As insignificant as paper type and weight may seem, it’s more important than you think in a print marketing campaign. The paper type and weight account for how your print marketing advertisement feels, how it holds up and stands out, its affordability and more. The feel of the ads you send matters almost as much as the content they contain. After all, touch is yet another sensation that direct mail and print marketing appeal to—on top of sight, of course. In this Signature Graphics printing guide, we’ll cover the various paper types, weights and coating that you can select to make your print marketing mail stand out even more.
Deciding your paper types in print marketing should be first on your agenda when narrowing design choices for your next direct mail campaign. The type of paper you choose determines the quality of your print marketing materials and has a significant effect on the consumer when it comes to first impressions and how well your piece stands out.
These are the various paper types you can choose from in print marketing:
The thickness or weight of your paper in print marketing campaigns is a great place to start in terms of durability and affordability. Weight not only sets the tone for the look and feel of the piece, but it also leads to other considerations like the cost of production and shipping. Depending on your needs, you may want a more durable, premium appearance or you might opt for a thinner, budget-friendly paper weight if that’s your goal. With that being said, you might also be surprised to find that even high-quality paper options are also affordable.
In the past, we had a budget-conscious client at Signature Graphics who requested a marketing piece to be sized 7”x10” with a matte finish, but we were able to offer a gloss stock paper option in a bigger size (10.5”x15”) featuring 5% savings in costs per material (CPM) and 20% savings in setup fees. Be sure to contact us to see what print marketing solutions are available that work within your budget.
The type of paper weight you choose often depends on the type of mail you are sending out, your overarching goals and the presentability of the campaign. Below, we’ve laid out the differences in paper stock, weight and thickness to help you determine what works best for your next direct mail campaign.
Light paper stock is perfect for common advertising and publishing projects in print marketing:
Heavy paper stock for printing is divided into cover stock and cardstock. Cover stock offers a thinner paper that’s great for flyers and coupon book covers. Cardstock is one of the thickest, heavy-weight papers you can get that works well for postcards, shared direct mail inserts and solo direct mail.
Popular cover stock options for print marketing include:
Common cardstock options in print marketing include:
Curious about other print marketing solutions available? Check out our Printing page.
Paper grades best suited for heatset printing include SCB and SCA stocks (SC grades have a smooth finish, but no coating) and No3, No4 and No5 stocks (with coating in matte or gloss). These basis weights are typically between 30# and 70#. If a project requires it, we can also produce heatset printing on cardstock and cover stock paper.
Other common grades for heatset printing are newsprint, HiBrite and uncoated offset paper in a variety of weights.
Coldset printing utilizes a lot of the same heatset grades including – newsprint, HiBrite (strong, uncoated wood pulp-based paper) and uncoated offset paper. Brightnesses vary by grade.
Last, but not least, paper coating is another facet of the materials you choose for your print project. At the most basic level, you have two paper coating options: coated and uncoated. Uncoated prints are going to be your standard newspaper-style paper and ink combination while coated prints are your smooth, glossy magazine-style paper. However, if you want to break it down even more, you can choose between matte, silk, satin, semi-gloss or gloss finishes. On top of that, there are different methods of achieving these paper coatings (or lack thereof), but we won’t bore you with those details. Essentially, what you need to know is the overall appearance and goal you’re trying to achieve, and we’ll figure out the rest.
Paper type, weight and coating matter because touch is usually the first sense being used with direct mail, followed closely by sight. Your paper choice sends the very first message before the consumer reads the message you send.
Thicker cardstock paper options ensure your print marketing materials are more durable. Glossy, coated paper tends to stand out more. Recycled paper sends a message of sustainability-forward values. Thin, uncoated paper is often more affordable than other options. There are no wrong choices, but you should keep your goals and values in mind when making a selection to ensure it’s the right choice for you and your company.
If you’re hoping to find an expert print marketing company with turnkey services, you don’t have to look very far. Our team at Signature Graphics has years of experience in direct mail, design, print and even shipping and delivery. You can access all of our services or pick a la carte options depending on your business needs. With a variety of paper types, weights and coating, you’ll be able to create a unique print marketing plan customized to your company and goals. Want to learn more about our services?
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