One of the biggest expenses in any direct mail campaign is paper, so planning wisely can help you stretch the dollars in your marketing budget. Here are some simple ideas for specing paper that can reap huge dividends in both creativity and cost.

When we think about paper, the first thing that often comes to mind is aesthetics: brightness, texture, and decorative elements. Watermarked linens convey gravitas. Less bright stocks with imperfections reflect environmental responsibility. Super bright whites and smooth textures convey a professional image.

Designers use these characteristics to elicit an emotional reaction from their audiences. However, many of these stocks […]