Appearances count in the business world. As much as our parents’ have told us not to, we can’t help but judge a book by its cover. It’s human nature. Naturally, if a potential business partner walks into your office wearing a suit, you’re probably more likely to do business with him than if he wore shorts and a t-shirt.
The same mentality applies when a customer receives a piece of stationery from your business —be it a brochure, greeting card or letter. Customers associate high quality stationery with a high quality product or service. So in many instances, this is what you’ll want to send them.
So does that mean every business should simply send the highest quality stationery? Well, not exactly. Let me explain.
What is good stationery?
“Good stationery” is truly in the eye of the beholder. In other words, it depends on the customer. For example, a hardware store that sells hammers, nails and construction supplies shouldn’t send customers the same type of stationery as a company that sells high-end beauty products.
send customers the same type of stationery as a company that sells high-end beauty products. The beauty company may send their customers a promotional letter with a glossy coating. While this would be appropriate for the mostly female customer base, a glossy coating probably wouldn’t make a whole lot of sense for the blue collar, predominantly male customers of the hardware company.
The beauty company may send their customers a promotional letter with a glossy coating. While this would be appropriate for the mostly female customer base, a glossy coating probably wouldn’t make a whole lot of sense for the blue collar, predominantly male customers of the hardware company.
Essentially, your stationery needs to be aligned with your customers’ values but also reveal the quality of your product. To do this, you’ll first need to determine the stationery’s weight.
What weight should you use?
Generally, stationery weight ranges from 80 to 120 gram with 80 gram being the most common. For prints such as reports, announcements, letterheads, and invitations, 80 – 100 gram is suitable.
Prints these weights are durable and can withstand frequent handling, yet still look beautiful and demand attention.
So when should you choose thicker paper? The answer is pretty simple. Thicker paper implies esteem and credibility. So when you want to exude an air class or prestige, we recommend trying 120 gram stationery. Not only will this impress customers, but the paper itself will beautifully display graphics and other imagery.
Of course, there are times when you’ll still want to go even thicker. Business cards, brochures, menus and report covers should all be printed in the 250 – 350 gram stock ranges.
What type of paper is good?
After you’ve chosen your weight, you should next think about the type of paper you want to print on. You have a lot of options here. A glossy coating can grab attention and help make your stationery pop or stand out. Matte stocks are subtler, yet they can suggest an heir of exclusivity to your business.
Remember though, you also need to think about your customer. If you’re an environmentally conscious company, then perhaps it’s best to print your stationery on recycled paper. This, obviously, reminds your customers that you care about the planet and reducing waste.
For many business owners, determining the type of stationery to use can be difficult. We want to remind you that Asia Media is always here to offer a helping hand to design the right stationery for your business. We can walk you through the entire process, and our decades of expertise are sure guide you in finding the perfect stationery your customers love. Contact us today to learn more.