Paper 101: What emotions are you trying to elicit from the person who touches your paper?

What emotions are you trying to elicit from the person who touches your paper? Follow these tips so your print project gets the desired results.

Crystal Bryant, paper specifications sales representative for Clampitt Paper, headquartered in Dallas, has extensive experience working with advertising and design firms as well as end users, and has scrutinized their decisions to buy paper. She also teaches in Clampitt’s Paper School, a five-hour, complimentary session offered four times yearly for working professionals in the graphic design, printing, and corporate purchasing areas at its headquarters.

One of its printed materials, a ring-bound book distributed in Paper School, promises Clampitt, can “quickly produce even the most complex sample dummies in any grade of paper, so you can experience just how your finished piece will look and feel.”

Bryant provides the following checklist of important considerations when buying paper.

Cost. Since paper can represent 35 percent of a project’s cost, price considerations should be made at the start of a job to get the desired results.

Your printer’s capabilities. It’s much easier to print on glossy paper, but that may not be the right choice for your project. Not every printer can do everything, so get your printer’s input early.

Paper merchant input. Most advertising and marketing pros depend on their printer for paper advice, but a printer’s knowledge and capabilities may be limited. Why not expand your possibilities by enlisting the aid of a paper merchant?

Open communication. Create and encourage dialog between your printer and a paper merchant or paper expert to keep the ideas coming.

Feelings. Think of the emotions you’re trying to elicit from the end users who will handle and view your printed piece.