There’s a reason you are asked to sign off on a proof.

On any job produced by a printer, whether Reno Type or another reputable outfit, a proof is provided to the client prior to production. Mistakes happen. We hate them. We do everything we can to prevent them. But they sneak through. The proof is YOUR opportunity to catch and correct them. An error could be […]

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What’s in a proof?

As our industry has changed, so has the nature of “proofing.” Advances in technology have changed the accuracy of proofs (not in the direction you might expect), and many folks don’t understand the limits or even –as it turns out — the PURPOSE of a proof. This was drawn into stark relief for me on […]

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Customer supplied stock

Most printers (the smart ones, anyway) simply won’t print on a customer supplied paper. Not for love or money. Today i’m gonna take a stab at explaining why that is, because print buyers and general consumers don’t understand it, and the reasoning is illustrative of the printing process in general. All printing, even digital printing, […]

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Reno Type’s Youtube Channel

For the last several years we’ve posted videos about our shop, the industry, new processes and things like that. We’ve had a couple requests to repost some of those videos, so have collected them all on a channel over at youtube. There’re a number of off the cuff videos prompted by a situation or customer […]

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Use bait the FISH like, not bait YOU like.

Bait

Just because YOU think a particular promotional item is the cat’s meow doesn’t mean the item will be loved by everyone you’re reaching, or that it is appropriate for the event or audience. It’s really important that you think about how an item will be received and what sort of impression it will leave in […]

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