Paper GSM Guide
What GSM actually measures, how weights compare in the hand, and the right choice for each kind of print job.
What GSM means
GSM is grams per square metre — the weight of one square metre of that paper. It correlates with thickness but is not the same thing. A bulky uncoated stock can feel thicker than a coated stock of identical GSM, because coating compresses the fibres. That is why two 300 GSM cards from different mills can feel different in the hand.
Weight comparison
- 70–90 GSM — office copier paper. Print shows through from the reverse. Internal documents and cheap single-sided flyers only.
- 100–120 GSM — letterheads and quality stationery. 100 GSM bond is the corporate standard and feeds reliably through laser printers.
- 130–170 GSM — flyers, brochure inner pages, magazine stock. Enough body to feel deliberate rather than disposable.
- 200–250 GSM — brochure covers, posters, lightweight cards, certificates.
- 300–350 GSM — business cards, postcards, tags, folders. 350 GSM is the sweet spot for visiting cards.
- 400–600 GSM — premium double-mounted business cards, luxury invitations, rigid tags.
- Board and corrugated — packaging is specified by ply and board grade rather than GSM alone.
Coated versus uncoated
Coated stock — art card and art paper — has a clay coating that holds ink on the surface, producing sharper images and richer colour. It is the right choice for photography-heavy brochures and anything where colour needs to sing. Uncoated stock absorbs ink, softening the image slightly, but it feels warmer and can be written on, which is why letterheads, forms and notepads are uncoated. Textured and cotton stocks sit at the premium end and suit professional services branding where the tactile impression is part of the message.
Recommended GSM by product
- Business cards — 350 GSM (600 GSM for premium)
- Letterheads — 100 GSM maplitho or bond
- Envelopes — 100–120 GSM
- Flyers and pamphlets — 130 GSM art paper
- Brochure covers — 250–300 GSM, inners 130–170 GSM
- Posters — 170 GSM indoor, 300 GSM where the poster must not curl
- Certificates — 250–300 GSM textured or parchment
- Notepads — 70–80 GSM sheets with a 300 GSM board backing
- Mono cartons — 300–400 GSM duplex
Why heavier is not automatically better
A 600 GSM business card feels impressive but costs more, adds postage weight and will not fit some cardholders. A 400 GSM cover on a 32-page saddle-stitched booklet makes the spine bulge and the booklet will not lie flat. A letterhead above 120 GSM may jam in an office laser printer. Match the weight to the function: the card should feel substantial, the brochure should turn its pages easily, the letterhead should feed through your printer without complaint.
Always ask for a physical sample
GSM numbers mean very little until you hold the stock. Any serious press will provide a swatch book or a blank sample of the exact paper before you commit to a run. If a printer will not, that is informative in itself.
Related reading: business card guide, corporate stationery guide and offset vs digital printing.
Common questions.
What does GSM mean in printing?
Grams per square metre — the weight of one square metre of that paper. Higher GSM generally means thicker and more substantial, though coating and fibre bulk also affect how thick a paper feels.
What GSM is best for business cards?
350 GSM is the standard recommendation. 300 GSM is acceptable for budget runs and 600 GSM double-mounted is used for luxury positioning.
What GSM should letterheads be?
100 GSM maplitho or bond. It feels professional and runs reliably through office laser printers. Above 120 GSM you risk jamming.
Is coated or uncoated paper better?
Neither is better outright. Coated gives sharper images and richer colour for photography. Uncoated feels warmer and can be written on, which is why forms and letterheads use it.
Is higher GSM always better quality?
No. Excess weight adds cost, can prevent booklets lying flat, may jam office printers and can make cards too thick for standard holders. Match the weight to the job.
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