How to choose the right paper

Does paper really matter? Isn’t the design of the project the most important? The answer is YES, paper can have a huge impact on your end result.

From papyrus to the first printing press to today’s marketing materials, paper has had one of the longest runs in history. Printing on paper says a lot about a business, which is why good graphic designers do more than stick with a single color or texture throughout their marketing campaigns. But among the thousands of combinations in stocks, weights, sizes, coatings and folding types, how can you choose the best paper for your printing needs?

When beginning your journey, take a look at what you will use the paper for and follow up with any specialty printing technique you might want. As you finish your project and prepare it for the marketing phase, your brand will continually serve as a guiding light for the project, whether you showcase it on envelopes, invitations or business cards. To achieve this overarching goal, you must follow these steps to select the right paper for your next marketing and branding project.

  1. Know Your Paper’s Purpose - Every printing project has a purpose, depending upon if you are printing stationery or going a direct mail route. Identify that purpose before choosing a paper, not vice versa. However, do not let this part of the process delay your printing needs.

  2. Add Some Printing Pizzazz - Once you have chosen a paper line to work with, you have a solid base to use for your overall marketing needs. From brochures to letterhead, every type of printed material geared at marketing and branding your business should be consistent. However, from time to time, marketing goals will require some extra oomph and a little pizzazz.

  3. It Doesn’t Have To Break The Bank - During your project analysis, the price point should always be at the forefront. You don’t want to cut corners by choosing a lesser quality paper or finish. However, there are ways to make selecting paper more economical. Doing your research beforehand can save unnecessary reprints and frustration, as well as impact your bottom line.

  4. Finishing the Project - Will your end product be folded, scored or bound? These will all affect your paper choice.

  5. Sealing the Deal - Insure that your paper and your marketing project are consistent and reflective of your brand. Don’t forget that it is both “look and feel” at play as we assess this consistency.

To wrap up, yes, paper is the foundational choice of any printed project. So choose wisely. For more information about how to select the right paper, read the complete article at How To Select The Right Paper For Marketing and Branding