Choosing paper for a print project is not simply a question of whether you prefer gloss, silk or uncoated stock.
Paper affects how the finished product looks and feels, but it can also influence colour reproduction, opacity, bulk, binding, production method, finished weight, postage, distribution and ultimately the total cost of the project.
The most expensive paper is therefore not automatically the best paper.
The right choice is the paper that suits the purpose of the printed product, the artwork, the manufacturing process and the budget.
As an independent print-management company, Cliffe Enterprise can consider paper as part of the complete print specification rather than treating it as an isolated choice.
What Should You Consider When Choosing Printing Paper?
Before selecting a particular paper, consider what the finished product needs to achieve.
Important questions include:
- What are you printing?
- Who will use or read it?
- Is the project primarily photographic or text-led?
- What impression should the finished piece create?
- How long does it need to last?
- Will people need to write on it?
- Will it be folded, stitched or bound?
- How many pages will it contain?
- Will it be mailed?
- Does finished weight affect postage or distribution?
- Is opacity important?
- Is a particular environmental certification required?
- What printing process is likely to be used?
- What quantity is required?
- What budget is available?
The answers can narrow the paper choice considerably.
Coated vs Uncoated Paper
One of the first decisions is often whether to use coated or uncoated paper.
Neither is inherently better.
They have different surface characteristics and can create very different printed results.
What Is Coated Paper?
Coated paper has a surface coating designed to control how ink interacts with the sheet and provide particular surface characteristics.
Common finishes include gloss, silk and matt, although terminology varies between paper manufacturers and ranges.
Because the surface generally allows less ink penetration than an uncoated sheet, coated papers can provide sharp detail and strong colour reproduction.
They are frequently used for:
- brochures;
- catalogues;
- magazines;
- prospectuses;
- product literature;
- photographic publications;
- leaflets; and
- other image-led commercial print.
What Is Uncoated Paper?
Uncoated paper does not have the same surface coating.
It can range from relatively smooth commercial papers to highly tactile, textured and premium stocks.
Uncoated papers often create a softer and more natural appearance than coated alternatives.
They can be particularly effective for:
- corporate publications;
- reports;
- brochures;
- books;
- prospectuses;
- stationery;
- direct mail;
- premium marketing material; and
- publications where tactile character forms part of the design.
Uncoated paper is also generally more suitable where the finished item needs to be written on.
However, an uncoated sheet should not automatically be regarded as environmentally superior, cheaper or lower quality.
Those characteristics depend on the particular paper and specification.
Gloss, Silk and Matt Coated Paper
Coated papers are available with different surface characteristics.
Gloss Paper
Gloss-coated paper has a relatively reflective surface and can provide strong image contrast and vivid photographic reproduction.
It can work well for image-led publications where visual impact is important.
The reflective surface can, however, make substantial areas of text less comfortable to read under some lighting conditions.
Silk Paper
Silk-coated paper provides a lower-sheen surface than gloss while retaining many of the reproduction characteristics associated with coated stock.
It is widely used for brochures, catalogues, magazines and other publications containing a mixture of photography and text.
Matt-Coated Paper
Matt-coated stocks provide a lower-reflectance appearance and can create a more understated result.
However, generic descriptions such as gloss, silk and matt do not tell you everything about a paper.
Different manufacturers and paper ranges can have noticeably different surfaces, shades, stiffness and bulk.
For projects where appearance is important, a physical sample is considerably more useful than choosing from the generic paper description alone.
What Does GSM Mean?
GSM means grams per square metre.
A 130gsm paper therefore weighs 130 grams per square metre.
GSM is useful because it provides a standard way of describing the mass of paper.
But GSM does not tell you how thick a paper is.
This is one of the most important distinctions when specifying print.
Paper Weight Is Not the Same as Paper Thickness
Two papers with exactly the same GSM can have different thicknesses.
The physical thickness of paper is often described as its caliper, while its relationship between thickness and grammage is commonly discussed in terms of bulk.
A bulky paper can feel relatively substantial without having an exceptionally high grammage.
