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Slippery When Mailed Gloss with Caution Winter 2005 To gloss or not to gloss? It's the age old debate between form and function for direct mail. And while glossy paper stocks may look and feel exquisite, they often create more problems than they are worth. On the creative side, glossy stocks are the crème de la crème of paper. High gloss paper makes good graphic design look great, feels like satin and makes even the crummiest product look irresistible. Why not use it for everything? There are many reasons. Glossy paper doesn't mail well for one. Standard inks used for addressing and bar coding mail slip right off high-gloss coatings. High priced specialty inks are available, but are not reliable solutions. The result is typically great looking mail with a big, white label stuck to it. So much for good paper producing great-looking mail. Most glossy mail must be addressed with a label instead of printing the information directly on the piece. Labels add to cost and are an unattractive alternative in addressing. Glossy papers also create headaches in the mail stream. Slippery papers are difficult to feed through the many machines mail goes through before delivered to homes. This slows productivity and increases delivery time. Rest assured, there are solutions. There are many different types of coated paper and some mail better than others. Matte and dull coatings mail well, as do semi-gloss papers. Many mailers compromise between design and function and go with a paper stock that is only coated on one side. That way your address information is safe and your art can look great. |
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