From the glossiest fine art paper to the soft cotton of a great writing sheet, paper has the power to add that extra dimension to your message. Whether in the form of a brochure, packaging, or your business card paper can make a difference. Too thick and it feels clumsy. Too thin -- flimsy. Paper is the secret ingredient that moves immediately to the emotions -- to our sense of touch. Slick, rough, gentle, firm, soft, pliable, stiff or torn - the possibilities are only limited to your imagination.

So, choose your paper wisely. And don't confine yourself to an 8-1/2 x 11 inch white world. Some of the best papers aren't available in letter sizes. Most paper is sold as large press sheets of 26 x 40 inches or 23 x 35 inches so think beyond your laser printer and by all means, Think big! Think different!

Q U E S T I O N S    T O    A S K:
What is the end-use application? Write down your goals and you're halfway to choosing the right paper. For instance, if you're designing letterhead, your paper should be a writing weight for mailing purposes, should guarantee laser/ink-jet printability, and should ensure colors can be read and copied. A presentation folder, on the other hand, is better served by a heavyweight cover paper that has excellent folding characteristics, comes in deep colors and/or textured finishes, and responds well to specialty processes such as embossing or foil stamping. Whatever the project, a clear idea of the end-product will help you select the best paper.

What combination of paper and graphics will help you visually articulate your image? Once the end-use application is determined and functional choices have been narrowed, turn your attention to the image, brand attributes, or philosophy your client/project demands. For instance, a financial services client might require conservative tones and smooth textures in a paper, suggesting stability and confidence, while a Gen Y clothing company might need more flamboyant fluorescents and exotic textures to create visually arresting, trend-driven imagery.

Is white enough or is color a better choice? In annual reports, corporate collateral, and promotional materials, colors pop on bright, white paper. A balanced bright white, is optimal for the exacting color reproduction required by flesh tones, textiles, paint chips, and the like. Naturals, neutrals, pastels, brights, and deeps become design dimensions reflecting mood and attitude, reducing the inks you have to worry about at the press. The colors are already there, lending additional character either on their own, or when combined or duplexed with other colors.

What finish adds production value and emotional appeal? Look to hard, uniform surfaces for superior ink holdout and clean dot resolution. Additionally, digital printers such as the Xeikon press prefer this type of finish. Reduced press calendering on Wove and Vellum papers creates a tactile quality called "hand." If you want to evoke an "old" or "historical" feel or simply want some subtle emotion, lightly textured stocks deliver. Genuine felts offer elegance and exceptional bulk. Embossed finishes, such as grooves and linens, are slightly harder surfaces with less dot gain and good ink holdout, but give tactile and visual interest to corporate identity systems, sales literature, presentation folders, and direct mail campaigns.

Do you need a surface enhancement for photos or display applications? High-gloss, hard-surfaced sheets that produce photo-quality, 4-color images are perfect for packaging, point-of-purchase displays, folders, and greeting cards. Cast-coated papers are ideal for these applications. Add varnish and you can create simple special effects while protecting from fingerprints. Plasticotes can protect even more and even make a piece look "wet." The variety is endless.

Is an inclusion or furnish a consideration? Inclusions can be anything from colored fibers and cotton flocking to flowers or peat moss. Furnishes cover the gamut from 100% cotton and post-consumer fiber to alternative fibers such as hemp. Inclusions and furnishes are examples of putting the message in your medium, typically being used to suggest an environmental posture through use of enviro-friendly products. Need stock with shells, bark or comics, they are out there. The variety is endless if you are willing to put some peculiarity in your message.