Printing
From paper types to print-ready files, learn how to get it right
From paper types to print-ready files, learn how to get it right
In today's digital age, it's easy to assume that print is obsolete. However, print remains a powerful medium that complements digital marketing efforts. While online ads can be fleeting—often scrolled past or blocked—print materials offer a tangible presence that engages multiple senses, making them more memorable.
Studies have shown that print advertising not only captures attention but also enhances brand recall. For instance, research indicates that print ads generate a 77% higher brand recall compared to digital ads. Moreover, combining print with digital campaigns can make online efforts up to 400% more effective.
Beyond recall, print advertising is also associated with higher trust levels. Approximately 82% of consumers trust print ads when making purchasing decisions. This trust translates into action, with 80% of households more likely to act after receiving direct mail.
Incorporating print into your marketing strategy not only reinforces your message but also builds credibility and fosters deeper connections with your audience.
The following is a short overview of printing, but there is so much more than what is outlined here. If you want to know more or discuss ideas for your next print campaign, please get in touch.
Coated vs. Uncoated Paper
Coated paper has a smooth surface that makes colours look more vibrant and sharper. It’s great for things like flyers, magazines, and posters. Uncoated paper has more texture and is easier to write on, making it ideal for letterheads, notebooks, and forms.
Glossy, Matte and Silk Finishes
Glossy paper has a shiny finish that makes colours pop, but can show fingerprints. Matte paper has a soft, non-reflective finish that feels more elegant. Silk sits between the two, offering smoothness without too much shine.
Paper Weight (GSM)
GSM stands for grams per square metre. The higher the number, the thicker the paper. Business cards are usually around 350gsm, while standard flyers might be 130–170gsm. Lighter paper feels cheaper, while thicker paper adds a sense of quality.
Speciality Papers
Speciality papers are designed to stand out. These include textured papers like laid, linen, or hammered finishes, which add a tactile feel to your print. Pearlescent or metallic papers shimmer in the light and are often used for wedding invites, luxury brochures, or premium packaging.
You can also find recycled or eco-friendly paper options that look natural and feel uncoated, often with small visible fibres or a slight colour tint. These are ideal for brands that want to communicate sustainability and authenticity.
Using speciality paper is a great way to elevate your printed piece and make a strong first impression. It can also work well in combination with printing finishes like embossing or foil to create a truly premium result.
Special finishes can make your print materials stand out and feel more premium.
Spot UV and Foil
Spot UV adds a glossy shine to specific parts of your design, like a logo or title. It catches the light and adds contrast. Foil printing uses a metallic layer—gold, silver, or coloured—to highlight key elements and add a luxurious touch
Embossing and Debossing
Embossing raises parts of the paper, while debossing pushes them in. These effects add a tactile element that people can feel, giving your print extra dimension and class.
Lamination and Varnishes
Lamination adds a protective film to your print, making it more durable. It can be glossy or matte. Varnish is a clear coating that can be applied over the whole piece or in selected areas, giving it subtle shine or texture.
Before you send your design off to the printer, it’s important to set it up properly. Doing this avoids unexpected results like cut-off text or blurry images.
Bleed and Trim
Bleed is an extra border (usually 3mm) around your design that gets trimmed off after printing. It ensures your artwork goes right to the edge without white borders. Trim is the final cut size of the piece.
Resolution and Colour
Make sure your images are at least 300 DPI (dots per inch) so they look sharp in print. Also, design in CMYK colour mode (cyan, magenta, yellow, black)—this is the format printers use. RGB (used for screens) can cause colours to print incorrectly.
File Type
A high-resolution PDF is usually best for printing. Make sure to embed fonts and check that images are high quality before exporting.
Litho Printing vs. Digital Printing
There are two main ways to print your designs: litho (short for lithographic) and digital.
Litho printing is a traditional method that uses printing plates and ink. It takes longer to set up, but it's ideal for large print runs because the cost per unit goes down as you print more. It also offers top-quality results, especially for colour consistency and special finishes like metallic inks or spot UV.
Digital printing, on the other hand, is faster and cheaper for short runs. It works like a supercharged home printer—no plates needed. It's great for small batches, personalised items, or quick turnarounds. The quality is excellent for most everyday projects, but you might notice subtle differences in colour or texture compared to litho.
Which Should You Use?
If you’re printing hundreds or thousands of copies and want the best quality, go with litho. If you only need a small amount or need it done quickly, digital is the way to go.
Even a beautiful design can go wrong if it’s not prepared properly for print. Here are a few common mistakes people make:
Not Including Bleed
If your file doesn’t include bleed, you might end up with white edges where the paper is trimmed. Always include it—even if it seems small.
Low-Resolution Images
Photos pulled from the web are often only 72 DPI and will print blurry. Use high-resolution images, especially for anything larger than A5.
Wrong Colour Mode
RGB colours can look different when printed. Always convert your file to CMYK before sending it to print to get the most accurate colours.
Missing Fonts or Linked Images
If you're sending files to a designer or printer, make sure to embed your fonts or outline them, and don’t forget to include any images used in your layout.
Print continues to play a vital role in how we share ideas, promote businesses, and connect with people. From understanding paper types to choosing the right finishes, knowing how print works can elevate your message and make it more memorable. Done well, print is something people hold onto, and that lasting impact matters.
