A well-written print brief saves time, money and disappointment. Here is exactly what to include.
The most common cause of print jobs going wrong is the brief, not the printer. Vague instructions lead to assumptions, and assumptions lead to reprints.
The essentials
Product and format: Be specific. A5 portrait, 8 pages, saddle-stitched — not just a brochure.
Quantity: The difference between 250 and 500 is often small per unit. Know your actual need.
Paper stock: Silk, gloss, uncoated or recycled. State weight in gsm.
Finish: Lamination, spot UV, foil — or explicitly no finish. Unlaminated paper is recyclable.
Colours: CMYK for standard print. Pantone if brand colours must be exact.
Artwork: Print-ready PDF with 3mm bleed, crop marks and embedded fonts.
Deadline: State when you need delivery, not when you would like it.
Eco requirements: FSC paper, vegetable inks, recycled stock — specify explicitly.
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