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Printing Part 2: Choose the right paper
There are a myriad of paper choices and way too much to discuss here. But let's consider a few basics you'll need to know to make the printing process easier: First, don't choose a paper your print shop would have to special order from the mill. Even though the paper might be super nice, it can easily double printing costs. And chances are your printer will have something close. Second, don't choose a paper that is too thick or thin. This is especially true for brochures or other items you might be shipping to customers. Paper that is overly thick may get caught in the letter sorting machines, and thin paper will of course tear easily. Third, make sure it will yield a good printed product. You'll have a choice from a gloss finish or a matte finish. An uncoated, matte stock will give you a more flat, dull look, while a gloss finish will look glossy. Forth, be original & creative within reason. Depending on what you're printing, it can be helpful to use a paper that has a different texture or weight. But be careful not to go too far, or it may cause more headaches than it's worth. As you consider your options, talk to your designer and printer about what you are using your materials for and what you want to accomplish. They will both be able to help you make the right choice.