How much do you know about paper stock? Until recently, I personally didn't know much at all. It didn't seem particularly important for me to know. Now that I have a better understanding of advertising and marketing I can also see why knowing about paper stock can be such an important detail.
Unless you're designing your advertising all by yourself odds are you'll at some point work with a designer. An important detail when it comes to the look of advertisements, and something your designer might not mention, is that colors can look considerably different depending on the type of paper stock you're using.
Sometimes you might want the red ink to be a certain shade or contain that perfect flare. A good designer can help you decide which type of paper stock will best emphasize the different color schemes. They're the experts on the subject. Call upon that knowledge.
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