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Paper Types Explained

Paper choice affects how a printed piece looks, feels, and how long it lasts. The difference between gloss and matte isn't just aesthetic — it changes how colors appear, whether the piece can be written on, and how it holds up over time.

The Main Paper Types

Gloss

Shiny, vibrant, high-contrast

Gloss paper has a smooth, reflective coating that makes colors appear more vivid and saturated. Photos look richer, and designs with bold colors pop more than on uncoated paper. The trade-off: gloss surfaces can show fingerprints and are harder to write on.

Common uses: Business cards, flyers, postcards, product catalogs, brochures with full-color photography.

Matte

Flat, no glare, softer look

Matte paper has a non-reflective coating that gives a more subdued, sophisticated look. Colors are slightly less saturated than on gloss, but there's no glare, and text is generally easier to read. Matte surfaces can often be written on with a ballpoint pen.

Common uses: Business cards (for a premium understated feel), brochures, event programs, product lookbooks, pieces that will be written on after delivery.

Uncoated

Natural texture, highly writable

Uncoated paper has no surface coating and is what most people think of as "regular paper." It has a slightly rough texture that absorbs ink, making colors appear less vibrant but giving a natural, organic feel. It stamps well, writes well with any pen or marker, and feels less corporate than coated stocks.

Common uses: Letterhead, notepads, envelopes, forms, legal documents, anything that needs to accept handwriting or stamps.

Cardstock vs. Text Weight

Paper weight is measured in pounds (lb) or points (pt). Heavier paper is thicker and stiffer.

Text weight (60–100 lb text): Used for flyers, brochures, and inserts. Similar to standard copy paper at the low end, heavier and more premium-feeling toward the top. Folds without cracking when properly scored.
Cover / cardstock (80–130 lb cover, 12–16 pt): Used for business cards, postcards, hang tags, and anything that needs to stand up on its own or be handled repeatedly without bending.

The lb designation can be confusing because a "100 lb text" and "100 lb cover" stock are actually different thicknesses — cover paper is measured from a larger sheet, so pound for pound it's heavier in the hand. When comparing, point thickness (pt) is more intuitive: 14 pt is roughly the thickness of a standard business card.

Which Paper for Which Product?

Product	Common paper	Why
Business cards	130 lb gloss or matte cover	Thick, rigid, survives a wallet. Gloss for vivid color, matte for a premium feel.
Flyers	100 lb gloss or matte text	Lightweight enough to hand out in quantity, heavy enough not to feel cheap.
Brochures	100–120 lb gloss or matte text	Needs to fold cleanly. Heavier text stock for a premium feel.
Postcards	100–130 lb gloss or matte cover	Must survive mailing without an envelope — needs the rigidity of card stock.
Posters	100 lb gloss text or cover	Depends on whether it will be rolled/folded (text weight) or pinned flat (cover).

How to Choose

Go gloss when you have rich photography, bold colors, or you want the piece to jump off a surface. Retail promotions, event flyers, and product marketing tend to favor gloss.

Go matte when you want a more professional or refined look, when the piece has a lot of body text, or when the recipient might write on it. Law firms, consultants, and high-end brands often prefer matte.

Go uncoated for letterhead, forms, and anything that will be stamped or handwritten on after printing. It's also useful for certain environmental or craft aesthetics where a natural feel matters.

Frequently Asked Questions

Does paper type affect how colors print?

Yes. Gloss and matte coatings sit on top of the paper fiber, so ink stays on the surface and colors appear sharper and more saturated. Uncoated paper absorbs ink into the fiber, which can slightly reduce color vibrancy — particularly for very dark or very bright colors. If color accuracy matters, always request a proof before a large run.

Can I mix paper types in one order?

Not within a single piece (both sides of a double-sided flyer must use the same stock), but you can order different products on different stocks in the same order.

What paper is used for standard business cards?

We print standard business cards on 130 lb Gloss Cover and 120 lb Matte Cover. See our business card options page for what's available.

Is heavier paper always better?

Not always. A brochure needs to fold without cracking — too heavy and it either cracks or needs aggressive scoring. A business card benefits from rigidity. Match the paper weight to the product's physical requirements, not just a sense that heavier = more premium.

Not sure which paper is right for your job? Tell us what you're printing and we'll point you in the right direction.

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