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ISM Article

Saving Time and Money with a Color Printer

24 Oct, 2008 By: Shell Haffner

Saving Time and Money with a Color Printer

For many small businesses, printing large jobs and color documents from their
desktop printer is simply not an option. Costly inkjet cartridges and slow
printers make color impractical from a print speed and cost-per-page
perspective. As a result, the documents that are the very livelihood of a small
business are either printed in black and white or taken to a nearby print shop
to be produced.

The color printer marketplace is steadily changing. Advancements in solid ink
and laser technology are making it easy to afford color printing capabilities to
produce color documents in-house. Small businesses are now finding it’s possible
to incorporate a high–performance, color printer and realize a fast return on
their communication efforts. 

Make It “Pop”

Color documents make a greater impact, convey emotion and help call
attention to key information. An increasing number of small businesses are
bringing color printing in-house and can now produce high quality collaterals,
mailers and other communication materials.

The Swiss-based tanning salon Pacific Sun knows all about the importance of
color. When it opened its first two U.S. facilities, the new offices needed a
high-quality color printer to match its high-end spa experience. “We wanted to
make our in-store signage promoting sales and special offers really ‘pop,’ but
we weren’t willing to sacrifice speed or the flexibility of a general office
printer,” said Michael Gaedeke, Pacific Sun’s director of development and

Pacific Sun chose a Xerox Phaser® solid ink color printer, which is now used
to produce a number of materials that used to be outsourced and were costly to

Choosing a Color Printer

When searching for a color printer, small businesses should be wary of
“low-cost” inkjet printers. Inkjets are often sold at low prices, but customers
pay a heftier price later on for expensive cartridges and supplies.

Print speed is one of the key elements to consider when evaluating a color
printer.  Network laser and solid ink color printers today generally print at
speeds ranging from 12 to 30 pages per minute. Businesses that regularly print
handouts and other materials for their customers may want to look at faster
solutions – minimizing the time spent waiting for their print jobs to finish.

Small businesses should also look for a printer that handles and performs
well on a wide variety of paper types. Lightweight office paper is less
expensive and can help reduce costs on everyday office printing and bulk mailing
costs. Heavier stocks are helpful for creating posters or post-card mailings or

When small businesses select the right color printer to meet their needs,
they can create a variety of professional customer-facing materials that give
them an edge on the competition.

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