Paper Quality: What Can it Say About Your Business?

May 26, 2016 | 212 Articles, Advertising, Brand, Business, Content Marketing, Inbound Marketing, Marketing, Print, Small Business

It wasn’t all that long ago when copy machines made their small-business debut. Along with such incremental printing advancements as dot matrix printing, inkjet printing, and laser printing, copy machines radically increased small organizations’ opportunities to print their own marketing materials. Finally, with a simple push of a button, custom brochures, flyers, or mailers could be printed and made available to customers.

In the midst of this revolution, however, certain limitations were accepted. Although the work was custom, it was limited by the available paper stock. Typically, that meant standard 8½x11-inch copy paper in a sad array of passé colors like pale blue, light yellow, or salmon. If you were preparing for a really special occasion, you might splurge and buy thicker cardstock, hoping this heavier, more expensive material wouldn’t jam your copier. Those were the options, and businesses like yours made do.

Times have changed, however, and advances in technology have spilled into even the papermaking industry. Businesses are no longer limited by standard copy paper in traditional sizes with few color choices. Instead, hundreds of paper options are available in vibrant colors and exciting textures, allowing savvy companies to tailor their literature in ways not previously possible. Messages can be more focused, and audiences can be more targeted than ever before. Consider some of the available options:

  • Is your business environmentally conscious, aiming to convey that message even in your paper choices? Then consider the acid- and lignin-free paper, readily available in a wide variety of colors.
  • If you desire archival quality for your literature, or believe your message to be one of lasting value, consider the implicit message of buffered, cotton pulp papers.
  • In preparation for a March Madness sale, would you like your flyers to have the look and feel of a basketball? No problem. Or perhaps you want to invite customers to a Super Bowl event. Do so with football-textured paper.
  • Is your event one that requires more class, perhaps necessitating paper with the look and feel of suede or smooth leather? Piece of cake!
  • Is your event a celebration—would you like something with flair? Maybe try shimmering, metallic papers. Or, if these won’t work for you, perhaps the look and feel of vellum, felt, linen, matte, or high-gloss papers would be more appropriate for your intended message.
  • Perhaps you want your material printed on something immediately familiar and comforting that grabs your audience’s attention the second they pick it up. If so, consider the line of soft-touch paper with the tactile sensation of rose-petals.
  • Do you aspire to be cutting-edge while conveying a sense of traditional, rustic elegance? Consider printing your next announcement on a sheet of the new woodgrain-textured paper.

Businesses have come a long way from simply pressing “print” on the copier and accepting whatever the machine spits out. The leap in paper quality and the myriad of texture, color, and visual-appeal options make it easier than ever to refine a message and truly reach an audience.

So, if you don’t know the difference between 20-lb. all-purpose, 57-lb. Vellum Bristol, or acrylic-coated latex-impregnated strengthened cover—or if you need something truly novel, like the texture of burlap, alligator skin, or silk—give 212 Media Studios a call. We’d be happy to sort through your paper options and make sure that your marketing materials are sending the right message.

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