Briefing a print partner

The file specs to nail down

Confirm resolution (300 DPI minimum at final size), colour mode (CMYK, with their ICC profile if they offer one), bleed (typically 0.0625-0.125 inches beyond the cut line), and file format (usually layered PDF or AI, not a flattened JPEG). Ask specifically how they want kiss-cut lines marked — some want a spot colour layer, others want a separate vector file.

Questions before your first invoice

Get clear, in writing, on turnaround time, minimum order quantity, cost breaks at higher volumes, what happens if a proof reveals a colour issue, and their policy on reprints for their own errors versus yours. A partner who won't put MOQ and turnaround in writing before payment is a partner to be cautious of.

• Turnaround time in business days, not calendar days
• MOQ and price breaks at higher tiers
• Physical proof included, or an extra cost?
• Reprint policy for the partner's own printing errors
• Lead time for reorders versus first orders

Always request a physical proof

Never approve a full run from a digital proof alone — screens lie about colour. Ask for one physical proof sheet on the actual stock before greenlighting the full quantity, even if it adds a few days, and check it under daylight against your reference swatch from the calibration lesson.

Reading a quote and comparing price breaks

Most print partners quote in tiers — for example $1.10 a sheet at 250 units, $0.85 at 500, and $0.65 at 1,000 — and it's tempting to jump a tier to chase the lower unit price. Only do this if you're confident you'll use the stock within a reasonable window; sticker vinyl doesn't spoil, but paying for 1,000 sheets to save $0.20 each when you have 300 members ties up cash that would otherwise cover two months of postage.

• Compare total cost at your real volume, not just the headline per-unit price
• Factor in freight back to you, which often isn't included in the per-sheet quote
• Ask if unused tiered stock can roll over to next month's reorder
• Only jump a price tier if you can realistically use the extra volume within 3-4 months

Onboarding a partner for the long term

Treat the first three orders with a new partner as a trial period, not a done deal. Keep your old supplier's contact details live during this window, and don't cancel any standing arrangement until at least two consecutive runs come back matching your reference swatch and sheet map without a single reprint. Switching print partners mid-year is disruptive enough that it's worth being conservative on the way in.

What a strong brief actually looks like

A strong brief reads like a spec sheet, not an email. State every dimension in inches or millimetres, name the exact Pantone or CMYK values for fixed brand colours, attach a labelled proof of the sheet map, and list the quantity and ship-by date in the same paragraph so nothing depends on the partner reading between two separate emails.