TDS is deducted on printing for customised work like cards and stationery. If you are the specified deductor (company, firm, audited individual etc.) then you have to deduct TDS U/s 194C. For audited individual, no TDS for his personal purchases of these items.
This is applicable for all customised purchases. Eg. if a company orders plastic chairs with its Logo Blow Moulded, TDS will have to be done as the same chairs cannot be sold elsewhere. It becomes a contract manufacture and even though VAT is applicable on Transfer of Goods, TDS too becomes applicable if it is one composite bill. Normally, the mould with registered logo is belonging to the buyer even if the manufacturer has purchased the same on the buyer's behalf. The manufacturer cannot aver that the mould belongs to him because the Logo of the buyer is on it. Eventually the manufacturer is recovering charges for the mould in his sale of the chairs.
Therefore, rather than generalising, to be safe you take each transaction by their own merits. If manufacturer makes a chair and paints the logo then TDS and VAT is on the entire bill if it is a composite bill. If he makes separate bill then only VAT on the sale of chair, Service Tax and TDS on the logo painting charges.