— catalog can be well designed, beautifully photographed, and color-separated and printed with skill and care, but the overall effect will be lost if the paper is inappropriate. Attaining the best reproduction of the merchandise means selecting the right paper for the project, just as it
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does in the choice of the photographer and the designer. Many characteristics should be considered when deciding on the right paper for your catalog. Brightness of the sheet reflects more light and improves the contrast range of the photography. Basis weight is important
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because of postage weight requirements and budget; most catalogs are produced on 50 to 80-pound text paper, with separate covers usually run on 80 to 100-pound text weight. Opacity (or show-through) can be a problem because of the light weight papers generally used in catalog work. Surface of the paper
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