Paper Types & GSM: A Practical Selection Guide
Paper is not just a background — it directly affects how a printed piece looks, feels, and performs. The two things to understand first are type (how the surface is finished) and GSM (how heavy it is).
What Does GSM Mean?
GSM stands for grams per square meter — the weight of one square meter of paper. Higher GSM means thicker, stiffer, and usually more premium-feeling stock.
- 70–100 gsm: text pages, novels, newspapers
- 105–150 gsm: brochures, flyers, magazine inner pages
- 200–300 gsm: covers, postcards, business cards
- 300–450 gsm: rigid packaging, luxury covers, gift boxes
Common Paper Types
Coated (Art) Paper
A clay coating gives a smooth, low-absorption surface that reproduces color vividly with sharp detail. Available in gloss, matte, and silk finishes. The default choice for catalogs and brochures.
Uncoated Paper
No coating, so the natural paper texture remains. Ink absorbs more, giving a softer, more tactile result. Popular for stationery, book interiors, and minimalist branding.
Offset Paper
An economical uncoated stock suitable for general printing — forms, notebooks, and text-heavy documents.
Kraft Paper
A strong, natural brown paper widely used for eco-friendly packaging, bags, and labels.
Specialty & Textured Paper
Felt, linen, and metallic finishes add a distinctive touch for luxury and creative projects.
How Surface Finish Affects Color
- Gloss: highest contrast and color saturation; can show fingerprints.
- Matte: elegant and non-reflective; colors appear slightly softer.
- Silk / Satin: a middle ground — good color with a subtle sheen.
- Uncoated: most natural look; ink appears more muted and textured.
Choosing Paper for Your Project
Ask yourself three questions: How long should the piece last? How important is color vividness? What impression should it make in the hand? Heavier, coated stock reads as premium; lighter, uncoated stock reads as practical and natural.