Paper is not just a substrate — it is part of the design. The weight, texture and finish of the stock you choose affects how colours look, how the piece feels in the hand, and what impression it makes on the recipient.
Paper weight
Paper weight is measured in grams per square metre (gsm). The higher the gsm, the heavier and thicker the paper. Common weight ranges: 80–100 gsm — standard office paper, used for letterheads and internal documents. 115–170 gsm — standard flyer and brochure paper. 200–250 gsm — heavier brochure and catalogue paper. 300–400 gsm — business card and postcard board. 350 gsm is the standard for business cards. Above 400 gsm — specialist thick card, used for premium business cards, invitations and packaging.
Coated versus uncoated
Coated paper has a surface treatment (clay coating) that fills the microscopic pores in the paper fibres, creating a smooth, non-absorbent surface. Ink sits on top of the coating rather than being absorbed into the fibres, which produces sharper dot reproduction, more vibrant colours, and better image quality. Uncoated paper has no surface treatment. Ink is absorbed into the fibres, which produces a softer, more muted result. Uncoated paper has a natural, tactile quality that is valued for letterheads, notepads, books, and brands with a craft or artisan aesthetic.
Gloss, silk and matte
Gloss has a high-sheen, reflective surface. It produces the most vibrant colours and the sharpest image reproduction. It is the most common finish for promotional print work. Silk (also called satin) has a semi-gloss surface — less reflective than gloss but more vibrant than matte. It is a versatile finish that works well for both image-heavy and text-heavy designs. Matte has a flat, non-reflective surface. Colours are slightly less vibrant than on gloss or silk, but text is easier to read and the surface has a sophisticated, understated quality.
Lamination
Lamination is a thin plastic film applied to the surface of a printed piece after printing. It provides protection against scuffing, moisture and handling, and significantly enhances the appearance of the piece. Gloss lamination intensifies colours and adds a high-sheen finish. Matte lamination produces a flat, sophisticated surface — note that matte-laminated pieces cannot be written on easily. Soft-touch lamination has a distinctive suede-like texture — velvety and tactile. It is a premium finish that creates a strong impression when handled.
Special finishes
Spot UV is a gloss UV coating applied to specific areas of a matte-laminated piece. The contrast between the flat matte background and the glossy UV areas is visually striking. Foil stamping applies a metallic or coloured foil to specific areas using heat and pressure. Gold and silver foil are the most common. Embossing and debossing create a raised or recessed impression in the paper. Die-cutting cuts the paper into a custom shape rather than a standard rectangle.
Choosing the right stock for your job
For standard promotional print (flyers, brochures, leaflets): 130–170 gsm silk or gloss coated is the default. For premium marketing materials (company brochures, capability statements): 200–250 gsm silk or matte coated, with matte or soft-touch lamination. For business cards: 350–400 gsm coated board with gloss or matte lamination is standard. For letterheads and stationery: 100–120 gsm uncoated or lightly coated — must accept pen and printer ink. For large-format banners and displays: specialist substrates (PVC banner, fabric, foam board, corrugated plastic) rather than paper.