Brochures are an important extension of your company and branding. They are your frontline, possibly the first to ‘meet’ your potential customers.
And first impressions are formed the moment your customers touch your brochures.
According to a survey, 24 percent of customers who have a good first impression are likely to remain loyal for up to two years, while 87 percent of customers will probably tell others about their good experiences.
Studies have shown that we only have about three to seven seconds to make a strong first impression, and once these impressions are formed, it is extremely hard to change them later.
The paper weight you choose for your brochure is therefore very important as it determines whether a piece feels ‘low-quality’ or ‘premium’, which would then affect your customer’s opinion about your business within that first few seconds.
So before you go ahead with your brochure printing, think about how you want to make your customers feel.
What is the best paper weight for brochures?
This really boils down to preference, but in general, here is a quick guide:
- 80-100gsm: This is rarely used for brochures as it is considered too thin and light
- 115-150gsm: The most common and ideal
- 200gsm and above: Generally considered too thick, but may be used for brochures with special purposes, i.e. luxury brand brochures and menus
How do you choose the best paper weight for your brochures?
There are a few factors to consider when making a decision on the best paper stock for your brochures.
Cost
The thinner the paper, the lower its cost. However, it is not recommended to go for the thinnest paper available, because, besides making the brochure look like it is of poor quality, it also lacks the structural stability and will be easily torn. A 150gsm paper is one of the better options as it feels substantial and comes at a reasonable price.
Usage
If you plan to use your brochures for a direct mail campaign, bear in mind that thicker paper could affect the delivery cost. However, stay away from papers that are too thin, because your brochures will need to be able to withstand the freight and shipment process.
Are your brochures meant to be given out at public places, where they would be grabbed and stuffed into bags that already contain a million other items? Or will they be politely given to potential clients at proper, sit-down meetings?
The Overall Package
How many panels or folds will your brochure have? Thicker papers are normally not recommended for brochures with 8 panels, as it would fold up to be too thick and bulky, and may not present beautifully to the customer.
It’s time to make your brochure pull its weight and get some good impressions formed! Contact our team at Printroom today for your brochure printing needs.
