.floatimg-left-hort { float:left; } .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 12px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 12px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 12px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;}
One of the elements of marketing that is least understood is print buying and production. It’s not just an art; there is significant science involved as well. To truly do this right, you need to understand color, inks, paper selection, printing processes and much more.

When you do, you can save yourself time, money and hassle.

Over the years, we’ve gathered up our best hints, tricks and lessons, and now we’ve packaged them into a cheat sheet just for my readers.

Look for color differences in the proof from your expectations. Note if any screened areas are darker or lighter than you expected.

Check for changes in how the text wraps from line to line. Also note any typeface differences that might have occurred. Are any words missing?

Are the photographs placed and properly cropped?

Make sure the color separations are the same as your printouts.

Ask for a “dummy” so you can check for page sequence and other assembly issues on multi-page projects. It is a good idea to have your proof trimmed and folded like the finished project to make sure the layout is correct.

On digital printed projects, you can usually request to have your proof printed on the stock the finished piece will be on.

If time and budget allow, it is a good idea to request a second proof if you made a lot of alterations to the first one.

If you’d like a copy of MMG’s Printing 101 document, shoot me an e-mail at drew@mclellan marketing.com.

This will save you both money and time, so don’t miss out on this freebie!

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2008 Drew McLellan