Advertising is a proven way to market your small business and gain customers and revenue.

But there are so many ways to advertise a small business, it can be confusing and overwhelming.  To get the best return on your advertising spend, we compiled the insights and advice from a number of sources. The guide includes insights from experts to small business owners, along with our Editors’ guidance.

In this Small Business Advertising Guide, we walk you through how to advertise your business. We answers questions such as what advertising is and what types of advertising are out there to choose from. And we show the relative costs for each and even places where you can advertise for nothing or for very little cost.

We also walk you through a simple step by step process to set up a small business advertising campaign.  And if you need some idea starters, we’ve got those too.

Business Advertising is Thriving

You hear lots of things online about how about how this type of advertising or that type of advertising is supposedly dying.  The reality is, the advertising market is growing every year, as the Standard Media Index shows:

Even banner advertising and display advertising has been predicted to have died years ago. But to roughly mimic the words of Mark Twain, rumors of its death have been greatly exaggerated.  

The Online Advertising Revenue Index, tracked by Ezoic, shows that online advertising is also showing strong healthy growth.

“As for small businesses interested in advertising, there has never been a time in history when it has been easier to reach your audience. Digitally you can find the exact type of person you want to target, understand the cost to reach them, and objectively measure the impact of that ad on your business goals. In the history of advertising, we’ve never had this granularity of data. It only makes sense to take advantage of it,” Tyler Bishop, Head of Marketing for Ezoic told Small Business Trends.

Despite wild fourth quarter swings each year due to budget cycles, the overall trend line is going up as this index shows:

And projections show that growth will continue. Business advertising is expected to grow about 4 percent during 2018, according to forecasts from Zenith Media and Magna.  

In other words, even in today’s world of content marketing, social media marketing and more, advertising is still a thriving way to reach out and draw in potential new customers.

As you can see, a good deal of growth in advertising spend is coming from digital advertising. This includes online advertising and mobile advertising.  

But don’t be too quick to ditch your ad campaigns in local newspapers, print magazines, cable TV and the like.  Print advertising, radio advertising, TV advertising and other forms of traditional advertising are by no means dead – they still account for many billions of dollars of ad spend each year. Traditional forms of advertising will continue for years to come.  

It’s just that they are not growing the way digital advertising is.  Digital advertising, especially display advertising, is where all the growth is today.

Advertising Type	Growth Status	Comments
Online Advertising	Strong Growth	Online advertising is thriving with the ability to reach specific audiences.
Traditional Advertising	Stable	Traditional forms like print, radio, and TV remain significant but show slower growth.
Digital Advertising	Highest Growth	Digital advertising, especially display ads, is where the most substantial growth occurs.
Business Advertising	Expected 4% Growth	Projections indicate business advertising will grow by around 4% in the current year.

Navigating the Challenges of Small Business Advertising

While the advertising landscape offers abundant opportunities, it’s not without its challenges. Small businesses often face specific hurdles that require thoughtful strategies to overcome. Here are key challenges and tips to navigate them:

• Limited Budgets: Small businesses typically operate with tight budgets, making it essential to allocate funds wisely. Consider cost-effective advertising options and focus on strategies that provide the most bang for your buck.
• Targeting the Right Audience: Identifying and reaching your ideal audience can be challenging. Utilize data-driven insights, conduct market research, and refine your customer personas to ensure your advertising efforts resonate with the right people.
• Competition: Small businesses often contend with larger competitors with more extensive resources. Differentiate your brand by highlighting what sets you apart, such as personalized service, unique offerings, or local connections.
• Adapting to Digital Trends: The ever-evolving digital landscape can be daunting. Stay informed about the latest digital marketing trends, invest in professional development, and consider outsourcing digital advertising tasks to experts.
• Measuring ROI: Tracking the return on investment (ROI) for advertising campaigns can be tricky. Implement analytics tools, set clear goals, and regularly assess your campaign’s performance to make data-driven adjustments.
• Maintaining Consistency: Consistency is key in advertising, but it can be challenging for small businesses with limited resources. Create a content calendar, automate social media posting, and establish brand guidelines to maintain a cohesive presence.
• Ad Fatigue: Overexposure to ads can lead to ad fatigue among your audience. Rotate ad creatives, experiment with different formats, and focus on providing valuable content to keep your audience engaged.
• Adapting to Change: The advertising landscape is dynamic, and what works today may not be as effective tomorrow. Stay adaptable and be prepared to pivot your strategies when market conditions or consumer behaviors change.
• Legal and Compliance Issues: Ensure that your advertising complies with legal regulations and industry standards. Seek legal counsel if needed to avoid potential pitfalls.
• Data Privacy Concerns: As data privacy becomes a growing concern, prioritize transparency in your data collection and usage practices. Communicate your commitment to safeguarding customer data.

Challenge	Tips to Navigate
Limited Budgets	– Allocate funds wisely. – Focus on cost-effective options. – Maximize ROI.
Targeting the Right Audience	– Use data-driven insights. – Conduct market research. – Refine customer personas.
Competition	– Highlight unique offerings. – Emphasize personalized service. – Leverage local connections.
Adapting to Digital Trends	– Stay informed about digital marketing trends. – Invest in professional development. – Consider outsourcing digital tasks.
Measuring ROI	– Implement analytics tools. – Set clear campaign goals. – Regularly assess performance for data-driven adjustments.
Maintaining Consistency	– Create a content calendar. – Automate social media posting. – Establish brand guidelines.
Ad Fatigue	– Rotate ad creatives. – Experiment with different formats. – Provide valuable content.
Adapting to Change	– Stay adaptable to market conditions. – Be prepared to pivot strategies when needed.
Legal and Compliance Issues	– Ensure advertising complies with regulations. – Seek legal counsel if necessary.
Data Privacy Concerns	– Prioritize transparency in data practices. – Communicate commitment to safeguarding customer data.

