Why Paper Choice Matters
The paper you choose can make or break a print project. A beautifully designed brochure printed on the wrong stock can feel cheap, while the right paper elevates even a simple design. Understanding paper weights and finishes helps you make informed decisions that align with your project's purpose, budget, and brand image.
Understanding Paper Weight
Paper weight is measured differently depending on where you are in the world. In the US, paper weight is expressed in pounds (lb) based on the weight of 500 sheets of the base sheet size for that paper category. In Europe and most of the world, the metric GSM (grams per square meter) system is used — and it's far more straightforward.
Common Paper Weights and Their Uses
| GSM | US Equivalent (approx.) | Common Use |
|---|---|---|
| 60–80 gsm | 16–20 lb Bond | Standard office paper, drafts, newspapers |
| 90–100 gsm | 24 lb Bond | Letterheads, quality correspondence |
| 120–150 gsm | 80–100 lb Text | Flyers, brochure pages, magazines |
| 170–200 gsm | 60–80 lb Cover | Brochure covers, postcards, folded leaflets |
| 250–300 gsm | 90–110 lb Cover | Business cards, greeting cards, packaging |
| 350–400 gsm | 130–148 lb Cover | Premium business cards, thick covers, board |
Paper Finishes Explained
The finish of a paper affects its appearance, feel, and how it interacts with ink. Here are the most common finishes:
Gloss
Gloss paper has a shiny, reflective coating that makes colors appear vivid and photographs pop. It's ideal for product catalogues, magazines, and promotional materials where visual impact is key. The downside: it can be hard to read in bright light and doesn't accept pen or pencil marks well.
Matte
Matte paper has a non-reflective, smooth finish. Colors appear slightly more subdued compared to gloss, but text is very easy to read. It has an elegant, premium feel and works beautifully for brochures, annual reports, and art books. Matte paper can be written on after printing.
Silk / Satin
Silk or satin paper sits between gloss and matte — it has a subtle sheen without being overly reflective. It's a popular all-around choice for brochures, flyers, and leaflets, offering good color vibrancy and readability.
Uncoated
Uncoated paper has no surface coating, giving it a natural, tactile feel. It absorbs ink more readily, so colors tend to look slightly less vibrant. It's widely used for letterheads, envelopes, stationery, and books where a natural, organic feel is desired.
Recycled / Kraft
Recycled papers and kraft stock appeal to environmentally conscious brands. Kraft paper has a distinctive brown, natural texture and is popular for packaging, bags, and artisan print products.
Specialty Finishes and Coatings
Beyond standard paper finishes, several post-print coatings can further enhance your product:
- Soft-touch laminate: Velvet-like feel that is extremely premium — popular for luxury business cards and covers
- Gloss laminate: Adds durability and extra shine to printed pieces
- UV spot coating: Applies a glossy varnish to selected areas, creating a tactile contrast effect
- Foil stamping: Metallic foil applied to specific elements for a high-end decorative effect
- Embossing/Debossing: Raises or recesses a design element in the paper surface for a three-dimensional effect
Choosing the Right Paper for Your Project
When selecting paper, ask yourself:
- What is the purpose of this piece — functional or prestige?
- Does it need to be durable (e.g., menus, cards) or is it a one-time read?
- Is the content image-heavy (use gloss/silk) or text-heavy (use matte/uncoated)?
- What is the brand's personality — high-end, eco-conscious, corporate, playful?
- What is the budget?
Always request paper samples from your print provider before committing to a large run. Seeing and feeling the stock in person makes a significant difference in your final decision.