At some point, nearly every small business will need to invest in print marketing materials. However, navigating the many options available can be a challenge. The UPS Store and Print Shop in Audubon, PA, is sharing tips to help business owners select the best, most effective paper stock for their print materials.
The Key Consideration: Print Project Purpose
A paper stock that is ideal for one application may be completely unsuitable for another use. For instance, the paper used for graceful, elegant wedding invitations will not likely be the same paper used for a lawn care company’s business card. A print project that communicates luxury will use a different paper stock than a project that emphasizes practicality.
Before selecting a paper stock, it is essential to identify the purpose of the print project and the impression that the project is intended to convey. Durability, lifespan, and cost are factors that must be weighed.
Coated or Uncoated
When choosing the paper for their print project, small business owners will need to decide whether to use uncoated or coated paper. Coated paper has a clay coating that limits how much ink can be absorbed by the paper, and coated paper comes in several types, including gloss, matte, and satin. Uncoated paper has no coating, which means that the paper more readily soaks up ink.
Common uses for coated paper include:
- Posters
- Postcards
- Brochures
- Printed photographs
Common uses for uncoated paper include:
- Letterhead and stationery
- Simple handouts and flyers
- Newsletters
- Resumes
Because of its coating, coated paper is difficult to write on with pens and pencils. For a print project that requires or would benefit from the ability to write on the paper, choose uncoated paper. Such print projects could include contact forms, survey flyers, or business cards.
Weight
In the United States, paper weight is measured in terms of pounds per five hundred sheets of paper. For example, 500 sheets of paper weighing 100 lbs would be referred to as 100 lb paper. However, paper weight also varies depending on the type of paper used. Paper types include bond, book, cover, index, text, tag, and bristol.
Listed below are some common applications for papers of various weights.
- Light weight paper: stationary, letterhead, simple handouts and flyers, reports, resumes, presentations
- Medium weight paper: posters, brochures, folded flyers, booklets, leaflets, certificates
- Heavy weight paper: business cards, folders, invitations, postcards
If business owners are unsure of the best and most effective paper weight to use for their print project, they can contact the print professionals at The UPS Store and Print Shop in Audubon, PA. The team will provide expert advice on the best paper weight to use for a project.
Brightness
Paper brightness is a measurement of how different papers reflect a certain blue light wavelength and is calculated on a scale of 0 to 100, with 100 representing the brightest papers. Most paper falls in the 90s on the scale.
Brightness affects several design factors, including contrast, readability, the sharpness of images and text, and vibrance. Generally, a brighter paper is recommended to provide the highest-quality results.
Opacity
Paper opacity refers to how transparent the paper is. Opacity is essential to consider for double-sided print projects since print that shows through on the other side of the paper can distract instead of attracting.
Premium Paper Stocks
Explore premium paper options when choosing a paper stock for a print project.
- Linen - Linen paper resembles linen cloth or parchment and is elegant in appearance. Invitations and stationery printed on linen paper look especially sophisticated, and business cards gain an extra sense of credibility when printed on this paper stock.
- Kraft - Brown in color with an appearance similar to cardboard, kraft paper has a natural look and feel. This paper stock is manufactured using recycled wood pulp and is a great, eco-friendly option. Kraft paper may suit brands that are environmentally conscious or that want to convey a rugged, no-frills aesthetic.
- Felt - Felt paper is similar to linen paper, and like linen, is often used in formal or celebratory applications, such as a greeting card, wedding invitation, or graduation announcement. Because felt paper holds ink well, it is commonly used for photograph prints.
- Vellum - Due to its translucent, delicate appearance, vellum paper is commonly used as an overlay. When designing a print project for vellum paper, avoid double-sided designs.
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