It's funny how paper hasn't disappeared. Along with flying cars and moving sidewalks, the demise of printed materials seems to be one of those dreams of the future that has no intention of coming true. Of course things have changed: you're reading a computer monitor right now, for instance, rather than a brochure. There are certainly more vehicles for delivering information than there were 20 years ago. But the sum effect of all this technological change has not been to sweep away the paper trail; rather, printed materials now posses an even more elevated status, a certain privilege. Compared to a video monitor, a printed sheet of paper is sensuous and immediate; it feels good, it makes a sound when you touch it; its images are higher in resolution and its color more subtle. A printed piece is an object of luxury.
Seeing a printed piece through from concept to delivery has always been a complex process. Some enjoy this process, while some would rather not know. Whichever way you feel about print production, there are certain steps you can take to help ensure that this luxurious—and sometimes costly—object comes out the way you want it to.
The most important part of the print process takes place before it begins. Before the design is started, discuss options with your designer. Paper choice, folding options, printing methods, special printing effects, all of these are things that can be made an integral part of the design, and if they are to be optimized in the final product, they should be thought through carefully right from the start.
There are a wide range of printing houses that offer an extraordinary range of services. Which is right for your project? It's not necessarily the most (or least) expensive provider. While you or your designer are getting quotes, think about also asking for samples of the printer's work. Have they done a project like yours? Ask the printer about their processes. How do they handle proofing? What kind of press will they run your job on? Do they offer proofreading services? Price is an important consideration, but in the end it's the effectiveness of the printed paper you hold in your hands that matters.
Always insist on adequate time to review proofs at every stage of the process. Ideally, you should be able to spend quiet time, on your own turf, to look over proofs before signing off on them. This is often a matter that you as a client control. If you're not rushing a job through, the printer should be able to supply you with proofs in plenty of time for you to have them overnight without jeopardizing your schedule. Given the expense involved with printing, it is time very well spent.