5 Creative Catalog Techniques That Save Paper Costs
∗ Paper weight: If you're printing a catalog with only a few pages, "use something heavy, like 60-pound paper. If you use 40- or 50-pound paper, your catalog will be too floppy and look cheesy in the mail."
∗ Paper grade: While people in the agency world love to run on brighter No. 1 or No. 2 grade paper, "check out No. 3 or No. 4 freesheets," Worthington-Levy said. "Oftentimes they're just as nice, bright, white and opaque as a No. 1. You'd be surprised."
Also, look at paper samples very carefully, showing them to your art or creative directors to ask for their opinions. "Lay the paper on top of black-and-white type so you can judge how opaque it is," she added.
∗ Paper color: "I prefer paper that's a blue-white color to a yellow-white color because I like how colors look on it," Worthington-Levy said.
∗ Gloss? Matte? Dull? "I prefer a matte or dull finish because people who receive catalogs often like to write on them, and a dull or matte finish won't smear as much," Worthington-Levy said.
5. Format change. Try a few different format versions, Worthington-Levy said. Even though you may spend more, you'll get better response. Try a slim jim [or a letter-size catalog] for a special sale, she suggested. Or, try a tabloid-size for catalogs or annual newsletter-style catalogs.
"Switching out formats may cost more, but it keeps customers on their toes," Worthington-Levy said. "They'll be getting different formats from you, but as long as your brand, look and feel are consistent and your logo is clear, you won't lose customers." Before changing formats, however, "ask your printers what they've run for other people that's different; then ask for samples and pricing," Worthington-Levy recommended.