Marketing Print
Postcard Paper & Finish Guide
The paper stock and finish you choose for a postcard affect how it looks, how it feels in the recipient's hand, whether it survives the mail, and whether someone can write on it. A promotional mailer has different needs than a thank-you card or a premium announcement. This guide explains the options and helps you match the right stock and finish to your use case.
At a Glance
- Standard weight
- 14 pt cardstock — the industry default for postcards
- Premium weight
- 16 pt — noticeably thicker and more rigid
- Gloss
- Shiny, vivid colors, great for photos — not writable
- Matte
- No glare, smooth, professional — writable with ballpoint
- UV coating
- Extra-hard gloss finish — scratch/moisture resistant
- Uncoated
- Natural texture, fully writable, softer colors
- Common sizes
- 4×6, 5×7, 6×9, 6×11 — see our size guide
Postcard Stock Weight
Postcard stock is measured in points (pt), which indicates thickness. Thicker stock feels sturdier, resists bending during mailing, and creates a higher-quality impression. Here's what the common weights mean in practice:
- 12 pt: Thinner than standard. Adequate for hand-distributed pieces where mailing durability isn't a concern, but can feel flimsy. Not ideal for direct mail — more likely to bend or crease in postal processing.
- 14 pt: The standard postcard weight. Thick enough to feel like a real postcard (not a flyer), stiff enough to survive the mail, and meets USPS thickness requirements comfortably. This is what most customers order.
- 16 pt: Noticeably thicker and more rigid than 14 pt. Creates a premium impression. Good for high-end announcements, invitations, or any piece where you want the recipient to feel the quality before they read the content.
Finishes Explained
Gloss is the most popular postcard finish. The shiny, reflective coating makes colors richer, photos sharper, and the overall piece more visually striking. It's the natural choice for marketing mailers, promotional postcards, restaurant menus, and anything with full-color imagery.
The downside: you can't write on gloss reliably. Ink from ballpoint pens smears or beads up on the coated surface. If the back of your postcard needs a handwritten address or fill-in field, you'll need an uncoated or matte back.
Writable: No
Scratch resistance: Moderate — standard gloss can scratch
Best for: Marketing mailers, promo cards, photo-heavy designs
UV coating is a step up from standard gloss. It's a liquid coating cured with ultraviolet light that creates a hard, high-gloss surface. UV-coated postcards resist scratches, fingerprints, and moisture better than standard gloss — important for postcards going through the mail, sitting in a rack, or being handed out in stacks.
UV coating can be applied to one side (typically the front) or both. For direct mail, UV front / uncoated back is the most common setup — the marketing side is protected and eye-catching, while the mailing side accepts print and postal barcodes without issue.
Writable: No
Scratch resistance: High — the hardest standard finish
Best for: Direct mail, EDDM postcards, high-volume handouts
Matte coating gives a flat, non-reflective surface. Colors are slightly less saturated than gloss, but text is easier to read under any lighting because there's no glare. Matte postcards feel smooth and professional — more refined than gloss, less flashy.
The practical advantage of matte is writability. Ballpoint pens work on matte coating, making it suitable for postcards with fill-in fields, appointment reminders, or handwritten notes.
Writable: Yes, with ballpoint
Scratch resistance: Moderate
Best for: Professional services, thank-you cards, appointment reminders
Uncoated stock has no surface coating. The paper has a natural, slightly textured feel. Colors are softer because ink absorbs into the paper fiber rather than sitting on top. Uncoated postcards accept all types of pen, marker, and stamp — making them the best choice when writing is a primary function.
Uncoated stock is less common for marketing postcards because the color output is softer. But it works well for personal correspondence, invitations, save-the-dates, and any postcard where the feel matters more than color vibrancy.
Writable: Yes, with any writing instrument
Scratch resistance: Low — more susceptible to scuffs
Best for: Invitations, save-the-dates, personal cards, handwritten correspondence
Gloss Front / Matte Back — The Most Common Combo
For direct mail and marketing postcards, the most popular configuration is a glossy or UV-coated front paired with a matte or uncoated back. Here's why:
- Front (gloss/UV): The marketing side has vivid colors, sharp photos, and a protective finish that survives postal handling.
- Back (matte/uncoated): The mailing side has a smooth surface that accepts postal barcodes, inkjet addressing, and handwritten notes without smearing.
This combination gives you the best of both worlds. If you see "G/M" or "Gloss/Matte" in a printer's options, this is what it means.
Which Stock and Finish for Which Use Case?
| Use Case | Recommended Stock | Recommended Finish | Why |
|---|---|---|---|
| Direct mail / EDDM | 14–16 pt | UV front / uncoated back | Survives postal handling; barcodes scan on uncoated back |
| Promotional handout | 14 pt | Gloss or UV both sides | Bright, eye-catching, durable for stacking and display |
| Event announcement | 14–16 pt | Gloss front / matte back | Vivid event imagery on front; writable RSVP area on back |
| Appointment reminder | 14 pt | Matte both sides | Writable surface for appointment details filled in by hand |
| Thank-you or personal card | 16 pt | Matte or uncoated | Premium feel; writable surface for personal messages |
| Save-the-date or invitation | 16 pt | Matte or uncoated | Thick stock communicates importance; natural feel matches the occasion |
| Restaurant or menu promo | 14 pt | Gloss or UV both sides | Food photography looks best on gloss; UV resists kitchen handling |
| Real estate just-listed/sold | 14 pt | UV front / matte back | Property photos pop on UV; mailing side needs clean barcode area |
| Rack card / counter display | 14–16 pt | UV both sides | Durability for repeated handling; resists fingerprints and bending |
Common Postcard Paper Mistakes
- Choosing thin stock for direct mail. Postcards under 14 pt are more likely to bend, crease, or get damaged in postal sorting machines. They can also feel cheap to the recipient, which undermines the marketing message.
- Using gloss on both sides when the back needs to be writable. If someone needs to address the card by hand or write a note, gloss won't work. Choose matte or uncoated for the writable side.
- Skipping UV coating for high-volume mail pieces. Standard gloss can scratch when postcards rub against each other in the mail stream. UV coating costs marginally more but significantly improves durability for direct mail campaigns.
- Using uncoated stock for photo-heavy designs. Uncoated paper absorbs ink, making photos look soft and muted. If your design relies on vivid photography, use gloss or UV coating.
- Not considering the mailing side. The back of a mailed postcard has specific requirements: clear address block area, barcode-friendly surface, return address. Glossy backs can cause barcode scanning issues with some postal equipment. Matte or uncoated is safer for the mailing side.
Frequently Asked Questions
Need help choosing the right stock and finish for your postcard project? Tell us about your campaign and we'll recommend the best combination. ABC Printing in Milpitas prints postcards in all sizes, stocks, and finishes.