Paper is an idea. We believe this wholeheartedly. Paper is a way to say something when you are designing, and a way to create an experience for your customers. Paper is an idea, and choosing a paper can say a lot about your business.
As a small-run print shop here in suburban Philadelphia we do a lot of different printed materials for local businesses. This covers everything from business cards, letterhead, and envelopes to things like labels and binders. We like to think we can cover all the bases for our customers and we love helping make decisions about design and production.
Often we encounter customers that have very distinct ideas about color. They want a particular shade of blue, or a striking red that will send just the right message. Yet with all the ideas people have about color or copy or fonts, the one thing we see neglected more than anything else is choosing a great paper.
Many online printers tend to encourage businesses to neglect paper choice as well. They default to a two option drop-down menu of gloss or matte. But can you really define your business as a gloss or matte business?
Of course not.
Your business and your brand is the unique set of ideas, history, relationships and stories that define what you are. You need a design that matches those ideas and transmits them to your customer.This is why we believe that paper is an idea.
When creating your business card or business stationery, you are creating an idea about your business. Paper is the very substance of that idea as it is the most tactile and physical element your customer will encounter. Everything about the paper will speak to your customer both directly and indirectly.
There are literally thousands of options, so how do you choose the right paper? Here are a few tips
1. Reach out and Touch
Just as paper is the primary physical element of your design, you need to get out and experience it physically. Printers, such as ourselves, have tons of swatchbooks on hand to see and feel the variations available. When we say paper is an idea, a big part of it is what a paper will feel like in your customer’s hands.
2. Consider the End Use
Where is this going? Is it a business card that will be key for your customer having your name and number at hand? Is it going to be hung up or tucked away in a folder? Will you need it for a week or for a year or more? Your paper choice should be sturdy and durable enough to meet the demands of the use you have in mind.
3. Personality
Consider the weight, texture, and how the paper bends and folds. All of these things reflect a personality, and its important that they meet your own ideas about your business. Is the paper you’ve chosen firm like a handshake or thin, quick and flexible? Is there a texture to the paper? Something your customer can feel as they take your card into their hand? Is it slick and refined or coarse and rustic?
4. Color and Brightness
Have you ever cracked open a paper swatchbook, the sheer number of whites available might shock you. From warm ivories to cool arctic snow tints, the options for even the most basic colors are substantial. Consider how the paper might display your logo. Will it come forward on a cooler tone, or appear soft and welcoming on a warm white?
5. Sustainability
Last but certainly not least, you should consider whether the paper is environmentally friendly and what percentage of it is recycled. There is no doubt that such considerations can say a lot about a business and its ideals. And these days with the incredible selection available in recycled and sustainable papers there is no reason not to choose an environmentally responsible paper.
So these are a few ideas to get you started. But of course the number one tip is to get out and feel some papers while considering what they might say to your customers.
As always, if you have any questions or comments we welcome you to stop by our shop, or of course to ask below.
