Pinching Pennies Understanding Printer Settings to Save You Money

The Shop

By Adam Sumner

Pricing strategies in the realm of print media can be a complex endeavor, particularly when confronted with diverse job types. A crucial initial step involves gaining a comprehensive understanding of the underlying costs involved. In my experience, I initially focused solely on the cost of the roll, laminate, and ink, relying on the manufacturer’s ink cost per square foot. However, I soon realized that this approach was overly simplistic and often led to significant miscalculations. In today’s fiercely competitive market, marked by volatile material costs, it is imperative to closely monitor and manage your bottom line.

Given the diverse nature of print shops and their operations, I will refrain from delving into the intricacies of incorporating overhead costs into pricing. Instead, I will concentrate on the costs associated with materials, laminate, and ink. Admittedly, this process demands some effort and time, especially when calculating ink costs over a period.

Let us begin with ink costs. The cost of ink can vary significantly depending on the printing profile. Factors such as the type of prints (wraps, banners, translucent window graphics), the use of specialty inks (e.g., white or metallic), and the chosen printing quality (e.g., 10-12 pass for high quality or a lower pass count for speed) all influence the amount of ink used. While advertised ink costs provide a general average, a more precise calculation is desirable. Many RIP and print software solutions now offer built-in accounting functionalities that allow for the incorporation of ink costs per profile. However, for those without such features, manual calculations are necessary to refine pricing strategies. This meticulous approach ensures more accurate cost assessments, particularly when applied to each profile individually. To assist in this process, I have included a sample spreadsheet that I personally use to calculate our ink costs. This multipage spreadsheet simplifies cost calculations by allowing users to input ink costs and cartridge or bag capacities. By recording ink levels before and after each print, users can determine the ink cost per print. This method not only provides immediate benefits but also facilitates long-term planning, enabling us to anticipate the impact of ink price increases on our overall production costs.

Another significant issue we encountered pertained to the accurate calculation of material costs. Excessive waste during the printing process, particularly noticeable in smaller jobs, was a common problem. Regardless of the job size, each print job incurred the same amount of waste during roll loading and unloading. Although the goal is to minimize waste by grouping prints together, the practicalities of day-to-day

YOUR MATERIAL 1

YOUR MATERIAL 2 operations often lead to frequent roll changes, resulting in unaccounted-for costs. While most material suppliers provide the cost per square foot of the roll, this figure does not accurately reflect the actual cost. For instance, consider a cast vehicle wrap film costing $750 for a 54” x 150ft roll, which equates to $1.11 per square foot. However, after factoring in the waste generated during loading and unloading, as well as the tail end of the rolls that are not able to be fed through the printer. (Roughly 7 feet per roll), the actual cost per square foot becomes $1.12. While seemingly insignificant, this difference becomes substantial when considered over time. For example, printing two rolls per month would result in an annual waste of 168 linear feet, equating to a total loss of $819.18, excluding laminate waste.

In conclusion, while the process of refining pricing strategies may seem arduous, particularly for those new to the industry, meticulous attention to detail is essential. Small adjustments, such as those detailed above, can have a significant impact on the overall profitability of your print shop. Understanding and accounting for every aspect of your operation, no matter how seemingly insignificant, is key to long-term success.

Download Spreadsheet HERE

Adam Sumner

Adam@wrapixacademy.com Owner, Wrapix Academy Owner, Wrapix Imaging

3M Authorized Trainer