Paper stock is one of those topics that just isn’t… you know, super exciting.
But it can be—no, really, hear us out.
Did you know that the kind of paper you use can determine how professional a potential customer may perceive your organization to be?
If you’re taking advantage of print marketing—and you should be—having an understanding of paper types will help you present your customers with information in the most professional way possible.
At first glance, paper stock types seem to be somewhat complicated to wrap your head around. 90gsm? 220gsm vinyl? What does it all mean?
Stick around, we’ll explain:
Understanding GSM and Paper Weight
GSM refers to the substance weight of the paper, meaning the content of the paper that remains the same regardless of material, feel, looks, or sheet size.
Generally speaking, the higher the GSM, the thicker the paper—but it isn’t always true. It’s a common misconception that it refers to the thickness of the paper, when in fact the term “paper weight” has little to do with thickness. For example, it’s possible that two sheets of paper are both rated at 150gsm, but they look and feel quite a bit different, even thicker or thinner.
This is because the thickness of paper is determined by the material used (e.g., vinyl, paperboard, vellum, etc.) and how densely packed together it is.
Having said that, GSM is a good rule of thumb to understand how durable and tough a sheet of paper might be. For example, the average “normal” printer paper you likely have loaded in your office printer right now is probably 80gsm, whereas a book cover might be around 450gsm.
Now that you understand GSM, let’s take a look at how to use it for your different projects and marketing materials.
What Paper Substance Weight (GSM) to Use For Different Scenarios
Imagine for a moment that someone handed you a business card that felt flimsy and light. Would this impact the way you perceive their level of professionalism?
It’s a strange thing, since maybe they provide a great service or sell an awesome product, but more than likely you’d at the very least wonder, “What’s up with this business card?”
Don’t let it happen to you: business cards should be cardstock around 400gsm.
Brochures should likely be around 150gsm to give them that “solid” feeling. Since brochures tend to get stuffed in mailboxes, car glove compartments, purses, and so on, they need to be a little tougher than standard paper, and they need to be on glossy stock. Booklets and flyers should be in the same GSM range, matte or uncoated paper usually around 120-170gsm.
Printing a company magazine? Make sure the cover is between 200-250gsm.
Posters or other large-format advertisements are a bit more tricky, since you have to consider where they’re going to be displayed. If they’re going to be placed indoors, you can get away with a lower weight, perhaps 170gsm. However, if the poster will be displayed outdoors (even if covered), it needs to be a higher weight to avoid fading from sunlight. 220gsm vinyl is often a great choice.
Xerox Products Make Printing On the Right Paper Easy
Our team at any of our locations in Phoenix, Flagstaff and Lake Havasu are available at your earliest convenience to help you discover the Xerox office products you need to present your organization in the most professional way possible. Please feel free to visit us in person or call us today with your questions:
- Phoenix: (602) 788-0250
- Flagstaff: (928) 774-5828
- Lake Havasu: (928) 774-5828
Learn more about Smart Document Solutions here, or request a free quote today.
