Different papers have different technical properties and tactile feel. The choice of paper grade looks different depending on what type of publication you are making and how you are sending it out. Here's an overview of some common types of catalogues and other printed matters. Start by defining what you want to achieve.
Paper for high-end catalogues
The paper choice is very important for the high-end catalogue. The catalogue is sent out to create an impression, so it would be a waste not to use the tactility as a tool to achieve this impression. Coated papers with a glossy or matte finish are common, but just like in the magazine segment, uncoated papers have started to attract interest. A matte surface makes it possible to stand out with effects like embossing, partial lacquer coating or UV coating.
If you would like to make your paper choices within the Holmen family, you can go for Invercote on the cover and Holmen EPIC, Holmen VIEW or Holmen TRND for the insert. Our uncoated fresh-fibre papers have bulky properties which enables a thickness and somewhat higher stiffness in the paper, even though it has a characteristic and comfortable lower weight. The low weight is also an extremely relevant feature when the catalogue is used at an exhibition or trade fair.
Paper for large-volume catalogues and direct mail
Catalogues that are made to be sent out in large volumes, such as product catalogues or weekly offers, also need to attract and inspire the readers. But because of the large circulation, distribution will make up a large part of the cost. And we should always keep thinking about the environment, to make as sustainable communication choices as possible.
This is why light-weight paper grades are more widely used for direct marketing. Our SC-paper Holmen UNIQ, which is super-slim with a double-sided smooth surface, is very appreciated for this use. It comes in different grammages from 37 gsm to 50 gsm to cover different needs. Holmen XLNT is another highly competitive paper that helps you keep down the cost for production and distribution. In the MF-paper segment, machine finished paper, we also offer Holmen PLUS, with qualities that compare well with significantly more expensive products.
Roll or sheet printing
Paper is manufactured and delivered in rolls. Paper for catalogues or direct mail in large circulation is normally supplied to the printing house on reels with an agreed width (normally between 0.8-2.5 meters). The printing house usually takes care of printing, cutting, binding, and sometimes wrapping or packing before distribution.
The web printer press is made for printing, folding, and handling of large print editions from paper rolls in a fast process which reduces overhead costs and production time, as long as there are no standstills. Our customer care set-up makes sure our paper rolls are delivered in the right time and place to fit the planning.
Holmen Paper always offer technical support, and we work in close contact with most of the European printing houses as well as with printers all over the world. We are experts in facilitation.
Paper sheets for catalogues or direct mail
But many digital and offset printing presses aren't constructed for paper rolls, instead they are sheet-fed. Sheet-feeding is common especially for smaller printing presses or smaller circulation luxury catalogues with different paper grades for cover and insert.
Holmen Paper cooperates with paper converters and wholesale specialists to provide paper sheets for your needs.
Direct marketing research and effects
Here is some inspiration from the world of printed catalogues and direct mail. There are many examples of research showing a better effect from printed material has better effect than digital communication.