Branding - Not All Paper is Created Equal

The impact that a print piece makes on a customer base stems from many things –a powerful message and engaging copy, to eye-catching imagery and unique graphics. But what about the paper it’s printed on? Do you ever find yourself judging a certain company based on the standard, basic stock they’ve used for printing, or are you ever in awe by a really cool-feeling stock or texture?

Just as a company’s logo, tagline, messaging and imagery has to stay consistent to their brand, so should the paper they print on. For companies out there that are big on the environment, it would be hypocritical to print on nice velvety expensive stock—however printing on a catchy, textured sepia recycled stock can be a wonderful way to go, both visually and environmentally. How about those companies that promote the idea of luxury? A silk manufacturer handing you a business card with a silky varnish gives you a taste of what their product might feel like. Or, maybe the back of a woodworking/ construction company business card that has the thick and grainy texture of sandpaper. There are clear vellum stocks that can make a piece look translucent, the option to emboss or deboss certain parts of the page to make certain sections pop, or even make a die-cut so that you can see through a part of the paper all together in the shape of your choice. All of these choices of course pertain to some cost, especially die-cuts, but when doing a large run of any type of print piece, costs go down with quantity and the outcome of impressive print materials could bring in a ton of revenue in the long run. Also, the better quality the paper, the longer the print piece will last you.

Along with texture, considerations should be taken to the thickness of the stock as well as the colour. White isn’t always the best option, nor is it the only option. Folders can look great in a striking colour with a die-cut or emboss on the front, providing regular insert sheets with imagery on the inside. There are so many routes to take when it comes to printing—there’s no sense in limiting your options if you don’t have to.

For a more technical rundown of factors to consider when choosing stock for printing including the important factor of cost, check out this article by Steven Waxman on the link below. One thing he mentions is worth pointing out – it’s important to get samples from your printer to see what they can do, to see if it will work with your vision before going ahead with any job.

Source: http://www.printindustry.com/Newsletters/Newsletter-7.aspx