Prospektdruck

Prospektdruck refers to the production of printed promotional materials such as brochures, catalogs, flyers and leaflets used for advertising and information dissemination. The process covers design and layout, prepress, printing, finishing and distribution. Manufacturers are often specialized print shops or marketing services providers.

Common production methods include offset printing, which remains standard for high-volume runs due to cost efficiency and color consistency, typically in CMYK with occasional Pantone spot colors. Digital printing is used for shorter runs, rapid turnaround or personalized content, enabling variable data printing. Web-to-print workflows enable online ordering and automated job management.

Formats and finishing vary widely, with common formats such as A4, A5 or DL, often folded in half or into multiple panels. Finishing can include scoring, perforation, die-cutting, laminating, varnishing or aqueous coatings. For longer-lasting materials, saddle stitching or perfect binding may be used for booklets or small catalogs.

Workflow typically includes artwork preparation with bleed and crop marks, color management and ICC profiling, proofing (digital or hard proof), file transfer to the printer, production printing and finishing, followed by quality control and delivery.

Materials and sustainability considerations cover paper choices from uncoated to coated stock in weights roughly 90 to 350 g/m2, with heavier covers and lighter interiors. Inks are usually CMYK, with options for spot colors. Environmental aspects include recycled and FSC-certified papers and vegetable-based inks where available.

Trends include personalization and variable data printing for targeted campaigns, the growing role of digital printing for shorter runs, and online ordering that supports multichannel marketing campaigns.