Print Production Essentials: Choosing Paper

with Chris Harrold

Specification Steps

STEP 1
Start with a swatchbook. (Available from the paper mill, your paper merchant or online.)

STEP 2
Select your paper. First choose a grade then finish, color and basis weight. Check the swatchbook chart to
be sure the combination you want is available.

STEP 3
Request printing demonstrations on your paper. (Available from the paper mill, paper merchant or printer.)

STEP 4
Order a paper dummy from your merchant or request sheets to make your own paper dummy. (Specify
dimensions, number of pages, bindery and folds.)

STEP 5
Check your dummy for the appropriate feel, opacity, evenness, weight, etc. Get approval from your client,
mail house, printer or other stakeholders.

STEP 6
Specify the paper to your printer. They will decide on sheet size and grain direction as part of the
estimating process. They may call several merchants to receive competitive pricing. Make sure the printer
knows who your merchant is.

STEP 7
Your merchant orders the paper from the manufacturer and resells it to the printer.

STEP 8
In many cases the printer, or bindery, will make one more dummy of the job for approval.

Print Production Essentials: Choosing Paper with Chris Harrold

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Specification Checklist
The look, feel and color of paper can improve response rates, present a particular image, or evoke a
desired emotion. When specifying paper take time to consider:

Consider

Is the perception of quality important?

Which finish, color and weight will best create the effect you want to achieve?

Will your design have heavy ink coverage, fine detail or lots of text? What printing process/es will
you use—digital, offset, or web?
Bring your printer into the paper discussions early on.

What kind of images are you printing and how important is contrast?
The more important the contrast, the whiter the paper you need.

Are there multiple components that must coordinate—stationery, envelopes, folders, business
cards, brochures or mailing labels?
Look for paper grades with coordinating text, cover and writing weights.

Do you need envelopes? Call your merchant for availability.

Is show-through a concern? Test the opacity of the paper you are considering.

Are mailing costs a concern? Weigh a paper dummy and add a bit more for ink to estimate mailing
costs.

Will it mail as a postcard? Check the caliper of the paper in the swatchbook or online.

Does it need to send an environmental message? Look for paper with clear environmental
certifications.

What’s the deadline? Check availability with your printer or merchant.

How long does it need to last? For work that lasts look for acid-free or archival paper.

What’s the budget? Paper can account for up to 35 percent of total printing costs. Make sure you
know how much you have to work with.

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Print Specs Checklist
Print specifications, or print specs, list all of the job requirements of a job. The print specs you develop are
used by the printer to accurately quote your job. Your specs should include:

Schedule

Delivery date File release date

Project Details

Document trim size Number of pages Quantity

Ink colors

Paper brand, grade, shade, finish and weight

Bleeds

Critical crossovers

Artwork concerns

Proofs required

Special processes or effects

Bindery and finishing details

File Preparation

File formats

Expectations

Press check expectations

Billing and shipping instructions

Print Production Essentials: Choosing Paper with Chris Harrold

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