Three print shops quote the same job. One is a hundred dollars cheaper than the others. It is tempting to take it and move on, but experienced buyers know that the lowest number on a print quote is often the beginning of a conversation rather than the end of one. The cheaper quote may use thinner stock, exclude shipping, skip a proof, allow a bigger overrun or promise a turnaround it cannot meet.
Print is a custom product, which makes quotes harder to compare than prices of standard goods. The sections below explain what to put on an equal footing, which questions reveal the real differences and how to read a quote the way a procurement professional would.
Read this if three printers have sent three totals for what looks like the same job and the cheapest is a hundred dollars below the rest. You can skip it if you buy the same job every month from a printer whose terms you already know.
Make the specifications identical
A comparison is only meaningful if every printer is quoting the same thing. Write one specification and send it to all of them.
- The exact number, plus a request for pricing at the next break up and down.
- Flat size and, for folded items, finished size.
- Weight, coating and finish, using a standard description. Our guide to paper stock and finishes gives the vocabulary.
- Full color on both sides, one color or spot colors.
- Folding, scoring, lamination, coating, drilling, binding.
- Boxed, shrink-wrapped, bundled; split shipments.
- Address, date required and whether delivery is to a dock or a residence.
If one quote says “100 lb gloss” and another says “100 lb gloss cover,” they describe different papers. Ask for clarification rather than assuming.
What the quote should show
A complete quote shows the main costs separately or at least states what is included.
| Item | What to check |
|---|---|
| Unit price and quantity | Does it match your specification? |
| Setup, plates or die charges | One-time fees, sometimes waived on reorders |
| Proofs | Digital included? Physical proof extra? |
| Finishing | Each finish listed and priced |
| Shipping and handling | Method, carrier, cost and estimated arrival |
| Rush fees | What turnaround is assumed |
| Taxes | Whether they are included or added |
| Overs and unders | The tolerance in quantity delivered |
| Payment terms | Deposit, balance and accepted methods |
When a quote is a single number with no breakdown, ask for one. The breakdown makes it easy to see whether a lower price comes from a real efficiency or from something left out.
Turnaround: business days, not hope
“Five-day turnaround” can mean five calendar days or five business days. It can also start when you place the order, when you approve the proof or when payment clears. These differences can decide whether your materials arrive before an event. Ask:
- When does the clock start?
- Does it include shipping?
- What happens if the proof approval takes extra time?
- What is the fastest option, and what does it cost?
Add your own buffer. A week of margin costs nothing, while a missed event can cost a lot.
Proofs: what you get and when
Proofs let you catch errors, and their quality varies.
- Usually free and fast. It shows layout but not true color or paper.
- A printed sample on the actual stock. More expensive and slower, but best for color-critical work.
- You attend the press run to approve color. Rare for small jobs, common for high-end print.
Ask what is included and what additional proofs cost. Know also what your approval means; typically you are accepting responsibility for the content as shown. Our guide to print-ready files explains how to check a proof.
Shipping costs add up
Shipping is a classic hidden cost. Paper is heavy. A job that looks inexpensive at the printer’s door can become expensive at yours. Ask for the delivered price, and find out:
- Which carrier and service level are used.
- Whether the quote includes delivery to your address or only to a nearby dock.
- Whether the printer can split shipments if you need different quantities in different places.
- Who is responsible for damage in transit.
For promotional items, which are often heavier and bulkier, shipping can rival the cost of production. Our guide to ordering promotional products explains this in more detail.
Overs, unders and quality tolerance
Custom printing seldom produces exactly the quantity ordered. Printers generally reserve the right to deliver or bill a small percentage over or under, often up to ten percent. Ask:
- What is the standard tolerance in this shop?
- Will you bill for the overs?
- Can you guarantee the exact quantity, and at what extra cost?
- What is your policy if the job has defects?
We do not interpret contracts, but you should read the terms and conditions in the quote or order confirmation and ask for clarification before you approve.
Reading the fine print
Short phrases on a quote can carry long consequences.
- “Subject to credit approval” or “payment due before production.”
- “Customer-supplied files must be print-ready; correction charged at hourly rate.”
- “Colors may vary from proof or previous orders.”
- “Claims must be made within X days of delivery.”
- “Production time begins after proof approval and payment.”
None of these is unusual. But each tells you what happens if something goes wrong, and it is better to know in advance.
Who is the printer?
Beyond price, consider reliability and communication.
- How quickly and clearly do they answer your questions?
- Can they show work similar to yours?
- Do they handle your job in-house or outsource?
- Local printers can make it easier to check samples and fix issues.
- Look for consistent reviews, but judge them with care.
Online printers can be excellent for standard items at low prices. Local shops may be better for complex or time-sensitive work. Neither is always better.
A practical comparison method
- Build a one-page specification and send it to three printers.
- Ask each to itemize the quote.
- Put the results in a simple grid with each cost line across the top.
- Add the total delivered price and the date you will have the product.
- Note the proof type and the overrun tolerance.
- Ask follow-up questions about any gap or anomaly.
- Choose the best overall value, not necessarily the lowest price.
When to pay more
Sometimes the right answer is to pay more. A higher price may buy a hard-copy proof for a critical color, a faster turnaround for an event, better paper, a guaranteed quantity or a printer who will pick up the phone when something goes wrong. A cheaper quote that fails costs more than a reasonable one that succeeds.
The short version
Make the specifications identical, itemize the quotes, compare turnaround and shipping in dates, understand proof and overrun terms, and weigh the reliability of the printer alongside the price. The cheapest quote is the right one only when everything else has been equalized. For a closer look at one common item, see our guide to custom apparel decoration.
Remember this
- Write one specification and send it to every printer.
- Ask for itemized quotes and compare delivered price and delivery date.
- Know what proof you get, what turnaround means and what the overrun tolerance is.
- Weigh reliability and communication alongside price.
Related: paper stock and finishes explains the stock descriptions printers use.
