How to brief a print project: the 10 things your printer needs to know

A significant proportion of print problems, the wrong colour on delivery, the size that does not fit the display, the artwork that arrives in RGB when the job needed CMYK, trace back to a brief that was incomplete or ambiguous at the start. This is not a criticism of marketing teams; it is an acknowledgement that print briefing is a specific skill that tends to be learned the hard way.

The good news is that a robust print brief requires the same information every time. Whether the job is a folding carton, a billboard, a direct mail campaign or an exhibition stand, the 10 elements below are what your printer needs to quote accurately, plan production correctly and deliver what you actually wanted.

1. The format and intended use

Start with what the job is and where it will be used. ‘A brochure’ is not a brief; ‘an A4 eight-page saddle-stitched brochure for distribution at a trade event’ is. The format determines substrate options, finishing options and production method, so the more specific you are here, the more useful the quote will be.

2. Quantity

Print is priced in runs, and run lengths affect both cost per unit and the recommended production technology. Give a firm quantity and, if relevant, flag whether you might want to reprint later, as some jobs are more economical when produced in a single run.

3. Dimensions (finished size)

Always specify the finished size after any folding, trimming or die-cutting. For packaging, provide flat dieline dimensions as well as the assembled finished size if you have them. Mistakes in dimension specification at brief stage are expensive to correct once a job is in production.

4. Colour specification

Specify whether the job should be produced in full colour (four-colour process CMYK), Pantone (spot colour) or a combination. If brand colours need to be matched precisely, provide the Pantone reference and flag this as a requirement at brief stage. ‘It needs to match our brand purple’ is not a colour specification.

5. Substrate

The material the job is printed on affects cost, quality, finish options and, for packaging, functional performance. If you do not know which substrate is appropriate, say so and ask your printer to recommend. That is what a creative consultation is for.

6. Finish requirements

Gloss or matte lamination? Soft-touch? Spot UV? Foiling? Embossing? These are finishing options that need to be specified at brief stage because they affect production scheduling and cost. ‘We might want something premium’ is not a finish specification.

7. Artwork status

Is artwork ready to supply, in progress, or does it need to be created? If supplying artwork, confirm that it meets print-ready specifications: correct resolution (minimum 300 dpi at final size), correct colour mode (CMYK for print), with bleed and crop marks. If artwork needs to be created or adapted, flag this as part of the brief.

8. Delivery requirements

Where does the job need to go, and when does it need to arrive? For campaigns with multiple delivery locations, including direct-to-store or direct-to-event delivery, provide addresses and any access or delivery window restrictions.

9. Sustainability requirements

If the job needs to meet specific sustainability criteria, such as FSC certification, recycled content, specific ink types or a maximum carbon footprint, these should be stated in the brief. They affect material specification and will need to be confirmed in the quote.

10. Budget

Providing a budget range does not give your printer a target to hit; it helps them recommend the most appropriate specification for what you can spend. A brief without a budget often results in a quote that bears no resemblance to what you actually wanted to spend.

The brief as a document, not a conversation

The 10 elements above are most useful when they are written down and shared as a document rather than communicated verbally. McGowans’ Print Project Brief Template is a fillable PDF that covers all 10 fields, along with sustainability preferences and artwork delivery instructions, in a format that can be shared internally and with your printer simultaneously.

A complete print brief is not bureaucracy; it is insurance against every avoidable problem in a print project. It takes fifteen minutes to write properly and saves significantly more time than that in queries, revisions and last-minute corrections.

Download the Print-Project-Brief-Template or start a conversation with our team.

6 FAQs: How to Brief a Print Project

Q1. What file format should I supply artwork in?

PDF is the most widely accepted print-ready format. Files should be in CMYK colour mode, at 300 dpi resolution minimum, with 3mm bleed and crop marks included. McGowans can supply a print-ready artwork specification document on request.

Q2. What does ‘bleed’ mean in print?

Bleed is the area of artwork that extends beyond the final trim line to ensure no white edge appears after cutting. Most print jobs require a minimum of 3mm bleed on all sides.

Q3. Can I supply RGB artwork?

RGB artwork can often be converted to CMYK, but colour shifts can occur, particularly with blues and purples. It is always better to supply in CMYK if the final output is printed.

Q4. How much time should I allow between brief and delivery?

This depends on the job’s complexity, but two to three weeks is a reasonable minimum for straightforward commercial print. Complex jobs with embellishment, structural packaging or multiple delivery points require more time.

Q5. Can McGowans help write the brief if I am not sure what I need?

Yes. McGowans’ creative consultation service includes briefing support, and the team is used to helping clients articulate requirements they have not yet fully defined.

Q6. What happens if artwork does not meet print-ready specifications?

McGowans’ prepress team checks all supplied artwork and will flag any issues before production begins. Corrections may affect lead time and, in some cases, cost.