Imagine you’re meeting a potential client for the first time. You’d want to make a strong impression, right? Well, your print marketing materials are like your branding handshake sort of lol. They should be professional, eye-catching, and memorable. That’s where stocks and finishes come in!
Think of stocks as the foundation of your print project. It’s the material your design gets printed on, like paper or card. But it’s not just about the type, it’s also about the weight, texture, and finish. These elements can make a big difference in how your brand is perceived.
When it comes to printing, the term “stock” refers to the specific type of paper used. Paper stock is commonly characterised its brightness, colour, text, and grain. Each of these attributes plays a crucial role in determining the overall quality of the final product. Not only does paper selection impact the visual aspects such as tactile feel, texture, and weight, but it also affects the performance of ink on your prints. Let’s delve into each attribute and explore how it contributes to the overall impact of your printed materials.
Uncoated and Coated Stock.
Uncoated stock.
As the name suggests, uncoated lacks any additional coatings on its natural fibres. This results in a non-glare surface that gives the paper a flat appearance. Inks readily absorb into the paper, enhancing its absorbency and creating a distinct texture. Uncoated paper is commonly used for various items, including invitations, stationery, envelopes, and any final product that requires writing. There is a wide range of uncoated stocks available, with different surfaces such as smooth (like printer or copy paper) and textured options like a linen finish. A smooth finish is ideal for writing purposes, while a textured finish adds a touch of elegance and is well-suited for invitations or business cards. If your main focus is on readability and the content of your print will primarily consist of text, or if it’s a piece that will require writing on, such as filling in details or making notes, then opting for an uncoated stock would be the ideal choice.
However, it’s important to note that there are certain stocks, like plastic, which cannot be written on even if they are uncoated.
Coated Stock.
Coated stock is treated with a layer of coating, typically made of clay or other compounds. This coating provides a smooth and glossy finish to the paper, giving it a polished look. The coating also prevents ink from being absorbed too quickly, resulting in sharper and more vibrant colours.
Coated stock is often preferred for projects that require high-quality images or vibrant colours, such as brochures or magazines.
Coated paper stock has a sealant that enhances the display of text and images, providing sharper detail and denser colour. It also lends a crisp finish to full-colour graphics, photos, and intricate images. This sealant prevents ink from being absorbed into the paper’s surface during printing.
Coated paper is commonly used for print literature and promotional materials such as flyers, brochures, postcards (coated on one side), posters, packaging, and any product that does not require writing on it.
Coated stocks offer a range of coating options, including gloss, satin/silk, matt, and special finishes. Each paper finish possesses unique characteristics. Therefore, it is essential to consider your desired outcome before selecting the most suitable option for your needs. To help you make an informed decision, we meet with you and show you samples, allowing you to experience the feel of texture of the stock and observe how each finish translates in print.
Weight matters.
GSM is a unit used to measure the weight of paper or card, essentially telling you how thick it is. A higher GSM indicates a thicker and more durable stock. Just like a handshake, you want your business cards and brochures to feel substantial. Opt for a heavier stock, like 300gsm (grams per square metre) or above, for a premium feel that makes your brand stand out.
Texture adds personality: Smooth and sleek for a modern vibe, or textured for a touch of luxury? The texture of the stock can create different feelings and impressions. Imagine the smooth feel of a high-end business card compared to the unique texture of a handmade postcard.
Gloss Paper
Gloss paper possesses a remarkable sheen,(which you probably can’t tell from that photo) making it the perfect option for prints that demand attention. Whether it’s a captivating magazine or a stunning photo book, gloss paper effortlessly enhances the visual impact of any design, especially those featuring vibrant colours and captivating photographs.
Satin/Silk/Linen
Satin/Silk paper offers a slightly less glossy surface compared to gloss paper, but still provides a smooth and polished finish to your prints. If your design primarily consists of images with accompanying text, opting for a silk finish might be more suitable. This is particularly applicable for materials like flyers, brochures, business cards, or invitations.
Matt paper has a subtle sheen and appears smooth. If you require a coated stock to enhance print quality but also need the paper to be writable, matte stocks can be a viable option. In some cases, certain types of pens can be used on matte stocks, but we recommend doing a test on the stock to make sure it suits your needs.
Specialty Paper Coatings
In addition to the printing process itself, there are special coatings that can be applied after printing to:
- Protect- These coatings safeguard the printed surface from scratches, fingerprints, and dirt, keeping your materials looking fresh and professional.
- Enhance- They can also enhance the appearance of budget-friendly paper boosting glossiness and creating a smoother texture, adding a touch of sophistication to your print materials.
- Durability- These coatings improve the durability of printed pieces, ensuring they withstand the rigors of shipment and everyday use, whether it’s postcards, brochures, catalogues, flyers, or other promotional items.
Finishes take it up a notch: Want to add some extra pizzazz? Finishes like laminates, embossing, and foil stamping can transform your prints from ordinary to extraordinary. They might cost a bit more, but the impact on your brand perception can be huge!
When I had my photography business someone told me to put all of my marketing budget into a single stunning marketing piece that stood out. Rather than spend it on lots of little marketing pieces that had no impact. First off I had rounded corner business cards (which was very rare way back then) and silver embossing. I designed stunning custom die cut gift vouchers printed on speciality cardstock one year, and brochures the next. It was worth it.
Here are some examples:
- Business cards: Impress with a heavyweight stock, a matte laminate for durability, and a touch of luxury with foil-stamped logos.
- Pamphlets/Brochures: Engage your audience with textured stock and add visual interest with embossing or debossing.
- Labels: Make your products shine with glossy labels that protect against wear and tear while showcasing vibrant colours.
Remember, it’s all about the details! By choosing the right stocks and finishes for your printing, you can create marketing materials that reflect your brand’s unique personality and leave a lasting impression on your customers. It’s an investment that will pay off in spades, helping your brand stand out in the crowd and connect with your audience on a deeper level.
Here at Rawmarrow, we understand the importance of getting your print project just right. We work with a network of reliable wholesale and company printers not available to the public which gives us access to a wide range of stocks and finishes at competitive prices. No matter your budget or project requirements, our team of experts can help you choose the perfect combination of materials and finishes to elevate your brand and make a lasting impression. So don’t hesitate to get in touch – we’re here to help!
