How to Choose the Best Paper for Business Cards, Flyers and Brochures

Choosing the wrong paper can make an expensive design feel cheap, while the right paper can make a simple design feel premium. Here is how to choose.

What is GSM?

GSM stands for grams per square metre and measures paper weight. A higher GSM means thicker, stiffer paper.

• 80–120 GSM: lightweight, used for letterheads and everyday flyers.
• 130–170 GSM: mid-weight, good for standard flyers and posters.
• 250–350 GSM: thick card stock, ideal for business cards and postcards.

Matte vs gloss

Gloss paper is coated and shiny, which makes colours pop and photos look vibrant. Matte paper has a smooth, non-reflective finish that looks more elegant and is easier to write on.

Recommendations by product

• Business cards: 350 GSM with a matte or soft-touch finish, optionally laminated.
• Flyers: 150–170 GSM gloss for promotional offers, 130 GSM matte for menus and information sheets.
• Brochures: 170–250 GSM for the cover, 130–150 GSM for inner pages.

When in doubt, ask for a physical sample. Feeling the paper in your hand tells you more than any number.