| consider -- whether to print the resulting materials on a | | | | Excellent color accuracy -- The Pantone Matching |
| digital printer or traditional press. There are many | | | | System (PMS) offers great coloraccuracy. Pantone |
| differences between the two processes, some of | | | | colors are mixed to precise, pre-set specifications, |
| which are outlined below. | | | | which areprinted each year in their color matching |
| Digital Printing | | | | guides. You can consult these books to seeexactly |
| Less expensive -- Digital printing is a direct-to-paper | | | | what the final color will look like in advance. It's a lot like |
| printing process. As a result,it often runs about one-half | | | | going to the paintstore and specifying colors for your |
| of the cost of press printing. | | | | home on the paint chips they offer -- you knowwhat |
| Lose color accuracy -- Digital printing is a four-color | | | | you'll get. So, if color accuracy is important to you, then |
| printing process. Four colors | | | | press printing may bethe best choice. |
| -- cyan, magenta, yellow, and black -- are printed in tiny | | | | Brighter colors are available -- Since the Pantone |
| dots that when visuallymixed together, create various | | | | colors are mixed using inks, theycan be created to be |
| colors. This, in addition to the different set-ups | | | | much brighter and more intense. So, if lively colors |
| andsettings on the machines from press-to-press, | | | | areimportant to your brand image, then press printing |
| batch-to-batch and printer-to-printer, can produce a | | | | may be the way to go. |
| wide range of different color results. You can never | | | | Cost of proofing -- For four-color press jobs, proofing |
| be certainwhat you'll get. | | | | is often not too expensivewhen compared to the |
| Lose color range -- Four-color printing has limitations on | | | | overall cost of the job. However, it can be |
| the brightness,saturation, and range of colors available | | | | inaccurate,depending on the type of proof run and the |
| -- when mixing colors in this way. Toproduce bright | | | | type of press on which your final jobwill be printed. |
| reds, oranges, blues, and purples, especially, press | | | | For two- or three- color jobs printed using the Pantone |
| printing is abetter choice. | | | | system, complete colorproofing is often not available. |
| Cost of proofing -- Proofing is one way to produce | | | | However, samples of the colors are available in the |
| accurate color. Proofing can becostly, especially when | | | | Pantone books. And, inexpensive laser prints or inkjet |
| compared to the overall cost of the job. But, since the | | | | prints can be created to viewthe positioning of the |
| proofis created on the same equipment that the final | | | | elements of the page. With a little imagination, you |
| job is printed on, it is often quiteaccurate. | | | | canvisualize how the final job will look. |
| Can be faster -- Since no pre-press work or press | | | | Press printing can take longer than digital -- There are |
| setup is needed, running your jobon a digital press can | | | | several additional stepsinvolved in press printing, which |
| be faster, depending on how many jobs the printer has | | | | are taken care of using direct-to-press, |
| in thequeue before yours. Some printers can even | | | | digitaltechnology. Films and plates must be made, the |
| offer same-day service. Three days is astandard | | | | press set up, run the job and thentune us needed for |
| turnaround time for many of the web-based digital | | | | drying. Then cutting, folding, and other finishing must |
| printing companies. | | | | takeplace. |
| Limited paper choice -- Digital presses can only | | | | Types of paper -- Choose from an entire rainbow of |
| accommodate a limited paperthickness, and many | | | | paper colors -- fire-engine redto deep blue, sunflower |
| digital printing companies only offer smooth, white | | | | yellow to pitch black. There is also a wide range |
| papers. | | | | ofthicknesses and textures from which to choose, |
| Thus, if a thick business card is important to you, then | | | | including specialty papers, such asvellum and metallic |
| digital printing is not yourright choice. | | | | papers. If you are considering using nontraditional paper |
| Limited finishing choices -- Foil stamping, metallic inks, | | | | yourcard or materials, press printing is the best way to |
| and embossing services areusually not offered by | | | | go. |
| digital printing houses. Some digital printers also do not | | | | Fine line screens are available -- The result of this is |
| offerdie-cutting or special folding services. | | | | that even under closeinspection, the color will look |
| Limited choice of material sizes, styles, and formats -- | | | | smooth and seamless. It will also appear brighter |
| Digital printers will offer avery specific "menu" or range | | | | andmore intense. |
| of products. If you want to create innovativemarketing | | | | Wide range of finishing techniques -- All finishing |
| materials, such as the brochure-style business cards | | | | options are possible with pressprinting. Metallic inks can |
| that we create at elfdesign, then digital printing is not a | | | | be run through the press as easily as can a |
| choice for your project. Large formats are alsonot | | | | nonmetallicink. Embossing, die cutting, and foil stamping |
| available with many digital printers, as the largest paper | | | | can be done in traditional printinghouses. You can |
| size they canaccommodate is 11" x 17". | | | | create materials that really stand out using these |
| Press Printing | | | | techniques. |
| More costly -- The difference in costs is mainly due to | | | | Innovative formats, shapes, and sizes are possible -- |
| setup costs. For pressprinting, films must be produced, | | | | Traditional press printing canaccommodate a wide |
| and plates may have to be produced as well,which | | | | range of paper sizes and can result in innovative and |
| are additional items that add to the overall cost. | | | | creativefinished projects. This is largely due to the |
| Additional time is involved insetting up and aligning the | | | | "have-it-your-way" range of options,where you can |
| press, as well as washing the press. Also, there are | | | | specify special sizes and finishing techniques. |
| moreoverruns from traditional printing, since you cannot | | | | We hope that the above primer on the pros and cons |
| program in a specific number ofpages to be printed as | | | | of both digital printing andpress printing helps you to |
| you can with a digital printer. Most printers | | | | decide which you will choose to produce your |
| consideroverruns to be billable, or they add an | | | | materials. |
| additional cost for that into the initialestimate. Jobs done | | | | |
