You never get a second chance to make a positive first impression. We have heard the timeless saying in the context of job interviews and public speaking. The saying should have equal relevance for the brochure, postcard, or newsletter your business sends out to potential customers, as well as the loyal patrons of your business. The design of your business correspondence matters, and that is where an experienced digital printing services company plays a role in helping your organization make the all-important positive first impression.
Although you have designed an attractive, attention-grabbing brochure, postcard, or newsletter, now is the time to choose the right paper stock for your printing project.
The rule for paper weight is the heavier the paper stock, the thicker the paper. Thickness represents an important trait for paper stock not for appearance purposes, but for durability reasons as well. Sending out business correspondence through the United States Postal Service (USPS) puts paper products under considerable duress. From constant impacts caused by bumpy roads to moisture that builds up inside a postal truck, paper stock is highly vulnerable to sustaining damage.
Although the most common paper stock weight is 20-pound bond paper, you should consider going with the heavier, albeit costlier 65-pound cover stock for business correspondence such as brochures and business cards. Selecting heavier paper stock protects your paper stock during fulfillment and shipping.
The brightness of paper stock is measured on a blue light wavelength scale ranging from 0 to 100, with a measurement of 100 projecting the brightest of paper stock. Brighter paper stock exudes a cheerful, high-energy feeling that works well when promoting special social events such as a holiday party. Selecting a brighter shade of paper stock such as a light red can make flyers appear more attractive. Darker paper stock conveys a much more formal appearance that is best used for inviting colleagues to attend business seminars and professional networking events.
Remember to review a sample of every type of paper stock to ensure the brightness falls in line with the theme of your correspondence.
Finish delivers both touch and visual appeal, with touch often being the first impression a recipient of your business correspondence has before viewing the design of the paper stock. A smooth finish, which results from paper stock passing through multiple sets of rollers during the paper production process, produces a calming effect that relaxes recipients enough for them to take time to read your brochure, postcard, or newsletter. Vellum delivers a subtle roughness that keeps paper stock held together during transport, while a linen finish feels like holding a piece of linen cloth.
Cockle represents a finish that most resembles the feel of homemade paper, which helps create a more personal approach to sending business correspondence. Coated paper stock includes an additional coating that enhances both the feel and appearance of paper stock.
One More Thing
You have several factors to consider when choosing the best paper stock for your printing project. One factor that does not involve appearance concerns the cost of paper stock. The type of paper stock selected is the most significant factor that determines the price. To make a positive first impression, spending a little more on paper stock is worth the long-term benefit of reaching and attracting more customers.