Printing: Paranoid about paper?
Tips for picking the perfect pulp
By Pedro Armstrong
Production Manager, D Custom
Want to cut publishing costs? It’s about the paper work!
Paper isn’t always what it appears to be. Yet due to the variables in paper quality and quantity, it can affect the cost of your entire project by up to 50 percent.
So time for a little pop-paper quiz: What’s better, 100-pound paper or 80 pound?
Buzzzzzzzzz! Time's up!
You answered, “It depends.” Right? No? Uh oh, we need to chat.
Often, marketers focus first on paper weight. The conversation lingers over glossy vs. matte. A lot of variables do exist, and it does get complicated, from the cosmetics to the practical, such as considering the finish to figuring out the brightness. The wrong decision results in a lower quality appearance of any printed product, even if you are paying for premium paper.
Bottom line: You’d better partner up with a content provider with keen industry insight and innovative resources that can guide you through planning, whether it’s purchasing for the entire year or waiting to see where prices appear to be heading.
Still feeling a little unsure? Here are a few paper truths you need to know:
Recycled paper isn’t always as green as you think.
Nobody wants to say it, but don’t get greenwashed. Recycled paper can mean a larger carbon footprint due to its production. Do you want to be an environmental Bigfoot? Instead, opt for a greener, leaner solution—buy paper sourced from a sustainable forest management program (SFM if you want to get fancy about the terminology).
Paper weight is no indicator of quality.
Corrugated cardboard is very thick, but would you print on it? Nope…unless you want your message on boxes. A better indication of quality is brightness, opacity and paper grade. That 100-pound paper that seemed like a great deal can easily be outperformed by its 80-pound brethren of a higher grade if the pages look dull and the paper grade isn’t what it should be.
Opacity—let’s get transparent about that.
Opacity is the transparency of the paper. Can you see type from the other side by holding it up? There are times when a semi-transparent page is seductive. But when the words and other type elements play peek-a-boo from the opposite page, well that’s just distracting.
Good grades aren’t just for geeks.
Generally, a paper grade is a definition of how refined the paper fibers are. A lower grade may not hold the ink as well as anticipated and may not be as bright and clean.
Finish what you started.
At first glance, that glossy or matte finish, particularly on the cover, seems cosmetic. But your publication can take a real beating during the shipping and distribution stage. (Ever see a pristine white envelope make it through the post office OK?) The right finish protects the surface, helps keep the ink where it’s supposed to be instead of smearing or transferring to another page and it even makes a design statement. Additionally, varnishes can offer the best of both worlds: protection without sacrificing your design goals, whether it’s a slick glossy appearance or a deliberately low-key dull finish. Still not clear? It’s like a lacquer on your furniture.
Pedro Armstrong is the production manger of D Custom, where he scores great paper deals with his dynamic personality. And he even manages to find time to tweet on all things paper and production-related.