Textures are powerful. The way your hand rubs against a soft blanket, smooth rock or sandpaper can influence how you feel. They add dimension both physically and psychologically to our surroundings. While digital advancements such as texting and video chat are at the forefront of today’s technology, touch continues to drive our emotional connections. For example, a high five, sympathetic embrace or handshake are just a few way in which we use touch to foster relationships. When it comes to encouraging and fostering connections with your organization on a physical level, however, this can be difficult. That’s where paper can help.
Too Tempting Not to Touch
Paper plays a vital role in how a printed product not only looks but feels when complete.
A Millward Brown research study stated,
“Tangible materials leave a deeper footprint in the brain…Physical materials involve more emotional processing, which is important for memory and brand associations.”
When choosing a paper, it’s important to find the one that best portrays your brand personality. Some papers are smooth and sleek while other are durable and rugged. Whatever stock you choose, it’s important to know how certain processes and capabilities can alter the final product so you can find the best match. For instance, coated and uncoated papers can alter the brightness of colors, the way inks soak in and even how writable it can be. While smooth or textured papers can affect how printing processes such as foil, embossing, and engraving are adhered or implemented. Every paper stock needs to be understood.
When we hear about a stock that would be a good fit for our clients we go through a testing period. We pay attention to how the ink is laid, adherence, drying time and even if the grooves in the paper make the type illegible. While every stock has its own characteristics, it takes preparation, persistence and out of the box thinking to produce quality results.
What You Need to Know
Textures create a subtle impact that pushes the inherent need to take a closer look and examine what’s in front of you. To capture your client’s attention without being overwhelming, keep your content concise and simple. This allows the textured white space to speak and evoke an impression. Stipple, woodgrain, linen and more are just a few textures that can be used alone or pasted together for a high-end multi-level card.
Don’t let clients look through you. Opacity, in regards to print, is the measure of transparency and how much print shows through from one side to the other. Selecting a high opacity paper will prevent print from coming through the other side. When you have a double-sided printed item, the higher the opacity the more readable and clear it will be.
Heavier weights have become a steady trend in the print industry. The thicker the card, the higher quality, and durability. Commonly used by upper management to set them apart while still staying true to their brand guidelines, heavier/thicker weights are better for processes like die-cutting, embossing, engraving, and foil since they are strong, robust and can handle multiple press runs.
Coated & Uncoated Paper
Coated: Stop the bleeding. Coated Paper restricts the amount of ink that is absorbed by the paper and how it bleeds. Offered with a high-gloss or matte finish, coated papers are more resistant to everyday elements such as dirt, oil, and moisture. Often used for brochures, booklets, flyers and more coated paper is great for printed pieces that are passed around frequently.
Uncoated: If you’re looking for a more prestigious look and feel, uncoated paper promotes the tactile experience. Its raw material gives you something to touch instead of the slick smooth feeling of coated paper. Unlike coated paper, it is more absorbent to inks and can be written on without being smeared off. Uncoated paper is often used for letterhead, envelopes, memo pads and more.
Curious about how you can reinvent your corporate print with paper? Leave a comment below or reach out directly.