Choosing The Right Paper Part 3

So just to briefly recap on the first 2 parts of Choosing the right paper for your print job, we have discussed different types of paper that are available, paper and the environment, how to calculate the weight of a finished printed item and the implications of product weight when using royal mail for your product distribution..
In this section we are going to discuss the ideal weights of paper to use for certain kinds of jobs. The weights recommended are based on the experiences of me and others that I have worked with over the years.
Sometimes the weight of paper is dictated by the mechanical limitations of the manufacturing processes involved and these recommendations should not be ignored. As a general rule, the heavier the weight of papers used the greater the perception of quality by the reader. This is why product brochures tend to be printed on heavier weights of paper in comparison to magazines. Mail order and direct mail companys products tend to use lighter papers to allow for postage costs whereas corporate literature tends to be much printed on much heavier weights to convey the perception of a quality business. Below I have outlined some different types of products and the paper weights that are ideal:
Postcards - Must have a minimum thickness of 160microns for Royal mail to accept them. If you are using coated material use a minimum of 250gsm.
Reply Cards- Again as above they must adhere to the minimum thickness rule so if using coated material use 250gsm. If you are using uncoated material I recommend using 200gsm. I have heard of companies using 170gsm, but I would not recommend it.
Wall-charts - A1 or A2 wall planners are a difficult one, especially if they are to be folded to A4 or even A5 as a finished size. If you are not folding them and they are to be delivered flat or rolled you can use any weight you wish from 80gsm through to 400gsm. If you are folding them to a smaller finished size such as A4 or A5 then the following is important to note. A1 folded to A5 will only work with lighter weights of paper certainly no heavier than 100gsm. It is only really advised that you use gloss or uncoated materials. Due to the folding process, it is likely even if using 80gsm paper you will experience some unsightly fold marks where the folds interconnect. This is caused by trapped air trying to escape when the product is being folded. The printers term for these unsightly marks is known as Crows Feet. This Crows Feet effect will only get worse using heavier papers. If you want to have a laminate to go over the surface of your chart, then the finished article should not be folded because of the issue with Crows Feet. Also if you are using a laminate, then the minimum advised weight of paper should be 200gsm, otherwise it is likely that your end product will start to curl as opposed to lying flat.



Folders - Presentation folders, both capacity and non-capacity can be manufactured using most weights of material. However they are normally used as a method for sending product or sales literature, therefore they tend to be on heavier weights of material to not only protect the information held within them, but also to convey a quality about the product or company that they are representing. A good weight to use for a folder is 350gsm coated paper. If you are having a laminate on 1 or both sides of your folder then you could use a lesser weight of paper but not less than 250gsm.
Inserts-These can be on any material and weight that you choose to use. The only factors that dictate the weight you should use are the message you are trying to convey and the perception of quality that you wish to have percieved.
Letterheads- This is one of the first measures by which most other external companies will gauge your business. If you are sending out your corporate information to prospective clients with an accompanying letter, the letter they read is influenced by the paper they feel. This can be a balancing act to try and get right. If the paper shouts too loudly of quality it can put buyers off purely on the basis that they perceive your services as unaffordable. However sending out a letter on 80gsm copier paper is also as likely to put people off as it has a feeling of inferior quality. Deciding how to position your letterhead requires the help of a good print advisor as well as some good market research by your company.
Business Cards Again like the letterheads these are an ambassador for your business and in some cases will be the first and only contact your business ever has with a prospective client. Again take the time to research what your competition distributes and also canvas client opinion. Once again your print advisor should be of immense help at this time. Just make sure that the finished business card will be of the recognised size (55mmx85mm) that will fit in a business card wallet or folder. If it doesnt then chances are your business card could be the first one your prospective client throws in the bin.
Brochures, Catalogues and Magazines
In the case of brochures catalogues and magazines, the paper weights are really decided by the markets you are selling into and the customers you are trying to attract. Always bear in mind the final weight if an element of your distribution involves using Royal Mail. I have dealt with clients in the past that have spent more on the mailing then they did on the paper and the print combined. A product which has no heavier weight cover on it is called a self cover and it should really be using a minimum weight of 130gsm if it is not to be perceived as a cheap throw away item. If you are producing a product that is going to have a heavier stock cover weight then I would advise that the cover should be double that of the text weight.
Examples
Text 100gsm Gloss with a 200gsm cover Gloss.
Text 115gsm Matt with a 250gsm Cover Matt.