When designing brochures, catalogs, manuals, flyers, and more, Geber not only ensures the design aligns with the client’s project goals and needs but also provides professional recommendations on printing processes and paper materials. Beyond layout aesthetics and clear information delivery, print and finishing choices are key factors that can elevate the overall design and enhance its intended effect—making paper selection and application inseparable from visual impact.
Beyond Glossy Art Paper: Better Choices Await
For standard printing needs, commonly used papers include woodfree paper, coated art paper, matte-coated paper, and light-coated paper. These are widely available, cost-effective, and quick to print, making them common in everyday usage. However, they often fail to provide distinctive sensory experiences—such as texture or visual refinement—and don’t leave a lasting impression of your brand.
With expert advice, however, selecting the right paper and printing method can shift your audience’s experience from “feeling” to “perceiving,” creating a tactile and visual connection that builds a deeper psychological impression of your brand.
Types of Paper
Paper is generally categorized into two types:
- Coated Paper
- Uncoated Paper
Coated paper is made by applying a layer of coating material to base paper (raw paper made from virgin pulp), then drying and flattening it to create a smooth surface suitable for printing and finishing. Uncoated paper lacks this layer. The easiest way to distinguish them is by their surface gloss—coated paper reflects more light due to its finish and varies by the amount of coating: light-coated, semi-coated, and fully-coated. More coating = sharper gloss; less coating = subtle sheen. Uncoated paper has a rougher or completely matte surface.
Heavier coatings require longer ink drying times. Additionally, every paper batch may have slight thickness variations, and every printer has its own color accuracy tolerance. These nuances all factor into choosing the right paper and managing tolerances within an acceptable range.
Printing Behavior on Different Papers
Paper texture and composition also affect how colors appear when printed. Papers with more prominent or deep textures may result in uneven color application, especially for large areas. This might require thicker ink layers for even coverage, which in turn increases drying time and risks set-off (when wet ink transfers onto the back of the next sheet). To prevent this, we often recommend applying an aqueous coating that acts as a barrier between the ink and the next page, preventing set-off and accelerating drying. This coating adds a subtle shine while preserving the natural texture of the paper.
Using a matte lamination instead would cover the entire surface, masking the unique feel of specialty papers and diminishing their value.
Client Success Stories at Geber
Many of Geber’s clients have grown tired of standard coated papers and seek ways to elevate the quality of their printed materials. Through our professional recommendations, even government organizations have come to realize the dramatic difference between basic art paper and high-quality alternatives. Though these premium materials may come with higher costs, they significantly enhance perceived brand value and communicate the care and intention behind the brand—leaving a more impactful and refined impression on their target audience.
