Paper Selection Simplified

To truly simplify paper specification, there are three main factors to consider – finish, weight and color. Each has some basis in preference and some in functionality. When you know how to describe what you like and how you will be using the piece, you will be sure to get the results you expect.

Start with the Finish
One of the first separations in paper categories has to do with finish. Coated papers have a hard, smooth finish usually created by adding a layer of clear varnish-like material to the surface of the sheet and then polishing it to varying degrees of shine. Cast-coated has the thickest, glossiest coating; gloss stock is the most common; dull stock is coated for sharp printing but without the shine; and matte stock is not actually coated but rather highly polished to create it’s velvety surface.

Coated stock is a good choice for a sharp finish, vivid color reproduction and protection from dirt. Most printers stock a house gloss sheet that is always available for quick turnaround, offering a professional look at a reasonable price. Matte or dull stocks are good choices for projects with response cards-pen ink won’t smear.

Uncoated papers have no extra coating applied. Their finish comes either during or after the paper making process. Felt, laid and linen stocks are named for the pattern created as they are made. Felt looks like rough cloth, laid has a horizontal ridge and linen mimics the crosshatched pattern of woven fabric. Alternatively, paper can have a "wove" finish, meaning no pattern. After uncoated paper is made its surface is either left alone and called vellum or polished slightly and called smooth.

Uncoated stocks absorb ink creating a soft finish and color. Vellum paper is rougher with more of a "tooth" or texture to the touch. At the same weight, it will feel thicker making it a good choice for adding bulk to a project. Smooth papers do the opposite, thin for their weight, they will run through a laser printer well and resist toner flaking.

Watch your Weight
Paper is also specified by weight and is measured in pounds. The lower the number the lighter the weight. There are also multiple weight groups. In business, we typically use papers in bond, writing, index, text and cover weights.

Bond is a low quality paper used for multi page documents, like reports, books, and some newsletters. Copy paper is typically 20# or 24# bond. Writing grade paper is used for letterhead, 24# is standard. While specified as the same weight as some bond, writing is a different category of paper and of higher quality. Compare a sheet of your letterhead to a sheet from your copier to tell the difference.

Index and Bristol are card stocks. Think of them as the heavier cousin to bond. They are typically used for direct mail reply cards. You have seen it in the cards that fall out of magazines. Great as an inexpensive reply vehicle remember a minimum of 75# stock is needed to go through the mail.

Text and Cover weight papers are usually seen in brochures, annual reports, catalogs and newsletters. The pages of a brochure may be an 80# text, with the cover an 80# cover stock. While the weights may be numbered the same, cover stock is a different category and an 80# cover will feel like cardboard next to its matching 80# text stock.

Avoid Color Blunders
Papers come not only in every shade of the rainbow, they offer varying shades of whites and off-whites as well. The best way to be sure about a color is to look at it. All paper companies put together swatch books to help in selection. Without knowing a company’s naming system you can order "white" and get something almost ivory -- when what you wanted was actually called "bright white."

Remember legibility when choosing color. Dark and bright colors obscure postal scanners, preventing pieces from going through automated mail and leading to higher postage rates. Reserve these stocks for other projects like brochure covers and folders.

Don’t forget that the paper selection process needs to start during project conceptualization and not when at the print bidding phase. You’ll save a tremendous amount of energy, time and money -- and end up with an appealing and useful tool -- by reviewing paper options in the design stage of your projects.

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