You may have noticed that a significant portion of the work being produced by a fine press is produced by letterpress, a method of printing where a raised surface, coated in ink, is applied to paper to create an image. From Gutenberg through the first half of the last century, this was the most common form of printing. It’s since been replaced technologies that lower cost and increase efficiency.

Then a new argument was born

See, if you talk to an old-timer, you’ll hear the term “kiss impression” used when talking about this method. It basically means the forme (there’s that funky spelling again) barely touches the paper, leaving ink, but no impression. That’s not quite what we’re used to seeing today, huh? I know where the printers stand; they’re pretty neatly divided into the kissers and the smackers. You can read all sorts of entertaining discourse between the newbs and the old-timers here and here.

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That's a DEEP impression on some really thick paper.

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But the paper's not *that* thick. You can see the impression clearly on the reverse.

Frankly, what I’m interested in is what the client wants. So graphic designers, brides, wedding planners, business people; please tell me: what’s your take? Do you like that deep impression? How deep is too deep?

How much impression is too much? Is it even all that important?

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