Frequently Asked

Printing is a very specialized industry, it has its own language and terminology. These are some of the most Frequently Asked Questions.

1. Why should you choose Brookstone Printing for your high quality printing needs?

We are your one stop shop for your High Quality Printing needs. We pride ourselves on complete Customer Satisfaction. Our Experienced Staff Members are here to help you through the entire design and printing process. You can also have the peace of mind that we are an environmentally friendly company. Let's Work Together!

2. What are your office hours?

Brookstone Printing is open from 7:00 AM to 4:30 PM. If before or after hours, you can always email us at as we usually have reps in before and after hours.

3. How do I go about getting an estimate from you?

Simply use our online estimate request form. Otherwise, the best way to ensure that we get all the information necessary to do an accurate quote is to give us a call and speak with one of our customer service representatives. 262.255.3130.

4. Do you have a price list?

No. Price lists are designed to maximize the printer’s profits. By not having a set price list, we give you, the customer, the best possible price because we quote each job to your specific needs.

5. How long will it take for you to complete my order?

Every job is different. Some jobs can be produced on the same day while some may take several days or longer to complete. Let us know when you need your job completed and we'll let you know if it can be done. We go to great lengths to meet even your most demanding deadlines.

6. What is a proof and why is it important that I look at it?

In printing terms, a proof is a one-off copy of your document after all modifications and printing setup processes have been completed. It is your last and best opportunity to make sure that the print job comes out the way you want. By carefully inspecting the proof, you can help us assure an accurate, flawless delivery of your print job on the first run.

7. Can you do rush ordering?

Let us know when you need your job completed and we'll let you know if it can be done. We go to great lengths to meet even your most demanding deadlines!

8. Which paper should I choose?

We have a number of papers available for you to choose based on your preference. If you would like more information on our papers please contact us at 262.255.3130 and we will route you to one of our sales executives to explain and/or show you in person the difference between several types of paper and suggest which paper will work best for your project.

9. What is the difference between coated and uncoated paper stock?

Uncoated stock paper is comparatively porous and inexpensive, and is typically used for such applications as interactive workbook print and basic black-and-white copying. Coated stock, by contrast, is made of higher quality paper having a smooth glossy finish that works well for reproducing sharp text and vivid colors.

10. What are the different grades of paper and their respective basis weight?

The basis weight of a given grade of paper is defined as the weight (in pounds) of 500 standard-sized sheets of that paper. With that in mind, here are different examples of paper grades and their respective basis weights: Coated Book: Has a glossy finish that yields vivid colors and overall excellent reproduction. Basis weights range from 60# to 110# for sheetfed press. Cover: Used in creating business cards, postcards and book covers. Can be either coated or uncoated. Basis weights for this grade are 80#, 100# or thicker. Uncoated Book: The most common grade for offset printing. Typically 50# to 70#. Bond: Most commonly used for letterhead, business forms and copying. Typical basis weights are 16# for forms, 20# for copying and 24# for stationery.

11. What does 4/0, 4/1, 4/4, 1/0, and 1/1 mean?

4/0 refers to full color printing on one side of the printed sheet and no printing on the back of the sheet. 4/1 refers to full color printing on one side and black printing on the other side. 4/4 refers to full color printing on both sides. The combination of these four colors can produce a wide array of colors. 1/0 refers to one color printing on one side and no printing on the back of the sheet. 1/1 refers to one color printing on both sides.

12. What are the standard page sizes for catalogs and booklets?

Standard sizes for catalogs and booklets are 5.5" x 8.5" & 8.5" x 11".

13. Why does my saddle stitched book have to have a page count that is a multiple of 4?

Saddle stitched books are folded in half and bound in the center of the sheet. Each individual sheet has 2 pages of the book on both sides, making 4 pages total per sheet of paper. We cannot add half a sheet of paper into the book because that sheet would not be bound into the book.

14. What are PMS colors?

Pantone colors refer to the Pantone Matching System (PMS), a color matching system used by the printing industry whereby printing colors are identified by a unique name or number (as opposed to just a visual reference). This helps make sure that colors turn out the same from system to system, and print run to print run. The use of PMS allows us to precisely match colors and maintain color consistency throughout the printing process.

15. Are there different types of coatings? How do I know which is best for my project?

Yes. The primary coating choices are varnishes, aqueous coatings and UV coatings. Each coating has its advantages and disadvantages and choosing which one is right for you largely depends on what you are printing as well as what type of paper you are printing on. Contact one of our printing experts to help you choose the best coating for your project.

16. What is the best file format for submitting a document for printing?

A PDF file (Portable Document Format) is generally the preferred file format for submitting a document for printing as it works with virtually all professional printing and digital output devices. By design, a PDF file incorporates the information needed to maintain document consistency from system to system. Most other file formats such as Adobe InDesign, Illustrator and Microsoft Word are easily converted to PDF format.

17. What does resolution and DPI mean?

All images should be 300 dpi. DPI is the amount of ink dots per inch; 300 dots per inch is the standard for printed material. Anything below 200 dpi may not be good enough resolution for printing. Pictures and graphics pulled from the internet are often low resolution, typically 72 dpi or 96 dpi. Avoid these graphics as they will appear pixelated and blocky when printed. Also note that you should save all photos in CMYK mode, not RGB mode when possible. Images saved in RGB mode may not print properly. If you are unable to save your image in CYMK mode, please let us know.

18. What is Bleed and what is the recommended amount of Bleed for print jobs?

Bleed is when the print area goes beyond the final trim line of the page thus allowing final print to “bleed” off the edge of the page. Recommended bleed is 1/8 inch (.125) on all sides of the page or sheet.

19. Why do the printed colors look different from the colors on my screen?

In short, printers and monitors produce colors in different ways. Monitors use the RGB (red, green, blue) color model, which usually supports a wider spectrum of colors. Printers use the CMYK (cyan, magenta, yellow, black) color model, which can reproduce most—but not all—of the colors in the RGB color model. Depending on the equipment used, CMYK generally matches 85–90% of the colors in the RGB model.

20. Do you store my files?

Yes, but not forever. Most of the time we keep files on our server for several years to make the reordering process as simple as possible. Please keep in mind that we also do purge our system after a file has been sitting for an extended period of time so always keep backup copies of your files.

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