Articles: paper

Paper tends to be decided last, and yet it shapes the first impression before anyone reads a word. The articles here sort the subject out in practical terms: what thick, stiff card gives you, how cream and kraft shades behave, and when it is worth reaching for something with a texture you can feel.

What to look at

• thickness and stiffness - cards and invitations should hold their shape, a leaflet can be lighter
• smoothness - smooth paper holds fine detail, a rougher sheet adds character
• finish - matt feels calm and pleasant in the hand, gloss lifts photographs
• the colour of the paper itself - white, cream, grey and kraft change the whole mood
• where it will live - something carried in a pocket takes more handling than a card left on a table

A film can be added on top: gloss, matt or Soft Touch, which feels a little like suede. It is the simplest way to make an ordinary card feel carefully made.

Decorative and eco papers

A separate group of texts covers papers with a sheen, a ribbed surface or a noticeable structure, along with sheets that keep a natural, raw look. The rule is much the same in both cases: the more expressive the paper, the quieter the design should be. On a textured sheet, fine detail and soft transitions show less clearly and strong colours come out gentler, so large letters, simple marks and plenty of empty space work best. It also pays to think about the envelope early, so it matches the invitation instead of being hunted down at the last minute.

If you are torn between options, ask how long the piece should stay with the person receiving it and whether it will be picked up and handled - the answer usually points to the paper on its own.