Creating Effective Printed Materials

Following the previous blog – we will now look at each of the 5 tips in a bit more detail and hope this will provide a bit of extra help and advice.

Tip 1: You only get a second to catch attention writing headlines for documents and printing.

I cannot stress too much the importance of the headline.  The objective of every headline is to grab someone’s attention and draw them in, so they take some form of action.  The question to always ask yourself is “Would this make me want to read on?”

In advertising, research shows that 8 out of 10 advertisements are never read beyond the headline.  So, only 2 out of 10 readers ever bother to look at the rest of your content.


This is usually because not enough work has been put into them.  Whether short or long – your headline should always be visible and powerful and grab attention.

Four of the best categories of “attention grabbers” are:-

1. Headlines that offer real benefit(s).

2. Headlines that give information.

3. Curiosity headlines.

4. Urgency headlines.

This principle works for all your communications from company brochures through to your internet marketing and social media posts.  

Imagine this as your retail business. Your headline is your sign and window display – it has to compel the reader to take some form of action – and ideally to come in and browse!  Once they start reading your copy and checking out what you have to offer then they are actually in your shop!

A lot of time, effort and research should go into writing your headline.  Study what some of leading companies in your sector are putting into their headlines and look at your competitors’ headlines or those in a similar type of business.  

Keep a note of all the good ones.  Use the “creative copying” technique by seeing what companies use in other industries and some of those with big marketing budgets – note them down so that you can refer to them for any ideas or inspiration in the future.

Below are just some of the examples of effective headlines that could possibly be adapted to your product or service with a bit of creativity and thought:

1. Examples of Benefit Headlines

After promising a benefit, be sure to tell them how they can experience this benefit themselves. This is known as “the give and get” approach.  Promise them something valuable.  Or give me something and I will give you something in return.   

Alternatively you can play upon their negative fears – reminding prospects what they are missing and how your product or service alleviates their concerns.  

Use action words.  What, Why, How and When are all good.  Verbs encourage readership and help guide the reader.  Words like Save, New, Free, Discover, Join etc – remember your prospects are all about what’s in it for them.

Try and use numbers and incorporate them into the headline.

• 10 Ways to Improve (XYZ)

• No More (XYZ)

• Give Me X Minutes & I’ll Give You X Tips

• Don’t Buy Another (XYZ) until you Read This

• What You Don’t Know About (XYZ) is Hurting Your (XYZ)

• Discover How to Eliminate (XYZ)

• Read this and I’ll Give You (XYZ)

2. Examples of Headlines that gives Information

People like to know new things – particularly if this has a relevance to their industry or local area.  You can simply state the news, ask a question or simply add “How To” to the headline.  If someone has a problem, they want to know exactly what to do to solve it.  Asking questions engages the reader and makes them feel more likely to take action, since they feel connected to the copy.  

• We can now offer (XYZ) Discover How to (XYZ)

• Discover How to (XYZ)

• How to (XYZ) Better Than (XYZ)

• Let Me Show You How To (XYZ)

• Who wants (XYZ)?

• If I Could Show You (XYZ), Would You (XYZ)?

3. Examples of Curiosity Headlines 

We all want to be “in the know” and if you create curiosity you will probably get the interest. You can make your headlines more interesting by adding an unexpected twist or analogy.  You can use social proof or influence by showing them people in similar circumstances took the same action before them. We all have a propensity to follow the crowd, so this is an effective method in building trust and guiding people to take action.

• Last Month X People (XYZ).  Did You Miss It?

• Join X Others.  Download This Report Now

• There is One (Simple) Thing You Can Do Today to (XYZ)

• The Inside Truth About (XYZ) – It’s Not What You Think!

• The New (XYZ) Everyone is Talking About

• Successful Companies Do (XYZ). Will You Too?

My personal favourite headlines typically involve a play on words.  One of the most effective headlines I created some years ago had a deliberate play on words in a big bold heading– it simply stated “Outstanding Truck Record” and caught the eye of many people who thought it was a spelling mistake.  The copy or content was just bullet points of key statistics outlining facts that illustrated an amazing year of growth for a trucking company.  In black and white and aimed at financial media, the advert picked up an award for simplicity and clarity of message.

