As the monsoon
sets in, most companies/ industries have their hands full as they sit down to
plan for the year ahead. It could be planning ahead for launches, re-launches
or taking part in major fairs/exhibitions around the key city centres.
In addition to
the regular media stuff like press ads, social media, Radio, Film & TV,
last but not the least Printed collaterals are also planned for rolling out.
Printed collaterals play a vital role in educating the customers/consumers
through the information shared, as a lot of eyeballs run through the literature
meticulously.
The printed
collaterals have to be absolutely eye catching - could be right from its size, shape,
look, colour, feel and the way it is finished. All these factors play a major
role in the hands of people receiving the collateral - they could either go
through it from start to finish or may lose interest and discard it aside.
Production of these literature should be initiated with a scientific approach:
choosing the right size that does not have wastage, a size that is well received
by the end user, a size that is easily noticed by the audience are important
points. The finalised size should be
shared with the creative/design agency to ensure the artworks are done as per
this size.
The
marketing/sourcing/purchase departments can go ahead and look for a
printer/print services provider to give the best price - best price is always
debatable as each printer will quote for a different quality of paper despite mentioning the
specified category of paper. Hence, always work with a limited set of quality
service providers who have an excellent past record as far as print
deliverables are concerned. Working with knowledgeable service providers
improves the quality of the output you get and also educates you with a lot of
information which you were not aware of earlier. Working with a limited set of quality
service providers will also create healthy competition among those vendors and eliminate
unwanted quality issues. It will be a win-win situation for both the buyer and
the service provider.
Having
finalised the service provider/printer, get them to have a look at the
jpegs/PDFs before initiating the work as they might have valuable inputs to
make, to prevent post production issues as creative agencies/studios sometimes tend
to make errors in the artwork die-keys, colour schemes with reference to
typography etc which can be prevented at the artwork stage itself.
