Key question
How does the material itself become part of your design?
Printed matter is seen, touched, used, and eventually disposed of. Paper, print, and finishing all play a part in how a brand is perceived and whether a product fulfils its purpose. That is why the choice of materials should be part of the design process right from the start.
Learning objective: You are able to identify the requirements for printed matter and, based on these, formulate a clear materials briefing for the printer.
You choose materials; they don't just happen.
1.1 / Material speaks to you
You feel a printed piece before you read it.
With every printed item, four levels interact:
01
Message
A rough, natural card has an artisanal feel, whilst glossy paper tends to look more modern or commercial.
02
Feel
Surface finish, rigidity and weight shape the initial impression in the hand.
03
Function
The material must deliver what the printed item is made for: folding, protecting, writing on.
04
Costs & Environment
Every choice influences the price, resource consumption and disposal.
These aspects are interconnected: heavy cardboard feels premium, but costs more in terms of materials and postage. Choosing the right material strikes this balance and starts with the very first sketch.
Material is a message you can touch.
1.2 / Clarify requirements
Ask first, choose paper later.
Before ordering samples, check with the client what the printed material needs to achieve. Who will use it, how often, for how long and where? A café menu requires different qualities to a flyer that ends up in the recycling after just one day.
Budget and environmental goals also belong in the brief. Rather than being constraints, they provide a creative framework: with clear guidelines, you will find a good solution more quickly.
01
Lifespan
How long and how often will the printed material be used?
02
Budget
What is the maximum cost per item and in total for the printed material?
03
Environment
What environmental goals does the client have, and how will the printed material be disposed of?
A good brief is half the battle when choosing materials.
1.3 / Talking to the printer
Asking early saves money later.
Printers know their machines, paper stocks and prices. If you involve them early on, you will get samples and honest advice on what is feasible. For an initial conversation, a brief outline covering the purpose, use and general parameters is all you need.
Request a dummy sample: an unprinted copy using the actual material and format. This allows you to check the feel, weight and folding behaviour before anything is printed.
Ask early, ask specifically.
Exercise
Read material
Task: Analyse three printed items from a bakery or café near you.
STEP 1
Collect three printed items such as a business card, flyer, or bag.
STEP 2
Describe the material, feel and impact of each piece of printed matter.
STEP 3
Assess the purpose, lifespan and budget.
STEP 4
Suggest a better material for one of them and explain your reasoning.
Evaluation: Does the material match the message and the intended use? Where do you see contradictions?