When was the last time you were checking out a brochure for a business and the brochure paper felt like it was straight off the office laser printer?
Hopefully, the answer is never, unless your favorite takeout restaurant needed extra to-go menus in a pinch. But think about what your impression would be if a company handed you their branded brochure that felt about as thin and cheap as standard copy paper?
Right away, you might think they couldn’t afford to do more than a bare bones collateral piece. And if this brochure was meant to attract business, using the wrong kind of paper could kill any prospects by appearing cut-rate and unprofessional.
What Brochure Paper Tells Your Customers
When it comes to brochures and other marketing collateral, how it feels in a prospect’s hands is equally important as how it looks. Brochures provide a multisensory experience (studies show that engaging more than one sense at a time can lead to higher retention rates and impact the overall impression), and your customers will touch your brochure before they read it.
The paper you chose for your brochure can subliminally impact your brand image…
Source: Creative Bloq
Weight, finishes, and texture can add to your brochure appeal from the moment it makes its way into your customer’s hands. Choosing a high gloss finish, for instance, can help the colors pop on your brochure facing. Coated paper, like a matte or high gloss coating, can look more expensive, which could work well for luxury items and services.
You can also choose a paper with a higher GSM (grams per square meter) to add a little thickness and stiffness. If you are sending the brochure via postal mail, consider postage costs when choosing a higher GSM.
There is no single perfect solution for choosing brochure paper. It largely depends on your brand and the impression you want to leave on your readers. Most importantly, don’t always assume the most expensive option will give you the best results. Consider the purpose of the brochure and how much the brochure is worth to you.
Still unsure what brochure paper to use? No problem. We’re standing by ready to help.