Published March 10, 2026

Choosing the Right Paper Stock for Your Print Project

Paper is one of the first things people notice when they pick up a printed piece. The weight, texture, and finish all affect how your brand is perceived. Here is a straightforward guide to choosing the right stock for common business print projects.

Cover Weight vs. Text Weight

Paper is categorized into two main weights:

• Text weight is thinner and more flexible — similar to standard copy paper but available in many finishes. Used for letterhead, inserts, booklet pages, and flyers.
• Cover weight is thicker and more rigid — what you would expect for a business card, postcard, or brochure cover. It feels sturdy in hand and holds up to handling.

The numbers can be confusing because text and cover weights use different scales. A "100# text" is not the same thickness as "100# cover." Cover stock of the same number is always significantly thicker. When in doubt, ask your printer for a sample or specify the end use and let them recommend the right weight.

Coated vs. Uncoated

This is the most important decision for most projects because it affects both the look and the feel of the finished piece.

Coated Paper

Coated paper has a thin layer of clay or polymer on the surface that creates a smooth finish. It comes in three main varieties:

• Gloss: Shiny and reflective. Colors appear vibrant and saturated. Great for photo-heavy pieces like postcards, product catalogs, and sell sheets.
• Matte: Smooth but non-reflective. Easier to read under direct light. Works well for brochures, reports, and pieces with a lot of text.
• Silk/Satin: A middle ground between gloss and matte. Subtle sheen without the glare. Popular for high-end marketing materials.

Coated paper is the standard for most commercial printing because it reproduces color accurately and photographs look sharp.

Uncoated Paper

Uncoated paper has no surface coating, giving it a natural, textured feel. Think of premium stationery or a high-quality notebook. Colors print slightly softer on uncoated stock because the ink absorbs into the fibers rather than sitting on top of a coating.

Uncoated paper is the best choice when:

• People need to write on the piece (forms, reply cards, notepads) — ink and pencil adhere better to uncoated surfaces
• You want a premium, tactile feel — uncoated stocks like Cougar or Mohawk Superfine communicate quality
• Your brand aesthetic is clean and understated — law firms, financial advisors, and luxury brands often prefer uncoated

Common Projects and Recommended Stocks

Special Finishes

Beyond the base stock, finishing options can elevate your printed piece:

• UV coating: A glossy, protective layer applied after printing. Adds durability and makes colors pop. Common on postcards and business cards.
• Soft-touch laminate: A velvety matte coating that feels luxurious. Popular for premium business cards and high-end brochures.
• Spot UV: Gloss coating applied to specific areas (like a logo) while the rest of the piece is matte. Creates a striking contrast.
• Aqueous coating: A water-based protective coating that reduces fingerprints and scuffing. Less dramatic than UV but adds durability at lower cost.

Paper Weight and Mailing Costs

If your printed piece will be mailed as part of a direct mail campaign, paper weight directly affects postage. Heavier stock means heavier mail pieces, which can push you into a higher postage bracket. For large mailings, the difference between 100# text and 100# cover can add up quickly.

For mailed postcards, 100# gloss cover is the sweet spot — thick enough to meet USPS requirements for card rate postage, light enough to keep costs down, and durable enough to survive the mail stream without bending or tearing.

Not Sure What to Choose?

This is one of the most common questions we get, and there is no single right answer — it depends on your project, your budget, and your brand. We keep a wide variety of stocks on hand and can send you samples or print a test piece so you can see and feel the options before committing to a full run. Explore our business print services.