4. Urgency Headlines

One of simplest methods to generate interest or response is to imply scarcity and/or urgency. These are great motivators to get people to act.  They don’t want to miss out! People are more often motivated by missing out on something than they are by the thought of gaining the same thing.  

Experience has shown that with any offer it is best to specify an expiry date.  This increases response for all types of offers – particularly with direct mail campaigns. Although they are also very effective in the post script (PS) part of the letter below the main body of the content as a final push to try and convince someone to take action.

They are fairly simple to write and should be used sparingly to have real value.  Some good examples include:-

• Before You Spend Any More on (XYZ) You Need to Read This

• You Have 24 Hours to Get (XYZ)

• There Are X Left At X% Off

• Offer Must End Today/Date

Finally, combining any or all of the headlines should increase their effectiveness even more.  

Lots of time, effort and research have gone into writing the best headlines over the years, for a reason.  Headlines and good marketing copy are crucial to your success.  

Don’t be afraid to sell when you write any sales literature or document.  Shout from the rooftops how great you are.  Just remember, you will always need to back up what you are claiming – it’s only hype if it’s not true.

Writing good copy carries the headline forward in a logical manner – and becomes “salesmanship” in print or explains the heading in more detail.  

Copy writing will be the next Blog subject and takes the process of creating superb documents or digital printing to the next level.

5 basic tips on creating effective printed materials

We have just had a clear-out of old artwork files that are more than 10 years old and sent almost a skip-load of old samples and worksheets off to the local recycling tip.  The chances of ever using this artwork again are minimal as techniques and quality have improved beyond recognition over the last decade.  However, there are some basic principles that should have been consistently applied then and still apply now. 

Here is a very short summary of the 5 key rules for any budding designer to follow:-

1. You only get a second to catch attention.

We are all bombarded by sales messages from every form of media every day and we “switch off” to most messages unless something immediately grabs our attention and makes us interested to continue to read or listen. 

This magic “hook” usually is something to do with relevance or personalisation of the message.  The headline is the usual “hook” for the written message.  It is often stated that the headline or title is the most important and difficult item to create. 

It is worth spending a lot of time testing different headings for all your promotional or marketing materials to see whether some work more effectively than others. 

2.     Keep it short and sweet.

In a world where we are all so short of time, we expect things quicker, faster and neater. 

Do not try to include too much written information – just the most important points in a way that is relevant to the recipient.  If you are making a sales point it is important to always convert the copy for extra emphasis by considering what it means for the recipient.  Make a list of sales points, then another list of the benefit for each sales point and finally a third list entitled “which means that” – for the basis of your copywriting.

Good copywriting is a real skill.  No one is prepared to read heavy text, which is why some believe social networking sites like Twitter have been so successful.  Keeping communications down to 140 characters is difficult for most people of my generation!  Trying to fit too much text on any printed page is more likely to be a ‘turn off’ and whatever is produced in terms of quality and feel will probably end up in the waste bin. 

Using graphs and charts and infographics is a great way of communicating anything and helps to keep text to a minimum.  Eyes that would glaze over tables of figures or long sentences, suddenly find a new fascination with the data and words you are trying to communicate.  In terms of sentence length – keep them as short as possible.  A good piece of advice is to imagine you are writing for “The Sun” rather than “The Times”.

3.     Use colour and photographs effectively.

A considerable amount of research has been undertaken on the impact of colour in terms of improving communication.  The conclusion is that effective use of colour improves impact and recall by up to 80% for all types of printed materials from promotional literature through to training materials. 

The human brain accepts and interprets messages received in colour significantly quicker than those in mere monochrome.  However, there are good and poor combinations of colour and selecting the wrong combinations can be a disaster.  Always think of the application – for example, menus are often read in dimmed lighting and always require good colour contrast. 

Effective use of vector or photographic images is almost always essential.  Be aware that a photograph is only “worth a thousand words” if it is relevant to the message you are trying to communicate. 

Some products will look dramatically better with the use of high definition photographs only available from stock libraries or if you have a sizeable budget, professional photographers.  Low quality, pixelated images downloaded from a web site or from a camera phone will usually do nothing to enhance any quality image you are trying to project. 

