In the not-too-distant past, I quipped about the smell of paper samples. [ more here ]. That may have been a clue into how much I believe paper plays a roll in the selling the concept in a printed piece.
What younger designers struggle with is the use of tactile elements in their work. Gloss vs. dull. Laid vs. Smooth. What’s dif!? A lot. Where you should start is to question the concept, and pair the creative with the best suited paper. I use the following 10 question checklist (in no particular order) to help guide me in picking the right paper.
1) Does this piece need to be environmentally friendly? (this answer is “yes”)
2) Should this piece look expensive? High-gloss and high-textured stocks translate in expensive, although the actual price might not be. Mixing two different stocks in one brochure will move the piece to a higher priced perception.
3) What is the emotional mood of the design? Will uncoated help a calming and touchy-feely concept. Or, is a slick glossy surface needed for an essence of excitement?
4) Who’s handling this? Durability of the paper is a huge factor in handling through delivery, postage, high-traffic.
5) How substantial does the piece need to feel? Heavier poundage of paper will yield thicker books, brochures and stationary.
6) What backs up to what? Show-through after printing can ruin a piece, or enhance it. How thin can it be before seeing the printing on the reverse side ruins the page you are viewing. Look at a weekly magazine or newspaper to see the effect.
7) What happens when the ink hits this sheet? A few papers will print smooth and crisp. Some will print a modeled pattern in thick ink coverage. Some will allow the ink to “spread.”
8 ) How available is the paper? Time is money and missing a deadline because paper is not available will loose you a client. Pre-plan your paper in the concept phase so your prepared to order with your printer. Staying in constant touch with your printer and paper rep is crucial for a print designer.
9) How does it feel on your fingers? No matter how much you think your audience is turning to the web and social media, their fingers still need seducing. How will a laid or eggshell finish turn on those fingers, or a silky or glossy electrify those digits.
10) What is in, and what is out and why should you care? I’m not sure that linen is back in, but is it cool to use this retro texture in your next printed piece? How about printing an entire fashion catalog on butcher paper? Is your piece experimental or mainstream? Its ok to experiment, but make sure your client is cool with it, and more important, their audience will dig it.
Ultimately, we are just animals with five senses. Texture, weight and size tells a story all on its own, even before the audience begins reading. Use it to your advantage.
Filed under: 01 Be Simple. (Observations) , coated paper, commercial paper, paper, paper mill, paper selection, picking the right paper, uncoated paper
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