Paper choice is an important decision when it comes to printed materials
When you order printed materials, the paper they're printed on can sometimes feel like an afterthought.
You've chosen the design, checked the size and decided how many copies you need — so surely the paper is just the final detail?
Actually, it's one of the decisions that can have the biggest impact on the finished product.
Paper affects how colours appear, how photographs look, how easy something is to read, how it feels in your hand and even how your customers perceive your business.
And while two stocks might both look perfectly suitable on paper, they can produce very different results when printed.
So rather than simply asking "Which paper is best?", it's worth asking "What do I want this piece of print to do?"
Gloss is a perfect match for bold colours
If your design relies heavily on strong colours, photography or detailed imagery, the surface of the paper can make a noticeable difference.
A coated stock, such as silk, has a smoother surface that allows ink to sit more cleanly on the paper. This can produce crisp images and vibrant colours while avoiding the high shine associated with gloss.
Gloss takes this a step further, creating a highly reflective surface that can make photographs and bold colours really stand out.
This is why gloss can work particularly well for photography-led marketing, such as property brochures, product leaflets or promotional materials where visual impact is important.
Silk, on the other hand, is often a better choice when you need to balance strong imagery with a lot of written information.
The difference isn't simply about which paper looks better — it's about whether your design needs maximum visual impact or a balance between imagery and readability.
Uncoated is best for appointment cards
This is where coated and uncoated papers behave very differently.
The smooth surface of coated paper isn't particularly suited to writing with many everyday pens, whereas uncoated paper has a more absorbent, natural surface that makes it much more practical for handwritten information.
That makes uncoated stocks particularly useful for things such as:
If customers or staff need to physically write on your print, choosing a beautiful glossy finish may actually make the product less practical.
Sometimes the most effective paper choice is the one that prioritises how the customer will interact with the print rather than simply how it looks.
Uncoated paper also creates a very different visual and tactile experience.
Rather than having the smooth, polished surface of coated stock, it has a softer and more natural feel. Depending on the particular stock, this can work especially well for businesses that want their branding to feel:
Think about a florist, independent café, artisan food producer or creative business.
A highly glossy finish might feel out of place, whereas an uncoated stock can reinforce the personality of the brand.
The physical feel of your print can become part of your branding, helping communicate the character of your business before a customer has even read the first word.
It's easy to assume that thicker paper is automatically better, but that's not necessarily the case.
A lightweight stock can be exactly right for something designed to be distributed in large quantities, while a heavier stock can make sense when the product needs to feel durable or premium.
For example, you probably wouldn't want a 350gsm card for a leaflet that needs to be posted through thousands of letterboxes.
Likewise, a flimsy sheet isn't necessarily the best choice for a business card that customers are expected to keep.
The right weight is about finding the balance between durability, usability, appearance and cost rather than simply choosing the heaviest option available.
This is a good example of why there's no universal "best" stock.
A flyer has one job: communicate a message and encourage someone to take action.
It may only be handled for a few seconds before being kept, passed on or discarded.
A business card has a different purpose. It's designed to be kept, carried and handled repeatedly.
That means a heavier card stock makes much more sense.
The same principle applies to other products.
A restaurant menu needs to withstand repeated handling.
A table talker needs enough rigidity to stand up.
A gift voucher should feel substantial enough to reinforce the value of the gift.
A letterhead needs to feed through a printer and be easy to write on.
A poster needs to balance visibility with practicality.
Choosing paper based on the job the finished product needs to perform will almost always produce a better result than choosing purely on appearance.
Talk to us about choosing paper stock for your brochure
The type of paper can also affect how your design works when you're printing on both sides.
If you're producing a brochure, booklet, leaflet or other double-sided material, you need to think about how much the design on one side will show through from the other.
This is particularly important when using lighter stocks.
A busy design with large blocks of colour or heavy imagery can make show-through more noticeable, potentially affecting readability.
Choosing an appropriate stock for double-sided printing helps ensure your carefully designed content remains clear and easy to read from both sides.
This is one of the most important things to understand when designing for print.
The same colour can appear noticeably different depending on the surface it is printed onto.
On a smooth coated stock, colours can appear sharper and more vibrant.
On an uncoated stock, ink can absorb into the paper, which can produce a softer or more muted appearance.
Neither is necessarily better — they're simply different.
This is particularly important if your brand relies heavily on a specific colour, as the stock you choose can influence how that colour is ultimately perceived.
If colour consistency is important to your business, it's worth considering the paper choice as part of the colour decision rather than treating the two separately.
Paper and finishing aren't quite the same thing.
Once you've chosen your stock, additional finishes can change the appearance and durability of the finished product even further.
For example, lamination can add protection to products that will be handled frequently, while other finishing options can be used to create a particular look or feel.
This means you can combine your choice of stock with finishing techniques to create something that's both practical and visually distinctive.
The best results often come from considering the paper, design and finishing together rather than making each decision independently.
Instead of starting with a paper type, start with your project.
Ask yourself:
Is it image-heavy? A smooth coated stock may help your photographs and colours stand out.
Does it need to be written on? An uncoated stock is likely to be more practical.
Will it be handled repeatedly? A heavier card or more durable finish may be worthwhile.
Does it need to feel premium? Consider the weight, surface and finishing together rather than relying on thickness alone.
Is sustainability an important part of your brand? A suitable recycled or responsibly sourced stock could help reinforce that message.
Does it need to be read easily under different lighting conditions? A lower-sheen finish may be preferable to highly reflective gloss.
The important thing is that there isn't one paper that's best for everything.
With so many different papers, weights, finishes and combinations available, choosing the right one can sometimes feel more complicated than it needs to be.
That's where our experience can help.
At GP Print, we can talk through what you're producing, how it will be used and the impression you want it to create, then recommend a stock that makes sense for the project.
And if you're starting with an idea rather than finished artwork, our graphic design service can help you create a design that works with your chosen print stock too.
If you're planning your next print project and aren't sure which paper or card is right for it, get in touch with our team — we'll help you find a combination that looks great, works for its intended purpose and gives your print the impact you're looking for.