Rapid developments in digital photography over the last decade have, however, have given most of us the capability to produce fairly high resolution quality images very cost-effectively to use in literature and on web sites for most small businesses. 

4.     Plenty of white space and consistent text layout.

Formatting is very important and the use of sub-headings, paragraphs and spacing can help in absorbing the message. 

White space doesn’t have to be white; it just has to be blank so that it draws the eye to the text and makes it easier to read and comprehend.  The process of creating white space is very important in all aspects of design for business printing and promotional printing. 

Another good technique is the use of lists, numbering or bullet points that help to keep sentences shorter.  They also contribute to more white space and make it is ‘easy on the eye’ to visually scan and digest the information. 

Always use a legible and good- sized font (never go below 10pt).  Do not mix too many fonts and styles and apply consistently throughout a long document.  Extra line spacing or leading should be employed wherever possible – and this is particularly critical in legal and academic documents.

Try and avoid the use of upper case text and underlining.  If extra emphasis is required bold text can be very effective to highlight the key points in any sentence. 

The use of QR codes is a great way of providing a lot more information in a limited amount of space – as they can be scanned by a mobile device and linked to all forms of digital media or simply to the relevant page on a web site.  Their application is now common in many industries such as estate agency – where it works well in combination with expensive advertising space in local newspapers.

5.     Content and call to action.

Last but not least is the actual content or message you are trying to get across.  It must be relevant and meet the specific objective of the printed materials – whether to sell, inform, advise or encourage a call to action. 

The latter is the easiest way to determine the effectiveness of the material – which is why offers are a vital element of any marketing communication. 

Needless to say any spelling errors will have a detrimental effect on the communication – yet we still see examples every day of spelling mistakes by companies of all sizes.

Finally, software such as “Direct Smile” and digital printing have revolutionised the quality and effectiveness of promotional literature – resulting in less wastage and better targeting and personalisation.

Variable data is being applied across many forms of company communications from statements, sales messages to e-broadcasts.  You can find good practical examples in the motor trade where text and images can be easily manipulated for effectiveness.  

A typical application is in some sections of the motor trade.  When you walk into a new car showroom the salesman is trained to build up a picture of what you are looking for – usually by asking a series of subtle, yet pertinent questions on the desirable features and extras you are looking for in a new vehicle.  

The data is sent to a central print production site and then, within a couple of days a personalised brochure is delivered with photographs and text to matching the car’s specification you have requested!

One last final piece of advice is to encourage feedback from as many people as possible and then try and use this constructively in the design of your next printed item.  If possible, leave anything you write for at least 24 hours.  A fresh look and read through usually is very worthwhile.

And if it all too much – you can use the services of our own copy writers and graphic designers.  Simply contact our Customer Service people during normal office hours free on 0800 0346 007 and we will discuss any particular project with you.

Paper & Envelope Sizes Explained

In Britain and Europe metric ISO 'A' sizes are the most common when placing orders for printed materials.  Most people relate the size of their printed product to A4 – because this is the most common and widely used and applied size of paper throughout Europe.  

Direct2Print accept files of all sizes – although when using our online pricing calculator on our HOME PAGE (http://www.direct2print.net)   clients would “scale up” to the next appropriate ‘A’ size. So for example – if business cards were required the client would select the smallest available size of A7 even though the typical size is 85mm x 55mm.

With a large number of North American companies established in the United Kingdom, Direct2Print are often requested to print manuals and documents that were originated in the United States and set up according to different sizes of paper.  When we print US sized papers we scale to fit to an A4 page – which tends to result in more white space at the top and bottom of each printed page.  

Paper size settings are the main cause of digital printing problems.  Many software packages are still defaulted to US paper sizes – and can cause pagination problems when printing on European ISO sizes.

Providing files with ‘bleed’ and ‘crop marks’ is another area of difficulty when accepting files for printing – especially for those customers without any formal graphic design training.  If the artwork is set up correctly printing from file is an easy process (see previous blog on setting up artwork guidelines - http://direct2printlimited.blogspot.co.uk/2014/03/artwork-guidelines-for-direct2print.html ).  If the artwork is not prepared correctly it becomes the main contributory problem for subsequent quality problems with printing. 

