Does Paper Selection Matter?



Certainly great design is essential. But have you ever wondered if the paper you select for your designs really matters? Does the paper help your client:

  • Further enhance the perception of their brand?
  • Increase the likelihood of consumers taking action to purchase the advertised product or service?

A recent study by MarketLab of 300 consumers in four major U.S. cities set out to determine just that. It involved an identical design for a fictitious health care company, and five popular competitive paper grades. Consumers were asked to rate each printed piece individually on a series of attributes, followed by a forced preference.

The Winning Paper … By A Long Shot

One paper, WestRock’s Tango, stood out from all the rest. In terms of enhancing the perception of the advertised brand, 45% more consumers had a favorable impression of the advertised brand on Tango, while there was basically no difference across the other four papers tested.

Likewise, for likeliness to take follow-up action toward purchase of the advertised brand, Tango had a remarkable 29% more consumers saying they were definitely likely to take action, while there was no difference across the other four papers tested.

When asked why they preferred the sample printed on Tango, here is a sampling of what consumers said:

“I would feel like the company I got this from cares about their image and their brand”

“The shade of white is perfect because it is a pure white, which makes it look clean and professional”

“I feel the materials used are higher quality”

What This Means for You and Your Clients

Tango: The Perfect Paper for a Wide Range of Applications

With a full range of cover weights that include folio, digital, large and wide format – each with a matching shade regardless of size, grade and caliper, Tango is there to meet your needs.


Get a copy http://bit.ly/2kDRXIp of the full Tango brochure on this latest consumer study right now!

*With sequential monadic review, consumers were asked how much they agreed or disagreed with statement: “The quality of the printed sample makes me have a more favorable impression of the advertised product or service”. Graph illustrates those consumers who “Agreed Completely” with this statement. Commodity line represents the average for four grades other than Tango. The “45% more consumers” is based on the percentage lift in the number of consumers that Agreed Completely for Tango vs. the Commodity average.

**With sequential monadic review, consumers were asked: “Based on the overall quality of this folder, how likely would you be to go to the website for more information about this company.” Graph illustrates those consumers who said they “Definitely Would.” The “29% more consumers” is based on the percentage lift in the number of consumers that said they “Definitely Would” for Tango vs. the Commodity average.

***For consumers who stated a printed sample preference, Tango was selected more than 2 to 1 against all competitors for the listed categories. Rankings ranged from 2.4 to 1 up to 4.5 to 1 depending on competitive sample and category. Consumers were then asked for comments to further explain reasons for their preference.