DESIGNING CUSTOM ENVELOPES
Through custom converting (making an envelope out of a flat printed sheet of paper) you can get an envelope of whatever size, paper, etc. you want, with a few caveats. Custom converting is great for large quantities especially quantities over 25,000 but depending on what you want to convert, even a quantity of 5000 can be a reasonable cost.
There are a few things to know before you go and design an envelope that is going to be converted. There are design restrictions, paper restrictions, and some size and shape depending on what you want to do. I will walk you through the process so that you can tackle that custom envelope project with confidence and show off your skillz!
LAYING OUT YOUR FILE
Custom envelopes are made with dies that cut out the shape. Your printer will give you a die line to follow for laying out the envelope. It is SUPER IMPORTANT that you use the file from the printer you are going to work with for the printing. Each printer uses their own converter and each converter’s die lines may vary slightly from one to another. Here’s an example of a die line for a #10 commercial envelope. In this case, the envelope will be printing 4-up on a 19×25 press sheet. Your printer will not expect you to lay out the press sheet, just one envelope. When you are laying out your design, you will not be able to print in the glue area. That means you cannot put any design elements in the glue area. Not even a little bit! In this example, the glue area is shown in blue. (Thank you to Western States Envelope for the die line!) As you are finalizing your design, print it and cut it out with a pair of scissors, then glue it along the glue marks to make sure everything is hitting where you want it to.
USING BLEEDS IN YOUR DESIGN
If you choose to add a bleed (a design element that runs off the edge), to a custom envelope design, be aware that a bleed that is shown on the front, or the back, must wrap around to the opposite side. The high-speed equipment that makes envelopes are not “dead on” for each and every envelope. You must expect your design to roll one way or another. Depending on your paper, the converter, operator skill, etc. the design may roll as much as 1/16″. When showing a folded proof to your client, I strongly recommend that you show them how the bleed will affect both sides. I have seen too many clients surprised when they receive their envelopes and think there has been a mistake.
In this photo, the design elements that appear on the fronts of the envelopes also appear on the back. Ask your printer how much you should extend the art. They will know their converter’s equipment and give you the best advice.
Designs with elements that cross over seams need to be carefully built. Some seam styles are better than others for creating these crossovers. Talk to your printer at the idea stage about your desired goal. It may affect the paper, envelope shape, seam style, flap style, etc., depending on what it is you are trying to accomplish. Look at the direct mail pieces you are receiving at home and work. Note the precision (or lack thereof) on envelopes that have an all-over design. This is a good example of the type of situation when you should ask your printer for samples. Review their samples and if the tolerances are not what you consider acceptable, ask questions. Although the skill is at the converter, not at the printer, your printer needs to show evidence that they are working with a quality converter and if there was an extenuating reason, like a weird paper choice, give them the opportunity to explain anything on the sample you might not want on your job.
FOIL STAMPING AND EMBOSSING
Any process that presses an image into the paper, like foil stamping and embossing, will NOT show up on the back of a converted envelope but will show up on the back side of the paper which is on the inside of the envelope.
If the paper you are thinking of using for an envelope has a pattern that you want oriented a specific way, request sample sheets to make a dummy and show this to your printer when you request the estimate. It may profoundly affect the cost because envelopes may be placed on the paper diagonally for less waste and correct grain direction, not necessarily to accommodate a paper pattern. Some dies have envelopes placed in different directions, making it impossible to use that die if a specific pattern direction is required.
This photo shows envelope dummies I made to show patterns running vertically, horizontally and diagonally across the envelope.
If you want to make an envelope out of a funky paper that you have never seen an envelope made out of… there could be a reason for that. If the paper, fabric, plastic, whatever it is you are thinking of using, does not glue well or handle moisture it may not be a good candidate for an envelope. And if you successfully made a dummy out of a sample sheet with a glue stick…. don’t assume it can be done on high-speed printing and converting equipment. Check with your printer. She may need to check with her converter to see what is possible, but you are better off safe than sorry!
If you have a window in your envelope, with or without the cellophane/poly, it will cost the same as an envelope with the material. I know it seems weird. If you are using less material it should lower the cost, right? But that is the way it is. Sometimes it is counterintuitive because the exception, and setting up for that, takes away any savings realized by subtracting something. the size of the window and the location may be fixed depending on what type of dies your printer is using. Always check with your printer if you want to change the size or placement of a window. You need to mention this at the time you are giving specs for an estimate!
ODD-SIZED OR SHAPED ENVELOPES
If you venture outside the standard shapes or sizes of envelopes, prepare to spend thousands of dollars on the die. Unlike a pocket folder die or other small cutting die, envelope dies are expensive. Depending on the equipment, the converter might have an adjustable die, or they might be able to put a square flap on a regular flap envelope. Ask your printer what you can customize and what you cannot before you have shown the concept for something out-of-the-box to your client. Just saying. It’s easier to raise an expectation than to lower one.
DIGITALLY PRINTED ENVELOPES
Some gang run printers that offers custom envelopes are printing digitally and then converting. Bear in mind that envelopes that have been printed on a laser printer cannot be put back through a laser printer without risking image loss. Check that your digital printer is using a printing method that is laser compatible.
COORDINATING A CUSTOM CONVERTED ENVELOPE PROJECT
Do not attempt to deal with an envelope converter directly! Your printer has tons of experience and knows the language not to mention the information that needs to go back and forth in order for you to get the best results. Remember that the converter is not going to print your envelope, your printer will do the printing and then send the press sheets to the envelope converter for die cutting and gluing. If you try to work with the converter directly and omit important information to your printer (like the imposition on the press sheet) you could have stacks of useless printed sheets on your hands at your expense.
MAILING A CUSTOM CONVERTED ENVELOPE
If the envelope you are designing is going to be used in the mail or for a direct mail project and the envelope is unusual or “different” you are supposed to have it reviewed by the USPS Mail Piece Analyst (MPA). Unfortunately, not every post office has an MPA so you might need to work with your local folk and their supervisors to have them sign-off. Once it is signed off by USPS personnel the Post Office has to accept it. If you are designing a piece that will be processed by an out-of-state mailer, either get the piece approved through the national MPA department or ask the mailer to get approval.
Let me know if you have come across an issue while working on a converted envelope project. I love to hear about successes (as well as headaches) especially if you feel like your printer saved the day!