Screens flatter everything. A logo at 400 percent on a calibrated monitor tells you very little about how it will look on a parcel in the rain.

So before any presentation, we print. Business cards on the real stock. A poster at full size, pinned by the door. A box, folded and taped, left on a desk.

What printing catches

Weights that fill in at small sizes. Colours that go muddy on uncoated paper. Margins that felt generous on screen and look nervous on paper.

What it costs

About a day and a few hundred in paper per project. It has saved us from at least three bad launches.

The rule

If it has not survived a week in the studio, it does not go in the deck.