Your big print project is almost done. The photos look great, the design is outstanding and everything is edited and ready to go. But what about the paper you are going to print on?

The paper you specify can compliment your design and can really carry your message to your audience. But for many print jobs, paper selection is just an afterthought. Poor paper selection can ruin a great-looking design. How would you feel if you received a wedding invitation printed on dingy newspaper stock?

With over 30,000 different kinds of paper available world-wide, there are plenty of choices of grades, quality and price. Choosing paper based only on price can sink a project if the stock is dreary and of poor quality. Before starting your next print job, talk to us about options and considerations. Plus, if your next print project is going to be folded, stapled, cut or used in a special way, it will have to be able to withstand those rigors.

Understanding some of the terms used to describe paper stock can help you learn the different qualities of paper and let you make better purchasing decisions.

Brightness: describes the reflectivity of paper. If a paper lacks brightness it will absorb too much light and little will reflect back through the ink. Coated paper is rated according to its brightness from No. 1 (Super Premium) on down.

Whiteness: measures how evenly a paper reflects all colours in the visible spectrum. Paper that absorbs some frequencies (colours) of light more than others might have a colour cast-depending on the amount of whiteness. A cool paper (more blue reflected) will appear brighter than a similar paper with a warm tinge. This extra colour can impact graphics: a cool white sheet will make blue and black colours brighter. Paper with a neutral or warm white sheet tend to make printing jobs predominantly with reds, yellows and oranges appear clearer and stronger.

Ink Holdout: is the ability of paper to resist ink penetration. Ink achieves better image quality and a higher gloss when it dries on the surface of a paper. Coated paper tends to prevent ink pigments from being absorbed into the spaces between the paper fibers. The better the paper holds the ink on the surface, the less dot gain. For example, newsprint, which has a low ink holdout, absorbs ink readily.

Opacity: describes the amount of light that can “show-through” a page. The more fibers or fillers a paper has, the more opaque it is. Thin paper can be made more opaque than thicker stock by using thickeners. Opacity should be considered when you plan to print on both sides of a page.

Smoothness: describes the surface of paper. A smooth paper has a high degree of evenness and flatness. Images appear sharper on smooth paper because ink can produce a cleaner halftone dot. But if a designer wants an edgy or rough effect, a smooth paper should not be their first choice.

Finish: is the surface character of paper. A matte finish produces less contrast and is easier on the eye and good for text-heavy designs. Gloss paper improves ink holdout and image quality. Different paper manufacturers may use different terms for their finishes but some of the generic terms for uncoated paper include laid, smooth and vellum. Other finishes made by different paper manufacturers can include creative descriptions such as antique, crash, eggshell, linen, ripple, satin, suede, water and wove.