Choosing the Right Paper Stock for Your Print Project

Paper is the first thing people feel before they read a single word. The right stock signals quality instantly — the wrong one undercuts even the best design. Here is a practical way to choose.

Start with weight

Paper weight is measured in pounds (lb) or GSM. Heavier stock feels more premium and stands up to handling.

• Business cards: 16pt–32pt for a substantial, confident feel.
• Flyers and brochures: 100lb text for everyday, 100lb cover for durability.
• Postcards: 14pt–16pt so they survive the mail.

Pick a finish

Finish controls sheen, readability and how colors pop.

Gloss

Vivid color and contrast — ideal for photography and retail promotions. It can glare under bright light.

Matte and uncoated

Soft, modern and easy to write on. Great for a refined, editorial look.

Silk and soft-touch

A middle ground: rich color with a smooth, velvety feel that reads as high-end.

Match stock to the job

A luxury invitation and a grocery flyer have different jobs. Let the goal lead: durability, tactile luxury, writability or punchy color. When in doubt, order a sample kit and feel the options in your hands before you commit.

The quick rule

Heavier and uncoated reads premium and understated; heavier and gloss reads bold and promotional. Choose the pairing that matches the impression you want to make.