Effective Advertising Metrics for Small Businesses

Measuring the success of your advertising efforts is crucial to optimizing your campaigns and ensuring a positive return on investment. Here are key advertising metrics that small businesses should track:

• Click-Through Rate (CTR): CTR measures the percentage of people who clicked on your ad after seeing it. It’s an indicator of how engaging your ad is and whether it resonates with your audience.
• Conversion Rate: The conversion rate reveals the percentage of users who completed a desired action, such as making a purchase, filling out a contact form, or signing up for a newsletter. It indicates how well your ad converts leads into customers.
• Return on Investment (ROI): ROI calculates the profitability of your advertising campaigns by comparing the revenue generated to the costs incurred. It’s a fundamental metric for assessing the overall success of your advertising efforts.
• Cost Per Click (CPC): CPC represents the price you pay for each click on your ad. Monitoring CPC helps you manage your budget effectively and optimize your bidding strategies.
• Cost Per Conversion (CPCo): CPCo measures the cost associated with each successful conversion. It provides insights into the efficiency of your advertising spend in generating valuable actions.
• Impressions: Impressions count how often your ad is displayed to users. While not a direct indicator of success, tracking impressions can help gauge the visibility of your ad and its reach.
• Quality Score: Quality Score is a metric used in Google Ads that assesses the relevance and quality of your ad, keywords, and landing page. A higher Quality Score can lead to lower CPC and better ad placement.
• Ad Position: Ad position indicates where your ad appears on search engine results pages or websites. It’s essential to monitor your ad’s position to assess its visibility and competitiveness.
• Customer Acquisition Cost (CAC): CAC calculates the expenses incurred to acquire a new customer. Understanding CAC helps in determining the cost-effectiveness of your advertising campaigns.
• Click-Through Conversion Rate (CTCR): CTCR measures the percentage of users who click on an ad and subsequently convert. It highlights the effectiveness of your ad in driving immediate actions.
• Customer Lifetime Value (CLV): CLV estimates the long-term value a customer brings to your business. It’s essential to consider CLV when evaluating the impact of your advertising on customer retention and loyalty.
• Ad Engagement: Ad engagement metrics include likes, shares, comments, and social media interactions. They reflect the level of engagement and interest your ads generate within your target audience.
• Mobile Performance: Given the prevalence of mobile users, tracking mobile-specific metrics like mobile CTR, mobile conversion rate, and mobile ad engagement is crucial for optimizing mobile ad campaigns.
• Geographic Performance: Analyzing ad performance by geographic location allows you to focus your budget on regions with the highest return and tailor your messaging to local audiences.
• Time-of-Day Analysis: Examining when your ads perform best throughout the day and week helps in optimizing ad scheduling for maximum impact.
• A/B Testing Results: Conduct A/B tests with variations of your ads and landing pages to identify which elements resonate most with your audience. Use the results to refine your ad creative.

Small Business Advertising Guide

In the following sections of this small business advertising guide, we bring you an overview of advertising options for a small business.

We also explain each of the options and how they work, along with cost estimates and benchmarks of what other small businesses spend. You’ll also find practical tips and how-to advice specifically for small business owners and marketing managers.  After all, what Fortune 500 companies do and spend — while it may be instructive in some ways — is often not relevant to a small business with 5, 10, 20 or 100 employees.  Instead, we try to make the information relevant to your size business.   

In this Small Business Advertising Guide, we walk you through:

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If you were to ask for the most straightforward answer to the question, “What is native advertising?” it would be:

“Native advertising is a form of online advertising that matches the form and function of the platform on which it appears.”

Of course, straightforward isn’t always clear, at least not without some context, so before we get into the why let’s take a look at some native advertising examples.

Native Advertising Examples

Because the purpose of native advertising is to blend into the form and function of the content around it, it can be tricky to spot. Here are some examples of native advertising caught in “the wild”:

Native Search Engine Ads

As you can see, search engine ads are designed to look just like organic search engine results:

Native Twitter Ads

Another form of native advertising is Twitter’s promoted tweets. As you can see below, apart from the “Promoted by” text, a promoted tweet looks just like any other.

Native News Feed Ads

These are promoted posts that show up next to real news in a publisher’s news feed like the one you can see here:

Photo courtesy of BuzzFeed and The Onion

In the language of native advertising, these “news” stories can be “Sponsored” or “Branded”:

• Sponsored – a brand pays a publisher to create the content.
• Branded – the brand creates the content and the publisher well, publishes it.

Native Advertorial Ads

Advertorials look like regular editorial content but are actually created to advertise a brand. These ads are popular both online and off and have been around for a long time. Here’s one popular example: Guinness’ “Guide to” series:

Native Video Ads

Native advertising is not limited to text and images – videos have been increasingly popular as well. The “First & Long” series produced by Nike and published on SBNation is one such example.

