Question
How do I choose the right paper stock for my print marketing campaign?
Answer
Match the stock to the job each piece does in the campaign. Not every item needs the same weight.
| Piece | Stock guidance |
|---|---|
| Business cards and keepers | 16pt to 32pt for a substantial, premium feel |
| Flyers and inserts | Lighter stock for quick, cost-effective distribution |
| Premium mailers | Add soft-touch or spot UV for a tactile standout |
A heavier stock or special finish on the pieces people keep, and a lighter stock on the pieces meant for volume, is the usual winning combination.
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