Paper Selection for Printing: Types, Basis Weight, Surface Finish

The impact of a printed product isn’t just a result of its design and color—it’s also tangibly influenced by the paper itself. The article “Print Design: Design Fundamentals” already hints at just how much this choice shapes the overall look; here, we’ll take a closer look at paper types, basis weight, and finishes. Especially when comparing several paper samples, it quickly becomes clear how differently the same design can appear depending on the substrate.

Table of Contents

Types of Paper and Their Properties

Classifying Grammature Correctly

Surface, Finish, and Brand Impact

Selecting Paper Based on Intended Use

Paper Selection: Common Mistakes in Practice

Paper in Combination with Other Print Media

Types of Paper and Their Properties

Generally speaking, a distinction is made between coated and uncoated paper. Coated paper has a smooth coating that makes colors appear more vibrant and contrasts more pronounced, while uncoated paper has a more matte and natural appearance but renders colors somewhat duller.

Be careful when using uncoated paper for photorealistic images: The rough surface absorbs ink more heavily, which can quickly make photos look pale and lack contrast, regardless of the print quality.

In addition, there are specialty papers such as recycled paper, textured uncoated paper, and cardboard for packaging. Each type conveys a distinct impression—ranging from sustainable and minimalist to elegant and high-quality—which is why the choice should always align with the brand message, much like a brand’s corporate identity dictates.

Painted for vibrant colors
Uncoated for a matte, natural look
Recycled Paper for a Sustainable Impact
Textured and uncoated paper for tactile feel

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Classifying Grammature Correctly

Grammage describes the weight per square meter of a paper in grams and affects both its feel and its strength. Lightweight papers weighing around 80 to 100 grams are suitable for the inside pages of brochures or high-volume flyers, while covers, business cards, or invitations made from paper weighing 250 grams or more benefit from this weight, giving them a high-quality feel and ensuring they retain their shape. As described in the corporate print materials, many brochures deliberately combine different grammages for the cover and interior pages.

80 to 100 grams for inside pages
250 grams extra for business cards
The cover is often heavier than the inside pages
Large print runs favor lighter paper

Surface, Finish, and Brand Impact

In addition to paper stock and weight, the surface finish determines how a printed product is perceived. Glossy lamination looks modern and brings out vibrant colors, while a matte finish appears understated and elegant; soft-touch coatings, meanwhile, create a velvety texture. Such details are particularly important when print is part of a long-term print strategy and material quality is intended to support brand perception. Consistency across various printed materials also contributes to a unified brand image, as defined by a corporate design style guide. Discussing paper selection with the print shop early on helps avoid surprises regarding color reproduction and texture in the finished product.

A glossy finish looks modern and brings out the richness of the color
A matte finish looks understated and elegant
Soft-Touch for a special feel
Consistency Across All Printed Materials Is Important
Discuss paper selection with the printer early on

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Selecting Paper Based on Intended Use

In addition to paper type, basis weight, and surface finish, the specific intended use also plays a role in the choice of paper. A flyer that is distributed in large quantities benefits from a lighter, more cost-effective paper, while a limited-edition invitation or an annual report tends to benefit from high-quality, heavier paper with a distinctive texture. Climatic conditions can also be a factor: Paper that is displayed outdoors or exposed to humid environments should be appropriately coated or chosen for its durability to prevent it from becoming warped or unsightly prematurely. For those who regularly produce various printed materials, it’s worth agreeing on fixed paper standards with the print shop for the most important formats to ensure consistent color results across multiple jobs.

Large print runs favor low-cost paper
High-quality printed materials need to feel premium
Outdoor use requires a durable coating
Fixed paper standards ensure consistency

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Paper Selection: Common Mistakes in Practice

A common mistake is choosing paper based solely on a sample displayed on a screen or a catalog photo, without having first held the actual material in your hands. Color, weight, and texture often appear different under studio lighting than they do in your own office or at a client’s location. The assumption that a paper that has proven itself in one project will automatically work for every other format also regularly leads to disappointment, because grammage and stiffness have different effects on very large or very small formats.

Anyone planning a large print run should therefore always request an actual paper sample from the printer before approving the final order.

Never judge a paper based solely on what you see on the screen
Don’t blindly copy what has been proven to work
Request actual samples before mass production
Considering Format and Grammage Together

Paper in Combination with Other Print Media

When selecting paper for a specific project, you should also consider the environment in which the printed product will later be used. A brochure displayed at a trade show booth alongside roll-ups and banners—as described in the article on trade show design —should have a distinct texture that sets it apart from the surrounding large-format materials so that it is perceived as a standalone, tangible element.

Consistency is also important when viewed in the broader context of other print media: By using similar paper qualities across multiple campaigns, you create a recognizable texture that customers subconsciously associate with the brand.