Paper Stock: A No-Nonsense Guide to Weights, Coatings & Finishes*

Weight: What GSM Actually Means

GSM stands for grams per square metre — it's a measure of paper density, not thickness (though the two are broadly correlated). Think of it like thread count in fabric: higher numbers mean thicker, heavier stock.

Here's a practical guide to common gsm values and what they're actually used for:

The Light Range (80–130gsm)

• 80–90gsm: Standard office copy paper. Too light for most professional print. Fine for internal memos, not for client-facing materials.
• 100–130gsm: Lighter leaflets and inserts. Feels insubstantial for premium work, but acceptable for high-volume budget pieces.

If your brief requires premium feel, skip this range entirely.

The Sweet Spot (150–250gsm)

• 150–170gsm: The sweet spot for most single-page marketing pieces — flyers, single-fold leaflets, postcards. This is what we recommend for 90% of brochures.
• 200–250gsm: Heavier brochure covers, thicker leaflets, pocket folders. Feels noticeably more substantial.

If you're only picking one weight, 170gsm is your answer.

The Premium Range (300gsm+)

• 300–400gsm: Business cards, premium packaging, luxury invitations. Thick enough to feel genuinely expensive.
• 450gsm+: Rigid substrates, specialist packaging, prestige stationery. This is cardboard territory — reserved for high-end work.

These weights command premium prices but justify them through tactile quality.

Coatings: Gloss, Silk, and Uncoated

Once you've picked a weight, the coating dramatically affects both appearance and feel. This choice matters as much as the gsm.

Gloss Coated

Gloss coated paper has a shiny, reflective surface that makes colours appear vivid and punchy. It's excellent for photography-heavy work but can cause glare under certain lighting conditions and is harder to write on.

Use gloss when you want colours to pop. Avoid it if readability or writing space matters.

Silk (or Satin) Coated

Silk is the professional's compromise — a subtle sheen that enhances colour reproduction without the harsh glare of gloss. Most premium brochures use silk because it's forgiving and looks expensive.

If you're unsure between gloss and uncoated, silk is the safe choice. It works for nearly everything.

Uncoated Stock

Uncoated paper has a natural, matte surface with a slightly rough texture. It's excellent for writing on, gives a premium artisan feel, and is often associated with luxury and craft brands. Colours can appear slightly less vibrant but the tactile quality is unmatched.

Choose uncoated for letterheads, business correspondence, or anything where writability matters. Choose it too for premium, understated brand materials.

Recycled / Environmentally Certified

FSC-certified stocks or recycled content papers — often uncoated in texture. Important for brands with sustainability credentials, and increasingly expected by clients. Recycled stocks have improved dramatically in quality and are now available in a wide range of weights and finishes.

Finishes That Elevate the Work

Once your base stock is chosen, laminate and special finishes can take the piece to another level. These are the touches that make something feel genuinely premium.

Protective Laminates

• Matt laminate: Soft, tactile, elegant. Protects the surface while adding a premium feel. Our top recommendation for most printed materials.
• Gloss laminate: High-shine protection. Makes colours pop but shows fingerprints and can feel cheap if used on wrong stock.
• Soft-touch laminate: Velvety, almost suede-like texture. Commands a premium feel but costs more.

Matt laminate is the default. Upgrade to soft-touch if budget allows.

Specialty Finishes

• Spot UV: Gloss varnish applied to specific areas on a matt base. Creates dramatic contrast and draws attention. Use sparingly for maximum impact.
• Foil blocking: Metallic or holographic foil stamped onto the surface. Prestige and luxury incarnate. Expensive but worth it for high-end work.

Specialty finishes should be used intentionally, not as default.

Our Recommendation

If you're unsure, start with 170gsm silk for leaflets and 350gsm silk with matt laminate for business cards. These are the professional defaults for good reason — reliable, versatile, and well-received by clients.

Always request a paper sample before signing off on a large run. What looks right on screen or in a spec sheet can feel completely different in hand — and never underestimate how much a heavier, better-quality stock elevates perceived brand value.

When we're helping a client choose stock, we'll usually start with the end use and work backwards — a stationery letterhead needs a different paper to a luxury invitation, even if both are "premium". Talk to us about your commercial print project and we'll recommend the right stock, weight and finish for the job.