When initially designing a print advertising campaign, businesses typically think about the layout they’ll implement, the images they’ll use, the color scheme, and all the major details including the verbage of the content.  Did you know that there is one significantly important decision to make other than those mentioned above?  If you haven’t guessed it from the title of this article, it is the type of paper you utilize in your print marketing.

No matter if you are printing a brochure, flyer, public calendar, or other promotional material the type of paper that you use can greatly impact the result of your campaign.  Your audience will have an interaction with the layout, the content and images your choose to include, and the medium (paper) on which you select to put the content.  The bottom line: if you have a bad print job your money and time invested will be wasted.  To help you decide on which type of paper to utilize for your marketing campaigns, here is a quick paper tutorial:

Glossy Paper

When talking about full color pictures, glossy paper is the way to go.  It has a shiny look, reflects light well, can utilize a wide range of vibrant colors, and has become the corporate standard for full color marketing.  However, the content on glossy paper can be hard to see in certain lighting conditions, it does show finger prints, and the paper does have a glare which could hinder your audience’s experience.  Again, the best use for glossy paper are full color print ads and/or pictures.

Matte (Non-Glossy)

Choosing matte is a nice alternative to glossy paper.  There is no glare, the content is easily viewed through all lighting conditions, and the paper does not show finger prints.  The downfalls of matte range from the colors appearing dull, a low-quality look of the print, and the paper feels like ordinary print paper.  However, if you are looking if you are looking for a subtle advertising feel this is the paper to utilize.

100lb Gloss Text

Having a glossy look allows this paper to perform better with a wider range of colors.  The same benefits of a glossy paper apply to this type.  To further the benefits, the paper is “book weight”.  The most common uses for this type of paper are flyers, brochures, and the inside of high-quality catalogs.  This type of paper also comes in different pound ratings (the pound rating is how much 500 printer sheets with the dimensions of 25″ x 38″ weighs); the heavier the pound rating the thicker the paper and vice versa.

10 Point Cover Stock

Cover stock paper is also known as card stock, and is one of the thicker paper styles out there.  With the thickness of the paper increasing, the durability of the paper also increases.  Typically, cover stock is utilized for business cards, postcards, and catalog covers.  The point rating represents the thickness of the sheet of paper in thousandths of an inch.  So, 10 point cover stock is .010 inches.  If you are deciding to use this paper, my suggestion would be to utilize the double-sided coating which gives a heavier feel and is better for printing.

EndurACE

Now that we have covered the basic paper types out there, you have to take a look at EndurACE.  While the paper weight is 100 lb stock, the thickness is 10 point which gives the paper a great look and feel, the undeniably huge benefit of this paper…it is waterproof!  This paper is specially made with materials that make it resistant to water, significantly resistant to wear, and provide the paper with an impressive durability that will last for years.  Some of the best uses for this paper are with business cards, and brochure/catalog covers that you need to last.

Remember that choosing the paper your utilize with your marketing materials has a significant impact on your target audience, and the selection of the paper is an important decision.  If you are planning on a brochure cover or another form of paper that you need to last consider the EndurACE or cover stock.  If you are designing the interior of a catalog then opt for gloss text or matte.  And, if you are considering a single page full-color flyer it might be wise to look into a glossy paper.  To be efficient and effective remember that you will not save a significant amount of money if you choose a lesser quality of paper.

**IMPACT can help you design and implement your promotional materials.  From business cards to brochures, flyers to postcards we are able to consult with you and help you develop an efficient and effective marketing campaign.  Contact us today for a consultation**