Print 101: Key Print Knowledge for New Marketing Producers
Large Format vs. Small Format: What’s the Difference?
Large format printing is used for oversized materials like banners, posters, vinyl signage, and vehicle wraps, while small format printing covers more standard printing items like copies, business cards, and flyers. Large format printers handle rolls or rigid substrates, whereas small format printers use sheet-fed paper for precise, high-volume prints.
Large Format Substrates: Thickness and Material Choices
Unlike small format prints, which typically use paper stock, large format prints can be produced on vinyl, foam core, styrene, pvc, acrylic, fabric, and other rigid or flexible materials. Thickness varies based on durability needs—for instance a 22x28 sign in a stand may need a thicker substrate like 040 styrene, while a second surface window graphic would need a thin adhesive vinyl.
Paper Weights: GSM, Cover vs. Text, and Choosing the Right Thickness
Paper weight is measured in GSM (grams per square meter) or in pounds (#), with cover stock being thicker and more rigid than text stock. For small format printing:
- 80# cover (roughly 216 GSM) is a standard weight for business cards and postcards—sturdy yet flexible.
- 100# cover (about 270 GSM) is thicker, making it a premium option for business cards, high-end brochures, and durable postcards.
- 80# text (around 118 GSM) is lighter and used for flyers or letterhead, while 100# text (about 150 GSM) offers a thicker feel for premium brochures.
Large format prints, when using paper, typically start at 200 GSM and above to maintain structure and durability.
Print Finishes & Paper Brightness: What Impacts Visual Quality?
The finish of your print affects both appearance and durability:
- Glossy finishes enhance colors and provide a high-shine look, great for marketing materials.
- Matte finishes reduce glare and offer a sophisticated, softer look.
- Soft-touch, UV, or metallic coatings add durability and a premium tactile feel.
Paper brightness is another key factor, measured on a scale from 1 to 100. Brighter paper (90+ brightness) provides better contrast and color vibrancy, making text and images pop. Lower brightness paper (80-89) is softer on the eyes and ideal for books or reading materials. Choosing the right brightness ensures your prints look as sharp and professional as possible.
Print-Ready Files
Print-ready files must be set up correctly to ensure accurate production. Crop marks, bleeds, and safe zones prevent trimming errors, while resolution settings (at least 300 DPI for small format and 150 DPI for large format) ensure crisp, high-quality prints. Proper file sizing ensures your design scales correctly across different formats without distortion.
By understanding these key aspects of print production, your production career will be off to a good start.