Photo courtesy of SBNation

Goals of Native Advertising

Native ads have two primary goals:

1. Positioning a brand image in the consumer’s mind as the “First & Long” video series above positioned Nike; or
2. Driving consumers to take one particular action as in the case of the search engine ads above.

What are the Benefits of Native Advertising?

In our advertising-saturated world, consumers have become very savvy. They recognize advertising from a mile away and, except for Super Bowl ads, avoid it like the plague.

Additionally, consumers tend to view the information imparted within ads skeptically. Since someone is paying to have something printed, said, or acted, who knows how much fact checking went into the project before it went live.

Native ads were developed to combat both of these issues. By looking like the content around it, native advertising camouflages the marketing messages so that they look and sound like editorial content.

This blending effect makes it more likely that native ads will be perceived as editorial content leading to two powerful benefits:

• A higher likelihood that the ads will be watched, read and listened to; and
• A greater chance that the trust that consumers have in the publisher will “rub-off” on the brand.

Benefits	Description
Increased Engagement	Native ads are more likely to be watched, read, and listened to by consumers due to their seamless integration with content.
Enhanced Credibility and Trust	The blending effect of native ads with editorial content increases the likelihood of consumers trusting the content and, by extension, the brand.
Improved Click-Through Rates (CTR)	Native ads tend to achieve higher click-through rates, driving more traffic to the advertiser’s content or website.
Overcoming Ad Avoidance	Consumers often avoid traditional ads, but native ads are less intrusive and more appealing, reducing ad avoidance.
Effective Storytelling	Native advertising allows for storytelling that can engage and resonate with consumers on a deeper level, conveying brand messages effectively.
Seamless Integration	Native ads seamlessly blend into the surrounding content, making them less disruptive and more likely to be perceived as part of the user experience.
Enhanced Brand Perception	When native ads align with the values and context of the publisher, they can positively impact how consumers perceive the brand.
Positive Impact on Consumer Behavior	Native ads can influence consumer behavior, driving actions such as making a purchase, signing up, or sharing content.
Targeted Reach and Relevance	Native ads can be precisely targeted to reach specific audiences, ensuring that the content remains relevant to the viewer’s interests and needs.
Potential for Virality	Compelling native content has the potential to go viral, reaching a wider audience and increasing brand visibility and recognition.

Doesn’t That Make Native Advertising Sort of Sketchy?

One of the often-heard criticisms of native advertising is that it was designed to trick consumers into consuming ads and trusting brands by making said ads look like editorial content.

This ethical discussion continues to rage.

The “native advertising is OK” side of the debate goes like this:

• Native advertising is clearly labeled as such using words like “Promoted” and “Sponsored”.
• Native advertising is a win-win-win solution: publishers get revenue, brands get exposure and consumer get educational, entertaining or inspirational content.

The “native advertising is not OK” side of the debate, in turn, argues that:

• Labels such as “Promoted” and “Sponsored” are easily overlooked and seem to get smaller all the time leading to at best consumer confusion and at worst consumer deception.
• Native advertising is not a win for publishers because “selling out” erodes the trust that consumers have in their editorial content.

Author Aside

Perhaps the key to settling this debate lies in an experience I had early in my career. As a young public relations account executive, I attended a “Meet the Press” event in New York City. Editorial staff from many the major publications were present, each of who took turns telling us how to best pitch our client’s stories to their publication.

At the tail end, a staffer from one of the more radical publications treated us to a rant in which he accused public relations folks of working against the greater good as only those who could afford our services had their stories pitched to the media. He went on to contend that it wasn’t our entire fault, however, the media who printed our news releases with no changes or even fact checks were just as culpable.

Ranting aside, I did take one important point away from his talk and that point applies to native advertising: each party needs to be responsible.

• Publishers need to make it clear as day that native ads are paid-for advertisement placements so that consumers are not confused.
• Brands need to provide useful information within their native ads while also making it clear that there’s a commercial goal in play.
• Consumers need to pay attention to what content is editorial and what content is native advertising. If the rules are being followed, native advertising is always marked as such so look for the “Promoted” or “Sponsored” labels.

Is Content Marketing Native Advertising?

You may be thinking that native advertising looks an awful lot like content marketing.

Welcome to the second great native advertising debate.

Both content marketing and native advertising use useful content to position a brand and drive action. However, that’s where the similarity ends.

The best argument for separating the two was made in a Content Marketing Institute post, within which Joe Pulizzi noted:

“I hate to bring out the obvious, but native advertising is ‘pay to play.’ If a brand or individual did not pay for the spot, it’s not native advertising. Although brands may choose to promote their content by paying for visibility, content marketing is not advertising. You do not pay to create or curate content to your own platform. If you are, you should stop that right now.”

Enough said.

The Ethics of Native Advertising: Navigating the Gray Area

While native advertising has gained prominence in the marketing world for its ability to seamlessly blend in with content, it has also stirred debates about its ethical implications. The central question revolves around transparency and consumer trust.

Clear Labeling is Key: Advocates argue that native advertising is ethical as long as it’s transparently labeled. Most platforms use terms like “Promoted” or “Sponsored” to distinguish native ads from regular content. However, critics point out that these labels can be easily overlooked or even become inconspicuous over time.

Consumer Responsibility: Consumers also play a crucial role in this ethical dilemma. It’s essential for them to differentiate between editorial content and native ads actively. Being aware of the “Promoted” or “Sponsored” labels can help consumers make informed choices.

