The Power of Paper: How Your Choice Sets the Tone

Paper is more than just a surface for printing. It has its own character. It can evoke warmth or coolness, brightness or subtlety, and feel earthy or extravagant. Let’s explore some essential elements that give each paper its own personality.

1. Brightness Levels: Brightness indicates how much light reflects off the paper, rated on a scale from 1 to 100. A higher brightness (closer to 100) means your colors will stand out more vividly. Papers with lower brightness, particularly uncoated ones, tend to soften colors.

2. Color Tones: Papers are available in a range of shades. A blue tint makes the colors seem cooler, while yellow undertones lend a warmer feel. Consider using a cooler-toned choice for your annual report and warmer tones when announcing your new summer collection.

3. Textural Influence: The texture of paper can trigger strong emotional responses. Linen suggests sophistication, while cotton represents quality and formality. Recycled paper, mainly when it contains intentional imperfections, appeals to environmentally conscious clients. Smooth, glossy papers convey a corporate vibe.

4. Finish Matters: Different finishes—glossy, matte, satin, and uncoated—affect how ink interacts with the paper. Uncoated sheets absorb ink for a more understated appearance, while high-gloss sheets make colors pop.

5. Paper Weight: Papers are categorized by weight, with heavier sheets imparting a sense of importance. Opt for a heavier stock if you aim to project a premium or elite image. The thicker paper also suggests durability and longevity.

Selecting the right paper is akin to a striking smile or a warm gaze that establishes the mood for your message. Reach out to us for samples demonstrating how various paper styles can influence the conversations you want.

Why Print Still Packs a Punch

Sure, the volume of direct mail may be declining, but its importance is not. Direct mail plays a unique role in the marketing world and is something digital channels cannot replicate. Let’s look at five reasons why.

1. Print retains authority. Digital marketing is often perceived as low-cost, which diminishes its impact in the eyes of consumers. In contrast, handing someone a brochure, a physical coupon, or a direct mail piece creates a sense of value and credibility.

2. Print appeals to younger audiences. Research shows that younger generations are still interested in print. For instance, magazines focused on specific topics, such as fashion and fitness, have experienced a resurgence among readers aged 18-24. Print catalogs are also making a comeback. Even Amazon.com is using print catalogs to promote toys during the holiday season this year!

3. Print enhances focus. Digital media can lead to distractions, causing readers to miss critical messages. Whether it’s a college student studying, a casual reader relaxing at home, or a targeted recipient perusing direct mail, print materials capture attention and encourage better retention than digital formats.

4. Higher engagement. When people hold printed pieces, such as brochures or magazines, in their hands, they engage more actively with the content. This physical interaction creates a multisensory experience that makes the content more memorable. Flipping through pages or handling materials makes the information more memorable than scrolling down a digital screen.

5. Longer engagement time. Readers spend more time with print. They tend to take their time to read and study, leading to deeper information processing. The longer someone spends with your print materials, the more likely they will remember the content.

The takeaway is clear. While digital media play a crucial role in a comprehensive multichannel marketing approach, they cannot fully replace print. For effective results, incorporate print into your marketing strategy!