Answered by Suzanne Morgan

Question:
I'm disappointed with the quality of my last print project. There is cracking on the fold and the spot color is way off. The brochure is good enough to use, but I believe I should get a discount from my printer. What is a reasonable amount?

Answer:
It depends. Generally speaking, a discount of 5-10% would be appropriate -- no more than 15% -- and that's assuming that the mistake is completely the printer's fault. But first consider these things:

1. It depends on the volume and/or the cost of the job. If your quantity was two million pieces, then even 5% would be too much to ask for. On the other hand, if your quantity is 1,000, then perhaps 5% isn't enough. The percentage of the discount usually goes down as the quantity increases.

    

2. Does it affect the response to that printed piece? If it wouldn't make a difference to the recipient of that brochure, then perhaps you shouldn't request a discount at all. You might give your printer a break, as he probably does for you from time to time. However, even if you don't ask for a discount, be sure to specifically describe your dissatisfaction so that your printer will know what to avoid next time.

    

3. Are you going to be satisfied with a discount off the price, really? If you look at that brochure every day and hate it -- or if it brings up bad feelings about the printer -- than perhaps requesting a reprint is the best thing for both of you in the long run.