Print and reproduction shops generally accept files in either PDF format or as 'native' files. Native files are those generated in the original, authoring software and usually require any associated files such as fonts/art/imagery that were imported into the file. As a general rule, my authoring program is Quark XPress.

I will provide you and/or your printer with what you need for either printing option. The information below about the 4-color process, offset printing and digital printing will help you choose which is best for you and your budget.

Note: Since equipment, processes, and operator experience vary from location to location and can impact your final product, communication and knowledge are important factors in establishing a beneficial, working relationship with your printer.

The traditional 4-color process is defined by its use of four colors of ink which are placed on paper in layers of dots to create the illusion of many more colors. This technique is generally referred to as CMYK: ‘C’ is cyan (light blue); ‘M’ is magenta; ‘Y’ is yellow; and ‘K’ is black.

As the illustration below demonstrates, the 4-color printing process comes close to simulating the full spectrum of color.

The Process: Offset printing is based on the principle that ink and water do not mix ... instead, they repel each other. Artwork is photochemically transferred to thin metal [or paper] plates. Once wrapped around a cylinder within the press, these plates are dampened first by water, then ink. Ink from ink-coated rollers adheres to the image area. Conversely, the non-printing area attracts a film of water from water rollers. The image is then transferred (or 'offset') to a smooth rubber blanket, and further ‘offset’ from the rubber blanket to the paper, which is fed into the press through a conveyor-like system.

Basically, there are two types of offset printing: 4-color process [see above] and spot printing. Spot printing uses specific colors generally identified by the Pantone system. These can be pre-mixed inks manufactured to Pantone's specs or can be mixed by the printer in proportions specified by Pantone. Similar to buying or mixing house paint, spot color is ‘out-of-the-can’ printing and will render the closest color match from print session to print session. 4-color process is used for full-color printing when there is a wide range of color, such as photos and multi-colored pieces. Spot color is less costly and used for limited-color printing, quite often for collateral pieces. If a client is concerned about achieving a specific color when printing a 4-color piece, a printer may add in one or more spot colors to the 4-color process printing, as illustrated by companies like Coca-Cola whose red color is critical to product identity.

Although the equipment and set-up/running costs are relatively high due to tasks like inking the press, monitoring water and ink, checking for accurate image ‘registration,’ maintaining proper ink coverage, cleaning the press, etc., the actual printing process is relatively inexpensive. The time required for pre-press work, film and plate making, proofing, and setting up in preparation for a job are all one-time charges.

The Process: Using a finely-focused beam of light [laser], high-speed laser printing exposes the artwork to photosensitive material located on a drum or belt. Very fine, electrically-charged toner is attracted to the image on the drum/belt which possesses an opposite charge. This attraction acts like a temporary ‘glue’ [similar to static electricity]. The toner particles are then transferred to the paper and fused to it with heat and/or pressure. This process occurs four times ... one pass for each color [cyan, magenta, yellow and black]. Equipment can vary greatly: some models have four toner and developer units on a rotating wheel, while others add all four colors to a plate before placing the image on paper. More expensive printers have a complete printer unit [laser assembly, drum and toner system] for each color.

An important distinction is that digital, unlike offset, uses no film, imagesetters, plates, platesetters, or photochemicals, and produces no waste during production.

There is a psychological factor to folds that should not be ignored ... it should be exploited. Your brochure 'unfolds' a story ... the story of your message.

According to Chuck Green's Ideabook, "Folds are as important to your brochure design as illustrations, typefaces, and color. A smart layout heightens the drama with which your message is revealed to the reader." He goes on to compare the unfolding process to a slide-show presentation..."with a beginning, a middle, and an end."

This article is very enlightening and I highly suggest checking it ... and the entire site ... out. Think of folds as a theatrical or literary device. Creators of suspenseful movies and great books use them to their advantage ... so should we.

Below is Chuck Green's theory [click here for his full article].

When a fold is applied perpendicular to the grain of the paper, the resulting fold may have a ragged appearance. A ragged fold is produced because all of the fibers are folded at one time creating resistance to the folding action. The ragged appearance of the fold is especially noticeable when folding heavy stocks.