Variable Data Inkjet is all the rage these days—and it should be.

After all, it offers marketers the long-awaited opportunity to achieve higher response rates through four-color, highly personalized one-to-one communications.

But for Variable Data Printing (VDP) to be successful, marketers must pay particular attention to the fifth color: paper.

While paper stock has always been an important factor in print production, it is even more important when switching to VDP. In part, this is due to the simple fact that traditional printing presses accommodate a larger variety of paper stocks and coatings, while stock selection for VDP inkjet requires some forethought and planning.

When choosing paper for your next VDP inkjet campaign, focus on these key areas:

1. Brightness: The more light a paper reflects improves your ability to see color images, so the brighter the sheet, the better your campaign will look. For example, photos appear brighter—and colors more vibrant—when printed on paper with a brightness rating over 96. Ask that “Brightness” always be documented on any paper samples you request to ensure a good outcome.
2. Porosity: If paper is too porous, ink will “dive down” into the sheet. The optimal paper for VDP production is treated with a coating to avoid the risk of unpleasant things like mottling, ghosting, image smearing, or show-through on the sheet. Specify “Inkjet Treated” or “Inkjet Coated” paper to avoid these issues.
3. Opacity: Another important factor in selecting the right paper, opacity measures how well a material prevents light from passing through it. Whereas standard 50# or 60# offset paper is somewhat translucent, heavier papers are more opaque. The more opaque, the less likely printed text and images will bleed through to the other side.
4. Weight: The higher the paper weight, the thicker the sheet of paper. Not only do heavier stocks yield crisper text and less ink bleed, they also lend an aura of importance not found in flimsier products. If you’re looking for a heavier stock, be sure to talk with us ahead of time to determine the optimal weight for your next promotion. Also, bear in mind that at Polaris we can use up to 10 pt stock on our VDP press, which provides even greater impact for your mailing.
5. Tensile: How easily the paper tears—e.g. the tensile strength—is a good indicator of its ability to resist the stresses caused by manufacturing equipment—and ultimately, the end user.

As with any print campaign, it’s best to discuss your paper options before beginning a campaign. Provide us with some examples of the variable, four-color images you plan to print, and based on those examples, we can help you choose the best paper option for your printed piece.

Want more info? Email info@polarisdirect.net or call (603) 626-5800 today.