Print Talk, Made Simple.

Printing specifications may show the number of colors printed on each side of a piece using the format FRONT COLORS / BACK COLORS. For example, 4/1 means 4 colors on the front and 1 color on the back. When the back of a 4/1 project uses one color, that color is typically black or grayscale.

One- and two-color projects use your selected printing colors, and black counts as one color. Two-color printing is used less often today because advances in printing technology have made full-color printing more affordable for many projects. Full-color printing uses the CMYK process: cyan, magenta, yellow and black, which work together to create photographs and a wide range of colors.

A coating may be applied over a printed piece to give it a professionally finished sheen. Depending on the product, options may include AQ coating (aqueous, a glossy finished surface), UV coating (ultraviolet, an ultra-high-gloss finish), or uncoated. Products that need to be written on or run through an inkjet printer should not have UV coating applied.

Turnaround is the estimated amount of time needed to complete your project after your proof has been approved. It includes printing, production and finishing, and it does not include shipping time. For customizable products, standard turnaround generally results in items being in your hands within 2.5 to 3 weeks after final artwork approval. Allow at least one week for proofing before the project is sent to press.

If a photograph, color or graphic runs all the way to the edge of a finished printed piece, the artwork needs to extend beyond the final trim area. That additional artwork area is called bleed. Keener’s print-ready requirement is 1/8 inch of bleed on all sides.

The trim edge is where the printed piece will be cut to its final size. To help protect important content, keep text at least 1/4 inch from the trim edge. This gives important wording, contact information and other content enough room inside the finished piece.

For customer-supplied photographs, Keener Marketing recommends high-quality digital images that are at least 300 dpi at the size they will appear in the finished piece. Using a high-resolution original helps your photographs reproduce more clearly in print. Photos that require editing to become print-ready may involve additional charges.

A print-ready file is prepared with the information and specifications needed for production. Package InDesign files to include all links and fonts; export Publisher, Word and other program files as a PDF; Photoshop and Illustrator files can also be accepted. When applicable, remember 1/8-inch bleed on all sides and text at least 1/4 inch from the trim edge.