Want to make a big impression with your next print project? Show your personality with paper. When you walk into Starbucks their packaging shows the effort of using recyclable paper products, this is the personality and branding that Starbucks wants you to notice.

Paper is more than a substrate on which to deposit ink. It has a personality all of its own. Let’s look at some key factors that impact the conversational “tone” your paper is setting.

1. Lighter and brighter?Brightness refers to the amount of light that is reflected from the paper. Brightness is measured on a scale of 1 to 100. The brighter the paper (or the closer the measurement to 100), the more your colors will pop. Papers with lower brightness will soften your colors slightly, especially when the paper is uncoated.
2. Warm shades or cool?Paper comes in a variety of shades. The bluer the shade, the “cooler” the feel of the paper. Paper with yellow undertones will have a warmer feel. Think blue shades for the direct mail efforts and warm shades for the invitations to your company’s summer picnic.
3. Impact of texture.Textured papers can elicit strong emotional reactions, as well. Linen communicates elegance. Cotton conveys high-quality and official communication. Recycled sheets, especially if they contain imperfections, are perfect for environmentally conscious clients. Smooth, high-gloss papers convey an upscale, corporate feel.
4. Shine it up! Gloss, matte, satin, and uncoated sheets all take ink differently. Uncoated sheets allow the ink to soak in and create a subtler look. High-gloss sheets cause colors to jump out and grab attention. Or add a Spot UV on flat coating to create even more impact.
5. Time to gain weight?Papers are classified by weight. The heavier the sheet, the more substance and gravitas the communication has. Want to communicate a premier or elite feel? Use a heavier stock. The heavier paper also communicates durability and permanence.

Your choice of substrate is like a flashy smile or a warm glance that sets the tone for the rest of the conversation. Paper is part of the branding of your image, so take the extra effort to pick a paper that leaves an impression.

Print Still Works; Using unique papers can create all types of branding opportunities.