When designing for the printed page, exhibition stand or, in fact, any physical medium: WYSINWYG (What You See Is Not What You Get).
Whilst the technology involved has changed beyond recognition since the days of the first printing press, successfully designing and preparing artwork for print still requires a wealth of knowledge, skill and experience. Your MS Word or Publisher file isn’t going to give you the results you want, and neither is a ‘new media’ designer with no print experience.
Below are links to example knowledge your print designer needs, that will hopefully scare you into discussing your next print project with us!
Here goes:
You might also be interested in this post on Integrated Marketing Communications.