As a business, Direct2Print are classified as a “small format” print specialist because the digital print equipment operated can print up to a maximum of SRA3 size (450mm x 320mm).  ‘SRA’ and ‘RA’ sizes are slightly larger than the A sizes and allow us to trim “bleed” off the paper and card so that printing can be to the edge for most printed products.  We try and get as many prints out of each SRA3 sheet to reduce any wastage to the minimum possible.

Small format printing output is usual for most forms of business stationery or promotional printing – although large commercial presses can combine many jobs on the same print run and offer significant cost savings.  These printers are often known as “jobbing printers” and tend to concentrate on volume production – often as a trade –only print supplier.

Large format printing is normally for A2 sizes and larger and is typically for posters, banners, exhibition displays and other large point of sale displays.  Direct2Print can supply any large format printing but this is through our production unit and can be ordered offline or online at www.direct2printonline.co.uk .

The starting point for calculating an actual finished ‘A’ size is an 'A0' sheet which consists of an area of one square metre.  Folding this sheet in half results in an 'A1' sheet, then folding an 'A1' sheet in half gives an 'A2' sheet, and so on.  

Because the height and width are in the ratio one to the square root of two the proportion of the sheets remains the same. This feature makes it very simple to adapt one design for several different purposes (for example a postcard, leaflet and poster).  Everything is in proportion and can be scaled according to the size of the paper.

Because 'A' sizes are so widely used in Europe, ‘SRA’ and 'A' size paper and card is comparatively cheap compared to odd sizes because many machines are optimised for handling them.  

Remember when designing printed products 'A' sizes are always the most cost-effective option when choosing a size to print.  If your finished product is not within these ‘A’ sizes there is often a significant extra cost for cutting or trimming.

The actual sizes and their typical applications are as follows:

Size Dimensions Uses
A0 841 mm x 1189 mm Posters
A1 594 mm x 841 mm Posters, wall planners
A2 420 mm x 594 mm Posters, wall planners, calendars
A3 297 mm x 420 mm Posters, calendars, 'tabloid' magazines
A4 210 mm x 297 mm Letterheads, documents, brochures and reports
A5 148 mm* x 210 mm Programmes, booklets, brochures, leaflets 
A6 148 mm 105 mm Postcards, leaflets, invitations
A7 105 mm 74 mm Tickets, folded business cards

(*often set to 148.5 mm wide) 

Other commonly used size based on the 'A' size system are one third of 'A4' (99 x 210 mm). Two thirds of 'A4' (198 x 210 mm) which is also sometimes used as is the square size 210x210mm.  The one third A4 size is also popular because it fits neatly into the most popular sized envelope. Direct2Print have used all of these derived formats very effectively for leaflets and company brochures over the last 30 years.

Here is the same information in a visual format:

Envelope Sizes

Envelope sizes are calculated on a different scale. The international envelope size range has been developed to accommodate A size sheets - the range of envelope sizes is designated the ‘C’ series. The ‘C’ series of sizes are based on a basic sheet size of 917 x 1297mm.

These C series envelope sizes are formulated to take ‘A’ series paper exactly.  For example, C4 for unfolded A4, C5 for unfolded A5 and C6 for unfolded A6.  

One of the most popular envelope sizes, DL, is however an exception to this rule. The DL designation is derived from the German DIN Lang, ‘DIN’ being the German equivalent of the ISO standard, and ‘Lang’ meaning long.   

Envelopes come in a wide variety of shapes and colours from basic manila through to glittery silver and gold colours and specialist papers.

It is important also to consider the cost implications on the printed product size for when it comes to mailing or postage costs.   Size can have an important bearing on the production and mailing cost of any activity or project.  For example, there are some important points to consider when calculating the costing of any marketing campaign.

• There is the extra printing cost of non-standard sized documents and products.

• The standard envelope sizes are designed to accommodate ‘A’ sized printing and will consequently be more cost-effective to purchase than irregular sized envelopes due to their greater availability and lower production costs.

