The Best of the 2024 DYK Mailbag

This year we launched a new quarterly magazine called Did You Know? to help designers, marketers, printers and anyone associated with the print industry stay in-the-know about the latest trends, conversations and innovations in the print world. Each issue also includes a mailbag segment where we answer questions from readers about all things print, from the ideal paper for specific applications to the right questions to ask a printer to establish a productive partnership. 

Here, we’ll look at the best of the 2024 DYK Mailbag to give you a sense of what our readers are thinking about, and to encourage you to send us your burning print questions that we’ll answer in a future issue. 

What kind of applications are best for heavyweight paper stocks?

— George from Queens, New York  

There are a couple of important things to consider when choosing a heavyweight paper stock. High opacity is key, especially if you’re going to print full color on both sides of the sheet. You also want to choose a heavyweight paper stock that has quick-drying characteristics and excellent ink holdout to help ensure there is no bleed, smudging or general defect in how the ink is applied to the sheet. The right heavyweight paper stock can be ideal for applications like posters, art prints,  calendars, flipbooks, flashcards, holiday cards, folders or high-value direct mail pieces. For example, a 110 lb. premium paper would be ideal for creating high-quality business or loyalty program cards that are designed to last. 

Does a paper’s basis weight or thickness matter more in making sure the printed sheet matches what’s in my design file?

– Roberta from Terre Haute, Indiana

A paper’s basis weight is calculated by dividing the weight of a ream (500 sheets) by the standard sheet size (area) of a specific type of paper. Because sheet size for different types of paper can vary significantly, dividing the same weight by a different actual sheet size will produce a very different measurement. A paper’s thickness — also known as a sheet’s caliper — is represented in PPI (pages per inch) and measures the number of sheets that are in a one-inch stack of paper. The lower the number, the thicker the sheet. 

While a paper’s basis weight and thickness are both important, basis weight can play a large role in the overall performance of the sheet, and, for print applications that require high degrees of color saturation and coverage, choosing a sheet with a lower basis weight can result in a number of print defects, including show-through, paper mottle, cockle and curl.

What is 3D mail?

— Micah from Rock Falls, Montana

3D mail, also known as dimensional mail, is mailed flat like more traditional direct mail pieces such as a standard letter or self-mailer, but, upon opening, 3D mail pops up to create a more dynamic, three-dimensional experience. The interactive nature of 3D mail makes it a powerful tool for lead nurturing campaigns or for positioning high-value offers to a very specific audience that has already demonstrated interest in who you are or what you do.

What’s really cool about 3D mail is the opportunity to incorporate a variety of fun, innovative finishings. Spot UV treatment, foil stamping and embossing or debossing can increase the tactile nature of your 3D mail. Plus, finishings like die-cutting, scoring and perforation can help connect and engage with your audience in a deeper, more meaningful way. 

Why are books usually printed on warm white?

— Adrian from Little Rock, Arkansas

There are a few reasons warm white paper is often favored over bright white in book manufacturing. Warm white is ideal for printing photos that feature people, as bright white paper can make skin tones appear dull or washed out. The same principle holds true for printing images that showcase different kinds of natural light, from sunlight to firelight and everything in between. Warm white paper will reflect the orange and red tones necessary to make the light sources in your images radiate.

Choosing warm white paper can also extend the lifespan of your book. Some (though not all) ultra-white papers contain optical brightening agents (OBAs) to make the paper reflect more blue-spectrum light than it would naturally. These OBAs can impact the archival quality of the paper. If you need the quality of your print to last for years, look for an acid-free paper with no or low OBAs. 

What are some tips or techniques to help my direct-to-consumer retail marketing stand out?

— Denise from Dyersville, Iowa

Using heavier-weight paper stocks can help increase the tactile nature of your print marketing, and a heavyweight paper also helps distinguish your marketing from those of competing brands. The increased heft of the paper can add a level of gravitas and exclusivity to your brochures or mailers. The durability of heavyweight papers increases the durability of your print marketing, thus helping to drive ROI on your marketing spend. 

Finishings can be another way to increase the sensory value and overall appeal of your print marketing. For example, using a UV coating on a bi-fold direct mailer creates a glossy, polished look that can enhance the appearance of your marketing materials, and it also protects them from any wear and tear. With UV coating, a coating machine applies a clear compound to printed paper, and then dries it instantly with UV light, leaving behind a coating fit to your specifications. 

Foil stamping is another unique finishing that uses heat and a sculpted metal stamp or die to apply metallic foil to paper. This infuses print materials with a visual and tactile enhancement that can create a more dynamic, engaging print. Some ways to incorporate foil stamping include using metallic colors, pearl or pigment foils or even holographic foils to create a reflective rainbow effect. 

Did these questions spark your own curiosity? Drop us a line with your question and we’ll answer it in a future issue of the DYK, and make sure to subscribe to the DYK to get each new issue delivered right to your mailbox.