How to Choose Paper for Printing — Weights, Textures and Uses

Your design is finished, the colours are set, the text is proofread — and then comes the question of what to print it on. It seems like a small detail, but paper decides whether a business card feels solid, whether a flyer looks premium and whether a calendar lasts the whole year. In this article we explain in plain language how to read paper weights, coatings and textures, and how to choose the right option for your project.

Why paper choice matters so much

Paper is the first thing people feel when they pick up your printed piece. Even a very good design on thin, see-through paper will leave a weaker impression than a simpler design on thick, quality card. Paper affects:

• how colours look — the same colours can appear brighter or softer on different papers;
• the feel in the hand — smooth, velvety, rough or natural;
• durability — whether the material will crease, wear or tear in use;
• price — thicker or specialty paper costs more;
• finishing options — varnishing, lamination, folding or hot foil.

Paper weight

Paper thickness is measured in grams per square metre (gsm). The higher the number, the denser and stiffer the material. As a rough guide, it falls into three groups:

• Up to 120 gsm — thin paper. Suitable for office documents, instructions, brochure inner pages and inexpensive flyers. Everyday office paper is usually around 80 gsm.
• 130–200 gsm — medium weight. Works well for flyers, leaflets, posters, catalogue inner pages and handouts. Noticeably sturdier than office paper but still easy to fold.
• 250–400 gsm — card. Used for business cards, invitations, postcards, brochure covers, calendar backing boards and packaging elements.

A practical tip: if people will hold the piece for a long time or keep it, choose heavier paper. If it is a one-off handout given out on the street or at an event, a medium weight is enough.

Coated and uncoated paper

The second important question is the surface. There are two big groups.

Coated paper

This is paper with a thin coating layer that makes the surface smoother and stops ink from soaking in too much. As a result, colours look brighter and the image looks sharper with more contrast. Coated paper comes in three main types:

• Gloss — reflects light and makes colours look rich. Suitable for photos, advertising leaflets and catalogues where visual impact matters.
• Matt — does not shine, looks calm and elegant. Text is easy to read and fingerprints show less. Popular for business cards, brochures and company presentations.
• Silk — a compromise between gloss and matt, with a soft sheen. A versatile choice that suits most commercial work.

Uncoated paper

It has a natural, slightly rough surface, and the ink soaks in more. Colours look softer and warmer, but you can write on this paper with a pen or pencil. That is why uncoated paper is a good choice for letterheads, forms, notepads, the writing areas of calendars and any work that should feel natural and be easy to read.

Textures and specialty papers

If you want your print to stand out, consider papers with a pronounced texture or special character:

• Textured design papers — for example linen, ribbed or fine-grain surfaces. They give a luxury feel and are often chosen for invitations, business cards and premium brand materials.
• Kraft paper — brown, natural and slightly rustic. A great fit for packaging, labels, bags and eco-minded brands. Keep in mind that light colours will not show on brown paper, so the design has to be planned accordingly.
• Recycled paper — gentler on the environment, with a slightly more natural tone. Suitable for companies where sustainability matters.
• Coloured and metallic papers — used when you need a bold accent or a festive mood, but colours reproduce differently than on white paper.

Which paper for which job

Below is a short guide to the most commonly ordered items. These are only suggested ranges, and the final choice can always be refined together with us.

• Business cards — usually 300–400 gsm card, matt or silk. Thick card creates a convincing first impression right away. Learn more in our business card printing section.
• Flyers and leaflets — 130–170 gsm coated paper, gloss or silk. If the piece is meant for mass distribution, a lighter option can work too.
• Brochures and catalogues — inner pages 115–170 gsm, cover 250–300 gsm. The cover is what people see first, so it is worth making it heavier.
• Posters — 130–200 gsm depending on size and whether they will hang on a wall or sit on a stand.
• Calendars — card of 250–350 gsm for the backing, lighter paper for the calendar pages. If the calendar will be used all year, uncoated paper you can write on may be more practical. See also our calendar printing page.
• Invitations and postcards — 250–350 gsm, often with a texture or special coating.
• Forms and letterheads — 90–120 gsm uncoated paper that you can write and sign on.

Paper and printing method

Paper choice is also tied to how the job will be printed. Offset printing offers a very wide range of papers and is especially suited to large runs. Digital printing has a somewhat narrower range, but it is convenient for short runs and quick jobs. If you are not sure which technology suits your project, our team will help you choose both the printing method and the paper.

Common mistakes when choosing paper

• Paper that is too thin — on double-sided prints, the content on the other side can show through.
• Gloss paper where people need to write — a pen will not hold on a glossy surface, so choose uncoated paper for forms.
• Dark designs on uncoated paper — the ink soaks in, and large dark areas can look duller than expected.
• Thick card without scoring — if the card has to be folded, heavy material usually needs to be scored first, otherwise cracks can appear on the fold.
• Choosing by price alone — saving on paper can sometimes spoil the impression of your entire company.

What to do if you are not sure

The best way to choose paper is to hold it in your hands. In many cases we can show you material samples so you can see and feel how different weights and surfaces look and behave. Tell us what the piece is for, how many copies you need and what your budget is, and we will suggest options that work well with your design.

Ready to start? Tell us about your idea and we will prepare a quote free of charge and with no obligation.

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