If you’re in the market for brochures, business cards, posters or other marketing materials, you already know that you’re going to need to come up with the perfect design, colour scheme, copy and layout. However, even after you’ve checked off all of those boxes, there’s another very important decision to make: choosing between digital vs. offset printing.
In this post, we’ll cover the differences between the two printing techniques and show what their benefits and drawbacks look like. We’ll also list the factors that should go into your decision as you choose the best process for your project. And naturally, we’ll look at some examples so you can get the best sense of both digital and offset printing in action.
Offset printing: going old school
Offset printing, also called lithography, is the most common kind of printing for high volume commercial jobs. Ever seen videos of newspapers running through big rolls? That’s offset printing.
Here’s how it works: First, the printer burns the design onto metal plates—one for each color. Typically, four colors are used (cyan, magenta, yellow and black (key), abbreviated CMYK), but offset printing also allows for custom ink colors (most notably Pantone colors) to be used instead.
Next, the design is transferred from the plates onto rubber rolls. The different colors of ink are spread onto the rubber and then the paper is run between them. The paper goes through all of the rolls, layering on the color, to get the final image.
The benefits of offset printing
The drawbacks of offset printing
Digital printing: the new kid in townWhen digital printing came onto the scene, it saw how much work offset printing was doing and the mechanical steps it required, and said, “nah.” This technique skips the proofs, plates and rubber bed and applies a design directly to the printing surface, either with liquid ink or powdered toner.
The inkjet or laserjet you hook up to your computer at home? That’s a digital printer. Large printing companies have ones that are bigger, faster and more precise, but it’s the same concept.
The benefits of digital printing:
Decisions, decisions: how to decide between digital vs. offset printing
If you’re still not sure whether to use digital vs. offset printing for your next project, run down this list to focus in on the right choice:
Volume: how big is the project?
If your project is big enough to overcome the front-end costs—and by that we’re typically talking over 500 pieces—offset printing will give you an advantage. You’ll get a great looking print that will likely cost less at a high enough volume.
Time: are you in a hurry?
Digital runs away with the prize. Offset printing just can’t be done last minute.
Material: what are you printing on?
Are you hoping for some unique business cards on metal or plastic? Or an unusual marketing handout on some other surface? Digital options are more flexible than ever before, but offset printing still has a leg up.
Colour: how much, what kind, and how true?Does this job need color? If it’s black and white or just one or two colors (and the volume is high enough), offset printing may be the right choice. If you need basic four-color printing, digital may be the best, most cost-effective solution.
However, if perfect color is absolutely essential (for example, if you need to use the Pantone® Matching System), use offset printing. The offset process uses actual Pantone® ink for a perfect match, whereas digital just gives you its best approximation of the color.
Custom work: Do you need something special?
How unique are you getting here? There’s no doubt that digital printing is the easiest, cheapest way to customize your projects, even within the same printing.
Proofs: will you need to see a sample first?
If you need to see a printed sample before taking the plunge, digital holds the advantage. To get a color proof for an offset project, you’ll need to execute the hardest parts of the project (plates and ink), which gets very expensive.
Type: what are you printing?
Business cards, thank you notes, cards or invitations?Black and white or just one or two colors? If yes, and you need more than 500, choose offset.
If yes, but you just need a few, choose digital. Same goes for full color. Digital is the way to go…
. . .unless you have a very specific need to match a Pantone® color exactly. Then, choose offset.
Posters or book jackets?
If so, you’ll need higher quality printing to make the images look perfect. Go with offset if you can.
High-volume newspapers or newsletters?
Offset printing is the way to go.
The bottom line
While personal preference certainly plays a role, the differences between digital vs. offset printing allow you to make some smart decisions when you’re choosing which method will best serve your project. Like anything else, working with a designer can give you a great deal of added insight, so if you’re still not sure which is best for your project, don’t hesitate to get expert help!
Every day we hand out a tiny brochure about our businesses without even realizing it. Look at the stacks on your desk, the deck in your drawer or the stash in your wallet. Business cards, in all sizes, shapes and colors, are everywhere. And yet, while we all understand that a business card is a necessity, we often fail to see it as a marketing opportunity.
It's time to start seeing that little slip of paper for what it is: the best opportunity you have to market yourself or your business to a targeted and captive audience. After all, you chose to hand it to that person for a reason.
Here are seven ways to spiff up your business card so that it collects sales, rather than dust:
1. Give your card a purpose. And we're not just talking communication. Cards that multi-task will be seen far more frequently than your average business card. Turn it into a bookmark, an event ticket, a note card, scratch card or sticker. Make it a conversation piece and your business will automatically become a part of the conversation.
2. Track it. Include a QR code or SKU on your business card, and whenever you hand it out, give the recipient an incentive like discounts or coupons for checking out your site. This way, you'll be able to track the rate at which your card compels people to action. If the current design and incentive doesn't work, you can always try another.
Related: How to Design a Business Card That Gets Noticed
3. Challenge people. Surprise people with a fun fact or figure on your business card. Think about a Trivial-Pursuit-style question or piece of trivia that applies to your business. For example, adding a simple fact -- "You're more likely to survive a plane crash than click on a banner ad" -- could spur a conversation about new marketing channels and strategies, with business owners frustrated by their existing marketing efforts. Engage and amuse people when they read your card and your business will stand out.
4. Add credibility with testimonials. Customers relate to other customers. Because of that, testimonials speak volumes. Consider adding a brief quote or link to a quote on the back of your business card. It's a great way to use valuable space that otherwise goes to waste.
5. Support a cause. Social impact and business go hand-in-hand these days. Let people know about causes that drive you. Use your card as a vehicle to make a difference, and recipients will gain a better understanding of what drives you as a person and a professional. For example, you can include: "Proud supporters of Feeding America."
6. Put a face to the name. Consider putting your photo on your card so that people can continue to put a face to your name long after they've met you. A photo not only adds to the familiarity of your company's brand and increases your likeability factor, but paints a picture of you as a person. It also makes you easily recognizable from your competition.
7. Make the handoff memorable. The physical act of exchanging your card can be more valuable than the card itself. Use it as a conversation starter to better understand where the person's needs, interests or hobbies lie. As you hand out your card, mention when you will follow up and also reinforce a message about the value of your business.
Flyer distribution is one of the most affordable and effective methods of advertising.
Flyers perform well because they reach someone in their own home, and unlike an intrusive phone call or TV advert, the recipient won’t look at it until they want to, so they are more likely to be in a receptive mood.
A flyer also benefits from its physical, tactile nature, which attracts attention and is remembered for longer.