Why I Stopped Apologizing for Charging More for Printing (And You Should Too)

Cheap printing is a tax on your brand's credibility

When I first started coordinating print production for a mid-sized marketing agency back in 2016, I assumed the lowest quote was always the right answer. I thought, 'It's paper and ink—what could possibly go wrong?' I was spectacularly wrong.

In my role handling urgent print jobs for clients in the tech and event sectors, I've processed over 200 rush orders in the last 9 years. I've seen what a $50 difference on a job can do to a client relationship. And I've learned that the quality of your printed materials directly shapes how clients perceive your entire company.

That $200 print job for a client pitch isn't just a set of brochures. It's the first physical touchpoint a potential client has with your brand. If it feels cheap, you're telling them you don't value quality. Period.

The 'budget first' trap

Here's where I messed up early on. I'd get a spec from a client—say, 500 postcards on 14pt cardstock, double-sided—and I'd go straight to the cheapest online printer. I thought I was being a hero.

But the savings evaporated fast. Printing is not a commodity, and treating it like one is a recipe for disaster.

Common budget-first problems I've seen:

• Colors look faded or washed out
• Paper feels thin and flimsy
• Cuts are misaligned by a millimeter or two
• Delivery arrives late (or damaged)
• Customer service is non-existent when something goes wrong

Now, I'm not saying you need to buy the most expensive option every time. I'm saying that the cheapest option brings a hidden cost: a hit to your brand's image.

My 3 arguments for investing in quality

1. The 'handshake test' is real

In March 2024, I had a client who needed 300 event programs delivered to a conference in Austin. They went with a budget online printer to save about $120. Big mistake.

The programs arrived 48 hours before the event. The paper was so thin you could see the text on the other side. The cover felt like a photocopy. The client called me in a panic. We paid $200 in rush fees to a local shop to reprint 300 high-quality programs overnight. Total damage: $380 wasted plus the original $250.

But the real cost? The client almost lost a key sponsorship deal because the first batch felt 'unprofessional.' That's the handshake test. When someone picks up your printed piece, what does their face say? If it's polite disappointment, you've lost them.

2. Quality communicates competence

This might sound counterintuitive, but I've found that spending more on materials often saves you money in the long run. Not through discounts, but through client retention.

I tracked client feedback for 18 months. Clients who received premium-printed materials (thicker stock, better finishes) were 23% more likely to reorder within 6 months compared to clients who got standard-quality prints. They associated the quality of the piece with the quality of our service.

That $50 per job upgrade was actually an investment in client perception. It said, 'We care about the details.' And clients notice.

3. Your print is your brand's resume

When a potential client or partner receives a brochure, a leave-behind, or even a nicely printed business card, they're forming an instant judgment. Judging your company's professionalism, attention to detail, and even financial stability.

Think about it: if you can't invest in your own marketing materials, why should someone trust you with their printing? Your printed piece is their first tangible interaction with your brand.

But what about budget-conscious clients?

I hear this objection a lot: 'Not every client can afford premium printing.' And you're right. I'm not suggesting you always push for the most expensive option.

But here's the thing: there's a difference between affordable and cheap. Affordable means good quality for the price. Cheap means you're sacrificing quality—and that sacrifice is visible.

For a small client with a tight budget, you can still produce a clean, well-designed piece on decent 100lb text stock. It won't have fancy coatings, but it won't look like a PowerPoint slide printed on copy paper either. Quality isn't just about price; it's about execution.

The bottom line: invest in your brand

After 9 years in this industry, I've come to believe that charging more for quality print isn't greedy—it's smart business. You're not just selling ink on paper. You're selling a perception of your client's brand.

When you buy cheap printing, you're taking a risk. The risk that your client's materials will flop. That the paper will feel wrong. That the colors will be off. And that risk often costs more in the end.

So yes, I charge a premium for quality. And I've stopped apologizing for it. Because the alternative—a cheap-looking piece that damages my client's brand—is something I refuse to be a part of.

Your printed materials are your brand's resume. Make sure they look like you'd actually hire the person who submitted them.