Brochures
Brochure Paper & Finish Guide
Brochures fold — and that single fact makes paper choice more important for brochures than for almost any other print product. The wrong stock can crack along the fold, feel flimsy in the hand, or make your photos look dull. The right stock folds cleanly, holds up to handling, and makes the content look as good as the design intended. This guide walks through the options and helps you match the right paper and finish to your brochure type.
At a Glance
- Standard weight
- 80 lb gloss or matte text — the default for most brochures
- Premium weight
- 100 lb text — slightly heavier, more substantial feel
- Heavy / rigid
- 80–100 lb cover (12–14 pt) — requires scoring before folding
- Gloss
- Vivid colors, sharp photos, slightly slick feel
- Matte
- No glare, easy readability, professional look
- Uncoated
- Natural texture, writable, softer color output
- Common folds
- Tri-fold, half-fold, z-fold — see our fold types guide
Understanding Brochure Paper Weight
Brochure paper is typically described in pounds (lb) with a category of either text or cover. These two categories measure weight differently, which is a common source of confusion:
- Text weight (60–100 lb text): Thinner, more flexible paper. This is what most brochures are printed on. It folds easily without cracking. 80 lb gloss text is the most common brochure stock in the U.S.
- Cover weight (80–100 lb cover / 12–16 pt): Thicker, stiffer stock — the same category used for business cards and postcards. Cover weight can be used for brochures when you want a more premium, rigid feel, but it must be scored (creased) before folding to prevent cracking.
The naming is confusing: "80 lb text" and "80 lb cover" are very different thicknesses despite sharing the same number. Cover is roughly 1.5–2× as thick as text at the same weight number. When ordering brochures, always specify the category (text or cover), not just the number.
Finishes Explained
Gloss coating adds a smooth, reflective shine that makes colors more saturated and photos look crisp. It's the most common brochure finish for marketing materials, product brochures, real estate handouts, restaurant menus, and anything where visual impact matters.
On text-weight stocks, gloss folds well without cracking. On heavier cover stocks, gloss can crack at the fold line — scoring eliminates this problem.
Readability: Good — can glare under direct light
Fold performance: Excellent on text weight; needs scoring on cover weight
Best for: Marketing brochures, product sheets, real estate, restaurants
Matte coating gives a flat, non-reflective surface. Text is easy to read under any lighting, which makes matte the better choice for text-heavy brochures — informational handouts, professional services, financial materials, and healthcare brochures. Colors are slightly less saturated than gloss but still print well.
Matte stock also accepts ballpoint pen, so it works for brochures with fill-in fields, order forms, or response areas.
Readability: Best — zero glare under any lighting
Fold performance: Excellent on text weight; needs scoring on cover weight
Best for: Professional services, corporate, healthcare, financial, text-heavy layouts
Uncoated paper has no coating. It has a natural, slightly textured feel that communicates authenticity and warmth. Colors are softer because ink absorbs into the paper fiber. Uncoated brochures are less common for mass marketing, but they work well for nonprofits, arts organizations, organic brands, and any piece where a natural, understated feel matches the brand.
Readability: Good — no glare, slightly lower contrast
Fold performance: Excellent — the most forgiving stock for folding
Best for: Nonprofits, arts, organic brands, church materials, natural aesthetics
Aqueous (AQ) coating is a water-based protective layer applied after printing. It adds a light sheen (available in gloss or matte) and protects the printed surface from fingerprints, scuffing, and light moisture. It's a common add-on for brochures that will be handled frequently — menus, counter handouts, and trade show materials.
AQ coating is less reflective than UV coating and doesn't affect fold performance on text-weight stocks. It's also considered food-safe, which is why it's commonly used on restaurant menus and food packaging.
Readability: Good — less glare than UV or heavy gloss
Fold performance: No impact on text weight
Best for: Menus, high-touch handouts, trade show materials
Paper Weight and Folding — Why It Matters
Folding is the critical variable that separates brochure paper selection from other print products. Here's what you need to know:
- Text weight (60–100 lb text): Folds cleanly without any special treatment. This is why text weight is the default for brochures.
- Cover weight (80+ lb cover / 12+ pt): Too thick and stiff to fold without cracking. Requires scoring — a machine-pressed crease line where the fold will go. Scoring allows the paper to fold along a controlled line instead of cracking randomly.
- Gloss coating on heavy stock: The most crack-prone combination. Gloss coating is rigid, and when folded on thick stock, the coating splits along the fold, creating a visible white line. Scoring fixes this, but if you're on a tight budget, using text-weight stock avoids the issue entirely.
Which Stock and Finish for Which Brochure?
| Brochure Type | Recommended Stock | Recommended Finish | Why |
|---|---|---|---|
| Marketing tri-fold | 80 lb text | Gloss | Vivid colors, clean folds, standard feel for mass distribution |
| Sales sheet / one-pager | 80–100 lb text | Gloss or matte | Single fold or flat; heavier stock adds substance for sales meetings |
| Corporate capabilities piece | 100 lb text or 80 lb cover | Matte | Professional look; heavier stock signals quality; matte reads well |
| Restaurant takeout menu | 100 lb gloss text + AQ coating | Gloss with AQ | Food photos pop; AQ protects against handling and light moisture |
| Real estate property flyer | 80 lb text | Gloss | Property photos need vivid color; lightweight for tube boxes |
| Church or nonprofit handout | 60–80 lb text | Uncoated or matte | Budget-friendly; natural feel matches community tone |
| Trade show handout | 80–100 lb text + AQ | Gloss with AQ | Needs to survive a day of handling; AQ resists fingerprints |
| Premium brand brochure | 100 lb cover (scored) | Matte or soft-touch | Thick, rigid, tactile — communicates luxury |
| Medical / healthcare info | 80 lb text | Matte | No-glare readability; professional, trustworthy feel |
| Price list or order form | 80 lb text | Matte or uncoated | Writable surface for fill-in fields; lightweight for inclusion in packages |
Common Brochure Paper Mistakes
- Using cover-weight stock without scoring. Cover stock folds will crack if not scored first. This is the single most common brochure paper mistake. If you're ordering cover stock for a folded brochure, confirm scoring is included.
- Choosing paper that's too thin. 60 lb text works for basic handouts, but it feels flimsy — like printer paper. For anything that represents your business, 80 lb text is the practical minimum.
- Using uncoated stock for photo-heavy designs. Photos look muted on uncoated paper because ink absorbs into the fiber. If your brochure relies on photography, use gloss or matte coated stock.
- Ignoring how the brochure will be handled. A brochure that sits in a rack and gets pulled out repeatedly needs more durability than one mailed inside an envelope. Consider AQ coating or lamination for high-touch situations.
- Specifying "80 lb" without saying text or cover. "80 lb text" and "80 lb cover" are very different. Always specify the category to avoid getting stock that's much thicker or thinner than intended.
When to Consider Lamination
Standard brochure stocks work for most situations, but some use cases benefit from lamination — a thin plastic film bonded to the paper surface:
- Menus that will be reused. Lamination makes the brochure water-resistant and wipeable — important for restaurant menus, bar menus, and poolside drink lists.
- Brochures that will live in outdoor racks. Lamination protects against humidity and light rain exposure.
- Premium sales tools. A laminated brochure feels more substantial and lasts longer in a sales kit or portfolio.
Lamination adds cost and production time, so it's typically reserved for pieces that need extended durability — not for high-volume disposable handouts.
Frequently Asked Questions
Not sure which paper and finish works for your brochure? Tell us what you're printing and how it'll be used, and we'll recommend the best combination. ABC Printing in Milpitas prints brochures on every stock and finish covered in this guide.