Paper & materials
How to choose paper for business cards, flyers and brochures
Heavier paper is not automatically the right paper. Start with how the item will be used, then compare physical samples before making a decision.
Start with the use, not the stock name
Will the piece be handed out at an exhibition, sent by post or kept somewhere for repeated use? Does the layout rely on photographs, large areas of colour or mainly text? These answers give a more useful starting point than simply asking for a premium paper.
Also consider whether someone needs to write on it, whether it must fit inside an envelope and whether it will be folded. A material that works for a presentation card may not suit a piece with several folds.
What does paper weight actually tell you?
The unit g/m², often written as gsm, describes weight per square metre rather than thickness. Two papers with the same grammage can differ in thickness, stiffness and feel. Avoid choosing solely by the number printed on a quotation.
Ask to assess the stock at the finished product size. A full sheet and a small business card do not communicate the same feel. For a multi-page piece, consider the complete item: cover, inside pages and binding method together.
Coated, uncoated, matt or gloss?
Coated paper has a surface coating and comes in different finishes, including matt, silk and gloss. Uncoated paper lacks that coating and can have either a smooth or a more noticeable texture. Surface feel and paper whiteness vary between grades.
Matt does not necessarily mean uncoated. The finish of the paper itself is also a separate choice from lamination added later. Compare samples and specify both, so the quotation and the intended result refer to the same combination.
Three products, three sets of priorities
Business cards: consider feel, readable contact details and whether you need to write notes on the card. If you want a special finish, ask for its compatibility with the chosen stock to be confirmed before the artwork is finalised.
Flyers: explain whether the piece is flat or folded and how it will be distributed. Corporate brochures: review cover, inside pages and how the booklet opens as one decision. Do not assume that every part of a brochure needs to use the same stock.
Know what a sample can confirm
If appearance and touch matter to your brand, ask us to discuss available samples. View the stock in normal lighting and, where a relevant printed sample is available, look at small text, photographs and large areas of colour.
Be clear about what you are approving. A plain stock sample mainly demonstrates the material, while a screen image cannot confirm its feel or the final printed colour. Ask which proofing options are feasible for the particular production and whether there is a separate charge.
Include the right information in your enquiry
Send the product, finished size, quantity, page count or folds and intended use. Explain whether you want a matt or gloss appearance, a writable surface, a particular texture or a match to an earlier sample. If the stock name and grammage are unknown, leave them open for a recommendation.
For a meaningful comparison, ask for two alternative stocks with the remaining specification unchanged. The final choice depends on the artwork, construction, printing method and availability. Good paper selection serves the project; it is not a competition to choose the highest weight.
These guides provide general information. Specifications, pricing and production timing are confirmed separately for each project.
Technical reference: Arctic Paper — G-Silk paper specifications