A denser paper of the same GSM may feel noticeably thinner.
This matters because paper thickness affects:
- the feel of the finished product;
- the thickness of a publication;
- spine width;
- folding;
- binding;
- opacity; and
- sometimes the appropriate production method.
Selecting paper by GSM alone can therefore be misleading.
What Is Paper Bulk?
Bulk describes the relationship between a paper’s thickness and its grammage.
Higher-bulk papers provide greater thickness for a given weight.
This can be useful where a publication needs to feel substantial without becoming unnecessarily heavy.
For example, two 100gsm papers may create noticeably different finished publication thicknesses.
That can matter for books, catalogues, prospectuses and other multi-page products.
Bulk can therefore be an important specification tool rather than simply a tactile preference.
Why Paper Opacity Matters
Opacity describes the extent to which printing or images on one side of the sheet are visible through the other side.
It becomes particularly important in:
- books;
- catalogues;
- magazines;
- reports;
- prospectuses; and
- other multi-page publications.
A lighter paper with good opacity may sometimes be preferable to a heavier paper with poorer opacity.
This is another reason why simply selecting a paper according to GSM can produce the wrong result.
Paper Shade and Whiteness
Not every white paper is the same colour.
Some papers have a brighter or cooler white appearance, while others are warmer or more natural.
The shade of the paper can influence the appearance of photographs, illustrations and brand colours.
For projects where paper forms a significant part of the design, comparing physical samples under appropriate lighting can therefore be worthwhile.
How Paper Affects Colour Reproduction
Ink and imaging systems interact differently with different paper surfaces.
A smooth coated stock generally provides different colour and image characteristics from an absorbent uncoated paper.
That does not mean one is correct and the other incorrect.
They create different results.
A highly photographic catalogue may benefit from a paper that supports detailed image reproduction.
A premium corporate brochure may deliberately use an uncoated paper because its softer reproduction and tactile character suit the brand.
The artwork, colour management and proofing approach should therefore reflect the selected paper.
Should You Always Choose the Heaviest Paper?
No.
Heavier does not automatically mean better.
Excessive paper weight can:
- increase postage;
- increase distribution cost;
- create unnecessary bulk;
- affect folding;
- make a publication uncomfortable to handle;
- create binding problems; and
- increase material consumption and cost.
The paper needs to be appropriate for the product.
A substantial cover may work very well with lighter text pages.
A high-pagination publication may benefit from a lighter but suitably opaque stock.
The objective is to achieve the required result rather than simply specify the highest GSM available.
Choosing Paper for Brochures
Brochure paper should reflect the intended use and design.
Image-led brochures may benefit from coated stocks where photographic reproduction is important.
Uncoated stocks can create a more tactile, understated or editorial feel.
For brochures with separate covers, the cover can use a different paper or grammage from the internal pages.
This allows durability and visual distinction to be added without making every page unnecessarily heavy.
Quantity, pagination, binding, finishing and distribution should all form part of the paper decision.
Choosing Paper for Catalogues
Catalogue paper selection often involves balancing image reproduction, page count, weight and manufacturing efficiency.
A relatively small increase in text-paper grammage can create a significant increase in total catalogue weight when multiplied across many pages.
That can affect:
- binding;
- spine width;
- packing;
- postage;
- distribution; and
- total material cost.
For substantial quantities, paper availability and the production method can also have a major effect on the commercial decision.
Choosing Paper for Prospectuses
Prospectuses often need to balance strong visual presentation with readability and practical distribution.
Photography may be important, but so can long-form course information and other text.
Paper should therefore support both the visual identity of the institution and the way the prospectus will actually be used.
Where substantial quantities are mailed or distributed at recruitment events, finished weight may also become commercially important.
Choosing Paper for Magazines
Magazine paper depends heavily on pagination, quantity, production route, distribution and the required appearance.
High-pagination magazines may use relatively lightweight papers to control total weight and thickness.
Premium or lower-pagination publications may use heavier or higher-bulk stocks.