The Publisher’s Role: Publishers bear the responsibility of clearly delineating native advertising from editorial content. Failing to do so erodes the trust consumers have in their platform, potentially damaging their reputation.

Content Marketing vs. Native Advertising: Spotting the Differences

Another point of confusion in the marketing landscape is distinguishing between content marketing and native advertising. While both involve using content to promote a brand, they differ significantly:

Content Marketing: In content marketing, brands create or curate content for their platforms, such as blogs or social media, without paying for placement. It’s about providing value to the audience through informative, engaging content.

Native Advertising: Native advertising, on the other hand, is “pay to play” .Brands pay for their content to appear alongside editorial content on third-party platforms, with clear labels like “Promoted” or “Sponsored”.

Measuring the Effectiveness of Native Advertising

An essential aspect of any advertising strategy is evaluating its impact and effectiveness. Native advertising is no exception. Here, we delve into the methods and metrics used to measure the success of native advertising campaigns:

1. Click-Through Rate (CTR): CTR measures the percentage of users who clicked on your native ad after seeing it. A higher CTR often indicates that your ad is resonating with your target audience.

2. Conversion Rate: The conversion rate calculates the percentage of users who completed a specific action after clicking on your ad, such as making a purchase or signing up for a newsletter. This metric gauges the ad’s ability to drive desired outcomes.

3. Engagement Metrics: Metrics like time spent on the content, scroll depth, and social shares reveal how engaged users are with your native ad. High engagement suggests that your content is compelling and resonates with the audience.

4. Brand Lift and Awareness: Native advertising can enhance brand awareness and lift. Surveys and studies can measure changes in brand perception, awareness, and purchase intent among users exposed to native ads.

5. Return on Investment (ROI): Calculating the ROI of native advertising involves assessing the revenue generated compared to the cost of the campaign. Positive ROI indicates that the campaign is profitable.

6. Native Advertising Platforms’ Analytics: Most native advertising platforms provide detailed analytics, including impressions, clicks, and engagement data. These insights help marketers refine their strategies.

7. A/B Testing: Conducting A/B tests with different ad variations allows marketers to identify which elements resonate most with their audience. This iterative process can lead to more effective campaigns.

8. Customer Surveys and Feedback: Gathering direct feedback from customers who interacted with native ads can provide valuable qualitative insights into their effectiveness and areas for improvement.

9. Content Performance Metrics: Analyzing content-related metrics like bounce rate, pages per session, and scroll depth can help assess how well the ad’s content engages users and keeps them on the page.

10. Sales and Revenue Metrics: For e-commerce brands, tracking sales and revenue generated from users who interacted with native ads is a direct measure of success.

11. Quality Score: Some platforms, like Google Ads, assign a Quality Score to ads based on relevance and performance. Higher scores often result in lower costs and better placement.

Method/Metric	Description
Click-Through Rate (CTR)	Measures the percentage of users who clicked on the native ad after seeing it, indicating audience engagement.
Conversion Rate	Calculates the percentage of users who completed a specific action after clicking on the ad, such as making a purchase, indicating the ad’s impact on desired outcomes.
Engagement Metrics	Includes time spent on content, scroll depth, and social shares, providing insights into user engagement and content resonance.
Brand Lift and Awareness	Measures changes in brand perception, awareness, and purchase intent among users exposed to native ads through surveys and studies.
Return on Investment (ROI)	Assesses campaign profitability by comparing generated revenue to campaign costs. Positive ROI indicates financial success.
Native Advertising Platforms’ Analytics	Provides impressions, clicks, and engagement data, aiding in campaign optimization and performance evaluation.
A/B Testing	Involves testing different ad variations to identify elements that resonate most with the audience, leading to more effective campaigns.
Customer Surveys and Feedback	Gathers qualitative insights from customers who interacted with native ads, helping identify effectiveness and areas for improvement.
Content Performance Metrics	Analyzes metrics like bounce rate, pages per session, and scroll depth to assess user engagement with the ad’s content and its ability to retain users.
Sales and Revenue Metrics	Tracks sales and revenue generated from users who interacted with native ads, directly measuring the impact on business outcomes.
Quality Score	Platforms like Google Ads assign a Quality Score based on relevance and performance, influencing costs and placement. Higher scores indicate better ad performance.

Conclusion

Native advertising is hot and growing hotter. As a marketing tactic, it provides two powerful benefits:

• A higher likelihood that the ads will be watched, read and listened to; and
• A greater chance that the trust that consumers have in the publisher will “rub-off” on the brand.

That said, native advertising could have a dark side. If an ad is not clearly marked as such, consumers can be confused and even deceived into believing that the native ad’s content is an objective and trustworthy as regular editorial content.

In the end, if publishers and brands make it their responsibility to draw a line clearly between editorial and native ad content and consumers make it their responsibility to look for and be aware of that line, native advertising is a win-win-win for all three parties.

iPad/Facebook Ad Photo via Shutterstock

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Paper crafts can have many benefits, both personally and professionally. You can express your creativity with paper crafts and sell the resulting crafts to customers. In addition, paper craft supplies enable you to run your business and create new products, such as exploring scrapbook ideas, coloring books, or even creating crafts such as jewelry and home decor. This article will help you find the best places to get your paper craft supplies in 2023.

