Here is a truth that every printer knows, and most clients learn the hard way: the brief is where the job is won or lost. Not on press. Not in delivery. Right at the beginning, in those first few lines you send across.

A vague brief leads to questions. Questions lead to delays. Delays lead to stress. And stress, more often than not, leads to a reprinted job and a missed deadline. Print Lord has been at the coalface of this trade for over 20 years, and the jobs that run smoothly share one thing in common: a clear, complete brief from the start.

So whether you are briefing Print Lord or any other printer, here are the eight things to include every single time. Bookmark this. Print it out. Send it to your team.

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1. Final Quantity

This sounds obvious, but it is the detail most often left vague. Print pricing is quantity-dependent, and so is the production process. Do not write “a few hundred” or “something like 500.” Commit to a number.

If you are unsure, ask your printer for a tiered quote across two or three quantities. Most reputable printers are happy to do this, and it helps you make an informed decision rather than guessing and reprinting later.

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2. Finished Size

State the finished size in millimetres, not in vague terms like “A5-ish” or “about the size of a postcard.” Dimensions matter, because they affect how a job is imposed on the sheet, how it is cut, and whether your design fits correctly.

If your job involves folding, make sure you specify the final folded size, not the flat sheet size. A DL leaflet, for example, is 99mm x 210mm when folded, not A4.

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3. Paper Stock and Weight Preference

Not all paper is created equal, and the stock you choose sends a message about your brand before anyone reads a single word. A flimsy 90gsm sheet says something very different from a weighty 350gsm silk.

If you know what you want, say so. If you are unsure, describe the feel you are going for, whether that is premium, tactile, lightweight for posting, or sturdy for display, and a good printer will guide you. Print Lord does exactly this, routinely helping clients choose stocks that serve both their budget and their brand standards.

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4. Single or Double Sided

Simple, but critical. Printing single-sided is not the same as printing double-sided, and the cost difference can be significant. More importantly, if your artwork only covers one side and your printer assumes double, you may end up with blank pages or, worse, a misaligned reverse.

Be explicit. “Single sided” or “double sided” in plain text. If double sided, clarify whether it should be a standard turn (head to head) or a work-and-tumble. Your printer will appreciate the precision.

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5. Finish

This is where many briefs go quiet, and it is a costly silence. The finish affects the look, the feel, the durability, and the overall impression of your printed piece. Your options typically include:

• – **Matt laminate:** Understated, elegant, easy to write on.
• **Gloss laminate:** Vibrant, eye-catching, great for photography-heavy work.
• **Soft-touch laminate:** Velvet-like, tactile, premium feel.
• **Spot UV:** High-gloss coating applied to specific areas, such as logos, headlines, or images, for dramatic contrast.
• **No laminate:** Uncoated stock left as-is, often used for a natural, eco-conscious feel.

If you are unsure, ask for samples. Print Lord keeps a range of stock and finish samples precisely for this reason.

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6. Deadline and Required-By Date

This is not the same as “as soon as possible.” Give a real date. The date the item needs to be in your hands, or at the venue, or in the post. Not the date you need it dispatched, but the date it needs to arrive.

Build in a buffer where you can. Couriers are brilliant until they are not, and print production occasionally throws a curveball. A clear required-by date means your printer can plan the job properly, flag any risks early, and tell you honestly if a deadline is achievable. Print Lord will always be straight with you on this.

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7. Delivery Address

This one catches people out more than you might expect. Always supply the full delivery address, including the postcode, the name of the recipient or company, and any access notes if the delivery location is a site, venue, or event space.

If the delivery address is different from your billing address, make that clear. If the job is going directly to a client or event, say so. Some jobs also need to arrive on a specific day or within a specific time window, so include that in the brief, not as an afterthought at the last moment.

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8. Print-Ready Artwork: The Non-Negotiables

This is the big one. Supplying incorrect artwork is the single most common cause of delays, reprints, and disappointment in print. A print-ready PDF should meet the following specifications:

• – **3mm bleed on all sides:** Any background colour or image that runs to the edge of the page must extend 3mm beyond the trim line. Without bleed, you risk white edges after cutting.
• **300dpi resolution:** Images must be at least 300 dots per inch at final print size. Anything lower will look pixelated and soft on press.
• **CMYK colour mode:** Print uses Cyan, Magenta, Yellow, and Black inks. If your file is in RGB (the colour mode used for screens), the colours will shift when converted, sometimes subtly, sometimes dramatically.
• **Fonts embedded or outlined:** If your fonts are not embedded or converted to outlines, they may be substituted with defaults when the file is opened at the printer’s end. This can completely change the look of your design.

If your file does not meet these requirements, it is not print-ready, no matter how polished it looks on your screen.

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Print Lord’s Free File Check: Your Safety Net

Even experienced designers occasionally miss something. A client-supplied file almost always needs at least a quick review before it goes to press. That is why Print Lord offers free file checking on every job.

The team reviews artwork for bleed, resolution, colour mode, and font issues before anything goes near a machine. If something needs attention, Print Lord flags it clearly and, in many cases, sorts it on the spot. No extra charge. No drama. Just a result you can be proud of.

This is what separates a trusted print partner from a click-to-basket conveyor belt. The basket does not care if your colours are wrong. Print Lord does.

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Ready To Brief Us?

Send your brief to hello@printlord.co.uk or call the team on 01273 526679 and Print Lord will take it from there.

Print Lord. At your service. On brand. On time.
printlord.co.uk