They say you can’t judge a book by its cover, but people do judge marketing collateral by the paper. While many designers and printers place a strong focus on factors like coated or uncoated paper, digital treatments and finishes — all of which are also important — the weight of the paper you use in your marketing collateral can be what provides increased durability, performance and impact.
Print marketing has a much higher recall rate than digital advertising, and 56% of consumers find print marketing to be the most trustworthy type of marketing. Using heavier weight paper stock makes a strong — and lasting — impression, and choosing a heavyweight paper stock can help enhance your print communications.
Here, we’ll look at the benefits of designing for a heavyweight paper, as well as four specific applications where using a heavyweight stock can help take your print marketing to the next level.
What are the advantages of using a heavyweight paper stock in print communications?
One of the first things people will notice when they hold any printed material is the way that it feels in their hands. With a heavier paper stock, you infuse your print piece with a sense of enhanced quality, value and professionalism.
These perceptions are important, as it's how customers measure whether or not a product will meet their needs and what they would be willing to pay for it. Not only that, if a customer attributes greater value to your brand, offerings and marketing materials, they may be more inclined to share it with others.
Studies have shown that brand recall for print ads is 70% higher than that of their digital counterparts. The physicality of print material with a heavier weight provides a tactile experience that stands out both in their hands and their minds, providing the potential for them to revisit it and retain it for a longer period of time.
Durability is also a key benefit when weighing whether a heavyweight paper stock is right for your application. When you’re mailing marketing materials or intending for them to be passed on from person to person, heavyweight paper has the durability to ensure they can withstand the inherent wear and tear. The durability of sturdier stock also provides a better environment for embellishments like embossing or foil stamping, which can add to the perceived value and overall experience.
What kinds of print applications are ideal for heavyweight papers?
When should you use heavyweight paper? Here are some applications where heavier stock can transform your marketing into something memorable.
Business cards
If you’re unsure as to whether or not the appearance of your business card makes a difference, studies have shown that 72% of people judge a company or person based on the quality of their business cards, and 39% of people think a “cheap looking” business card is reason enough not to give that company their business. Not only that, but companies see a sales increase of 2.5% for every 2,000 cards that get passed out.
But that can’t happen if it doesn’t stand out or withstand daily wear and tear. Heavyweight stock provides the durability for die-cut designs, embossing and letterpress, metallic or foil accents and layered elements that can make your business cards ideal for long-term use.
High-caliber direct mail
Account-based marketing (ABM) campaigns — which are specifically targeted campaigns sent to audiences that are most likely to engage with your offer — can include anything from holiday or loyalty cards to customer milestone recognition cards. This kind of direct mail marketing is ideal for heavier paper stocks because a heftier sheet is more compatible with complex folds, scoring and perforating. These techniques can create a high caliber look and feel, and they also give your mailer an added layer of gravitas or importance.
Flyers
Flyers might not be the first thing you think of when creating print communication, but they’re a valuable asset to add to your arsenal for various reasons — and ideal for heavyweight stock. First, they’re easy for people to read because they often only contain minimal copy in favor of a more robust eye-catching design. Second, they’re a great way for brands to promote special sales, new products or upcoming events.
Flyers can also include trackable QR codes to increase interaction and conversion, and because heavyweight paper stock has quick drying characteristics and excellent ink holdout, you can ensure there is no bleed or smudging that might compromise the scannability. Heavier stock also makes them resistant to wear and tear if exposed to the elements or placed in a high-traffic location.
Brochures
Brochures are a step up from flyers in that they’re usually printed on both sides, folded in a particular way and reserved for customers who have already shown interest in your brand. Since the brochure is being used to showcase your services and explain your value proposition in more detail, the way it's presented can influence a customer's purchasing decision. As such, heavier stocks add perceived value and quality, which can set your brochures apart from the print materials of your competitors.
A heavier paper stock like The Heavyweights from Accent® Opaque features high brightness and preferred blue-white shade to print vibrant colors with exceptional print contrast. The smooth, level printing surface also allows for crisp, vivid images and consistent production, with excellent opacity for minimal show-through — all of which help your printed materials stand out.
Learn more about The Heavyweights.