The Paper Crafting Market in 2022

The paper crafting market has steadily grown, especially in areas such as home decor and greeting cards. Customers are always seeking unique designs to put in their homes or gifts to others, which is why the creative paper crafting industry has grown. Many paper crafts include floral supplies to create new kinds of mixed media products, card making, personalized scrapbooking, and more.

 

Top Places to Buy Paper Craft Supply and Art Supplies

There are many amazing companies that sell high-quality paper crafts and art supplies for your business. We’ve put together a comprehensive list of paper craft suppliers, including all your favorite brands and others that you may not have known before.

1. Amazon

Amazon has all the tools and supplies needed in its online store for papercraft creators. A large selection of products that a customer can browse, including different types of papers, embellishments, accessories, and packaging for gifts.

2. Etsy

If you are considering starting a craft project, consider checking Etsy for supplies. Supplies are available for all types of projects, including many options to personalize and create something truly unique. Some sellers may also offer bulk supplies and shipping, so it can be worth it to contact individual sellers to see if there are opportunities to save.

3. Blick Art Supplies

Blick Art Supplies has a vast array of craft supplies and accessories for your paper craft business. You can find all types of papers and boards at Blick for your projects. Additionally, Blick has paper supplies for bookbinding and origami to help you create exceptional products for your store.

4. Jerry’s Artarama

Jerry’s Artarama has been a staple in the craft world, with many unique options for creating paper goods for home decor. As a customer at Jerry’s Artarama, you can find transfer and tracing paper, different types of stock, and tons of other supplies to make your paper products.

5. Michael’s Arts & Crafts Supplies

As a company, Michael’s has been around for a long time and consistently offered great pricing on paper products for projects such as a scrapbook or other craft options. As a customer, you can shop at Michael’s for all your crafting needs and search for items quickly and easily. Michael’s also has bulk options, which can be a great way to save on supply costs.

6. Factory Direct Craft

Another company to consider when you are looking to shop for paper supplies is Factory Direct Craft. They offer great pricing, enabling businesses to save on costs when purchasing project supplies. At Factory Direct Craft, you can search for all paper supplies, including ornaments, papier mache, different cardstocks, and much more.

7. Art Supply Warehouse

Art Supply Warehouse is another one-stop shop store for projects and supplies. The store sells paper for all kinds of projects, including scrapbook decoration, Bristol paper, digital printing, origami, and drafting vellum. You can search for options on the Art Supply Warehouse business website and save on shipping depending on the quantity purchased.

Find even more deals on paper craft supplies here. 

Must-have Paper Crafting Supplies

There are many tools that can prove to be useful in paper crafting for projects, such as scrapbooking, home decor, card making, jewelry, and others. Let’s look at some of the most crucial supplies you need to create paper crafts for your business.

Cardstock

Cardstock is a thick and sturdy paper available in various weights, typically ranging from 50lb to 110lb. It’s heavier than regular printing paper, making it ideal for crafting projects that require structure. The weight and sturdiness set cardstock apart. It’s available in a plethora of colors, and can sometimes come with textured finishes like linen, hammered, or smooth.

Patterned Paper

Often used in scrapbooking, patterned paper showcases designs, motifs, and patterns. It typically has a decorative front side and a plain back. Its decorative patterns differentiate patterned paper. The designs range from florals and geometrics to themed prints for holidays and occasions.

Vellum

Vellum is a translucent paper with a smooth finish. Historically made from calf’s skin, modern vellum is usually made from plant-based materials. Its translucent quality is the hallmark of vellum. It can overlay other papers to produce a softened look or be used for windows in cards and envelopes.

Mulberry Paper

Originating from Asia, mulberry paper is handmade from the fibers of the mulberry tree. It has a fibrous, delicate appearance. The irregular, fibrous texture sets it apart. Often used for decoupage, collage, and cardmaking, it adds a touch of elegance and organic feel.

Washi Paper

A traditional Japanese paper, washi is made from plant fibers like bamboo, rice, or hemp. It’s known for its strength and flexibility. Washi paper has a distinct texture and can include intricate patterns and designs. The resilience of this paper, despite its thinness, is remarkable.

Handmade Paper

As the name suggests, handmade paper is crafted manually, often from recycled materials. It can contain inclusions like flower petals, leaves, or threads. The presence of unique inclusions and the irregular texture make every sheet of handmade paper one-of-a-kind.

Parchment Paper

Not to be confused with the baking essential, parchment paper for crafting is a translucent paper with a slightly aged appearance. Parchment is valued for its old-world charm. It’s often used in projects that aim to evoke a sense of antiquity or vintage flair.

Tissue Paper

Thin and lightweight, tissue paper is commonly used for wrapping gifts but also has applications in paper crafting. Its sheer and delicate nature allows crafters to create layered effects or use it for paper flowers and pom-poms.