• The envelope size has an impact on the postage costs.  When Royal Mail changed the basis of calculating postal costs to “Pricing in Proportion” it had a big impact on the popularity on different sizes of envelopes – C5/A5 became a far more economical postal size than C4/A4 which needed the large letter postage rates.

This may seem all very confusing and complicated but we hope this guide helps you make informed decisions about any printing you may be planning.  For more information contact Direct2Print free on 0800 0346 007 during normal working hours for any further assistance.

Would Carbon Capture benefit your business?

Environmental issues are becoming more and more important to organisations of all sizes. 

At Direct2Print we publish our own Environmental Credentials online (go to www.direct2print.net/aboutus.html and follow link to view our PDF under “Green Credentials”).

This document covers some of our purchasing criteria on papers, cards and packaging materials.  We try and recycle everything – and in particular we are creative in re-using the large amounts of packaging materials we seem to accumulate. Having a policy is the first step as it outlines our procurement strategy for the use of recycled and FSC certified papers wherever possible.

However, we are now considering taking a few more steps forward to help save the planet and would like your opinions on whether we should offer our customers an opportunity to demonstrate their own environmental responsibility at the same time.

One of our paper merchants is offering us the opportunity to capture the carbon emissions by planting native woodland through the Woodland Trust and the Woodland Carbon scheme.

How it Works

• When we place an order for paper the amount of carbon dioxide generated in the production and the delivery of the paper is calculated and this item is added as a separate item on our invoice.
• We use this paper for your printing and add the same amount as a surcharge on the printed job – so it shows as a separate item on your invoice.
• We include a certificate and can include the Woodland Carbon logo below on any packaging or printing we supply – and likewise, you can also use the same logo on the finished printing and packaging you supply.  In other words, both parties can demonstrate their green credentials.
• The logo will contain a reference number that relates to the original invoice providing confirmation and traceability. 
• All carbon capture charges will be paid to the Woodland Trust who will in turn plant woodland at one of their accredited woodland creation sites in the UK. 

The Trust looks after over 1,200 woodlands at the moment and works with three guiding principles:

1. To enable the creation of more native woods and laces rich in trees.
2. To protect native woods, trees and their wildlife for the future.
3. To inspire everyone to enjoy and value woods & trees.

This initiative may be something you might find worthwhile – or you may just think it is a bit of a publicity gimmick.  However, in very competitive trading conditions this could just give you a commercial advantage by:

• Providing a reduced carbon solution.
• Offering a tangible demonstration of your company’s responsible approach to the environment.
• Use of environmental branding – displaying “The Woodland Carbon logo” to enhance your own brand.

The downside is the small additional cost that your print prices would incur.  The choice is yours but we would be interested to get some feedback on this issue.

Artwork Guidelines for Direct2Print Online Printing

There are some useful hints and tips on our websites to help you prepare files for online printing.  This article just acts as a quick reference guide.  Sending a PDF file reduces the potential for any problems but is not guaranteed to produce the results you require.

The main point to note is that files sent to www.direct2print.net can be RGB format or CMYK format.  Files sent for full colour process printing to www.direct2printonline.co.uk must always be in CMYK format. 

Please contact our Customer Services free on 0800 0346 007 if you need help with preparing digital artwork.

Some basic advice is noted below:

File Types

We accept many types of files. However, PDF is preferred.  When you have finished creating your artwork always save as a PDF.  With some design software it is best to “flatten” images and avoid layers before saving.

We do accept files from some Microsoft Office applications (in particular Word and PowerPoint), this should only be for Document Printing and Digital Printing.  We cannot guarantee the desired output because there could still be some issues with regards to pagination or missing images but our production printing presses can print equally well from both RGB and CMYK files, so there should be no issues over colour.

If the file is created in RGB (usually a Microsoft programme) for full colour process printing the colours will be automatically converted to CMYK. The nearest equivalent colours will often show ink and photos to be darker and duller than how they would appear on screen or printed digitally or on a normal office or inkjet printer. 

If you create artwork in RGB format contact our designers for advice prior to uploading the files.  They will be happy to assist – simply call free on 0800 0346 007 and they will get back to you.

PDF Options

PDF is the safest method of saving and sending files.  However, there can still be potential problems with missing or corrupt fonts.  Make sure all objects, such as all the fonts and pictures, are embedded into the PDF. 

