Catalogues serve a critical marketing function, allowing brands to tangibly showcase their products and services. However, beyond the compelling imagery and persuasive copy, the very paper a catalogue gets printed on significantly impacts perception, durability, and overall effectiveness. So what paper are catalogues typically printed on? This definitive guide explores the most common catalogue printing papers, their unique characteristics, and key selection criteria brands should consider.
Coated vs. Uncoated: The Main Paper Categories
When selecting paper for catalogue printing, the first decision involves coated versus uncoated stock. Each offers distinct benefits depending on the specific catalogue and campaign goals.
Coated Papers
Coated papers feature a layer of clay or other material that creates a smooth, sealed surface ideal for vivid color reproduction and high-quality imaging. The coating prevents ink absorption, allowing it to sit neatly on top of the paper. As a result, coated stocks deliver superior print definition essential for product catalogues.
Glossy finishes provide a polished, light-reflective appearance well-suited for showcasing fashion, jewelry, electronics, and other visually-driven products. Satin finishes reduce glare while maintaining a smooth surface. Meanwhile, matte papers limit light reflection altogether for a sophisticated, understated look favorable for catalogues blending text and images, like home furnishings brochures.
Uncoated Papers
In contrast, uncoated sheets lack a sealed coating, leaving the paper’s natural porous texture exposed. This enables ink absorption rather than surface sitting. While image reproduction appears slightly softer, uncoated stocks convey an organic, tactile feel that communicates craftsmanship. Brands seeking sustainability credentials often select uncoated papers made with recycled content. Additionally, because ink penetrates into the fibrous structure, uncoated pages resist wear over long-term use.
Weight Considerations
Paper weight, measured in grams per meter squared (GSM) or pounds (lb), affects catalogue quality, feel, and production costs. Heavier sheets signal enhanced durability and value but reduce flexibility and raise expenses. Lightweights options keep costs low yet sacrifice sturdiness.
Common Weights:
- 80 GSM: Light-duty usage like direct mailers
- 90-120 GSM: Optimal balance between economy and resilience for mainstream catalogues
- 150+ GSM: Premium selections for luxury brand showcase pieces and high-impact pages
Key Technical Specifications
Surface Properties
Coatings influence texture while smoothness levels correlate with print quality. Gloss meter and Sheffield tests help catalogue brands evaluate papers.
Smoothness Recommendations
- Electrophotography: Rough uncoated up to 150 Sheffield
- Offset Lithography: Smooth coatings above 150 Sheffield
- Inkjet: Swellable coated media between 100-150 Sheffield
Opacity And Brightness
Opacity indicates light resistance for dual-sided printing. 90% opacity enables visibility without showthrough. Brightness measures color reflectance–printed images seem more vibrant on brighter paper stocks.
Environmental Credentials
As sustainability grows increasingly important, forests certification through credible programs like FSC and SFI verifies responsible sourcing while recycled material integration reduces ecological impact.
Trends To Watch
Emerging catalogue paper innovations center on improved sustainability and specialized coatings tuned to modern digital presses. Expect proliferation of tree-free hybrid papers alongside stochastic, high-definition, and soft-touch surfaces.
By balancing visual impact, durability, perceived quality, cost factors, and environmental considerations, brands can leverage paper selection in their catalogues as a powerful branding and communications tool. The substrate directly interfaces with the customer, conve conveys brand values through look and feel. As a foundation of catalogues, paper merits in-depth strategic evaluation by marketing teams aiming to maximize results.