How to choose the right paper stock for your print project

The right paper depends on what you are printing, how it will be handled and what the artwork contains. Start with the job rather than the paper sample. A stock that works for a photographic brochure may be a poor choice for a form that needs to be written on.

Coated and uncoated paper

Coated paper has a smoother surface and normally gives photographs, fine detail and solid colour a sharper appearance. Silk is a common all-round choice. Gloss has more shine, while matt coated stocks reduce reflection.

Uncoated paper has a more natural feel and accepts pen or pencil more readily. It works well for letterheads, forms, notebooks and understated brand material. Colour can look softer because the ink sits differently on the surface.

What gsm tells you

Gsm means grams per square metre. It describes paper weight, not quality. A higher number usually feels thicker, but bulk and stiffness vary between paper ranges.

Typical use	What to consider
Flyers and leaflets	Handling, folding, distribution cost and how long the piece needs to last.
Brochure inner pages	Page count, opacity and whether the finished book should open easily.
Covers and cards	Stiffness, scoring, lamination and postal weight.
Letterheads and forms	Printer compatibility, writing surface and opacity.

Allow for folds and binding

Heavy stock can crack on a fold unless it is scored first. A thick cover can also resist opening on a small booklet. Tell the printer how the piece will fold or bind before choosing the stock. Grain direction, page count and finishing all affect the result.

Think about postage and packing

Paper choice changes the finished weight. This matters for direct mail, multi-page reports and bulk distribution. Check the packed item rather than relying on the weight of one sheet. An envelope, insert and cover can move the pack into a different postal band.

Use samples for important jobs

A screen cannot show texture, stiffness or the way a dark colour looks on an uncoated sheet. Ask for a sample when the paper is part of the brand experience. If an exact match matters, keep a copy of the approved stock name and order reference.

If you are unsure, send us the size, quantity and use. We can suggest a sensible stock and explain the cost difference before you order.