For sharp commercial printing, think offset printing

If you're a publisher, designer or a small business owner wanting to launch a direct-marketing campaign or newsletter, it's a good idea to get your head around the basics of commercial printing.

Get it right and you'll have a product that makes a lasting impression on potential clients and generates all-important leads; get it wrong and you'll have wasted a lot of time and money for no return.

One of the commercial printing terms you'll inevitably come across is 'offset lithography'. Used for everything from marketing brochures and business stationery to magazines, newspapers and art books, this most common of printing methods is popular for its accurate reproduction of fine detail and colour.

How does offset printing work?

Offset lithography has been around in various forms for more than 200 years, and is one of several 'planographic' printing methods, which use smooth surfaces, or plates, to transfer images onto paper.

The process of offset printing works by first applying ink to a printing plate to form an image. From the plate, the image is transferred to a rubber blanket. The image on the blanket is then transferred to the paper to produce the final product.

What's it good for?

Offset printing can be used for a multitude of printing tasks:

• Sheet-fed offset (where single sheets are fed into the press at high speed) is used for advertising, catalogues, greeting cards, books, posters, packaging, direct-mail inserts and art reproduction.

• Web-fed offset (where a single, continuous reel of paper is fed through the press) is used for newspapers, newspaper inserts, books and magazines. 

What are the pros and cons?

• Pro: The main advantage of offset printing is that the soft rubber blanket creates a clear, accurate and detailed impression on a wide variety of paper surfaces and materials. Lithography is characterised by its smooth print, which lacks the rings of ink or serrated edges that can form with letterpress or gravure printing.

• Con: Because most of the cost involved in offset printing goes into the labour-intensive preparation stages, it's a more cost-effective solution for long print runs. If you're printing less than 1000 copies, digital is a much cheaper alternative.

What's the benefit to my business? 

If you're in a business where image is everything – think advertising, graphic design, art, publishing and illustration – the superior accuracy and detail of offset lithography is a wise investment for your marketing and promotional needs.

Remember, your printed promotional materials are a good indication of the quality and attention to detail your clients can expect from your business, so talk to a printing professional today about how offset lithography can help keep you looking sharp.