should be considered for the desired effect of the printing. Smooth, coated paper is generally selected for full color catalog jobs because of the potential for printing sharp, clean dots and for a rich lay of ink. A rough-surfaced, toothy paper will absorb more ink and result in flat, less intense printing. Coating of the paper is achieved by mixing pigments with water and adhesives to form a substance resembling latex house paint. When applied to paper they impart a smoother surface. Most coated papers are then calendared (or polished) to obtain varying degrees of gloss. Choices of quality of paper grades are designated by ratings ranging from Premium to No. 5.
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These designations indicate degree of brightness, superiority of print quality and price—in descending order. But within each of these ratings, there are noticeable differences in print quality. The most expensive papers are used for the finest quality printing such as annual reports and top- of-the-line catalogs. Although No. 3 and No. 4 papers are less bright which makes them less expensive, they still, in some cases, provide fine printing surfaces. These grades are popular for catalogs where maximizing long press runs and other cost considerations make them practical choices.
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The finish of the paper most often used for catalogs is usually a choice of gloss, dull or matte sheets. A gloss paper has a shiny, polished look to it, while dull and matte sheets have a matte-like appearance. Any of these finishes can provide exceptional printing results for catalogs the gloss paper resulting in sharp clarity and definition of dots and images, and a rich, glossy look; the dull and matte papers presenting a softer look, less glare for easy readability and more of a contrast from the high- gloss lay of ink to the sheet itself. The tactile sensation of a catalog is another important consideration.
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