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You will never get a second chance to make a first impression. While the

origin of this bit of wisdom is unclear—“experts” have attributed it to Oscar Wilde, Mark Twain and Will Rogers

—it’s a statement that should be ever present in the minds of small business

owners, especially as it pertains to their print marketing projects. The right

paper is essential to a great first (or second, third or fourth) impression.

Unfortunately, choosing the ideal transfer paper is nothing if not

confusing. There are literally hundreds of options available, and small

business owners often end up making the wrong selection because they

don’t understand the industry jargon.

This article aims to put an end to that. Read on for the ultimate

simplification of the basics along with best practices you can use to change

your print projects for the better.

Choosing the right paper for your print project would be easier if

manufacturers would stick to one definition to describe the weight of their

product. Unfortunately, that’s just not the case.

Pound – The industry defines pound as the basis weight of a 500-sheet ream

of the paper at its basic size. This measurement is often stated using “#,” the

pound symbol. For example, 500 sheets of 20# paper weigh 20 pounds.

Point – Point, or caliper point, refers to the thickness of an individual sheet

of paper when measured with a micrometer (e.g. 20pt). Papers measured in

points are typically “board grade” paper which are slightly lower quality

than paper measured in pounds. Thicker papers have higher point

designations.

Cover: Cover stocks are heavier, somewhat rigid and not easily folded.

These paper types are best for publication covers, business cards, greeting

cards, folders, and postcards. They can have coated or uncoated finishes.

Paper coating:

Coated – Coated paper has a waxy finish (shiny or matte). Coated papers

are available in a gloss, silk (sometimes called satin) or matt finish and are

used for projects requiring a fine finish. Coated paper can give the printed

piece a classier look. Note: Do not use gloss if your product will be used for

note-taking. Gloss finish is very difficult to write on.

Types of coating:

UV Coating: (Ultra Violet): UV coating is a highly protective, ultra-shiny

gloss coating. The solvent-free UV coating provides an extremely hard

finish that’s chemical and abrasion resistant. It makes details really pop! It

can be used on the entire piece or strategically placed on specific areas to

make them stand out, such as a logo or photo.

Aqueous-This is a clear water-based coating that is thinner than UV Coating

. It provides a medium-gloss surface that deters dirt, fingerprints and scuff

marks. It protects pieces such as postcards and brochures as they go through

the mail, and business cards as they ride around in people’s pockets.

Coated One Side (C1S) – A cover stock that has a coating on one side and

is dull on the reverse side. C1S papers are typically used for products like

Holiday Cards or Birthday cards where you want the outside to pop with a

glossy finish and for the inside to be writable.

Coated Two Sides (C2S) – A cover stock that has a coating on both sides.

This is typically used for flyers, brochures, booklets, and handouts that will

not be written on.

Uncoated - This paper has an untreated surface-resulting in a dull and unreflective look. Uncoated paper is typically used

for letterhead, envelopes, and notepads. Premium uncoated paper can also

be used to provide an earthier, more personal feel for important Invitations,

Announcements, and Thank You cards.

The ink used to print your marketing piece will appear differently depending

on the finish of your paper.

Gloss – A gloss finish produces a shiny paper surface, such as that you’d

find on a photograph. It can make full color images and graphics appear

more vibrant and visually appealing. It also protects the ink from fading and

moisture. Although images on high-gloss paper look great, the shine makes

reading text off the page more difficult.

Satin – A satin finish falls somewhere between gloss and matte. It produces

a slight sheen, enhancing full color images and graphics while preserving

the readability of text.

Matte – A matte finish produces a smooth yet muted paper surface. It yields

a more “artistic” feel to the finished product. Colors appear softer, and

text-heavy documents may be easier to read. It also eliminates fingerprints.

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