How to Choose the Right Paper Stock for Your Marketing Materials
Paper Is Not an Afterthought
Most people spend hours perfecting their design and five seconds choosing paper. That’s a mistake. The paper stock you print on affects how your piece looks, feels, and how long it lasts. Here’s what you need to know to make a smart choice.
Weight: The Foundation of Feel
Paper weight in the U.S. is measured in pounds (lb) based on the parent sheet size of that paper category. For text papers (brochures, flyers, letterhead), 60 lb to 100 lb text is the typical range. For cover stocks (business cards, postcards, folders), 65 lb to 130 lb cover is standard. The heavier the cover weight, the more substantial and premium the piece will feel in hand.
Coated vs. Uncoated
Coated papers have a surface treatment (gloss, satin, or matte) that improves ink holdout and color vibrancy. They’re ideal for photography-heavy pieces, marketing materials, and anything where color accuracy is critical. Uncoated papers have a natural, tactile feel and accept writing well — making them the right choice for letterhead, notepads, and pieces that need to be written on.
Gloss vs. Matte vs. Satin
Within coated papers, the finish matters. Gloss coating maximizes color vibrancy and sharpness — great for product catalogs and postcards. Matte coating gives a flat, sophisticated look that reads more upscale — popular for annual reports and premium brochures. Satin (also called silk) is a middle ground: good color reproduction without the glare of gloss.
Specialty Stocks Worth Knowing
Beyond standard coated and uncoated, there are specialty options that add significant tactile interest. Linen and laid textures add dimension to letterhead and business cards. Soft-touch laminate creates a velvet-like feel on cover stocks. Kraft and recycled papers communicate sustainability. Synthetic papers (like Yupo) are tear-resistant and waterproof — ideal for outdoor use or menus.
Matching Stock to Product
Business cards: 16 pt gloss or soft-touch matte. Brochures: 100 lb gloss or satin text. Postcards: 14 pt or 16 pt with UV coating for durability. Letterhead: 24 lb uncoated bond. Booklets: 80 lb gloss text for interior pages, 100 lb cover for the cover. Menus: laminated or synthetic for durability. These are starting points — your specific needs may call for something different.
Not Sure? Ask Us.
Linprint stocks a wide range of papers and can provide samples before you commit to a large order. Contact us or request a quote and let’s find the right stock for your project.
