View PrintWeek's Buyers' Guide to Letterhead paper

It comes as no surprise to hear that, when choosing paper, most print buyers are looking for quality at an affordable price. However, finding a grade that fulfils both criteria is not as simple when it comes to letterhead paper.

One option is switching to lighter grades, something that Angela De Vorchik, operational marketing manager at Arjowiggins Graphic, says has been happening more often recently thanks to the recession.

Yet there is still a lingering fear that choosing thinner paper might be detrimental to a brand's image, given that letterhead papers serve two primary purposes: to communicate to customers and to promote a company's image. On the flipside, going for a bulkier paper with a lower grammage, isn't necessarily the answer either, according to De Vorchik.

"The perception that bulky papers offer better quality and, therefore, value can be misleading," says De Vorchik. "In letterhead applications, the strength of the paper is an important characteristic and this is dependent more on its fibre content than its thickness."

Colour concern
Another consideration that print buyers have to bear in mind is the impact of a brand's colour and the choice of paper available in order to match the company's logo across all literature and promotional materials. According to a recent survey by trademark law firm Withers & Rogers, 64% of marketers thought brand colour was more important than slogan, typeface or logo.

It is, therefore, important that print buyers pick the right substrate when purchasing their letterhead paper. For example, a corporate mailing pack might include a brochure that uses a matt-coated grade, but the company logo will need to be the same colour as on an uncoated letterhead.

As companies move towards brighter, more vivid colours for their brand identity, getting the colour right is crucial and as a result paper manufacturers are working to ensure their substrates fall within ISO tolerances. In terms of colour trends, bright white and natural colours still remain popular with businesses, as do environmental options. Despite the recession, manufacturers report that there is still a high demand for environmentally friendly letterhead paper.

"Nearly three-quarters of business users say this is important when selecting paper for external business communications and over half say they have swapped to a more environmentally friendly brand," explains Peter Harrison, operational marketing manager for fine papers at Antalis.

What's new in letterhead paper...

• Robert Horne, PaperCo and Antalis have all said that they have not yet received official notification of forthcoming price rises, while manufacturer/merchant Fedrigoni UK says it plans to freeze its prices until the end of the year
• In June, Arjowiggins Fine Paper’s Stoneywood mill in Aberdeen made 48 staff redundant following a consultation period. Parent group Sequana said the move was a result of a drop in volume in the fine paper market. Stoneywood produces Arjowiggins’ global brand, Conqueror
• Last November, James McNaughton Group unveiled Perfect Image – a white uncoated pre-print and board range available FSC accredited. The grade is available from 80gsm to 400gsm and can be used for any work that needs to be laser or inkjet printed after litho pre-press
• In April, Arjowiggins Graphic launched the Cocoon range, an FSC-certified and recycled de-inked pulp that includes Cocoon Preprint, an uncoated pre-print laser paper that is suitable for litho laser preprint applications