Choosing Paper

Choosing the right paper makes all the difference in the world when it comes to the appearance and acceptance of your printed piece.

"Consider that the touch and feel of your brochure is a first impression just as much as the color and size of the item," Jennifer Beaty said. Jennifer is a principal in the Executive Press.

"When it comes to paper, we consider the choice as much as we do the ink color and design," Jennifer continued. "If we've done the design, then we've chosen the paper based upon how it fits the rest of the design. If we aren't the designers, then we work closely with the outside designer to ensure the finished product looks and feels the way they envisioned it would be," she said.

Based in Richardson, Texas, Executive Press is a leading provider of printing and printeing related services, mailing and distribution services.

When choosing paper, consider some if not all of teh following:

• Weight.
• Color.
• Surface finish.
• Texture.
• Adaptability to ink.
• Final use.

Papers come in many weights, usually measure in pounds (lb). A 100 lb stock is heavier than a 50 lb stock, for example. The weight is based upon the weight of a specific number of pages of a certain size.

Color is usually white. Ink will be used to change the look of the paper based upon the final design. Colored papers are usually used in office situations and not in custom printing jobs.

Coated, uncoated, coated one side are all considerations for the surface of the piece. Will you be writing on it? Will it have to be folded?

Some coated stocks are resistant to certain inks and some specialty inks dry from the top down to the paper and some from the paper up.

Will teh final piece be a brochure or a mailer? Will it be kept in a file or used daily?

Lots of considerations, so consult a professional. For more information, contact Jennifer or any member of her team at Executive Press at 214-217-7000.

The Executive Pressman