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Why Choose the Right Paper?

When creating a direct mail piece, choosing the right paper can make or break your campaign. Paper options are virtually endless! Paper weight, color, and finish only scratch the surface of what’s possible. Paper stocks have nearly any characteristic you can imagine. Ultimately, whatever paper you choose for the job can determine whether the receiver appreciates the message or not.

One of the greatest advantages of direct mail over digital marketing is the ability to engage all the senses. This makes your choice of paper even more important! David Sax, who is the author of “The Revenge of Analog: Real Things and Why They Matter” said, “We seem to forget that we gauge the world with all our senses- with sight, with smell, with touch, with sound,”. This is one way print media holds a significant advantage over those in digital marketing. While digital marketing engages sight, print media can also engage in touch, smell, and even sound. It’s also important to note that with the latest advancements in the industry, printers can create unique pieces that engage customer’s senses like never before.

Choosing the right paper for the job requires self-reflection as a company. Begin by reviewing your brand and what you provide for your customers. If you provide high-end products/services for your clients, you don’t want to use low-quality paper. Your paper quality as well as design should match your brand/offer. Using heavier paper stocks along with UV Coating, gold embroidery, and varying paper textures can create a premium feel for customers that reflects positively on your brand.

Finally, one of the most important aspects for many businesses is the price. Paper is typically the most expensive aspect in a printed component. Heavier more premium paper options tend to cost more and due to this, balancing the type of paper chosen with your overall budget is a huge factor to consider. Working with the paper supplier for your business can often help determine the most cost-effective option for your business.

For help on choosing the right paper for your business contact us here!

Sources: Turn the page: The emotional value of paper

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