When it comes to paper, print buyers tend not to focus on the technicalities. While printers may consider such characteristics as paper grade, basis weight, finish and brand name when selecting the best paper for a print job, customers approach paper selection in an entirely different manner. Ask professional print buyers and designers what influences their paper choices, and their answers will usually focus on six areas: appropriateness, performance, shelf life, history, availability and cost. By understanding their selection process and their paper priorities, you can serve your customers better.
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