What Is “Premium” Paper Stock? Is It Worth the Investment?

When you are promoting your products and your brand, every detail matters, including the choice of paper stock for your postcards, direct mailers, and marketing collateral. Premium paper stock can elevate your marketing communications and help your brand stand out from the competition.

But what exactly makes a paper stock “premium,” and why is it worth paying the extra money? Let’s take a look.

Weight and Thickness

One of the key characteristics of premium paper stock is its weight and thickness. Premium papers are typically heavier and thicker than standard papers, giving them a more substantial feel. This not only makes the printed material more durable and resistant to wear and tear, but it conveys a sense of quality and makes the products more memorable. A study by Eagleman Lab found that when consumers read marketing content on heavier quality paper, they are more likely to understand and remember the content, have a better impression of the brands they read about, and are more likely to recommend the brand to others.

Texture

Premium paper stock may have a distinctive texture that adds to its visual appeal and tactile quality. Common textures include smooth, matte, and linen, each offering a unique look and feel. The texture of the paper can enhance the overall aesthetic of your printed materials and create a more memorable impression.

Brightness and Color

Premium paper stock is often brighter and whiter than standard papers, making colors appear more vibrant. We have long known that color impacts shopper behavior (studies have shown that color influences 85% of shoppers’ purchase decisions), so a substrate that brightens those colors can play an important role.

Environmental Considerations

Many premium paper stocks are made from sustainably sourced materials and/or recycled content, making them a more environmentally friendly choice. This can align with your brand’s values and resonate with environmentally conscious consumers. According to McKinsey, 66% of consumers consider sustainability when they make a purchase!

Premium paper stock offers a range of characteristics that can enhance the visual appeal, tactile quality, and durability of your printed materials. While it may cost more than standard paper, the benefits it provides in terms of brand perception, engagement, and memorability make it a worthwhile investment for marketers looking to be a cut above.