Wouldn't it be nice if printers had a one-time cost that included all consumables such as paper and ink? It sure would make establishing prices simpler. The fact is, after initial printer investment, the largest expense can be attributed to consumables. Because this is not the case, customers should look beyond low prices when shopping printers.
Quality Inks
Manufacturers of sheet-fed printers attempt to estimate number of standard size pages each ink or toner cartridge yields. A page with text and a company logo can represent only 5 percent ink coverage. By the nature of their intent, photo printers generally use much more ink. Though manufacturers may average coverage at 15 percent, often coverage can be over 75 percent. In an earlier article entitled "How Much Is that Printer in the Window?" the hidden cost of ink was discussed. Large-format printers owners must more closely monitor average ink consumption because of non-standard image sizes.
Four Types of Paper
Ink and paper quality are important considerations. Though not visible to the naked eye, papers used for aqueous digital printing have coatings that interact with inks. This symbiosis determines color gamut, reproducibility of Pantone colors, and interaction with ultraviolet light affecting longevity. When ink, paper, and printer all share the same brand, best results in vibrance and permanence is attainable and supported with documented research.
It is just as uncommon for printer manufacturers to operate their own paper mills as is for supermarkets to milk their own cows for producing store-branded dairy products. Nevertheless, printer manufacturers can work closely with paper mills to develop OEM (original equipment manufacturer) paper, optimized ink formulations or custom ICC profiles.
A second source of media is a highly respected paper manufacturer like Hahnemuhle, 3M, or Crane. They produce products that meet or exceed OEM sometimes because they are the source of some rebranded OEM versions. With focused R&D, they can offer wonderful giclee options.
A third category of paper manufacturer may not have the same reputation as others but maintains tenacity for symbiotic ink interaction. They reduce cost with overseas outsourced production supported by extensive local testing to compete with well known brands. There are possible reductions in cotton content, though sometimes adhering to museum quality standards for acid-free paper. Paper sold for specific printer models is generally a good indication of exhaustive testing. For high volume or general purpose printing, some view this as a reasonable alternative.
This brings us to number four, the generic category of paper. These repackaged products, generally from China, are not subjected to permanency testing. Nothing about generic paper can be substantiated. The best that can be achieved are vague claims like 'good for all inkjet printers.' Sometimes a '30-day money back guarantee' is offered (from time of purchase, not duration of print) -- end-user R&D. Sometimes 100 percent cotton content is available with longevity dependent entirely on the quality of ink applied. Generic media might be considered for short term display, personal portfolio pieces, or temporary banners. However, this is not recommended for artists planing on reselling giclee work.
Because of so many variables, customers who base their selection of companies to print their work solely upon price open themselves to up to receiving substandard materials in a price war. Reactive Imaging uses OEM inks and offers a variety of papers to meet the needs of different customers. Though it is natural to first be concerned about cost when inquiring about printing, be certain to also discuss other important needs such as permanence, lighting, and handling to obtain the best product for your needs.