Interview with Sabine Lenz, The Paper Queen
Q&A with Sabine Lenz, who is presenting at CreativePro Week 2025
Sabine Lenz is the founder of PaperSpecs.com. The online hub for brand owners and designers who love and spec paper and print. Lovingly referred to as the “Paper Queen” by many of her followers, she combines a passion for paper and print with a hands-on approach to sharing her knowledge. She’s also speaking at CreativePro Week 2025, which takes place June 2-6 in Phoenix, with a session on the power of print. And she’s hosting a paper party!
We thought it would be fun to get to know her better with some Q&A.
What’s the biggest mistake designers make when it comes to paper and print?
They often leave the choice of paper, printing and finishing up to the printer.
I don’t even know where to start with this one!
I understand why this is tempting. Designers today are wearing multiple hats, being asked to produce miracles with tight turnaround times and even tighter budgets. That said, it boggles the mind that anyone could put their blood, sweat and tears into a project, and then blindly trust someone else to see it through to completion.
Just the other day I spoke to a printer who asked a designer what paper they had in mind for a brochure. “I don’t know, you’re the expert,” was their reply.
Quite simply, as a designer you have a vision for your project, and the choice of paper can make or break its impact.
A great example is the Perennials brochure. Perennials is a luxury fabric manufacturer, and you can tell that the design team thoughtfully considered every detail, from the sumptuous photography to the choice of paper and finishing. They chose a linen paper, which mimics the texture of the fabric.
That same brochure on a gloss-coated paper would have given off a completely different vibe.
Fave trick for elevating a print project with a super-small budget?
Great question! Print runs and budgets have gotten significantly smaller in recent years. I always encourage designers to just add one extra element to their piece: a single little twist to up the “oomph” factor. (Technical term.)
Take the humble tri-fold brochure. (It really does not get any simpler than that.) Just by moving the first fold over to the right, thereby creating a short cover, you make the piece more interesting. It lends the whole brochure a completely different feeling!
You can also change the format to a square one, or… It only takes one twist to elevate your piece.
Best suggestion or tip for anyone wanting to up their understanding and knowledge of all things paper?
Make sure you know the basics – not just about paper but print technologies, as well. The two go hand in hand. Paper alone only gets you so far. You need to be aware of your printing and finishing options – especially all that is possible with short print runs these days.
We have an extensive text and video resource library for our PaperSpecs PRO members so they can always brush up on their print and paper knowledge, as well as be inspired by the latest print technologies.
Maybe most importantly: Don’t be afraid to ask your printer. (I know what I said earlier, but there’s a big difference between letting them call all the shots and asking them for their advice.) They should be happy to explain things to you. And if they are not, look for a printer who truly loves to educate and collaborate with you. That’s the ideal formula for creating the best piece possible.
Most surprising use of paper/printing techniques in a project?
There are so many! One that comes to mind is from my friend David Drucker (of Highresolution Printing and Packaging), who embossed an actual copper sheet and tipped it on to a limited-edition book cover!
This is not for the faint of heart. His die-maker vehemently argued against it – they were afraid the die would be damaged. But David likes to push the envelope, and it was definitely worth it.
What are you most excited to share in your upcoming session?
This is like asking “which is your favorite child.”
But there is a fabulous finishing technique that is new to our shores – digital edge printing – which will open up so many new creative possibilities, especially when it comes to books and brochures.
It adds an extra element of surprise and delight, which will ultimately lead to a memorable experience, and really this is what it is all about. Where the power of print truly lies. By creating long lasting, truly memorable experiences, we ensure that our clients’ brands stay top of mind.
This article was last modified on May 13, 2025
This article was first published on May 7, 2025
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Such a great interview. Look forward to seeing you soon at CreativePro Week.