What GSM means, and how to choose the right paper weight
GSM stands for grams per square metre. Take one square metre of the paper, weigh it, and that number is the gsm. It is a weight rather than a thickness, but in practice the two go together closely enough that gsm is how everyone talks about how substantial a sheet feels.
What the common weights feel like
| Weight | Feels like | Used for |
|---|---|---|
| 35 to 60gsm | Thin, slightly see through | Carbonless copy sheets, newsprint |
| 80 to 90gsm | Office printer paper | Photocopying, internal documents |
| 100 to 120gsm | Noticeably better than copier paper | Letterheads, compliment slips |
| 130 to 170gsm | Holds its shape, does not flop | Flyers, leaflets, brochure pages |
| 200 to 250gsm | Card | Posters, covers, menus |
| 300 to 400gsm | Stiff card | Business cards, invitations, tags |
Choosing without overthinking it
Ask what the piece has to survive. A flyer through a letterbox needs to arrive uncreased, which is why 130gsm and 170gsm are the usual choices for flyers and leaflets: light enough to be affordable in quantity, stiff enough not to arrive folded in half. A letterhead needs to feel like a letter and go through an office printer, which is what 100gsm and 120gsm bond do. A business card needs to survive a wallet, so 350gsm or more.
Where heavier is not better
- Posting costs. Heavier paper crosses postal weight bands sooner. On a mailing of thousands, that can cost more than the paper.
- Folding. Heavy stock cracks along a fold unless it is creased first. Anything over about 170gsm that has to fold should be scored.
- Your own printer. Most office printers stop somewhere around 160gsm. Buying 200gsm for a letterhead you print at home means a jammed printer.
- The message. A single sheet handout on 300gsm card feels odd rather than expensive.
Finish changes the feel as much as weight
The same 170gsm in gloss, silk and uncoated feel like three different papers. Gloss lifts photographs and colour. Silk sits between. Uncoated takes a pen, which matters for anything someone has to write on. If the piece is going to be written on, uncoated is not a preference, it is a requirement.
If you are not sure
Tell us what the piece is for and we will tell you what we would print it on and why. Our standard weights are shown on every product page, from A4 letterheads on 120gsm bond to leaflets on 130gsm or 170gsm gloss.
