“What kind of paper?” is the question we ask early on every print project, and most clients don’t know how to answer it. That’s fine — knowing the paper options is our job. But it helps if you understand the basics, because the paper choice affects how your finished piece feels, how much it costs, and how long it lasts. Here’s the crash course.
Weight: thicker isn’t always better
Paper weight is measured in pounds (in the US) or GSM (everywhere else). Standard office paper is 20 lb / 75 gsm. Brochures and flyers run 80-100 lb text weight. Business cards are typically 14-16 pt cover (a thick cardstock). For premium projects, we can go up to 32 pt — a stock so thick it’s almost like a coaster. Heavier feels more substantial but costs more and uses more material; lighter is fine for most everyday print.
Coated vs uncoated: a real decision
Coated paper has a smooth, slightly shiny surface that holds bright color crisply and resists smudging. Great for photos, glossy brochures, and product catalogs. Uncoated paper has a more natural, tactile feel and is easier to write on. Better for letterheads, books, anything where the reader will engage with the page rather than just look at images. Neither is “better” — they serve different purposes.
Finishes: gloss, matte, satin, soft-touch
Within coated stocks: gloss is the shiniest and most photo-friendly. Matte is coated but with no shine — feels premium without being flashy. Satin sits between the two. Soft-touch coating (sometimes called soft-feel or velvet) is a relatively new option that feels almost like skin or suede when you touch it. Soft-touch is what makes a card or brochure feel really expensive without a huge cost increase.
Recycled options
Many of our standard papers are FSC-certified or contain a percentage of post-consumer recycled content. If sustainability matters to your brand, ask — we can usually match almost any paper requirement with a green alternative.
The sample trick
Don’t pick paper from a description. Come into the shop and feel the samples. A 100 lb gloss cover means nothing in the abstract; it means everything when you hold it.
If you’re not sure, bring us your project and let us recommend a few options. We’ll walk you through samples so you can pick what’s right.
Let’s bring your project to life.
Choice1Graphics can help with this — every job we mentioned here, we do in-house at our Webster shop. Have a project in mind? Reach out for a free quote or stop by 505 S Main St, Webster.