Choosing the Right Paper for the Job

Whether you print your own publications or outsource them to a commercial printer, deciding what paper to use should be your first step in the design process. The look and feel of the paper you use for brochures, annual reports, handouts, etc., can communicate a lot about your organization's priorities, values and goals. Picking the right paper can also save you money.

Here are some questions you should ask yourself when selecting a paper type for your projects.
1. If printing in-house, what weights and types of paper can your printer handle? Check your printer's user manual.

2. How will the publication be distributed? If sending a self-mailer, be sure the paper weight can stand up to automated processing but not be so heavy as to spike your postage costs.

3. Is the piece likely to have a long life span? You'll want a lighter, less expensive stock for handouts that are likely to be read then tossed away quickly. Publications that will be used over time or archived should be of heavier, longer-lasting paper.

4. What type of paper best suits the nature of your organization and message? Recycled papers with more natural textures are a good choice for organizations with an environmental focus. Glossy finish, thicker papers would be more suitable for marketing to an upscale audience.

5. What finishing processes (stapling, folding, perforations, hole punching, etc.) will the paper need to stand up to? ■

Consolidate information to reduce page counts.

Print on both sides of the page! Many printers and copiers now have automatic duplexing features.

Get it right the first time. Make sure at least two good proofreaders check your message to ensure it is complete, accurate and mistake-free before printing.

Scrub mailing and distribution lists so your printed communications get to the right people—without duplication—and to no one else.

Provide readers with an "opt out" mechanism whereby they can request to be taken off your mailing/distribution list. ■

Thanks to dropping prices, small-medium businesses and home offices can now afford color laser printers with low-end models now in the $400 range. While it is true that color lasers still carry higher price tags than inkjets, when you take into consideration the cost per page of printing, a color laser may actually be the most affordable choice.

The experts at CRS Printek.com advise that if you print 6,000 pages or more per year, a color laser printer could save you a lot of money compared with an inkjet. ■

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