When it comes to placing orders for full color printing, I've been around the block a few times. That's another way of saying that I've been ripped off by printers more than once or twice. Over the years, I've discovered that there are some tricks of the trade that you can use to your advantage when you select a printer to do your full color printing. These maxims hold true whether you're placing an order for full color business card printing, full color post card printing, full color flyer printing, full color brochure printing, full color poster printing, or full color door hanger printing.

The first thing to know is that ten different printers will charge you ten different prices for the same job. In my experience, the cheapest printer may very well be the best printer. It all depends upon how they run their shop.

The second maxim, then, is that every print shop is run differently, so it behooves you to dig a bit deeper and determine that print shop's capabilities. You may be surprised to discover that the printer you're entrusting with your full color brochure printing doesn't have the capacity to print it in house, and instead sends it to another printer. That leaves you with little control or recourse should your full color brochures come out poorly.

The third thing to understand is that press time is a perishable commodity. It's really no different than fruit in the produce section of your grocery store. If a press isn't running, the printer isn't making money. If the printer you're considering isn't very busy, you'll probably end up paying more.

What's the key, then, to getting full color printing at bargain prices? Whenever possible, choose high volume printers that offer deep discounts. For example, you should be able to get 5,000 full color business cards with free UV coating for as little as $99. Ten thousand four inch by six inch full color flyers shouldn't run you more than about $350. And 5,000 full color door hangers should only cost about $550. If you're lucky, you'll find a printer that will throw in free UV coating for your full color door hangers.

Some high-volume printers will also do what are called co-op flyers. In this instance, your advertisement will appear on one side of the flyer, and the printer's advertisement will appear on the other side. If you're on a very tight budget, this type of arrangement can net you 5,000 flyers for $100 or less.

As with any other type of service, full color printing at bargain prices means knowing the secrets of the trade and shopping around. There's no reason you should have to pay top dollar for your full color printing when high-volume printers can do a better job at a fraction of the price.