Paper weights explained: which gsm for cards, flyers and posters?

Paper weight is the option people most often guess at. It is also the one customers notice first: a business card on thin stock feels cheap before anyone reads it, while a flyer on heavy board is wasted money in a letterbox drop. Here is how to choose with confidence.

What “gsm” means

gsm stands for grams per square metre — the weight of one sheet of the paper measuring 1 m × 1 m. The higher the number, the thicker and stiffer the paper usually feels. It is a guide rather than an exact measure of thickness: an uncoated paper often feels bulkier than a coated (silk or gloss) paper of the same weight.

A quick guide by weight

Business cards: 350gsm is the starting point

For a card that feels professional, start at around 350gsm. 400–450gsm feels noticeably more premium and is a good choice if you hand cards out at meetings or events. If customers write on your cards — appointment cards, loyalty stamps — choose an uncoated or “writable” stock so ink and stamps do not smudge.

Flyers and leaflets: match the weight to how they are handed out

• Door drops and mass handouts: 130–170gsm keeps costs and postage down and folds easily.
• Counter displays and exhibitions: 250gsm and up survives being picked up and put back.
• Folded leaflets: stay at 170gsm or below for a clean fold, unless the product is creased for you.

Coated or uncoated?

Gloss makes colours and photos pop and suits promotional flyers. Silk (a satin-like coating) gives rich colour with less glare and is easy to read — a safe all-rounder. Uncoated paper has a natural, tactile feel, takes pen and stamp ink, and suits stationery and eco-minded brands.

Still unsure?

Think about where the piece will live. In a wallet: go heavy. Through a letterbox: go light. On a counter for weeks: go heavy and consider lamination. And if you want a second opinion, tell us what you are printing and we will recommend a stock.