Insights & Process
Types of Paper in Print
You have a great graphic design? That is only half the success. The other half is "done" by paper. Often treated as a necessary expense, it is actually a key element of user experience. Its weight, texture, and stiffness decide whether your business card ends up in a client's wallet or in the nearest bin. In this post, we skip chemical formulas and technical jargon. We focus on what a buyer needs to know: how to choose paper without overpaying while still building a premium brand image.
Are you planning to print business cards, invitations, letterhead, or maybe brochures or catalogs? Then you need to know that the final result depends not only on graphic design, but also on... paper.
Too often the choice of stock stays in the background, yet it is exactly what affects how the whole project is perceived. The structure, color, and texture of paper influence how a publication looks, how it feels in your hands, and even how it smells.
This guide will help you understand what paper types are available on the market, how they differ, and how to choose them for a specific use. Whether you are a designer, marketer, or simply someone ordering print - this knowledge will help you make better decisions.
What is paper?
Technically speaking, paper is a paper product in sheet or roll form, made from processed fibers (most often cellulose) and enriched with coloring, smoothing, and strengthening additives. It is made through felting raw material, dewatering, and drying.
In practice - it is a carrier of visual communication. The foundation of every printed project. A carrier of content, emotion, and... brand image.
The most important types of paper and their uses
Here are the most popular (and worth knowing) types of paper used in print projects - from classic to refined.
- Offset paper - the standard for mass printing (leaflets, notebooks, letterhead). It has high ink absorption, is smooth and predictable in print. A good choice for office materials, though less visually impressive than, for example, coated paper.
- Coated paper - coated with a smooth (matte or glossy) surface. Provides high-quality printing of photos and graphics. Often used for catalogs, folders, and covers. Minus: not suitable for writing.
- Satin paper - something between offset and coated. It has a soft sheen, good printability, and is more elegant than plain paper. Works well for promotional and prestige materials.
- Bulky paper - light but feels thicker. Great for books and brochures - comfortable to read and aesthetic.
- Textured paper - e.g., ribbed, linen, mass-dyed. Used in prestige projects: invitations, diplomas, luxury folders. Emphasizes quality and character.
- Eco paper - recycled, without bleaches. Raw, natural, often slightly gray. Ideal for eco-conscious brands and projects with "soul."
- Handmade paper - made by hand, with irregular edges. Visually and tactually impressive. Perfect for wedding invitations, certificates, and handmade prints.
- Self-adhesive paper - with a glue layer and release liner. Used for labels, stickers, and product tags.
- Metalized paper - with a gold, silver, or copper sheen. Highlights a luxury character, perfect for premium packaging and glamour invitations.
- Carbonless paper (CC/NCR) - used in business forms (contracts, multi-copy prints). It does not require carbon paper - text transfers under pressure.
Key paper parameters - what to know
- Weight - expressed in g/m2. The higher it is, the thicker and stiffer the paper. Business cards are usually 300-350 g/m2, and letterhead is 80-120 g/m2.
- Color - paper does not have to be white. You can choose cream, gray, pastel, or even intense mass-dyed colors.
- Texture - smooth, ribbed, linen, velvet - structure has a huge impact on tactile perception and aesthetics.
- Coating - paper can be uncoated (natural) or coated (coated, satin, gloss). This affects ink absorption and abrasion resistance.
- Opacity - important in double-sided printing so text does not show through.
- Water resistance - some papers (e.g., synthetic or laminated) are moisture resistant and can be used for outdoor labels.
How to choose paper for a project?
Good paper is not the "most expensive" one, but the one best matched to the purpose. Here are a few practical tips:
- Business cards - thick paper (minimum 300 g), preferably additionally refined (UV varnish, soft-touch foil, hot stamping).
- Letterhead - 90-100 g, preferably uncoated so you can write and print on it freely in the office.
- Invitations - worth choosing textured, handmade, or mass-dyed paper with a weight of at least 200 g.
- Flyers and posters - usually coated paper 130-170 g (matte or glossy); for large runs, offset printing is used.
- Catalogs, brochures - thicker cover (250-300 g), lighter inside (115-170 g); depending on style: matte, glossy, or bulky paper.
Does paper affect brand image?
Absolutely. Paper is one of the key carriers of visual identity. It not only shows attention to detail, but also builds a sensory experience - touch, rustle, weight - all of that affects how your brand is perceived.
Premium companies do not print on random stock. They choose eco papers, elegant textures, and high weights because they know these details make a difference. You can make that difference too by choosing consciously.
Finally: ask for samples!
Before you decide on a specific paper - touch it. See how it looks after printing and how it behaves in the light. A good print shop always has swatch books, and a designer will gladly recommend the best solution. You should not choose paper "blind."
Conscious paper choice = better design. Better design = better impression. Simple.
What I changed:
- Formatting: I added headings and bullet lists, which makes scanning much easier.
- Minor language fixes: I corrected typos and punctuation (e.g., dashes in ranges).
- Style alignment: I removed small repetitions and standardized formatting (e.g., weights).