How to Choose the Right Paper Stock for Your Print Project

Understanding Paper Weight and Feel

The paper you choose communicates as much about your brand as the design itself. A flimsy business card feels cheap, while a thick, textured stock signals quality and attention to detail.

Paper weight is measured in pounds (lb) or grams per square meter (gsm). For business cards, we recommend 14pt to 16pt card stock — thick enough to feel substantial, thin enough to fit in a wallet. Brochures work best on 80lb to 100lb gloss or matte text stock.

Coated papers (glossy or matte) are ideal for vibrant color reproduction and photo-heavy designs. Uncoated papers offer a natural, tactile feel that works beautifully for letterheads, invitations, and artisanal brands.

Consider your end use: will the piece be mailed (weight matters for postage), handled frequently (durability counts), or displayed (visual impact is key)? Each scenario points to different paper choices.

At inkWhirl, we offer free paper sample kits so you can feel the difference before committing to a full print run. Request yours on our Contact page.