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Why Paper Matters Nobody talks about paper. When people buy a poster, they focus on the image. They consider the composition, the colours, and the subject. They read the description, look at mockup images, and decide they like it. Then, they click buy. The paper it is printed on often becomes an afterthought — if it is considered at all. This is completely understandable. Yet, it is a mistake. Two posters of the same image, printed on different paper stocks, can look complete