Who Cares About Paper? - Issue: 2003 Qtr 2
A great concept speaks its mind no matter what the medium. But communicating that concept calls for a purposeful voice and a tone that FEELS GOOD. Ink on paper can make all the right impressions, right there in the hands of your customer. We’re not talking pixels or airwaves. If you’re printing something, it’s because a person is going to be handling it, which turns two dimensions into three. Representing your brand on paper requires consideration of, and sensitivity to, that experience.
Working vs. Workin’ It
Printers will often have a “house stock” that does a good job on basic communication pieces. Economical; nice and white; standard smooth finish; keeps the type crisp and the photos clear. It’s paper. You didn’t have to think about it, and your price list or fax forms work just fine on it. But what about your letterhead? Your invitation? Your annual report? Your book? Now you’re thinking…
recycled vs. virgin
fire engine red vs. pitch black
blinding white vs. eggshell white
opaque vs. translucent
substantial vs. lightweight
textured vs. smooth
Folding in the Logistics
Sure, there are lots of cool paper stocks out there that you would love to use. But practicality (and the post office) says you can’t make a postcard out of that beautiful translucent flysheet. And all that crisp new photography you just shot is going to die if it prints on a porous, uncoated paper. So don’t lose sight of reality while you’re rubbing that suede paper on your cheek…
How will skin tones or product colors print on it (catalogs)?
Will it be folded, foil stamped, embossed, etc. (pocket folders)?
Does it need to be durable and scuff-resistant (packaging)?
Will it be written on (business reply cards)?
How much does it cost (mass distribution)?
And most importantly, how does it support your brand?
Love Your Paper
Every printed piece has different needs and desires, and there’s a paper out there to satisfy almost all of them. Narrowing down the parameters to determine THE ONE is just a part of the creative process. It may seem like a minor detail when compared to the concept, strategy, copy and photography. But it is the vehicle for all of it – the messenger of your brand. Your concept isn’t going anywhere until you put it down on paper. Put it on something you really feel good about.