You can download free PDF creators from the internet and they can be used as another printer option on your computer – there are a number of links on our website to download PDF creators.

Bleed

Bleed should not be added for Document Printing.  Crop Marks and Bleed are not necessary if your printing is not designed to meet the edge of the page when Digital Printing.

Bleed should be added for Digital Printing where artwork is designed to meet the edge of the page (usually extending the background colour).

If your artwork meets the edge of the page, but has no bleed, we will either cut into your job to make the finished size slightly smaller or you will have a white border around your finished printing.

To create bleed you are required to extend the size of the page by 2 – 3mm and, if possible, add crop marks to the finished size. 

·        Font Size

Font sizes below 8pt can become difficult to read. Avoid putting too much text onto promotional items like leaflets and business cards.  10-11pt is recommended for most documents or ‘body text’ and if your font size has to be any smaller to fit everything in – then you probably have too much text in the first place.

Avoid using very thin fonts as this may also cause problems over the clarity of the information.  And be aware that some script typefaces make legibility of postcodes and telephone numbers very difficult.

Where possible stick to the better known fonts – it can save a lot of problems!

·        ‘Rich’ Blacks

This is a technical term and common with full colour process printing.  When preparing artwork for larger quantities of printing and non-digital output you will need to prepare colours in a CMYK format.  Solid blacks should be made of 30% Cyan (C), 30% Magenta (M), 30% Yellow (Y) and 100% Black (K). 100% Black alone can appear dull over large areas.

·        Picture Resolution

Image files or photographs should ideally be at least 300dpi.  Jpegs are normally created in screen resolution of 72dpi and can often appear to be pixelated when printed. 

We have successfully printed jpegs or used artwork for some items but pay particular attention if the image has to be enlarged.

A good indication of the quality of the printing any images is usually the size of the file – and if the file size is below 1MB it is worth checking image quality before sending to print.

·        File Size

Files should be as small as possible without compromising on quality. Files larger than 20mb will not go through our email system. The easiest method to send large files is through one of the free file transfer services that can be found on the internet.  On our LINKS page there are links to a number of these free services.

·        Proofing

A free printed proof can be supplied if requested. Simply log onto the FREE TRIAL page and we will print a sample page on the nearest available stock.

This is strongly recommended if there is a need to match a particular colour and you have plenty of time before the need to place an order.

Our printers can scan and store particular pantone colours for regular orders where colour is particularly important for the company identity.

·        Colour Matching

Every printing press is different and colour can even vary between runs of the same artwork even on the same day. However, we can attempt to match colours if a suitable sample is supplied. Our machines are regularly calibrated to achieve the closest possible colour representation.

Our digital production printers can also modify the image by lightening or darkening your printed page in a series of gradual steps.  In most cases, our operator will make a judgement to try and obtain the best results.

·        Some Other Things To Avoid

Avoid using borders, especially for double-sided artwork. It is difficult to register both sides perfectly and there is often a little movement when paper or card travels through the press.

Be aware that your border may not be consistent throughout the finished product.  This is particularly important if the document or printed product needs to be folded.

Avoid using ink coverage of above 240% (total of CMYK). This may result in the surface print buckling or curling when passing through the press.

Hopefully you will be pleased with the finished result and we offer a total quality guarantee on any printing that is below the high standards we would normally expect.  However, “prevention is always better than cure” and we would be happy to help and assist whenever required.

Binding Options at Direct2Print

A few customers have been unsure of the various binding methods available when placing an online document printing order at Direct2Print.

When placing an order it is possible to select an option which would be beyond the specification and capabilities of the various machines.

The most basic form of binding is stapling – either in various positions or as a booklet.  The maximum number of sheets of paper for online stapling is 50 (assuming all 80gsm or the “standard” specification).  The thicker the paper the fewer sheets and an easy method of calculation would be by multiplying the total number of sheets by the grams of the paper to give a total sheet capacity.

For example, 50 x 80gsm gives a total capacity of 4000gsm – so 4000 divided by 120gsm paper would be just above 33 sheets capacity.

