12 Aug Paper Weights Explained: Choosing the Right Stock for Your Print Materials
From the moment someone picks up one of your brochures or business cards, they’re evaluating your company. Wimpy card stock and cheap printing never leave a good impression, which is why choosing the right paper for your mailers, brochures, coupons, etc., is absolutely essential. Our guide to paper stock, types, and weights will help you choose the best materials for making a good first impression.
Choosing the Right Paper Stock
It’s easy to make the mistake of thinking that one type of paper is much like another. However, choosing an inferior type of paper or the wrong kind for the job could make your company look bad.
The choices you make in paper stock influence more than just the cost of printing. Paper type also affects the quality of your printed materials, their durability and readability, as well as how your customers perceive your brand and message.
Print Material Paper Types
You may also see paper described as text weight, cover weight or cardstock.
- Text weight paper is typically thin, flexible, and lightweight, while still a step up from copy paper. Common uses include flyers and business reports.
- Cover weight paper is heavier, sturdier, and less flexible, and it’s also coated for a polished result, making it a leader for many business-related printing needs, like brochures, folders, and covers for booklets and programs. It can also be used for postcards and product tags and packaging.
Most types of paper also come in a range of finishes (such as uncoated, matte, glossy or satin) that can describe how shiny the paper is. Other finish types, like linen or vellum, refer to the texture of the paper.
Paper Stock Guide for Printing Success
The most common method of comparing paper is by weight. Higher pound weight numbers mean more rigid paper—for example, copy paper is usually 20 lb, while a wedding invitation might be 90.
- The pound weight reflects the actual weight of the paper when measured by the ream (500 sheets). For example, a ream of 20 lb copy paper would weigh 20 pounds.
- Paper may also be labeled by GSM (grams per square meter), the standard weight measurement for a single sheet.
- Paper thickness is measured in “points,” where one point is equal to 1/1000th of an inch.
How to Choose the Right Stock for the Job
Paper weight is a crucial part of the decision-making process when it comes to designing for print. When you choose stock that aligns with your branding, you can maximize the impact of your printed materials. Sometimes it’s fine to go with a less expensive type of stock, but for other jobs, you might want to upgrade to something more high-end.
The easiest way to choose the right stock for the job is to consult a print professional. Working with a local print shop not only puts a broad array of options at your fingertips, it also means you can see and handle paper samples in person. This way you can get a better idea of what the finished product looks like, which makes your decision much easier.
Let Mousegraphics help you find the perfect paper weight for your next print job—contact us to request a quote today.
Photo by Basil F on Unsplash used with permission under license for commercial use 08/12/2025.