Paper weight is one of the most common areas of confusion in printing, especially for customers who don’t work with print regularly. You’ll often hear paper described using “gsm”, which simply refers to how thick and sturdy the paper is.
Understanding paper weight and the difference between paper and card helps you choose something that looks professional, feels right in the hand, and suits how the printed item will be used.
What does GSM mean?
GSM stands for grams per square metre.
It measures the weight of the paper and is a good guide to how thick and rigid it will feel.
As a general rule:
- Lower GSM = thinner, more flexible
- Higher GSM = thicker, more rigid
However, coating also plays an important role in how a sheet feels.
What is considered paper and what is considered card?
There isn’t a hard rule, but in practical printing terms:
- Up to around 150gsm is generally considered paper
- 160–170gsm uncoated is often described as light card
- 250gsm and above is clearly card
Uncoated paper tends to feel thicker at a lower gsm because it absorbs ink and has a more natural texture.
Coated stocks (such as silk or gloss) feel smoother and more flexible, which means they usually need a higher gsm to feel like card.
For example:
- 160gsm uncoated can feel like a light card
- 170gsm silk or gloss still feels more like heavy paper
- 250gsm silk or gloss feels like a proper card
This is why business cards, for example, are typically printed on 350–400gsm coated stock rather than lower weights.
Common paper weights and how they’re used
80–120gsm
Used for:
- Letterheads
- Compliment slips
- Invoices
- Everyday documents
Lightweight and easy to write on.
130–170gsm
Used for:
- Flyers
- Leaflets
- Posters
- Takeaway menus
Flexible and cost-effective.
200–250gsm
Used for:
- Premium flyers
- Brochure covers
- Price lists
- Table menus
Noticeably sturdier.
300–400gsm
Used for:
- Business cards
- Table talkers
- Tent cards
- Premium promotional items
Rigid, durable and professional.
Choosing the right option
When deciding between paper and card, consider:
- How the item will be handled
- Whether it needs to feel premium
- Whether it will be folded
- Whether it needs to be posted
- Whether it will be coated or uncoated
If you’re unsure, we’re always happy to show samples or advise based on your specific job. Choosing the right weight and finish ensures your print looks right, feels right, and offers the best value for your budget.
