Paper weight is probably the most confusing thing in commercial printing. A single sheet of paper can be described as "14 pt," "100-lb cover," or "270 gsm" — and those numbers aren't interchangeable, aren't linear, and don't even measure the same thing.
This guide untangles it. By the end you'll know what to ask for when we quote a job.
Three systems, same paper
GSM (grams per square meter)
The only system that's actually consistent. GSM measures the weight in grams of a one-meter-square sheet of that paper. Higher GSM = heavier paper = thicker paper (usually). Used internationally and by most design software.
US basis weight (pounds)
This is where it gets weird. In the US, paper is weighed in pounds — but the pound weight is based on 500 sheets of a specific "parent" size that varies by paper type. The parent size for text stock is 25" × 38". The parent size for cover stock is 20" × 26". The parent size for bond is 17" × 22". Same weight, different physical paper.
That's why a "100-lb text" sheet (148 gsm) is physically thinner than a "100-lb cover" sheet (270 gsm). Same pound weight, different parent size, totally different paper.
Points (pt) — thickness, not weight
Points measure physical thickness in thousandths of an inch. A 14-pt card is 0.014 inches thick. A 16-pt card is 0.016 inches — about 14% thicker. Points are used almost exclusively for card stocks.
GSM = weight per area (universal, consistent). Lbs = US-only weight that depends on stock type. Pt = thickness in thousandths of an inch (cards only). If someone gives you pounds without saying "text" or "cover," ask — because they're very different papers.
Business cards: 14pt, 16pt, 18pt, 32pt
14-pt — standard
The default, and the most common business card stock in North America. 14-pt silk is what you'll get from VistaPrint or Moo Classic. It's a workhorse — thick enough to feel professional, priced as the most affordable option. Good for most businesses.
16-pt — the quality upgrade
Noticeably thicker in the hand. Not dramatically — you don't think "oh this is thick" — but when you pull two cards side by side, the 16-pt feels more substantial. This is where we start most professional-services clients (lawyers, real estate, consultants).
18-pt — premium
A clear upgrade from 16-pt. Often paired with a soft-touch laminate, which adds another layer and changes the feel to something almost velvety. This is where hand-feel starts to become a marketing tool in itself.
32-pt triplex — luxury
Triplex means three plies laminated together — often two colored cores with a white face, or a colored center sheet sandwiched between two white sheets to give you visible colored edges. You can get colored edge painting on 32-pt. This is the "wow, what is this?" card that people don't throw away.
- 14-pt silk
- Standard workhorse — most small businesses
- 16-pt uncoated or silk
- Step up — professional services
- 18-pt with soft-touch
- Premium feel — consultants, executives, real estate
- 32-pt triplex
- Luxury statement — creative agencies, high-end brands
Flyers and brochures
For flyers and brochures you're looking at text weights, not cover weights. Common choices:
- 80-lb gloss text (118 gsm)
- Handout flyers, rack cards — thin but tear-resistant
- 100-lb gloss text (148 gsm)
- Most common — catalogs, brochures, inserts
- 100-lb silk cover (270 gsm)
- Heavier brochure covers, postcards, premium mailers
- 120-lb cover (325 gsm)
- Folded heavy cards, table tents, display pieces
Silk and gloss are finishes applied to the stock. Silk has a soft sheen, gloss has a mirror shine. Uncoated feels like newsprint or copy paper — flatter, more matte, more "natural."
Posters and book covers
For posters, 100-lb gloss text is the workhorse. For poster-sized photo prints or architectural displays, you go heavier — 100-lb silk cover or specialty photo papers at 240+ gsm.
For booklet covers, "self-cover" means the cover is the same stock as the inside pages. "Plus cover" means the cover is heavier stock (usually 80- or 100-lb cover while the inside runs 80-lb text). Plus cover always looks and feels more finished, especially on thicker booklets.
Uncoated vs. coated: when to choose what
Coated (gloss, silk/matte)
The coating seals the fibers, so ink sits on top of the paper rather than soaking in. Photos are sharper, colors are more saturated, and the sheet feels smooth. Most commercial print jobs are coated.
Uncoated
Ink soaks into the fibers. Photos look slightly softer, colors are a bit muted, but the paper feels warm and tactile. Great for brands that want to look handcrafted, artisanal, or editorial. Also: uncoated paper takes a pen — you can write on it. Coated stocks smear.
If the piece is going to be held, read, or written on (business cards someone writes notes on, stationery, letterhead, invitations), consider uncoated. If the piece is promotional, display-style, or photo-heavy (brochures, flyers, catalogs, posters), coated is usually better.
Specialty stocks to know
- Linen — subtle fabric-like texture, professional feel (good for letterhead and resumes)
- Laid — vertical-line texture, classic traditional feel
- Soft-touch laminate — velvety, almost rubbery feel; can be added to any coated stock
- Recycled and kraft — visible fibers, eco-forward look, often used intentionally for its aesthetic
- Synthetic — waterproof and tear-proof; used for outdoor tags, menus, industrial forms
How we help you pick
Honestly, the fastest way to decide is to ask for samples. Tell us you're printing business cards or a brochure and that you're deciding between a couple of stock options — we can hand you or mail you blank samples so you can feel the difference in your hand before you commit. Paper is tactile. Catalogs and websites can't really show you what a 14-pt silk feels like versus a 16-pt uncoated.
On any quote, we list which stock we've assumed and price a couple of alternates. If you want to trade down to save money or trade up for a more premium feel, the conversation is usually one email.