Like choosing a sofa or a new set of shoes, choosing a material for a media project can be just as difficult but also vital in ensuring the longevity of the product and its perception from end-users. Over the last few years, paper has continued to be a contentious material in the eyes of certain industries as it has become the victim of false information and greenwashing. As more brands and businesses switch from plastics and harmful materials, paper and paper-based products have become a popular alternative for a variety of uses. With this in mind it's essential that paper continues to be celebrated and showcased due to its extreme versatility and potential, especially within the speciality paper sector. Used for an array of purposes, speciality paper can be found in industries like photography, medicine, food and beverages, publishing, and home décor. So, what are some of the examples of the speciality papers out there, and how much can they really affect a printed product? Premium Products It’s evident from looking at the way that businesses are changing in 2023 that many key decisions are driven by a company’s quality of output, its people, and its sustainable credentials. Paper is a product that can help support all of these objectives, whether it be via the materials you use for products such as business cards, packaging, and exhibition stands, or even your internal communications, for example company newsletters, welcome boxes, and office décor. The quality of the print will also influence how the material is received and experienced by the consumer. Both the paper and the print need to work seamlessly together. Discussing the use of speciality papers, sales and marketing director at James Cropper Papers, Nick Barnes, says: “Despite living in an increasingly digital world, consumers still crave that tactile experience and this needs to be nurtured when looking to deliver a memorable experience that can elevate a print project. “The colour and type of paper selected needs to align with the message the organisation is trying to portray, and the expectation of the consumer. For example, environmental and sustainable marketing materials may lean towards a base stock in a natural colour palette with a high recycled content to help reinforce the messaging. Whereas, if an organisation is trying to convey luxury, a higher quality of paper with ADDING A SIGNATURE TOUCH As paper becomes more and more popular due to its sustainable credentials, what options are in the speciality paper sector, and what are the advantages of using them? 73 TASTE FOR SUCCESS / SPECIALITY PAPER July / August 2023 - Issue 343 email: news@printmonthly.co.uk
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