Paper is not just something your design gets printed on — it is part of the design. The weight, texture, finish, and coating of your paper stock all influence how your printed piece looks in hand, how it feels between someone's fingers, and what it silently communicates about your brand. Choosing the wrong paper can undermine even the best graphic design. Choosing the right paper elevates it.
This guide walks you through everything you need to know to make smart paper choices for business cards, brochures, postcards, stationery, and beyond.
Understanding Paper Weight
Paper weight is one of the most confusing aspects of print for people outside the industry, mainly because the United States uses a different measurement system than the rest of the world.
The US System: Pounds (lb) and Points (pt)
In the US, paper weight is measured in pounds and categorized by its "basis size" — the dimensions of 500 sheets (a ream) of that paper in its uncut form. The catch is that the basis size is different for different paper categories:
- Text weight paper (also called book weight) uses a basis size of 25 x 38 inches. An 80# text stock means 500 sheets at that size weigh 80 pounds.
- Cover weight paper uses a basis size of 20 x 26 inches. An 80# cover stock is significantly thicker and heavier than 80# text because the basis size is smaller.
This is why "80 lb text" and "80 lb cover" are nothing alike. Cover stock at 80# is a sturdy card stock. Text stock at 80# is a standard sheet you might use for a flyer.
For card stocks, you will also see thickness measured in points (pt), where 1 point equals 1/1000 of an inch. A 14pt card stock is 0.014 inches thick. This measurement is more intuitive because it directly describes thickness rather than weight.
The Metric System: GSM
Outside the US, paper weight is expressed in grams per square meter (GSM or g/m2). This system is straightforward — it measures the weight of one square meter of paper regardless of sheet size. A 300 GSM stock is always 300 GSM whether it is cut to A4 or tabloid size. If you work with international suppliers, GSM is the standard you will encounter.
Common Paper Weights by Project Type
Here is a practical reference for matching paper weight to common print projects:
Flyers and Handouts
80# text (120 GSM) is the go-to weight for single-sheet flyers, event handouts, and inserts. It is sturdy enough to feel professional but light enough to keep costs down, especially for large quantities. For a slightly more premium feel, step up to 100# text (148 GSM).
Brochures and Sell Sheets
100# gloss text (148 GSM) is the industry standard for tri-fold brochures and sell sheets. The gloss finish makes colors pop, and the weight is heavy enough to fold cleanly without feeling flimsy. For a more upscale look, consider 100# matte text or 80# cover.
Business Cards
14pt or 16pt cover stock is the standard for business cards. A 14pt card (roughly equivalent to 100# cover) has a solid, professional feel. A 16pt card is noticeably thicker and signals a premium brand. Some clients go up to 18pt or even 32pt (duplexed) for a card that truly stands out in a stack.
Postcards
12pt to 14pt cover stock meets USPS requirements for mailing and provides the rigidity needed to survive the postal system without bending or tearing. For EDDM postcards, 14pt is the most popular choice — it feels substantial and holds up well.
Presentation Folders and Pocket Folders
14pt to 16pt cover is standard. These pieces need to be rigid enough to hold inserts without bowing. Some folders use 18pt for extra stiffness.
Letterhead and Envelopes
24# or 28# bond (90-105 GSM) is standard for letterhead. Bond weight uses yet another basis size (17 x 22 inches), so 24# bond is roughly equivalent to 60# text. For a more luxurious feel, 32# bond or a cotton stock works beautifully.
Paper Finishes Explained
The finish of your paper affects both appearance and tactile experience. Here are the main categories:
Gloss
A shiny, reflective surface that makes colors appear vivid and saturated. Gloss stocks are popular for brochures, postcards, catalogs, and any piece where photographic imagery is the focus. The downside is that gloss can produce glare under certain lighting and is harder to write on with a pen.
Matte
A flat, non-reflective surface that gives printed pieces a sophisticated, understated look. Matte stocks are easier to read under direct light and accept pen and pencil well, making them a smart choice for pieces that need a write-on area (response cards, forms, notepads). Colors appear slightly softer on matte compared to gloss.
Satin / Silk
A middle ground between gloss and matte. Satin (sometimes called silk or dull) has a low sheen that resists fingerprints and glare while still producing rich color. It has become increasingly popular for high-end brochures, lookbooks, and marketing collateral where a modern, refined feel is desired.
