The right paper makes a piece feel the way your brand should — premium, friendly, bold, or clean. Here’s how paper is measured, the coated-versus-uncoated choice, the common finishes, and what we’d reach for by product.
Paper weight is given in GSM (metric) or US pounds, which vary by stock type. As a rough guide: business cards run on heavy cover stock (14–16 pt, ~100–120 lb cover); flyers and brochures on 100 lb text; postcards on 14 pt cover; and letterhead on lighter 70–80 lb text or 24 lb bond. Booklet covers are heavier than the inside pages.
Tip: Converting between GSM and lb? The paper weight converter handles it by stock type.
Coated stock has a smooth surface coating that makes color and photographs pop, keeps detail sharp, and wipes clean — the go-to for postcards, brochures, and anything photo-heavy. It comes in gloss, satin/silk, and matte. Uncoated stock is natural and tactile, takes pen and stamp easily, and reads as premium and understated — great for letterhead, cards you’ll write on, and an organic, high-end look.
Not sure what to choose? We’ll show you samples and produce your printed pieces on the right stock — for businesses across Buffalo and the West Metro.
Coated paper has a surface coating (gloss, satin, or matte) that makes colors and photos look sharp and vivid and resists smudging; it is great for postcards and brochures. Uncoated paper has a natural, tactile surface you can write on easily and an upscale, organic feel; it suits letterhead and premium cards.
Most business cards are printed on heavy cover stock, commonly 14 to 16 pt (about 100 to 120 lb cover). That thickness feels substantial and holds up in a wallet. Soft-touch and uncoated options add a premium feel.
GSM is grams per square meter, the metric measure of paper weight. Unlike the US pound system, GSM is the same regardless of stock type, so it is a clearer way to compare papers. Our paper weight converter translates between GSM and lb by stock type.
Yes. Paper is something you really judge by feel, so we are happy to show you samples of weights and finishes before you commit, and recommend the right stock for your piece and budget.
Tell us about your piece and we’ll recommend a stock and finish — samples included. Free quote, no commitment.