Better Marketing Through Better Paper Choices

August 17th, 2011 by Tony Trego

Want to stretch your marketing budget? Trying to shuffle dollars to give your marketing team more options? Good news! Here are some simple ideas for specing paper that can reap huge dividends in creativity and cost.

When we think about the role of paper in a marketing campaign, the first thing we think about is aesthetics: brightness, texture, and decorative elements. Watermarked linens convey gravitas. Softer, less bright stocks with flecks and imperfections reflect environmental responsibility. Super bright whites and smooth textures convey a crisp, corporate image.

Designers take full advantage of these characteristics to elicit an emotional reaction from their audiences. But many of these stocks also carry a premium price tag, often 20% or more. By making a few adjustments, however, you can often get a great stock that has many or all of the characteristics of your favorite stock but that is more affordable. This allows you to redirect those marketing dollars elsewhere.

For example, you might be looking for a 100% recycled paper, when, in reality, a percentage of recycled content will do. Stocks with 25%, 30%, or even 50% recycled content will still provide you with an environmentally responsible image in the eyes of most clients, but often at a lower cost.

You may want to consider alternatives to uncoated stocks, as well. Many designers specify uncoated paper thinking they are less expensive than coated. In fact, the opposite is true. Coated stocks are produced in high volumes, so the market dictates the price. We find that many clients are surprised by the variety of coated paper available to them at lower prices.

Sometimes keeping down cost might be as simple as ordering the same type of stock from a different mill. Other times, it might require a calculated decision to choose a different but compatible stock, such as one with a lower basis weight or lower brightness.

So before specing your paper, ask yourself a few questions. Does it really have to be a super-bright white? High sheen? 100% recycled? Chrome coat? While subtle differences may be noticeable to designers, they may not be to the average person. If you have flexibility, let us help you do some planning upfront. You might be surprised by how much money you can save.