Uncoated
Paper with no coating applied. Uncoated stocks have a natural, organic feel and are the standard for letterhead, envelopes, books, and notebooks. They absorb ink more than coated stocks, so colors will appear slightly muted. Uncoated paper is the best surface for writing, stamping, and embossing.
Coatings and Laminations
Coatings are applied after printing to protect the surface, enhance appearance, or add a tactile element. They are not the same as the paper's inherent finish.
Aqueous Coating
A water-based coating applied on press as the final step. It provides a light protective layer that resists fingerprints and scuffing. Aqueous coating is available in gloss, satin, or matte and is the most cost-effective coating option. It is standard on most commercial print jobs.
UV Coating
A liquid coating cured with ultraviolet light. UV coating produces a high-gloss, hard surface that is more durable and shinier than aqueous coating. It is commonly used on postcards, book covers, and pocket folders. UV coating is applied as a flood (covering the entire surface) and gives pieces a polished, glossy look.
Spot UV
Unlike flood UV, spot UV is applied selectively to specific areas of the design — a logo, a headline, an image — while the rest of the piece remains matte. The contrast between the glossy raised UV and the matte background creates a striking visual and tactile effect. Spot UV is a popular premium finish for business cards, invitations, and packaging.
Soft-Touch Lamination
A matte lamination with a velvety, almost suede-like texture. Soft-touch lamination transforms the feel of a printed piece instantly — people notice it the moment they pick it up. It is an excellent choice for high-end business cards, luxury packaging, presentation folders, and menus. It does tend to show fingerprints on dark colors, so keep that in mind.
Specialty Papers
Beyond standard coated and uncoated stocks, specialty papers can give your project a distinctive character:
- Linen — Features a subtle crosshatch texture woven into the surface. Popular for letterhead, business cards, and invitations. Linen stock conveys tradition and formality.
- Cotton — Made from cotton fibers rather than wood pulp. Cotton papers have a soft, luxurious feel and are the standard for high-end stationery, resumes, and legal documents. Crane's Lettra is one of the best-known cotton stocks.
- Kraft — Unbleached brown paper with a natural, rustic look. Kraft is widely used in eco-conscious branding, packaging, hang tags, and menus. It pairs well with white or light-colored ink for a distinctive aesthetic.
- Recycled — Made from post-consumer waste. Modern recycled stocks are available in a wide range of weights and finishes and are nearly indistinguishable from virgin paper in quality. Choosing recycled stock signals environmental responsibility without sacrificing print quality.
Matching Paper to Purpose
The right paper choice depends on what the piece needs to accomplish:
| Project Type | Recommended Stock | Why | |---|---|---| | Business cards | 14pt-16pt cover, matte or soft-touch | Durability, premium feel | | Postcards / EDDM | 14pt gloss or UV-coated cover | Rigidity for mailing, vivid color | | Tri-fold brochures | 100# gloss or silk text | Folds cleanly, rich color | | Sales presentations | 100# gloss text in a 14pt folder | Professional, polished | | Letterhead | 24#-28# bond or 70# uncoated text | Writable, elegant | | Event invitations | 110# cotton cover or linen | Tactile, memorable | | Menus | 100# matte or silk text, laminated | Durable, easy to read | | Packaging inserts | 80#-100# text, uncoated | Lightweight, readable |
How Paper Affects Brand Perception
Never underestimate the psychological impact of paper. Research in haptic marketing has shown that the physical qualities of a printed piece influence how people perceive the brand behind it. A thick, soft-touch business card suggests quality and attention to detail. A thin, flimsy flyer on copy paper suggests the opposite — whether or not that is fair.
If your brand positions itself as premium, your paper stock needs to match. If your brand is approachable and eco-friendly, a recycled kraft stock tells that story before anyone reads a word.
Request Paper Samples Before You Commit
Choosing paper from a description or a digital swatch is not the same as holding it in your hands. We always recommend requesting physical samples before committing to a large print run. Feel the weight. See how your colors look on gloss versus matte. Compare 14pt to 16pt side by side. A few minutes with samples can save you from an expensive misfire.
Find the Perfect Paper With Elevation Printing
At Elevation Printing Services in South Plainfield, NJ, we stock a wide selection of paper stocks and can source specialty papers for any project. Whether you are printing 250 business cards or 25,000 brochures, our team will help you choose the right weight, finish, and coating to match your goals and your budget.
Not sure where to start? Reach out to us and we will send you a sample kit so you can see and feel the options for yourself.
