Scientific studies have shown that printed collateral and direct mail creates a deeper emotional impression to brands and is more likely to inspire action than digital media. Paper plays a big role in how your collateral and direct mail is perceived.
There are several factors to keep in mind when choosing a paper for collateral and direct mail. The type of paper used in direct mail printing can impact the visual and tactile experience for the recipient as well as the messaging and affect the appearance, readability and durability of the final product. Postage costs can also be impacted by paper because the USPS regulates the size, weight and thickness mail pieces. Below are some of the factors to keep in mind when choosing a paper for printed materials.
Weight – Paper is determined first by weight, which affects thickness and stiffness. There are many classifications of paper stock, each with its own weights. Some examples include:
Color – standard stock colors such as whites, pastels, brights and neutrals are carried by most paper suppliers. Printing on colored paper can alter how different colors appear.
Brightness – refers to the measurement of the amount of reflectance of blue light.
Blue light is used to measure brightness because the human eye perceives a bluish tint as whiter than a neutral white. Brightness is measured on a scale of 0 to 100. The higher the number, the brighter the paper. Higher quality and premium papers have a higher brightness (usually a 97 or higher brightness) and help bright colors appear more vibrant. A lower quality paper is somewhere in the 92 range of brightness.
Whiteness – not the same as brightness – measures all wavelengths of light (as opposed to blue light for brightness measurement). Some papers are a warmer white or a cooler white depending on the dyes used when making the paper. A bluish tint will help whites look brightest and a more neutral white will help other colors appear more vibrant.
Opacity – refers to the transparency of the sheet or how much light shows through from one side to the other. A higher opacity sheet allows very little light to pass through and is considered better quality.
Coating – Coated paper provides a bit of extra protection as well as a great surface for the ink or toner. There are many types of coated papers used for printing as well as uncoated papers.
On uncoated paper, the ink is absorbed into the fibers of the paper, and may make images appear duller, and less vibrant than on a coated paper. On coated paper, the ink sits on top of the paper, resulting in sharp, clear text and images with more vibrant color. Glossy coatings reflect more light and have a high sheen that reduces ink absorption making colors appear more saturated. Besides Gloss coated paper there are also other coated papers that include Matte, Satin and Dull. For marketing materials that contain a lot of color and coverage, a gloss or satin paper gives the piece an extra pop which is likely to draw more attention to it.
Texture or Finish – Embossed paper, such as Linen, has a raised appearance, Eggshell or Vellum has a somewhat rough surface (like an eggshell), Smooth has an exceptionally even surface and Cockle simulates the look of handmade paper.
The Creative and Production Team at Solutions Advisors takes great pride and care when choosing the right paper for a client’s project, all while being budget-conscious. Our goal is to provide a positive experience and response from the recipient, keeping costs down as much as possible. Choosing the right kind of paper to create high quality print is important not only in the production of the printed product but is also a reflection of your brand’s image. So, the next time you receive a piece of direct mail or collateral, look at the paper and see how effectively it represents your brand and messaging.