My View as a CSR:
Common Mistakes and How to Prevent Them

By Guest Contributor, Tom Boyd, Yoder & Armstrong

Margie, your Print Tip called "Expect to Err" led to the following thoughts about common mistakes that I see from my position as a CSR (Customer Service Representative).

Quantity Issues
Not an uncommon mistake. Made on all sides. Perhaps a common problem is to not order enough. Many times we go back to press to print an additional amount that is considerably smaller than the first print run. Sometimes there is a good reason for this, but at other times, this is ‘pennywise – pound-foolish.’ Except for a digital press*, the setup fees for a printing press are quite pricey. Refer to the rule of thumb, it costs as much to print 1 as 500. Well, not all the time, but in most cases that is true. Even though you might be pulling plates, and there is no initial film and pre-press involved. The cost to print one is a lot more than printing more copies when doing the original print run. However people are human - and do make mistakes. Another common issue with quantities changing: A mailing list is added to…the print buyer/designer/executive says, “This looks great!” so we print more to mail to the whole list.

*Digital presses would have the smallest setup fee, not using plates, basically printed direct from files to paper.

Ink Colors
Buyers/designers should communicate ink colors up front. For some reason, the only place the ink colors are identified is in the “Mac files.” Since the people that usually input the work use PC’s (like myself), this is always a constant source of irritation, but if given the ink colors upfront by the customer, it could be a “double check” or safeguard, so mistakes are prevented.

Names
Also designers/buyers do not want to include the names of people on Business Cards/Letterheads and so forth. They also hide these in the “Mac Files.”

Paper
Be very specific. The paper mills have gone really overboard with so many descriptive words. #88 Dartmore Brilliant White Classic undimpled smooth Bristol is great example of lots of description. However, it is very different from #70 Dartmore Cream White felt text. Granted, these papers are fictional, but the different meaning for each paper term is a monumental issue. For some reason, if a paper finish (Felt/Smooth/Linen/Vellum) is not specified, it is almost always taken for granted the paper is a smooth finish.

Just in case, it is a good idea to check with your salesperson/CSR/paper house to make sure what you are asking for is an item - and available. Lots of people ask for a small quantity of papers that are sold by the carton only and are very expensive. This all should be researched up front, well before the job is given to the printer.

I totally agree with you. Gathering information about the requirements for each job is a big deal. Especially if you want the job to look the way you expect it.