What Your Paper Choice Says About Your Company

As digital communications continue to crowd out their print counterparts, you might think that paper just doesn't matter anymore. But in fact, the opposite may be true. Electronic communications have made readers even more sensitive to the visual and tactile experience that paper provides. Here are some factors you'll want to consider as you select a paper stock for your next project. Keep in mind that there are no "right" or "wrong" paper choices – only those that are more or less appropriate for the message, audience and look you'd like to get across.

Weight
One of the most noticeable options when it comes to choosing paper stock is weight. The way it feels in your readers' hands – whether flexible or sturdy, heavy or light – should reinforce the purpose and message of the printed piece. A heavier stock conveys a sense of permanence and lasting power, while a lighter stock may work better for timely pieces and publications that would otherwise feel too thick or overwhelming. Brady Communications took this into consideration when we designed AE Life, a quarterly magazine for the employees of American Eagle Outfitters. With its substantial cover stock and a more day-to-day stock for the interior, the 16-page publication balances its timely nature with the power of a lasting brand.

Finishes
Paper typically comes with two basic finish options: coated or uncoated. Coated paper, as its name suggests, is coated with a compound to increase smoothness, show vibrant color and accentuate detail. The traditional choice for professional projects, coated paper imparts a crisp, energetic feel. However, its uncoated counterpart is in high demand these days, as it can project a friendlier corporate image – something to keep in mind, especially if you're hoping to appeal to a younger audience. Uncoated papers absorb ink more readily, resulting in a softer, less dramatic appearance that works well with organic or muted color palettes.

Brightness and Whiteness
Have you ever noticed how one color of ink can look vibrant on one stock and garish on another? This is often due to varying levels of brightness (how the stock reflects light) and whiteness (the actual color shade of the paper). A paper stock with a high brightness rating allows colors to pop more, while a lower brightness stock reflects less light, giving the appearance of decreased color intensity. Varying levels of whiteness determine how much certain colors will be absorbed or reflected, with the whitest papers reflecting the most color. Be sure to choose a stock that is capable of reflecting the project's color palette.

Materials
What goes into your paper makes a significant impact on the way it feels to the touch, how colors are reproduced and even how it's perceived from an environmental perspective. Some papers – such as professional stationery – contain a significant portion of cotton, giving the stock a soft texture that conveys a sense of luxury. Recycled content or other materials can also provide a textured feel or speckled appearance that lends depth and interest to a project. But these papers are not necessarily for everyday use, as they may conflict with accurate color reproduction or crisp printing. Many recycled-content options now look the same as their conventional counterparts, so be sure to consider paper that is manufactured in an environmentally responsible manner. Your customers (and the environment) will thank you.

Whether you're looking for a way to project a friendlier corporate image or you're hoping to give your print pieces a more professional feel, the paper stock you choose plays a significant role in the way your communications are received. So consider your audience and message – and choose wisely.