Quick answer
A print brief tells a printer exactly what you need, so you get an accurate quote first time. The essentials are: what the item is, the quantity, the finished size, the number of pages and binding, the paper stock and weight, the colours, any finishes, how artwork will be supplied, where it is going and when you need it. If the job is being posted, add the mailing details too. Download our free two-page print brief template below, or copy the fields on this page into an email. Leave anything you are unsure about blank and we will help you fill it in.
Key takeaways
- Quantity, size, pages, stock and finishes decide most of the price. Get those five right and the quote will be close to the final invoice.
- Ask for two or three quantities at once. The cost per copy usually falls as the run gets longer, especially on litho.
- Give both the finished (closed) size and, for folded items, the flat size. It avoids the most common misunderstanding in print quotes.
- Say whether your deadline is the date you need the print in hand or the date it must be posted. Mailing adds data, enclosing and Royal Mail handover time.
- Blank boxes are fine. A printer should ask rather than guess, and can suggest a cheaper specification that still does the job.
Download the print brief template
Free download · PDF · 118 KB
Print brief template
A two-page A4 form covering every detail a printer needs to quote, from quantity and stock to finishes, mailing and delivery. Print it and fill it in by hand, or annotate the PDF.
The template follows the order we work through a job in our Keighley factory: what it is and how many, then size and pages, paper and colour, finishing, artwork, mailing and delivery. You do not need to complete every box. Most of the questions have a tick-box answer, and the rest can be a short note.
Prefer not to use a form? Our online quote request asks for the same information, and you can attach artwork or a previous sample there.
What to include in a print brief
These are the fields in the template, with what each one means and why the printer needs it. You can copy this table into an email if that is easier.
| Field | What to tell us | Why it matters |
|---|---|---|
| What it is | Leaflet, brochure, catalogue, letterhead, appeal pack, poster | Sets the production route and the finishing it will need |
| Quantity | Main quantity plus one or two price breaks, and how many versions | Price per copy changes with run length; versions can add plate changes or digital set-up |
| Finished size | Closed size (A4, A5, DL) and flat size if folded. See paper sizes | Decides how many fit on a press sheet, which drives paper cost |
| Pages and binding | Total pages including the cover; saddle stitch or perfect bound. See binding methods | Page count affects paper, plates, folding and the binding method that will work |
| Stock and weight | Silk, gloss or uncoated, and the gsm for cover and text. See paper weight & GSM | Paper is often the largest single material cost, and weight affects postage |
| Colours | Full colour (CMYK), black only, or named Pantone references. See CMYK vs Pantone | Spot colours need extra press units or a litho run instead of digital |
| Finishes | Lamination, spot UV, foil, embossing, die-cutting, and where they go. See print finishes | Each finish is a separate process, adding set-up cost and time |
| Artwork and proofs | Print-ready PDF, native files or design needed; the type of proof you want | Artwork that needs fixing adds time; a printed proof adds a day or two |
| Mailing | Addressed, partially addressed or door drop; record count; pack contents | Brings in data processing, personalisation, enclosing and postage |
| Delivery | Address, single or split delivery, collection | Split deliveries and pallets to several sites are priced separately |
| Deadline | Date needed in hand or mail drop date, and whether it is fixed | Tells us whether the job fits a standard schedule or needs to be expedited |
| Budget | A total or target cost per copy, if you have one | Lets us suggest a stock, size or quantity that meets it |
| Sustainability | FSC-certified or recycled paper required | Some specialist stocks are not available as FSC; we will check before quoting |
Which details change the price most
Every field matters, but a handful drive most of the cost. These are the ones worth thinking about before you ask for a quote.
- 1
Quantity and price breaks
Litho has set-up costs (plates and make-ready) that are spread across the run, so the cost per copy falls as the quantity rises. On our B2 litho presses the minimum practical run is around 500 sheets, with the best economics typically from 1,000 copies upward. Digital has almost no set-up, which suits short runs and versions. Asking for two or three quantities shows you where the price steps down. See litho vs digital printing.
- 2
Size and page count
A size that fits the press sheet efficiently wastes less paper. An A4 portrait brochure is usually cheaper than a square format of a similar area, because more pages fit on each sheet. Saddle-stitched books need page counts in multiples of four.
- 3
Paper
Heavier and specialist stocks cost more per sheet and can add postage if the item is mailed. A heavier cover with lighter text pages often gives the same feel in the hand for less. Our silk vs gloss vs uncoated guide compares the main options.
- 4
Finishes
Each finish, such as soft-touch lamination, spot UV or foil, is a separate pass through a machine. One well-placed finish on a cover usually gives more impact for the money than several on every page.
- 5
Deadline
Digital jobs are often turned around in 2–5 working days once artwork is approved, and litho jobs typically take 5–10 working days depending on finishing. A fixed date that is tighter than that is often possible, but tell us at the start.
Litho, digital and finishing under one roof
Our Keighley site runs B2 Heidelberg litho presses, Heidelberg Versafire digital and in-house finishing, so we can price your brief on the route that suits it.
Explore the serviceBriefing a job that will be posted
If the print is going straight into the post, the brief needs a few more details. Mailing jobs are planned backwards from the date the mail is handed to Royal Mail, so tell us that date rather than a delivery date.
A mailing house can take a brief like this and handle the whole job: data, print, enclosing, sortation and postage. That is how we work at Fretwell.
Tips for a brief that gets an accurate quote
- Send a sample or a previous spec if you are reordering or want to match something. A photo of the item next to a ruler helps too.
- Say what the piece has to do, for example sit in a rack, survive a trade show or go in a DL envelope. A printer can then suggest a better format.
- Separate must-haves from nice-to-haves. If the foil logo is essential but the soft-touch laminate is optional, say so and we can quote both.
- Flag fixed dates early. Events, launches and statutory deadlines take priority in planning, but only if we know about them.
- Ask for FSC-certified paper if you need it. It is available across our litho and digital ranges at no extra cost for standard weights.
Artwork checklist
If you are supplying print-ready files, our guide to setting up artwork for print covers bleed, safe area, resolution and PDF settings, with a pre-flight checklist.
Free download · PDF · 118 KB
Download the print brief template
Fill it in, then email it to sales@fretwell.co.uk or attach it to a quote request.