Paper Type	Key Feature(s)	Description/Usage
Cardstock	Thickness and Weight	Thick and sturdy, usually ranging from 50lb to 110lb. Ideal for projects requiring structure. Available in various colors and sometimes with textured finishes such as linen or smooth.
Patterned Paper	Decorative Designs	Often used in scrapbooking, it features motifs, patterns, and themed designs. Usually has a decorative side and a plain back. Designs vary widely from florals to geometric patterns.
Vellum	Translucency	A translucent paper with a smooth finish. Modern vellum is plant-based. Used to overlay other papers for a softened look or for card windows and envelope designs.
Mulberry Paper	Fibrous Texture	A delicate paper made from mulberry tree fibers, originating from Asia. Recognized by its fibrous appearance. Popular in decoupage, collage, and card making.
Washi Paper	Strength and Flexibility	Traditional Japanese paper made from plant fibers. Known for its durability and distinctive texture, often inclusive of intricate patterns. Valued for its resilience despite its thin profile.
Handmade Paper	Unique Inclusions and Texture	Crafted manually and can contain elements like flower petals or threads. Each sheet has an irregular texture and unique inclusions, making it individualistic.
Parchment Paper	Aged Appearance	Translucent and slightly aged-looking paper. Offers an old-world charm and is ideal for projects aiming for a vintage or antique feel. Not the same as the kitchen essential.
Tissue Paper	Sheer and Delicate	Extremely thin and lightweight. Commonly used in gift wrapping but also employed in crafting for layering effects or creations like paper flowers.

Buttons

Buttons, whether vintage or modern, can be added to paper crafts to lend a 3D effect. They are often used as focal points, to close envelopes or pockets, or simply for decorative purposes. Both flat-backed and shank buttons are utilized in crafting.

Brads

Brads are two-pronged metal embellishments that pierce through paper and are folded back to hold in place. They come in various designs and sizes and are frequently used to attach vellum, act as pivot points for spinning cards, or simply for decorative purposes.

Ribbons and Bows

Ribbons and bows add texture and color to paper projects. They can be used to tie cards, adorn gift boxes, or add flair to scrapbook pages. Available in various materials, colors, and widths, they cater to diverse styles and preferences.

Die Cuts

Die cuts are shapes, letters, or patterns cut out from paper using specialized cutting machines or dies. They can be layered, colored, or textured, serving as embellishments on cards, scrapbooks, or any other paper craft.

Stickers and Decals

Stickers and decals are adhesive-backed embellishments that come in countless designs, sizes, and materials. They provide a quick and easy way to add images, phrases, or decorative elements to a paper project.

Sequins and Glitter

These sparkly embellishments are perfect for adding a touch of glam or whimsy. Sequins can be sewn or glued onto projects, while glitter can be sprinkled on wet adhesive or mixed with mediums like gel or paste to be spread across surfaces.

Washi Tape

Originating from Japan, washi tape is a decorative adhesive tape made from paper. It can be torn by hand and is often used to border, layer, or add decorative touches to paper crafts due to its varied designs and easy application.

Stamps and Inks

Stamps allow for the repetitive application of designs, letters, or patterns using ink pads. Rubber or clear stamps can be pressed into ink and then onto the paper, enabling personalized imprints and designs.

Enamel Dots and Gems

These are small adhesive-backed embellishments that add dimension and shine. Enamel dots are often flat and come in various colors, while gems can be faceted to reflect light and mimic jewels.

Charms and Metal Accents

Metal charms and accents provide a vintage or elegant touch to projects. They can be threaded onto ribbons, attached with brads, or adhered with strong glue to various paper crafts.

Embellishment	Primary Function	Description/Usage
Buttons	3D Decorative Effect	Used for a variety of purposes from focal points to closures for envelopes. Both vintage and modern styles can be used, and they may have flat backs or shanks.
Brads	Attachment and Decoration	Two-pronged metal pieces that pierce and fold back to secure in place. Useful for attaching layers like vellum, acting as pivot points on interactive cards, or simply for decoration. Come in various designs and sizes.
Ribbons and Bows	Texture and Color	Add flair and decoration to various projects. Used for tying, adorning, or accentuating. Available in diverse materials, colors, and widths.
Die Cuts	Shaped Decorations	Shapes, patterns, or letters cut from paper using machines or dies. Used as embellishments across a range of paper crafts and can be colored, textured, or layered.
Stickers and Decals	Adhesive Decorations	Pre-designed, adhesive-backed decorations. Offer a quick way to add images, text, or decorative elements without the need for additional glue.
Sequins and Glitter	Sparkle and Shine	Sequins can be sewn or glued, while glitter can be sprinkled onto adhesive surfaces or mixed into mediums. They add a glamorous or playful touch to projects.
Washi Tape	Adhesive Borders and Designs	Tearable by hand, this decorative tape is great for adding borders, layers, or designs. Originating from Japan, it comes in countless patterns and colors.
Stamps and Inks	Design Replication	Used to repeatedly apply specific designs or texts. Stamps can be rubber or clear and are pressed into ink pads before being stamped onto paper, enabling custom designs.
Enamel Dots and Gems	Dimension and Shine	Adhesive-backed, these embellishments add pop and shine. Enamel dots are flat and colorful, while gems can be faceted to glint and mimic the appearance of jewels.
Charms and Metal Accents	Vintage/Elegant Decorations	Metal elements that can be attached in various ways. They bring an elegant or vintage touch to paper crafts, whether threaded onto ribbons, fixed with brads, or glued directly to the project.

Essential Paper Craft Tools for Businesses

There are many other options you can go for when adding essential tools to your papercraft business, such as die-cutting and specialized supplies. These can include

Scissors

Scissors are a basic tool for cutting paper, trimming edges, or creating decorative cuts. There are various styles, including those designed for intricate cuts or decorative patterns.

Paper Trimmer

A paper trimmer ensures straight and uniform cuts. Especially useful for larger projects or when needing to cut multiple sheets at once.

