Owning a small business involves making sure everything, even the most minute detail, is perfect. Printing is one of those aspects easily overlooked. Flyers, brochures, and business cards tend to make that big impression on any customer, client, or prospect. Mistakes in printing have been costly in money and further in branding a company. Not being able to be cognizant of common printing mistakes and how they can be avoided can get a small business into unwanted setbacks.
Overlooking Quality Control
One of the worst mistakes small businesses can make is overlooking quality control when preparing printed materials. In the rush to complete projects or meet deadlines, businesses sometimes neglect to review proofs thoroughly before sending them to the printer. This can lead to issues such as poor image resolution, text errors, or color mismatches. These can lead to reprinting, which also wastes time and money. The files must be proofed for accuracy, the design should be checked for clarity, and all should be according to the brand’s guidelines before giving the go-ahead to print.
Negligence of Paper Quality
The type of paper is one factor most small business owners do not really pay much attention to when it comes to printed materials. Paper quality can make or break the final result, and choosing a low-quality stock in order to save money reflects poorly on the business. The wrong paper can make colors appear dull, or it may cause prints to smudge or fade quickly. Using durable and proper paper stock does not just elevate the finish but also tells about the commitment of the business to quality. For instance, printing of brochures on glossy paper or business cards on quality card stock gives the appearance of an upmarket business.
Choosing the Wrong Printing Method
Most small businesses are torn between digital and offset printing methods. Both methods boast their share of merits, but choosing the wrong method for the job results in inefficiencies and a lot of money going down the drain. Digital printing is ideal for short runs, quick turnarounds, and personalizations, while offset printing is more economical in quantity, yielding high-quality results with bulk printing. It is very important for a business to assess its needs regarding printing and to choose the right method to meet both its budget and the project’s requirements.
Negligence of Final Use
Another mistake that businesses commonly make is failing to consider how their printed materials will be used in the real world. For example, a well-designed flyer can easily get ruined if it is not well-protected or if the paper used is too flimsy to withstand handling. Items such as brochures, menus, and even business cards should be able to withstand repeated handling. This is where laminators can be particularly useful, adding durability and protection against wear and tear. A little forethought into how materials are going to be used, coupled with the right finishing techniques, coating, folding, and lamination, can pay dividends in the longevity of printed materials.
Not Accounting for the Full Cost of Printing
Small business owners often seem to make their biggest mistake with budgeting for printing by only thinking about the real upfront costs. While upfront costs are important to consider, sometimes there are hidden costs involving shipping fees, setup fees, and design charges that also need consideration. Further, they have to consider the cost of reprints in case of mistakes; or even potential losses due to low quality of the final product. A well-designed printing budget considers everything from design through delivery, providing the total spend and eliminating surprise costs along the way.
Branding Consistency Lacking
The consistency of branding is actually very pivotal to establishing brand identity. For that reason alone, small businesses are doing absolutely the wrong thing in designing printed materials which merely don’t connect with the entire brand identity or branding strategy, hence bringing on disintegration in marketing along various platforms. Inconsistent use of colors, fonts, and logos dilutes the message of a brand and can make any potential customer raise questions about its professionalism. The key to consistency in creating an image is to make sure all printed materials follow the same design standards and adhere to the business’s guidelines on branding.
Not Planning for the Environmental Impact
In today’s environmentally conscious world, not considering the environmental impact of printing can be one costly mistake small businesses make. Printing large volumes of materials that are not recycled or using harmful chemicals has a negative impact on a business’s reputation. A large number of customers love to do business with companies making efforts to reduce their footprint on the environment. The use of recycled papers, biodegradable inks, or going digital instead are other ways in which businesses can reduce their waste. Not only will this help the environment, but it can also attract consumers who believe in sustainability.
It is foresight, careful planning, and attention to detail that will help avoid many of the common printing mistakes. Smaller businesses have to make sure they review proofs carefully, select the right paper and printing method, and give appropriate thought to durability and sustainability. Keeping these considerations in mind, businesses can minimize all unnecessary mistakes, enhance their branding effort, and finally make sure their printed materials do exactly what they are meant to do for their customers and clients.