If the stapling had to be undertaken offline then the staple size can be adapted to penetrate a larger number of sheets or a mixture of stocks, for example by adding an acetate or card cover.

Slide binding can be supplied as an option costing the same as stapling. There are various sizes of spine and we simply can add acetates and cards for extra protection.

A popular choice for binding is known as comb binding or spiral binding. This works by punching holes in the left hand side margin.  The combs come in a variety of sizes and colours and again, usually with clear acetate on the front and a card on the back.

The benefit of a comb bound document is that the pages can easily lie flat on a hard surface like a table – so it is easier to do other things with your hands rather than trying to keep the document pages open.

And in addition, if an error is made on any page it is relatively easily to replace the page – simply by punching the paper and then re-inserting into the document.

Comb Bound Documents

However, it should be remembered that there are two different types of machine and length of comb – some have 20 rings and some have 21 rings.  This can complicate any documents where you need to change a page.

The plastic is also a better option for A5 sized bound documents because the combs are easy to trim and the binding machine can easily be adjusted.

Comb binding is also more suitable for very thick documents – although we recommend a maximum thickness of 250 sheets of 80gsm paper (or 500 sides) using a 50mm wide plastic comb.

If your document consists of more than 250 sheets of paper we would recommend opting for the 2 or 4 hole drilling – so that it can be inserted into a presentation folder or lever arch file.

Direct2Print always specify the very high quality thick (240micron) acetates because they make the documents look good.  Some companies like the frosted acetates, especailly if they have a printed front cover, and this option can be specified offline if preferred.

The most popular binding method at Direct2Print is wire binding.  This uses a metal wire and is a similar process to plastic comb binding.  This method has all the benefits of comb binding but adds a professional finish to the presentation or booklet.  Wires can also be supplied in a variety of colours and  a colour that is most appropriate for the colour of the cover page of the document is usually selected.

Wire Bound Documents

Wire binding covers documents from a couple of sheets of paper up to about 250 sheets (500 sides).  There are two punching dies which have to be used according to the size of the document – the Direct2Print policy is to try and have a wire with a reasonable amount of spare capacity as it makes the pages easier to turn and lay flat when opening out.

Finally, there is Fastback binding.  This is also known as thermo or heat binding and has the advantage of keeping pages intact and ideal for when you have to send documents through the post.  A strp has glue fixed into it and when inserted into the machine the glue melts and wraps aound the document to hold all the pages in place.

We stock a supply of both A4 and A5 spines and in a selection of colours – usually adding a special front acetate and card on the back.

However, there is a restriction on the number of pages we bind in any one document – because the binding capability is not as good for thick documents.

Fastback Bind

Our capacity is 120 80gsm sheets of paper and the same principle applies to our section on stapling. 

The thicker the paper the fewer sheets and an easy method of calculation would be by multiplying the total number of sheets by the gsm of the paper to give a total sheet capacity.

For example, 90 x 100gsm sheets would be the maximum capacity for Fastback binding.

This all sounds a bit technical which is why you can always contact our Customer Services Free on 0800 0346 007 during normal office hours to discuss which is the best method to present and bind your documents.

We are able to offer other options offline – so do not think that because we do not offer anything during the online order process we are unable to supply a binding method that meets your requirements exactly.

For More Information, Visit Our Website 

Hate Shopping Around?

One of the great advantages of the Internet is that it speeds up and improves the process of shopping around for the best deals. 

In the world of retail this would often mean physically travelling from one shop to another.  The secret of most successful retailers is that they offer some products at very competitive prices and others at a much higher margin – aware that the purchaser rarely bothers checking every price and is prepared to move from shop to shop for every item.  However, as it usually the consumer who saves directly, there are many who are prepared to switch suppliers for the smallest price differentiation.

In the commercial world this would often mean contacting suppliers by phone, fax or email to request quotations.  There is usually a greater degree of loyalty with commercial procurement as a buyer is reluctant to take many risks, particularly on higher value purchases.  Very few commercial buyers get sacked for paying slightly more but they are in trouble if the product or service fails to meet expectations in terms of quality or delivery.