Bone Folder

A bone folder is a flat, polished tool used for folding and creasing paper. It helps in achieving sharp, clean folds without damaging the paper.

Score Board

A score board assists in creating neat folds by providing grooved lines to score paper at consistent intervals.

Craft Knife (or X-Acto Knife)

A craft knife allows for precise cutting, especially for intricate designs or places hard to reach with scissors.

Self-healing Cutting Mat

A self-healing cutting mat is a protective surface for cutting that “heals” after being sliced with a knife, preserving both the mat’s surface and the knife’s sharpness.

Adhesives

Adhesives are used to bond paper and embellishments. Different projects may require different types of adhesives depending on the material and desired bond strength. Popular options include glue, tape runner, and double sided tape.

Die-Cutting Machine

A die cutting machine is a device that uses metal dies to cut paper into specific shapes, patterns, or letters.

Punches

Punches are manual tools that “punch” out shapes, borders, or corners in paper. They come in various shapes and sizes.

Tool	Primary Function	Description/Usage
Scissors	Cutting	Basic tool with various styles. Can trim edges, create decorative cuts, or be used for intricate designs. Some scissors are designed specifically for decorative patterns.
Paper Trimmer	Uniform Cutting	Allows for straight and consistent cuts. Especially helpful for larger projects or when cutting multiple sheets simultaneously. Some trimmers have measuring guides for precision.
Bone Folder	Folding and Creasing	A flat, polished tool used to create sharp, clean folds in paper without causing damage or marks.
Score Board	Paper Scoring	Board with grooved lines at consistent intervals. Used for marking paper to assist in creating neat, uniform folds. Often comes with a scoring tool.
Craft Knife (or X-Acto Knife)	Precision Cutting	Allows for detailed cutting in intricate designs or hard-to-reach areas. Offers more control than scissors for detailed work. Usually paired with a cutting mat for safety.
Self-healing Cutting Mat	Protective Cutting Surface	Mat that “self-heals” after being cut. Protects underlying surfaces from cuts and preserves the sharpness of cutting tools. Often used with craft knives or rotary cutters.
Adhesives	Bonding	Includes various types like glue, tape runners, and double-sided tape. Different types of projects or materials require different adhesives. Some are permanent, while others are repositionable.
Die-Cutting Machine	Shape Cutting	Uses metal dies to cut paper into specific shapes, patterns, or letters. Some machines are manual, while others are electronic. They enable mass production of identical shapes and are often used for detailed or complex designs.
Punches	Shape Creation	Manual tools that cut out specific shapes, borders, or corners from paper. Available in a wide range of shapes and sizes, from simple circles to intricate designs. Perfect for adding decorative elements or consistent shapes to projects.

Stylus

A stylus is a tool used for embossing or for adding small details to paper crafts.

Embossing Folders

Paired with a die-cutting machine, embossing folders impress a raised design onto paper for texture and design.

Heat Gun

A heat gun is a tool used to quickly dry ink or set embossing powder for a raised, shiny finish.

Tweezers

Tweezers are helpful for placing small embellishments or handling delicate die cuts.

Ruler and T-square

Essential for measuring, ensuring straight lines, and creating precise layouts, rulers and t-squares come in various sizes and varieties.

Lightbox

A lightbox is a backlit surface helpful for tracing designs or aligning layers of paper.

Blending Tools

Blending stumps and brushes are used to blend inks, paints, or other mediums on paper to create gradients or smooth color transitions.

Paper Distresser

A paper distresser is a tool that roughens the edges of paper to give it an aged or worn look.

Mist Sprayer

You can use a mist sprayer for evenly spraying inks, paints, or shimmer mists onto paper.

Stamp Positioner

A stamp positioner is a tool that ensures stamps are placed precisely where desired, especially helpful for layered stamping.

Tool	Primary Function	Description/Usage
Stylus	Embossing and Detailing	Used to emboss designs onto paper or add fine details. Often comes with a ball-end tip and can be used on a soft surface to create raised patterns.
Embossing Folders	Design Impression	When used with a die-cutting machine, these folders press a raised design onto paper. They add texture and intricate patterns.
Heat Gun	Drying and Setting	Quickly dries ink and sets embossing powder, resulting in a raised, shiny finish. It’s like a hair dryer but more intense and concentrated.
Tweezers	Precision Handling	Great for placing small embellishments, picking up tiny items, or handling delicate die cuts. Some are reverse grip, automatically closing and only opening when squeezed.
Ruler and T-square	Measuring and Aligning	Essential tools for ensuring straight lines, accurate measurements, and precise layouts. T-square helps with perfect perpendicular lines.
Lightbox	Tracing and Aligning	A backlit surface that illuminates designs from below, aiding in tracing or aligning layers of paper. Especially useful for intricate designs or overlaying multiple paper layers.
Blending Tools	Color Application and Gradient Creation	Brushes, sponges, or foam tips designed to blend inks, paints, or other mediums. Create smooth transitions, gradients, or layered color effects.
Paper Distresser	Aging Paper Edges	A tool with a rough edge that is used to scrape or rub the edges of paper. This gives the paper an aged or worn appearance, perfect for vintage or rustic looks.
Mist Sprayer	Even Liquid Application	Used for applying inks, paints, or shimmer mists in a fine spray. Helps to evenly distribute the liquid over the paper surface and can create various effects depending on the spray’s coarseness.
Stamp Positioner	Precision Stamping	Ensures stamps are placed exactly where desired. Especially useful for layered stamping or when you need precise alignment. Often comes with a clear plate for accurate placement.

