Choosing the Right Paper

Paper can be a significant percentage of the cost of a print job so it pays to choose carefully. Upgrading the paper you use on a project can often make a huge difference in the success of a design. Conversely, spending extra money on specialty paper when you don't need to is a waste of money. Because you can choose from a wide array of possibilities, your goal is to determine when spending extra money for a particular paper is justified.

When selecting paper, first think about how your audience will use the printed piece. Will it be read by many people or glanced at and then tossed? Always think about your audience when you select paper. For example, you would use different paper for a children's book that is going to be handled by a room full of kindergarteners than you would for a product brochure that will be mailed to an electrical engineer huddling in a tiny cubicle.

The papers used in printing fall into five major categories or "grades." They are bond, uncoated book (offset), text, coated book and cover. Within these main classes of paper are many other types, and each one has qualities that make it suitable for specific applications.

When you look at samples, you generally receive swatch books to peruse. These books show you small, unprinted samples of a particular brand of paper and generally explain the sizes, weights, colors and finishes that the paper mill produces.

Although swatch books are fun to look through, not all of the papers you see in a swatch book are always available. Most printers buy papers from one or two distributors, and if you want an obscure paper it might be difficult or even impossible to find. Remember that printers print a lot of different items every day of the year using lots of different papers. Sometimes what looks great in the swatch book isn't so great in real life. Always ask for advice if you have questions.

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