In fact, you shouldn't think about choosing paper based on the highest quality available, or the highest quality you can afford. Rather, you should figure out the most appropriate quality paper for your needs because most appropriate equals best.

The point is -- no one sheet fits every project. Paper is complicated. It is three-dimensional and, in addition, no two print jobs are ever alike. The ink coverage, batch of paper, and moisture in the air -- all will affect the production of a printed piece.

We've compiled our top ten tips to help you find the right paper for your projects and here in Part 1, are 3 priorities to consider when making your selection.

Consider Paper Early On
As soon as the preliminary design is done, spec your paper and get quotes from printers. Tell your printer you are open to suggestions, not substitutes, but suggestions.

Depending on the sheet size your printer plans to use, small changes like 1/16th of an inch in the width of your piece can sometimes make a big difference to allow the job to fit better on the sheet. At this stage, you can still make small adjustments to the design, but not when the client has signed-off on the final proof.

Getting your quotes early will also make you aware of any turn-around times you should consider in your deadline. Make adjustments if the paper you have specked is readily available from your local merchant (1 day) or has to be shipped from the mill's warehouse (2-5 days).

A lot of mills also offer custom sheet sizes to minimize your paper waste and help you save on your overall paper cost. But you need to know early, which paper you want to print on, as these orders can take anywhere from 5-14 days.

I know paper availability is a big concern for many of you, so we will have an extra Paper Tip about this in a week or two.

Personality
Consider the life span of your printed piece. Is it a direct marketing piece, that on a good day, 5% of the recipients will look at? Or does your piece have a longer life span like an annual report, a marketing brochure or catalogue?

The personality of your piece, its life span, texture, color and coating determine the price range and quality of your paper, in addition to your budget.

Ask yourself what impression the piece should make. A non-profit organization asking for financial support sends a mixed message when its mailer is printed on a premium stock. Premium paper suggests luxury and the recipient may think, "why bother, they seem to have enough money anyway."

If you are printing a job that reflects environmental issues, choose papers with recycled content, visible fibers or a mixed composition with a lower brightness and a texture that conveys the environmental feel.

For projects that suggest luxury, metallics, iridescents, suede, leather and other specialty papers create a stunning first impression.

Finish
When designing a piece, we designers have a very clear idea of what kind of finish will enhance our design. Some designs ask for gloss, some need a matte finish -- don't mess with us, we know what we want.

If color and crisp image or photographic reproduction is your concern, a coated gloss, matte or silk sheet is always a great and safe choice. But, there is definitely a trend toward uncoated sheets.

Large corporations are aiming to portrait a softer, more understated image. With fluorescent inks and knowledgeable prepress technology, the natural surface of uncoated papers is an ideal background for four-color process printing.

The paper is not only there to give the ink a foundation, but to enhance the design of the image you want to portray. A great example is the Eddie Bauer piece that fits the company's personality to a "T." The texture and feel of the uncoated Neenah stock gives the impression of a sketchbook or diary kept while on a relaxing trip through the great outdoors.

Create a special interest even with a one-color print job. Don't shy away from trying something new, like unusually textured or specialty papers that already are a trend in Europe and are gaining more and more popularity here. The new generation of production techniques make it easier to convert, print and finish these sheets.

Check back for Part 2 and Part 3 of "How to Choose the Right Paper."