Two designs can be identical, same layout, same colors, same text and still feel completely different in someone's hands, simply because of the paper they're printed on. Paper choice affects weight, texture, durability, and even how premium something feels. Here's a simple breakdown of the paper basics we get asked about most often.
What Is GSM?
GSM stands for Grams per Square Meter, it's the standard measure of paper weight and thickness. The higher the GSM, the thicker and sturdier the paper.
GSM Range | Feel | Common Uses |
|---|---|---|
80–100 GSM | Standard, lightweight | Letterheads, flyers (single sheet) |
130–170 GSM | Slightly sturdier | Brochures, posters |
250–300 GSM | Firm, card-like | Business cards, postcards |
300+ GSM | Rigid, premium | Presentation folders, premium invitations |
As a general rule: the more "substantial" something needs to feel in someone's hand like a business card or a folder, the higher the GSM should be.
Matte vs Gloss vs Textured Finishes
Matte
A smooth, non-reflective finish. Reduces glare, is easier to write on, and gives a more understated, modern look. Popular for business cards, letterheads, and brochures with a lot of text.
Gloss
A shiny, reflective finish that makes colors and photos appear more vibrant and saturated. Common for flyers, catalogues, and image-heavy marketing pieces where visual impact matters most.
Textured / Specialty Finishes
Options like linen, soft-touch, or embossed finishes add a tactile quality often used for premium business cards, invitations, or brand materials meant to stand out physically as well as visually.
Recycled & Specialty Stock
For businesses focused on sustainability, recycled paper stock is increasingly requested for everything from flyers to packaging inserts. It carries a slightly different texture and tone than standard stock, which some brands actually use intentionally as part of an eco-conscious identity.
Matching Paper to the Job
A quick way to think about paper choice:
Wants to feel premium and sturdy? Higher GSM (300+), possibly with a matte or textured finish, think business cards or presentation folders.
Needs bold, eye-catching colors? Gloss finish, mid-range GSM good for flyers and posters.
Will be written on or handled a lot? Matte finish, since it resists fingerprints and smudging better than gloss.
Brand values sustainability? Recycled stock, which we can source for most standard print jobs.
Not Sure Which to Pick? We'll Recommend One
Paper choice is one of those details that's easy to overlook but makes a real difference in how a finished piece looks and feels. When you place an order with us, our team can recommend the right GSM and finish based on what the piece is for whether it's a single business card or a full catalogue print run.
Have a project in mind and not sure which paper fits best? Contact our team or message us on WhatsApp we're happy to talk through the options.
