Weigh Your Paper Options

However, she continues, “You can stretch your brand only so far. We don’t want to be printing on low-quality paper when a big part of our brand [image] is quality.”

Should You Change Your Catalog’s Paper?

Industry experts offer some rules for changing the weight of paper you use for your catalog:

• Consider what your brand demands of your presentation.
• Pay attention to the paper that other catalogs are using, and look for bulk rates.
• Calculate how much you’ll save with the lighter-weight paper.
• Measure any change in your response rates with the new paper over an extended period of time.
• Weigh the estimated savings against any detected change in response rates.