What Is Paper Crafting Called?

The most famous kind of paper craft practice is origami, an art from Japan that involves folding paper into different objects.

What Kind of Paper Is Best for Paper Crafting?

The type of paper used in crafting will depend on the type of craft. For example, cardmaking may require a heavier type of paper, whereas scrapbooking may require a lighter style of paper.

What Paper Crafts Sell Best?

Paper crafting has always been a popular hobby, but certain crafts have gained traction as bestsellers, especially in niche markets or during specific seasons. Crafts that combine aesthetic appeal, functionality, and personalization often stand out in the market. Here are a few specific types of paper crafts that can be profitable:

• Custom Greeting Cards: Personalized cards for holidays, birthdays, and special occasions often have a consistent demand.
• Scrapbooking Kits & Supplies: Ready-to-use kits that cater to themes (like weddings, baby showers) or hobbies (like travel) are highly sought after.
• Hand-bound Journals & Notebooks: Unique, artisanal journals can attract a crowd that values craftsmanship and individuality.
• 3D Paper Sculptures: Intricately designed sculptures, often used as home decor, showcase the versatility of paper as a medium.
• Origami Decorations: Items like paper cranes or stars can be used as ornaments, mobiles, or garlands.
• Custom Wedding Invitations: Bespoke invitations, RSVP cards, and other wedding-related paper goods can fetch premium prices.
• Wall Art & Prints: Artistic creations, quotes, or personalized prints have a wide audience.
• Pop-up Books or Cards: The element of surprise and intricate design in pop-up creations can be particularly appealing.
• Handmade Paper Flowers: Ideal for home decor, events, or weddings, these can last longer than real flowers and can be customized to fit themes or color schemes.
• Paper Jewelry: Unique pieces like earrings, necklaces, or brooches crafted from durable paper or treated with sealants can be trendy and unique.

The key to successful sales in paper crafts lies in understanding one’s target audience, staying updated with current trends, and continually innovating. Offering customization options can also set a craftsperson apart in the market.

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Image: Envato Elements

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If you wear garments or accessories made with fabric from Pittsburg-based Thread, you’re actually wearing recycled plastic bottles. The social enterprise startup has found a way to not only help the environment, but also provide jobs to people in need.

The idea first came to founder Ian Rosenberger when he traveled to Haiti in 2010 to help with earthquake relief. While there, he noticed enormous piles of plastic trash throughout the country.

He did some research upon his return to the U.S., and found that plastic bottles could actually be turned into fabric. He connected with some partners and received advice and funding from the Idea Foundry, a Pittsburgh-based non-profit innovation accelerator. And his company, Thread, was born.

Now, the startup partners with Ramase Lajan, a network of plastic collection centers throughout Haiti. When participants bring in their plastic bottles to a collection center, they receive cash for their efforts. So the program not only helps clean up the Haitian environment, it also provides much needed work and money to people who need it.

Once Thread receives the plastic material, the company’s U.S. based production facilities turn it into fiber and then weave it into fabric. Companies like Moop, another Pittsburg-based business, then purchase the fabric and turn it into consumer goods.

But  with the current number of companies making green product claims, consumers are getting a little skeptical. So how do you separate the actual green products from those that just claim to be, especially when companies aren’t always transparent about their manufacturing process?

Thread offers an alternative approach that lays the entire process open to consumers who can follow things from raw material stage to finished product with ease. The process is pretty straightforward. Bottles get turned into raw material. Raw material gets turned into fabric. Fabric gets turned into goods. People know where their material comes from and how it is made.

Rosenberger told The Atlantic:

“We wanted to offer a real way for manufacturers to be authentic in their claims about their fabrics. We’re a social company first. Every yard of our fabric that someone buys changes people’s lives.”

The Eco Friendly Process

Stage	Description
1. Plastic Collection	Thread partners with Ramase Lajan, a network of plastic collection centers in Haiti. Participants are paid for bringing in plastic bottles, contributing to environmental cleanup and providing income to locals.
2. Material Conversion	Thread’s U.S.-based facilities transform the collected plastic into raw material for fabric production.
3. Fabric Production	The raw material is woven into fabric in Thread’s U.S. production facilities.
4. Consumer Goods	Companies like Moop purchase Thread’s sustainable fabric to create various consumer goods.
Transparency	Thread maintains transparency throughout the process, allowing consumers to trace the journey of their products from plastic bottles to finished goods.

Thread’s Sustainable Impact

• Environmental Responsibility: Thread’s process reduces plastic waste in Haiti by collecting and repurposing plastic bottles, contributing to a cleaner environment.
• Job Creation: The partnership with Ramase Lajan and production facilities in the U.S. creates employment opportunities, supporting local communities.
• Transparent Supply Chain: Thread’s commitment to transparency allows consumers to track the entire production process, ensuring authenticity in eco-friendly claims.
• Supporting Local Businesses: Companies like Moop benefit from Thread’s sustainable fabric, promoting ethical and environmentally conscious manufacturing practices.
• Community Development: Thread’s social enterprise model aids in community development, offering financial stability to individuals in need.

Image: Thread

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I’ve always been curious about the tools that promise to make the life of a coder easier. AI code generators are the latest buzz, and with all the chatter, I couldn’t resist but take a deep dive into this world.

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