Job no: 08-97814 Title: RP: Design Matters: Brochures
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DESIGN MATTERS // BROCHURES 01
73
PLANNING DESIGN BASICS BUDGET CONSIDERATIONS PRACTICAL MATTERS
Production Strategies
Noah Scalin, founder of ALR Design, sometimes heads straight to the printer
with his budget and print-run requirements, then he asks for advice about what
is possible. A small change in the size of a brochure, for instance, might make it
t better on the press sheet and signifi cantly reduce costs. Unfortunately, there’s
no magic formula to spitting out the most cost-effective print strategy for every
job. One- or two-color printing, for instance, doesn’t necessarily save money over
four-color. The cost of any print job depends on variables ranging from the size
of the print run to who provided the bid. But there are some general strategies
to help stretch those production dollars. Justin Ahrens, creative director of
Rule29 in Geneva, Illinois, offers these tips:
BUILD STRONG RELATIONSHIPS WITH YOUR VENDORS. If you
throw a lot of business to a particular photographer or printer, they’re going to
be more willing to work with you when you’re trying to meet tight parameters.
TALK TO YOUR PAPER REP ABOUT WHAT CHOICES ARE
AVAILABLE. If you have a specifi c stock in mind, he or she might be
able to point you to something similar with a lower price tag.
ASK YOUR PRINTER ABOUT THE HOUSE SHEET. Typically, this
is a paper purchased at a discount and may be a way to keep a brochure
on budget.
CONSIDER GOING WITH A LOWER GRADE OF PAPER. Depend-
ing on the project, a lower grade might work well and save money.
BUY PAPER DIRECT FROM THE PAPER COMPANY. Though your
printer may not be crazy about this choice—because it reduces his profi ts—
it can cut costs when you’re really struggling to meet a client’s budget.
EXPLORE DIGITAL PRINTING. Depending on the design specifi cs
and print-run size, digital might be a more cost-effective option than
offset printing. Just be sure you ask questions about the capabili-
ties—and limitations—of any digital printer you choose.
Job no: 08-97814 Title: RP: Design Matters: Brochures
#175(P) Dtp: 199 Page: 73
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ers: Brochures
: 199 Page: 72
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Job no: 08-97814 Title: RP: Design Matters: Brochures
#175(P) Dtp: 199 Page: 74
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PLANNING DESIGN BASICS BUDGET CONSIDERATIONS PRACTICAL MATTERS
π
The Rule29 designers kept this brochure
inexpensive by choosing a digital printer.
They also gave it a more upscale feel
with rounded corners. To keep this detail
affordable, the corners were ground off rather
than die-cut.
®
When you’re working with a charitable
organization—such as this Food for the
Hungry brochure—Justin Ahrens at Rule29
suggests telling the printer. They might be
more willing to work with you on price when
it benefi ts a good cause.
74
DESIGN MATTERS // BROCHURES 01
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PLANNING DESIGN BASICS BUDGET CONSIDERATIONS PRACTICAL MATTERS
To maximize the budget, Rule29
designers reverse engineered this brochure’s
size with the printer to get the most out of the
press sheet. An innovative fold—the brochure
doubles in width twice as you unfold
it—along with bold colors and graphics work
together to form a lasting impression.
DESIGN MATTERS // BROCHURES 01
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Job no: 08-97814 Title: RP: Design Matters: Brochures
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