The tactile effect

Paper creates a tactile experience by engaging the senses of touch and sight in a pleasing way. Physical properties like texture, weight, and even scent can impact our brain’s attention, memory encoding, and emotional processes and responses.

In his research paper, Sensory Marketing, Bertil Hultén found that “Seeing is reinforced by touch, in that touch helps us get a fuller understanding of what we see”. He recommends that companies use the “multi‐sensory brand‐experience of sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image”.

Touch can be a powerful element in your marketing strategy. The quality of the paper you choose can influence the reader towards ‘seeing’ your brand the way you want them to. Specialist print techniques such as embossing or foils tend to create a sense of importance and urgency by highlighting details, and smooth glossy paper can evoke a perception of luxury or professionalism.

Hultén concludes that “The more variety in one or more of these material attributes, i.e., texture or weight, the more likely a consumer will be motivated to touch it for purposes of product judgment”. So, if you want to impress think about using a smooth glossy paper as well as a second element that communicates luxury or professionalism such as embossing or gold foil.

High quality and recall

When your aim is to leave a lasting impression, choosing the right paper quality can make a significant contribution.

Research suggests that marketing presented on high-quality paper is often recalled more quickly and accurately than those presented digitally or on lower-quality paper. This phenomenon is due to the deeper brain processing triggered by the tactile experience which leads to better memory processing and recall of what was seen.

In their fascinating paper exploring evidence of the link consumers create between quality and recall (An empirical test of customer retention - Perceived quality link: Strategic management implications), doctors Onyeaso and Adalikwu found that not only do people think quality in a marketing product means a higher quality in the product it’s advertising, but they retain that positive feeling about it into the future.

They concluded that “Customers memories of quality linger on beyond the current period to positively impact customer retention levels in the future. The findings of the paper have strategic management significance about quality and customer retention.”

The higher the paper quality, the more you’re inviting the reader to lean in and experience its message. They will be more inclined to think positively about your business and remain positive about it.

Expert tips for choosing paper

Here are some Glide Print expert tips for paper choice that will give your marketing products an edge.

Texture. A matte finish is the most common type of paper for printing because of its excellent ability to absorb and display ink across the colour spectrum.

Textured papers tend to be used for special purposes such as invitations or unique marketing concepts. As with all specialty papers, care needs to be taken with the design and print process as the texture affects how the ink is absorbed and how clear the text or image displays against that background. Talk to a print expert before designing with textured papers.

For materials with detailed attention such as product specifications or technical information, opt for uncoated papers as they can increase the perceived importance and clarity of the information.

Weight and Thickness. Heavier-weight papers, 100 gsm and above, convey a sense of durability and substance which is going to enhance how the value of your marketing product is measured. Thicker papers also tend to feel more substantial in the hand so they make a stronger impression.

Finish. Choose a matte, satin, or glossy finish based on the emotional response you want. Matte finishes are often associated with elegance and readability, while glossy finishes can convey vibrancy and modernity.

Colour. Consider the impact of the paper’s colour on readability and emotional response. For example, warm off-white or cream-colored papers are better for readability than bright white papers, especially for longer texts.

Sustainability. Consider the eco-friendly option of recycled paper to align with customers’ rising ethical expectations and contribute to a positive brand image.

Print quality. Along with making an informed choice of the best paper to use, consider the quality of the print. Only an experienced print professional can consistently supply you with top quality print across all your products.

Simple tips like these can help you create memorable marketing campaigns that resonate more deeply with your target audience. Your choice of paper isn’t only about aesthetics but is a critical element in shaping how your message is perceived and remembered.

Quality matters.

People who read expertly printed material are more likely to associate your business with quality, reliability and satisfaction with your products so it’s worth taking the time to choose your paper and its finish so they complement your message. Paper’s versatility and tactile qualities mean even small changes can reap rewards.

DESIGN SERVICE

The visual impact of professional quality graphic design is crucial to the success of all your marketing products.

Our designers are fast, creative and professional. We can add to your existing products or create a beautiful design from your ideas.

Glide Print supply all design work from simple tasks like getting your artwork ready for print to creating complex documents such as annual reports and marketing packages. We work closely with our clients to make sure your branding is consistent and the print quality is excellent across all your products.

All of our designers are based in Australia, we don’t outsource our work overseas. You receive personal attention from someone you can talk to and meet. It’s all part of Glide Print’s outstanding service to you.

Like all our products, we supply our design services at Glide Print’s competitive prices.