The same principle should apply to most of the online market as well.  All good web sites should now have full e-commerce capability – which means you can get prices with just a few clicks of a mouse without the need to submit all the information and await a call-back or emailed quotation. Then if you are happy to proceed, you should be able to place the order online and pay by the most convenient method.

Those web sites without this basic pricing and fulfilment function are becoming left behind in this new era of ever more demanding clients.  There is nothing more irritating than coming across a website that seems to offer the perfect product you are looking for, but does not supply a price or the means to purchase the product.

There are always those firms who feel this method of commerce focuses upon the lowest common denominator of price but these days, most products have become commodity items.  Admittedly, there are risks that the price could put off a potential client – but at least they “walk through the door” of the online store.  The risk of missing out by not having price functionality on a web site is a far more serious failing of letting a potential customer “pass on by”.

In the world of print there can be a multitude of variations in any single product – even the basic business card.  This is a £14bn annual market and there must be a few thousand variants of such a small printed item.  They can be printed in different ways, to one or both sides on a multitude of substrates and differing quantities.

Typical options would include the thickness of the materials – some from something not much more than a heavyweight paper through to almost rigid plastics. 

At Direct2Print the traditional cards are printed digitally or on an offset litho press depending on quantity required. And with new technology the options are increasing all the time. 

For example, magnetic business cards – are ideal for the washing machine repairman who can just affix it to the side of an appliance for that emergency call out!

This year, Direct2Print are promoting a new innovation which has given the possibility of printing very small quantities of digital business card on specially coated boards that can be sandwiched at the guillotine stage to form a business card of up to 1500gsm thick – or in layman’s terms something like five times thicker than your average card from a print or copy shop.  These particular cards are ideal for professionals like solicitors who are seeking to reflect a very prestigious company image.

However items are technically printed, online pricing should be possible for more than 90% of the multitude of specifications for the most popular print products.  Our print production website www.direct2printonline.co.uk is an example of offering a wide range of popular print products and an easy price matrix based upon specification, quantity and delivery date required.

There is a resistance to this approach to promoting a print business.  Surely it is far better to discuss specification and needs personally and then tailor a price? Some believe there are too many risks that the price causes confusion or may even be wrong and results in a loss on the transaction. 

However, the costs of running a good e-commerce web site are now lower than the cost of hiring a full time salesman.  And they do not take time off for annual leave or illness or potentially take away your client base if they ever leave!

Not every online transaction is profitable.  In fact, it is often only on the second or third order that any profit is made.  At Direct2Print we have identified many discrepancies in the original pricing model that can either be rectified or ignored if the effects are minor.   Many an unprofitable transaction slips through the net.

There is one very well-known online print operation that offers a comprehensive range of products  and if you can work out how the costing model is calculated you can make some substantial savings.  For example, finding out the quantity breaks relative to costs can result in some orders for 500 being substantially cheaper than orders for 400 items. 

Another loophole is just by the name given to the product.  If the product is described as a “flyer” the cost is a fraction of the cost of the same specification but described as a “business card”.

At Direct2Print we regard this as the “swings and roundabouts” of online document and digital printing. 

However, this has been more than compensated by those new clients obtained because they knew exactly what the cost would be for that first order and have been satisfied by their customer experience.  Our objective is customer satisfaction and the generation of repeat business.

Even the concept of Free Delivery had to be tempered because the cost of the carriage was more than the cost of the printing.  A minimum charge of £10 delivery had to be introduced after a few months of offering free delivery on all orders to compensate for the courier costs.  Free delivery is now only available on orders with a value of £50 or more. 

After trading online for more than 10 years there are now a few customers who have made more than 50 repeat transactions. This is the prime objective of our own business - to hold and grow customers! 

Nothing else affects the survival and growth of any commercial enterprise than this single most important business concept!

About Direct2Print (www.direct2print.net) – Direct2Print provides a specialist online document and digital print service from a production site strategically based in the middle of the UK near Birmingham.  It prints, binds and delivers documents for companies and public bodies of all sizes – from 6 working hours to 3 working days.  The majority of customers are within the United Kingdom. Although documents have been distributed to Europe, the United States, Brazil, China, Hong Kong and the Middle East. 

For media relations contact Chris Jepson (Managing Director) on 0800 0346 007.