Despite the common misconception that print is dead, many businesses understand that printed marketing materials continue to play a vital role in attracting new customers and growing sales. Professionally printed business cards, brochures, pocket folders, and promotional materials can help your business stand out from the crowd in a way that digital marketing can’t. But once you’ve decided to invest in print, which method do you choose? Offset (also known as lithography) or digital? There are some clear advantages and disadvantages to both.
What’s the Difference Between Offset and Digital?
In terms of how offset and digital presses produce an image on paper, the difference is fairly straightforward. The offset printing process does not transfer ink directly to paper, whereas digital does.
So, how does an offset printing press work, then? In offset printing, the image to be printed is transferred onto a plate and the plate is loaded into the press where it’s brushed with ink. The plate is then pressed against a soft rubber “blanket” cylinder which is, in turn, pressed against the paper to produce the printed image. The use of the interim “blanket” step prevents the plate from becoming worn out as a result of being pressed against the paper itself and ensures consistent high-quality results.
In addition, an offset press runs at a much higher rate of speed than digital. A sheet-fed offset press can print up to 18,000 sheets an hour and a web press, which uses rolls of paper rather than individual sheets, can produce as many as 50,000 impressions per hour.
So how do you know which one is best for your print project?
Each type of printing process has advantages and disadvantages, so it’s important to consider what your needs are. Some of the factors to consider include the quantity needed, the type of paper you want to use, and whether you need to personalize your project, among others.
Advantages of offset printing
Offset printing is usually more economical for large runs. Setup costs are higher than for digital printing, but with offset, the more you print, the lower your per-piece cost. In addition, offset produces high-quality, consistent results and color fidelity is usually better than digital. Offset printing allows for consistent color matching (a topic we’ll address more fully in a future blog post) and the use of heavier weights of paper, including cardstock.
Advantages of digital printing
Because of its lower setup costs (versus offset), digital printing is more cost efficient for short runs. It allows you to print just what you need, when you need it, and can be an economical choice for black-and-white printing. One of the greatest benefits of running your project on a digital press is it allows for variable data printing, meaning your direct mail campaign can be personalized for each recipient.
Cost considerations
Offset printing can be expensive for short runs; however, some paper types are unsuitable for digital printing, so there may be times when offset is the right choice even for lower quantities. Whichever you choose, you can expect high-quality results, and you may be surprised at how the cost compares to the all-in costs of printing inhouse.