In the digital age, where emails and social media dominate, the tactile feel of a quality printed piece can leave a significant and lasting impression on your audience. This is why small businesses turning to direct mail or creating printed materials as part of their marketing strategy must understand one of the fundamental decisions in the process: paper selection.
Choosing the right paper isn't just about aesthetics; it plays a pivotal role in how your brand is perceived. The paper you choose can convey a message of high-end quality, or it can reflect a more natural or environmental look. This decision can significantly influence how your brand is perceived, how the message is conveyed, and even the overall cost of the project. Let's delve into why paper selection is crucial and the 4 primary characteristics you should consider.
1. Basis Weight
Basis weight refers to the weight of 500 sheets of paper in its basic unit size and is a key determinant of the paper's thickness and sturdiness. For direct mail, you might opt for a heavier paper that feels substantial in your customer's hands, conveying a message of quality and seriousness. On the other hand, flyers or large publications where the weight and thickness are critical, you might use a lighter, more cost-effective paper. The choice not only impacts the overall cost of the piece, but also your brand and the importance of the message you are sharing.
2. Brightness
Brightness affects how colors and images appear on the printed material. A paper with a high brightness will make colors pop and create a crisper, more vivid image. This can be especially important for brands that use vibrant colors in their logos or imagery. Not all white papers are equal. Some are bluer white, while others are more yellow. These subtle differences can change the look of images - especially with skin tones. Companies that want to reflect a more natural or environmental look might choose to go with an unbleached paper. Whatever choice you make, it is critical to understand that the shade, brightness and tone of the paper will impact the overall look and it is key to select the right paper based on the types of images you are using.
3. Caliper and Postal Regulations
The caliper of the paper refers to its thickness, which is measured in thousandths of an inch. This is not just a question of preference or durability; it also has practical implications. The United States Postal Service (USPS) has specific requirements for mail thickness, rigidity, and dimensions to qualify for automation and postage discounts. Choosing a paper that meets these criteria can significantly affect the cost-efficiency of a direct mail campaign.
4. Finish
The finish of the paper, whether gloss or matte, impacts both the appearance and feel of the printed material. Gloss finishes are shiny and reflect light, making colors appear more vibrant and images clearer. They're ideal for photographic or image-heavy designs. Matte finishes, on the other hand, are non-reflective, offering a more subdued and elegant appearance. They're easier to read and are often chosen for materials that contain a lot of text or require a sophisticated look.
Paper selection is not a decision to be taken lightly. Each characteristic, from basis weight to finish, plays a role in how your message is received and perceived. For businesses using direct mail or printed materials, understanding these nuances can make the difference between a forgettable piece of mail and a compelling marketing tool that resonates with your audience.
Remember, the paper you choose is the foundation of your print project. It's worth investing the time to get it right. Talk to your printer about the options and don't be afraid to ask for samples. Seeing and feeling the paper yourself can give you insights that specifications on paper can't. Make your print project stand out; start with the right paper.
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