How many times have you found yourself staring at a photograph in a book or realized that the paper you were holding feels good in your hands? Something about the printed piece captured your attention. Surely the message was compelling, but perhaps you never realized that a great deal of your response was attributable to how well the piece was produced.

Beautiful printing is, literally, a sight to behold -- photographs can seem virtually real on the page, typography is clear and crisply formed, and paper feels good to the touch. Such a combination can influence decisions and nudge the mind, often in the most subtle, but substantive, ways.

This winning combination is no accident. It's the result of two things: methodical planning and wise choices. While there's no magic formula to ensure a perfect outcome, our experience leads us to offer some advice that, on the surface, may seem obvious. However, few people give more than a cursory glance at the printing end of the design process. Yet we guarantee that the due diligence you pay to these few steps will more than pay for themselves with a beautiful end result.

Ask questions about how your concepts will translate to the printing process. The basic mechanics involved in transferring ink to paper often results in unexpected and disappointing reproduction. Rich and vibrant colors can turn thin and muddy. Delicate tones and gradients can break up and show hard edges. Your printer should be more than happy to review any work with you in order to achieve your desired results.

Get paper samples. Much of the communication inherent in printed material is in the feel of the piece. There are many grades and weights of paper. Be sure that your chosen paper has the tactile properties you desire. Your printer will be able to provide you with samples and dummies to evaluate.

Prepare detailed specifications. The more detail you can provide, the more accurately your printer will be able to estimate the project. Additionally, the specification process often allows you to find and eliminate inefficiencies or create opportunities to make the project more cost effective.

Scrutinize and understand your estimates. Make sure the printer addresses everything in your specifications. If something is missing from the estimate, it will be missing from the printed sheet. Double check each item and question any inconsistencies.

Match your printer to your needs. There are many factors involved in the choice of a printer. Cost is certainly an important consideration, but you should also look at other factors when weighing the merits of one printer over another. Is he capable of producing the quality you require? What portion of the work will the printer subcontract? Does he provide adequate customer service? Does the staff appear to be motivated and engaged? What type of equipment does the printer have, and does it appear to be well-maintained.

Prepare your art thoroughly. The amount of time, thought, and effort you put toward providing your printer with detailed, well-organized information will pay off by enabling your printer to expertly produce your project. It is important that artwork files be prepared to match his working process. In addition, prepare printouts with color and file information, and provide full color output of your artwork.

Document your changes. By the time a project has been completed, it is often impossible to remember what changes were made, when, and why. Keep accurate records of these changes, who requested it, why they were required, and confirm that the changes were made. This will save you hours of time, potentially thousands of dollars, and possibly prevent a mistake from becoming an unwelcome part of the finished piece.

Review your proofs. A proof is the final step between your artwork and the printed piece. This is your last chance to keep a single mistake from becoming thousands of mistakes that will haunt you for the life of the job. If you see it on the proof, you will see it on the printed piece.

Be there. Although you have spent considerable time reviewing art and proofs, it is very important not to skip this last step. There are many variables at play when the job is printed. Be on hand when the first sheets come off the printing press. You want to be sure that you, not your printer, make the final call if a photo is too dark or the color balance is not right. While your printer will use his best judgment, you know more about what you want to see than he does. Do not relinquish this opportunity to make important decisions.