For high-volume magazine production, reel availability and the characteristics of the intended web press can become particularly important.
Paper should therefore be selected alongside the production route rather than independently from it.
Choosing Paper for Direct Mail
For direct mail, paper weight can affect far more than the feel of the item.
The completed mailing pack may need to remain within particular postal weight or format parameters.
A heavier paper can therefore increase the distribution cost across an entire campaign.
When large quantities are involved, the postage consequence of a paper decision can exceed the difference in the printing cost itself.
Paper, format, envelope or wrapping and other pack components should ideally be considered together.
How Paper Affects Binding
Paper thickness, stiffness, grain direction, surface and pagination can all affect binding.
For saddle-stitched publications, increasing paper bulk increases the thickness of the folded section and can influence creep and the practical pagination.
For perfect- or PUR-bound publications, text-paper thickness directly affects the finished spine width.
Paper characteristics can also influence folding and how comfortably a publication opens.
The paper should therefore be confirmed before critical binding dimensions — particularly a perfect-bound cover spine — are finalised.
Paper Grain Direction
Paper fibres tend to align predominantly in one direction during manufacture.
This is known as grain direction.
Grain can affect folding and binding behaviour.
Where possible, paper grain should be appropriate to the fold or spine of the finished publication.
This is primarily a production consideration rather than something a print buyer should have to engineer themselves, but it demonstrates why paper selection cannot always be separated from manufacturing method and format.
Sheet Paper vs Reel Paper
Sheetfed presses generally use paper supplied as sheets.
Web-offset presses use paper supplied on reels.
Not every paper is available economically in every format, weight or reel width.
For substantial publication quantities, the availability of a suitable reel can therefore influence both the paper choice and production route.
Likewise, a specialist sheet paper may be ideal for a premium sheetfed brochure but impractical for a high-volume web-offset publication.
This is another reason to consider paper and manufacturing method together.
How Paper Can Affect Print Cost
Paper can represent a significant proportion of the manufacturing cost of a print project.
Cost is affected not only by the price per tonne or sheet but by how efficiently the paper works with the chosen production format.
Important considerations can include:
- sheet size;
- reel width;
- finished dimensions;
- pagination;
- imposition;
- waste;
- quantity;
- availability; and
- production method.
An apparently cheaper paper may therefore not always produce the cheapest finished job.
The objective should be efficient use of an appropriate material.
How Finished Size Affects Paper Efficiency
The finished dimensions of a brochure, catalogue or other publication determine how efficiently pages fit the printing sheet or web.
A small change in finished size can sometimes improve paper utilisation considerably.
Conversely, increasing a dimension by only a few millimetres can occasionally reduce the number of pages that fit efficiently on a particular press format.
For large quantities, that difference can become commercially significant.
Paper choice, finished size and production method should therefore ideally be considered before the artwork is completely fixed.
Sustainable Paper Choices
Sustainable paper specification involves more than choosing between coated and uncoated stock.
Relevant considerations can include:
- responsible fibre sourcing;
- FSC or other appropriate certification;
- recycled fibre content;
- manufacturing efficiency;
- paper weight;
- waste;
- print quantity;
- transport;
- durability; and
- the risk of obsolete stock.
A responsibly sourced paper that is efficiently specified and actually used can be a better overall decision than producing excessive quantities simply to achieve a lower unit printing price.
The environmental and commercial objectives often point in the same direction: use an appropriate material and avoid unnecessary waste.
FSC-Certified and Recycled Papers
FSC-certified paper and recycled paper are not the same thing.
FSC certification relates to responsible forest management and chain of custody.
Recycled papers contain recovered fibre in varying proportions depending on the product.
A paper can be FSC-certified without being recycled, while recycled grades have their own sourcing and certification characteristics.
If a particular environmental claim or certification needs to appear on the finished product, that requirement should be established before the paper and production supplier are confirmed.
Should You Ask for a Paper Sample?
Yes — particularly where appearance, texture or stiffness matters.
A specification such as “150gsm silk” provides useful information but does not fully communicate how a particular paper will look and feel.
