As a designer, it’s tempting to get so caught up in the color and typography of a design that another crucial element is oft neglected: Paper type. The paper you use is akin to the type of foundation a builder uses to erect a structure. It may have quality windows and walls, but if the foundation is weak, the whole structure will be compromised. In similar fashion, designs printed on inappropriate paper will not achieve their true potential.
Designs take on different personalities when expressed through the use of various types of paper. A glossy paper may reveal richer, deeper colors than a matte paper. Yet matte papers reflect less glare and are often a better choice when legibility is a concern.
The weight of paper is another factor to consider. Heavier inks require thicker paper to accurately reflect the finished design. This may increase the shipping expense, but must be weighed against the perceived loss in quality of the finished product.
Moreover, the nature of some projects may require a specific paper that can increase paper and shipping costs. Business cards, for example, are often best printed on thicker paper. Whereas for letterhead that will later be reprinted with a laser or ink-jet printer, a thinner paper is a better choice.
Special printing processes such as embossing or die cutting will only work with particular kinds of papers. The temperature of the press and consistency of the ink must also be taken into account.
It all adds up to one caveat: The type of paper can make or break a design, and understanding your options is paramount. Your local print shop professional can answer any questions you may have when choosing a particular paper and will give you expert advice for your next printing order.