The thickness, texture, and components of the paper stock you choose for your marketing campaign may seem like small details compared to everything else that goes into putting a project together. However, they in fact may prove to be the reasons your campaign makes it out on-time and to the recipient in good condition or not. Juggling cost with performance has always been part of the balancing act when choosing the right paper for a campaign, and increasing environmental concerns have been thrown into that mix as well. With all this to consider, where is a marketer to start?
The best place to begin is by clearly defining what your paper will be used for. Many people will ask what the paper will look like when it is printed, which of course is important, but too often they forget to explain how the paper will be used. (Will it be a self mailer? Does it need to be folded? Perforated? Stapled? Coated? Are there any inserts? Is it going into any type of package?) All of these elements are crucial to determining what type of paper to use. Once you define exactly how you will use the paper it is time to start considering what you want your finished piece to look like.
Consider the life span of your printed piece. Is it a direct marketing piece that you will need to quickly grab the recipient’s attention or does your piece have a longer life span like an annual report, a marketing brochure or catalogue? These questions will help you to determine your needs when choosing a paper stock.
Ask yourself what impression the piece should make. A company promoting “green” products sends a mixed message when its mailer is not printed on recycled or synthetic stock. This oversight may suggest they are not truly concerned with the environment, but rather using it as a marketing ploy. Instead, choose papers with recycled content, visible fibers or a mixed composition with a lower brightness and a texture that conveys the environmental feel. Don’t forget to tell them how “green” you are. Label your printed material with sayings such as, “printed on recycled paper” to publicize the importance your company puts on environmental responsibility.
For projects that suggest indulgence; metallics, iridescents, suedes, leathers and other specialty papers create a stunning first impression. However, these specialty stocks may not be the best choice for a non-profit organization asking for financial support. Premium paper suggests luxury and the recipient may think, “why bother, they seem to have enough money anyway.”
Another major aspect to consider when choosing your paper stock is weight, especially if you are working on a piece that will be mailed. Watch out for postage costs and make sure the finished piece is below the USPS weight requirements. If you are not sure on those requirements, DataMart Direct will be happy to set you in the right direction!
Additionally, if bulk and weight are important, using an uncoated sheet may be a better choice. Due to the clay coating, a coated paper will weigh more than its same-sized counterpart. Even though it weighs less, the same piece printed on an uncoated sheet will ultimately be thicker because it naturally has a higher bulk.
Once you have a good idea about how the paper will be used, consult an expert to help ensure you pick the right paper.
Consulting an expert early will help you to narrow down what papers will work well for your marketing campaign and still allow you to make any necessary changes. DataMart Direct is often called on by clients to be their paper expert. A change of 1/16 of an inch of our client’s design is enough to make a big difference and allow their job to fit better on the sheet, saving them press time and money.
Furthermore, some papers/substrates do not work well with certain presses. “Picking” is a common setback with some papers. “Picking” refers to the lifting of fibers or other material from the surface of the paper causing small white dots on your piece. Eliminating this requires a more tightly bound construction of the paper which is completely the responsibility of the manufacturer. To avoid many of the common production hiccups, such as “picking”, ask for hard copy proofs. This allows you to actually see what your final piece will look like before you are down to the wire and have purchased all of the paper for the job.
Lastly, when selecting the paper for your next job, do not go for the highest quality paper or the most expensive rather consider what paper is most appropriate for your job. With our tips in mind and help from our experts at DataMart Direct picking the paper for your next marketing campaign should be a breeze!
The thickness, texture, and components of the paper stock you choose for your marketing campaign may seem like small details compared to everything else that goes into putting a project together. However, they in fact may prove to be the reasons your campaign makes it out on-time and to the recipient in good condition or not. Juggling cost with performance has always been part of the balancing act when choosing the right paper for a campaign, and increasing environmental concerns have been thrown into that mix as well. With all this to consider, where is a marketer to start?
The best place to begin is by clearly defining what your paper will be used for. Many people will ask what the paper will look like when it is printed, which of course is important, but too often they forget to explain how the paper will be used. (Will it be a self mailer? Does it need to be folded? Perforated? Stapled? Coated? Are there any inserts? Is it going into any type of package?) All of these elements are crucial to determining what type of paper to use. Once you define exactly how you will use the paper it is time to start considering what you want your finished piece to look like.
Consider the life span of your printed piece. Is it a direct marketing piece that you will need to quickly grab the recipient’s attention or does your piece have a longer life span like an annual report, a marketing brochure or catalogue? These questions will help you to determine your needs when choosing a paper stock.
Ask yourself what impression the piece should make. A company promoting “green” products sends a mixed message when its mailer is not printed on recycled or synthetic stock. This oversight may suggest they are not truly concerned with the environment, but rather using it as a marketing ploy. Instead, choose papers with recycled content, visible fibers or a mixed composition with a lower brightness and a texture that conveys the environmental feel. Don’t forget to tell them how “green” you are. Label your printed material with sayings such as, “printed on recycled paper” to publicize the importance your company puts on environmental responsibility.
For projects that suggest indulgence; metallics, iridescents, suedes, leathers and other specialty papers create a stunning first impression. However, these specialty stocks may not be the best choice for a non-profit organization asking for financial support. Premium paper suggests luxury and the recipient may think, “why bother, they seem to have enough money anyway.”
Another major aspect to consider when choosing your paper stock is weight, especially if you are working on a piece that will be mailed. Watch out for postage costs and make sure the finished piece is below the USPS weight requirements. If you are not sure on those requirements, DataMart Direct will be happy to set you in the right direction!
Additionally, if bulk and weight are important, using an uncoated sheet may be a better choice. Due to the clay coating, a coated paper will weigh more than its same-sized counterpart. Even though it weighs less, the same piece printed on an uncoated sheet will ultimately be thicker because it naturally has a higher bulk.
Once you have a good idea about how the paper will be used, consult an expert to help ensure you pick the right paper.
Consulting an expert early will help you to narrow down what papers will work well for your marketing campaign and still allow you to make any necessary changes. DataMart Direct is often called on by clients to be their paper expert. A change of 1/16 of an inch of our client’s design is enough to make a big difference and allow their job to fit better on the sheet, saving them press time and money.
Furthermore, some papers/substrates do not work well with certain presses. “Picking” is a common setback with some papers. “Picking” refers to the lifting of fibers or other material from the surface of the paper causing small white dots on your piece. Eliminating this requires a more tightly bound construction of the paper which is completely the responsibility of the manufacturer. To avoid many of the common production hiccups, such as “picking”, ask for hard copy proofs. This allows you to actually see what your final piece will look like before you are down to the wire and have purchased all of the paper for the job.
Lastly, when selecting the paper for your next job, do not go for the highest quality paper or the most expensive rather consider what paper is most appropriate for your job. With our tips in mind and help from our experts at DataMart Direct picking the paper for your next marketing campaign should be a breeze!
Like this:
Be the first to like this post.
Posted by jleder 
