Whenever we host events for buyers or graphic designers, there are always a few people who are brand new to working with commercial printers. A few questions at our recent Boot Camp for Print Designers!™ reminded me how mysterious printing can be to first-timers.

These mini tips touch on 3 things you can expect from most commercial printers.

1. Printers tend not to ask you many questions beyond the specs (specifications) of the job you're calling about. Take the lead.

   It's in your best interest to tell the printer as much as you can about why you're doing this job, such as whether it's a companion piece to other material, as well as what your expectations are.

   Example: you're handling a company newsletter. It has to match previous issues and will have 3 versions. Plus, you need shipments sent to 12 locations across the US. And there's a personalized insert that needs to be printed and dropped into the middle of the newsletter.

2. Printers don't know what matters the most to you. But you do.

   Some printers will ask you outright what you care about the most when they're asked to quote on a job. Most will not. Customers always know what matters. Nothing good can come of holding this information too close to the vest. For Pete's sake, don't make printers guess. Out with it. They're not mind readers.

   Example: You're in a jam. You work in a university and the president is hosting a dinner for several heads of state. He needs engraved menus done lickety split. Quality matters, but the event date is driving this project. You may have to use thermography (raised printing, cheaper than engraving) instead of 'the real McCoy' if you're to get the menus on the president's table before the first course arrives.

3. Printers regularly outsource some of the work. Deal with it.

   The printing company will probably print your job in house - but may send the job out for finishing or other services, such as mailing/fulfillment. This is standard for many printers, so don't be upset or shocked if you find out. They are not necessarily hiding it from you. If you want to know up front, just ask. Should it matter? It depends on you.

   Example: Your corporate brochure is a 4-color print job, perfect bound, with a multi-level blind emboss on the cover. You'll contract with a commercial printer for the project. Chances are good that the printer will outsource the embossing, and maybe the perfect binding, elsewhere. In the printing industry, finishers are specialists. Typically, printers select and contract with the finishers with whom they work; customers (you) do not.

These are just 3 examples of common expectations when you're new to print buying. No one told me this stuff when I started out. More's the pity.