Printing paper – its selection is a key decision, whether you are printing flyers, business cards, posters or books. Paper significantly affects the final look and durability of your advertising materials or publications. It also influences the impression they will make on the recipient. That’s why it’s worth taking a moment to learn about the different options and understand what will work best for your project.
Here are 7 key things to know before choosing paper for your advertising materials. Keep these in mind when selecting paper for books as well.1. Printing paper – how to choose the ideal grammage?
The grammage is the weight of the paper measured in grams per square meter (gsm), and it has a huge impact on the feel and look of your print.
For flyers, people typically choose a grammage in the range of 135-170 gsm, as it provides adequate strength while maintaining flexibility. In contrast, printers often use 170-250 gsm paper for posters to enhance their durability and visual appeal on walls. Moreover, business cards require thicker papers—300 gsm and up—to ensure they are both sturdy and elegant.When it comes to books, paper weight is crucial because it impacts the balance between readability and overall weight. Generally, the standard for book printing is between 70 gsm and 100 gsm. Paper that is too thin can cause the text to show through to the other side. Conversely, paper that is too thick can increase both the production cost and the weight of the book.
2. Surface – matte or glossy?
The type of surface finish affects the aesthetics and functionality of your materials. Glossy paper is great for highlighting vibrant colors and adding elegance to your materials. Especially perfect for flyers, posters and business cards that are meant to impress. However, it is a paper that can leave fingerprints and have glare under light, which is not always desirable.
Matte paper is a more subdued choice, ideal for text materials such as brochures, catalogs and books. It makes reading easier because it doesn’t reflect light, which is crucial for publications. Books printed on matte paper are also less tiring to the eyes, which is important for longer texts.
3. Coated paper – a universal choice, but is it always the best?
Coated paper is smooth and great for printing color materials. It is a paper that perfectly reproduces colors, both in matte and glossy versions. That’s why people often use it for flyers, posters, catalogs, or business cards.
However, for books, coated paper may not be the best choice. Although it looks attractive, it is heavier and more reflective, which can make it difficult to read longer texts. For books, offset or uncoated paper, which are lighter and more eye-friendly, usually work better.
4. Offset paper – a classic that never disappoints
Offset paper is an excellent choice if you need a material with a natural look and greater absorbency. This uncoated paper works well for printing black-and-white text materials, such as brochures, books, and reports, as well as flyers with a more subdued feel.
For books, offset paper is chosen for its excellent readability, lightness and the fact that it is easy to write on its surface – which can be an advantage for exercise books, planners or calendars. For longer and more formal publications, such as novels or textbooks, it is one of the best choices.
5. Eco-friendly printing paper – the responsible choice for conscious brands
If you want to show that your company cares about the environment, eco-friendly paper can be a great solution. You can choose 100% recycled paper, which is great for printing both advertising materials and books. While eco-friendly paper may not be as white as traditional coated or offset paper, it gives your projects a natural, authentic look.
Eco-friendly paper is perfect for books, especially for publications that promote sustainability or other environmental topics. Customers are increasingly paying attention to the green aspects of products, so it can be an added asset to your brand.
6. Satin paper – elegance and delicacy in one
Satin paper is something between glossy and matte paper. It has a slight sheen, but is not as intensely reflective as glossy paper. This type of paper is ideal for exclusive advertising materials, such as catalogs, posters or elegant business cards.
Satin paper is less common in books but can be used in artistic publications. It works well in books with many photographs, where good color reproduction is important without hindering text readability.
7. Decorative printing paper – a choice for those who want to stand out
If you want your advertising materials to really stand out, consider choosing a special paper. This could be a paper with an unusual texture, metallized, with elements of glitter or paper with increased stiffness. These types of papers are ideal for invitations, luxury business cards and even book covers that are meant to impress the reader.
For books that are meant to have a more exclusive feel, such as limited editions, specialty paper can add extra prestige. You can choose paper with a delicate texture to add elegance, or even papers with elements of transparency to give your book an unusual look.
Summary
he choice of paper for printing advertising materials and books is a crucial decision that directly impacts the final result and overall perception of your projects. Therefore, it’s essential to consider factors such as grammage, surface type, eco-friendly options, and durability to guarantee high-quality outcomes and customer satisfaction. Additionally, every project requires a tailored approach—whether you’re printing flyers, posters, business cards, or books—so make sure to select the paper that best suits your specific needs. This attention to detail will enhance both the look and feel of your materials.