Physical samples allow you to compare:
- shade;
- surface;
- stiffness;
- bulk;
- opacity;
- texture; and
- printed appearance.
Where possible, a printed sample is especially useful because it demonstrates how imagery and colour interact with the stock.
For important projects, selecting paper from a screen or paper name alone is rarely ideal.
Paper Availability and Lead Times
Paper availability changes.
A particular grade, grammage, sheet size or reel specification may not always be immediately available in the quantity required.
Specialist papers can also have longer lead times than widely stocked commercial grades.
For time-critical projects, availability should therefore be confirmed before the design or production specification becomes dependent on a particular stock.
For substantial print quantities, early paper planning can also provide a wider range of manufacturing options.
How Cliffe Helps Select Printing Paper
Cliffe Enterprise is an independent print-management company.
We are not restricted to paper stocked for one particular printing press or manufacturing plant.
We can consider the paper alongside:
- the printed product;
- quantity;
- finished size;
- pagination;
- artwork;
- colour requirements;
- production process;
- binding;
- finishing;
- mailing;
- distribution;
- sustainability requirements; and
- budget.
The objective is not simply to recommend a paper we happen to stock.
It is to determine an appropriate paper and production combination for the project.
Sometimes that means choosing a premium material because it materially improves the finished product.
Sometimes it means selecting a lighter or more efficient paper because additional weight adds cost without adding value.
The specification should follow the requirement.
Choosing Printing Paper FAQs
What is the best paper for printing?
There is no single best paper.
The appropriate choice depends on the product, artwork, quantity, printing process, binding, intended use, distribution and budget.
What does GSM mean in paper?
GSM means grams per square metre and describes the mass of the paper.
It does not directly describe its thickness.
Is thicker paper always higher GSM?
No.
Different papers can have different bulk, meaning two stocks with the same GSM can have different physical thicknesses.
Is coated paper better than uncoated paper?
Neither is universally better.
Coated paper often supports sharp image reproduction, while uncoated paper can provide a more tactile and natural appearance.
The correct choice depends on the project.
What paper is best for brochures?
Coated and uncoated papers can both work extremely well.
The choice depends on design, photography, brand presentation, pagination, binding, quantity and distribution.
What paper is best for catalogues?
Catalogue paper needs to balance reproduction quality with pagination, bulk, weight, binding and distribution.
For high-volume catalogues, production method and reel or sheet availability can also influence the choice.
Does heavier paper make printing more expensive?
Usually it increases material usage and can also affect postage or distribution.
However, total cost depends on the particular paper, quantity and manufacturing route.
Does paper weight affect postage?
Yes.
The paper contributes to the total finished weight of the mailing.
Across a large direct-mail campaign, a relatively small change in paper grammage can potentially affect postal cost significantly.
What is the difference between paper weight and thickness?
Paper weight is normally specified in GSM.
Thickness is a physical measurement of the sheet and depends partly on the paper’s bulk and construction.
Should I use FSC-certified paper?
FSC-certified stocks can provide assurance around responsible forest sourcing and chain of custody.
If an FSC claim or mark is required on the finished item, this should be established before production.
Is recycled paper always uncoated?
No.
Recycled fibre can be used in different types of paper, including both coated and uncoated grades depending on the product.
Should I choose paper before designing the artwork?
Ideally the major paper and production decisions should be considered early.
Paper can affect colour reproduction, binding, spine width, finished weight and production method, so leaving the decision until the end can restrict the available options.
Can Cliffe recommend a paper for my project?
Yes.
If you provide the product, quantity, size, pagination, intended use and any existing paper preference, we can consider the appropriate material as part of the complete production specification.
Need Help Choosing Paper?
If you already have a paper specification, send us the complete print requirement and we can assess the appropriate manufacturing route and provide a quotation.
If you’re still deciding between coated and uncoated paper, GSM, bulk or different grades, involve us before the specification is fixed.
That gives us the opportunity to consider paper, manufacturing, binding, postage and distribution together.
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