May 8, 2026 · 5 min read
Paper stock decisions get overwhelming fast because the options are described in a vocabulary most people never use outside a print shop. Here's what the terms that actually matter mean.
Heavier paper feels sturdier and more premium. Everyday flyers typically run 100–170gsm; business cards and postcards run much heavier, from 300–400gsm (roughly 14pt–32pt) for a rigid, substantial feel.
Gloss coating makes colours pop and photos look vibrant, but can show fingerprints. Matte coating gives a softer, more premium look and is easier to write on. Uncoated stock has the most natural, tactile feel and is common for letterhead and stationery.
Specialty stocks like linen, cotton or recycled kraft add a tactile signal before anyone reads a word — often chosen for invitations, premium packaging or brand pieces meant to feel handmade.
A flyer meant to be handled once needs less weight than a business card meant to sit in a wallet for months. We recommend stock based on how a piece will actually be used, not just how it looks in a sample swatch.