Paper Types & GSM: Gloss vs Matte vs Uncoated Paper

Every time you get ready to print flyers, cards, letterheads, folders or booklets, the thing that trips you up usually isn't the design — it's the paper.

What do 80, 128, 157 and 250gsm actually stand for? And how do you choose between gloss, matte and uncoated paper? Go too thin and the finished piece feels cheap; go too thick and you push up cost — and can even cause problems with folding, mailing or finishing.

This guide breaks down the common paper types, weights and thicknesses in plain terms — and shows which paper suits each kind of print job.

The short answer: gloss, matte or uncoated?

If you want vivid colour with easy cost control, gloss art paper is usually the first choice. If you want less glare and a softer feel, look at matte art paper. And if the piece needs to be written on, stamped, mailed or read for a long time, uncoated (woodfree) paper is the better fit.

As for 80, 128, 157 and 250gsm: these are the weight per square metre, not the weight of a single sheet. As a rule, a higher gsm means stiffer paper — but that doesn't mean every job should use the heaviest stock.

• Flyers: 128 / 157gsm gloss art paper
• Folded leaflets: 128gsm gloss; score at 157gsm and above
• Cards: 260–300gsm matte board, matte laminated card or specialty stock
• Folders: 250–300gsm gloss or matte board
• Letterheads / envelopes: 80–100gsm uncoated paper
• Booklet interiors: 100gsm uncoated / 128gsm gloss
• For a premium feel: matte paper, specialty stock, or finishes like foil stamping, UV and embossing

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Gloss vs matte vs uncoated paper: quick comparison

Which paper for which print product?

Paper shouldn't be chosen in isolation — decide it together with the job. Here's a starting-point guide to the paper direction for common print products.

Flyer printing

Good for event promotion, shop marketing, exhibition handouts and offer campaigns. Typically 128 / 157gsm gloss art paper — bright colour, easy cost control.

See flyer printing

Folded-leaflet printing

Good for company profiles, menus, course outlines, service descriptions and exhibition material. At 157gsm and above, consider scoring.

See folded-leaflet printing

Paper folder printing

Good for exhibitions, proposals, school recruitment and company info sets. Typically 250–300gsm gloss or matte board, which supports documents.

See folder printing

Card printing

Good for business cards, membership cards, discount cards and invitations. Typically 260–300gsm matte board, matte laminated card or specialty stock, and can be finished with foil stamping, UV or rounded corners.

See card printing

The most common paper types

Gloss, matte and uncoated paper are the three most common stocks in commercial printing.

1. Gloss art paper: vivid colour for flyers and posters

Gloss art paper — also called coated (art) paper — has a smoother surface and prints with brighter colour. Its higher shine makes artwork look punchy, which is why it's so common for flyers, posters, coupons and event promotion.

Another advantage is easy cost control, which suits large runs. Common gloss weights include 128, 157 and 250gsm.

It has a downside too: the slick surface isn't great for writing. If your piece needs to be filled in, stamped or read for a long time, gloss may not be ideal.

Bottom line: for bright colour, lower cost and mass distribution, gloss is usually the first choice.

2. Matte art paper: low glare for brand feel and readability

Matte art paper is also a coated stock, but the surface doesn't reflect like gloss. Artwork looks softer and text is more comfortable to read.

For company profiles, proposals, brand booklets, business cards, invitations or any piece where texture matters, matte is the safer bet over gloss. It's less flashy, but the overall feel is more grounded and formal.

Colours print less vividly than on gloss, but detail and texture come through better. Paired with matte lamination, foil stamping, spot UV or embossing, it can achieve a more premium result.

Bottom line: for a soft look, low glare and a brand feel, consider matte.

3. Uncoated (woodfree) paper: for writing, reading and text

Uncoated paper is the go-to for writing and reading — letterheads, forms, notebook pages, book interiors. Its surface isn't as smooth as gloss, which makes it better for writing and stamping.

Printed colour tends to look more muted, never especially vivid. If your content is mostly text, or you want a natural, soft, easy-to-read result, uncoated is a good fit.

Letterheads, envelopes, forms, manuals and booklet interiors often use 80–100gsm uncoated paper.

Bottom line: for writing, stamping, comfortable reading or text-led content, uncoated paper is worth considering.

Gloss, matte and uncoated at a glance

What do 80, 128, 157 and 250gsm mean?

Many people see 80, 128, 157 or 250gsm and assume it's the weight of a single sheet. It isn't.

A paper's gsm is the weight of one square metre of that paper. So 250gsm gloss art paper means one square metre weighs about 250g — not that each sheet weighs 250g.

How much a sheet actually weighs therefore depends on the finished size. An A4 sheet is about 210mm × 297mm, so for 250gsm paper you can work out a single sheet like this:

Paper weight = quantity × finished print area × weight per square metre

For one sheet of A4 250gsm gloss art paper, that's roughly 1 × (0.21 × 0.297) × 250 = 15.592g.

When you order, you don't need to run these numbers yourself. Just remember: a bigger number usually means thicker, stiffer paper at a higher cost — but heavier isn't automatically better.

GSM isn't the same as thickness

Every paper type has its own thickness, driven by weight, density, calendering (surface finishing) and ambient humidity. Even the same paper at the same weight can vary slightly by mill, batch or environment.

If you'd like to estimate the thickness and weight of different papers, this tool can help:

Paper thickness & weight calculator

Paper recommendations by print product

Different products ask different things of paper. Some prioritise cost, some the feel in hand, some need to be easy to write on, and some have to work with scoring, die-cutting or finishing. Here are more detailed recommendations.

1. Business cards

A business card is one of the most "feel in the hand" pieces you'll print. It's small, but it stands for your company's image, your professionalism and your brand — so the stock can't be too thin.

Most cards use 260–300gsm matte board, matte laminated card or specialty stock. For a standard company card, 300gsm matte board is a safe choice; for something more premium, consider specialty stocks like cotton cards, black card, blue card, eggshell paper or soft-touch paper.

If the card carries small text, a QR code or a logo, avoid a surface that's too rough or the detail may not stay crisp. On the other hand, to play up texture — for designers, photographers, brand consultants, hospitality or boutiques — pair specialty stock with foil stamping, embossing, spot UV or rounded corners.

• Suggested paper: 260–300gsm matte board, matte laminated card, specialty stock
• Good for: company cards, membership cards, discount cards, invitation cards, brand cards
• When to upgrade: if the card is used for client meetings, exhibitions, brand sales or high-value services, consider specialty stock or finishing — the card is often the first brand touchpoint.

See card printing ｜Explore matte laminated cards

2. Envelopes

With envelopes the point isn't thickness — it's being practical, easy to fold, easy to write on and suitable for mailing. Most company envelopes use around 100gsm uncoated paper: not too thick, and reasonably priced.

For everyday mail — quotations, invoices, documents, notices — standard uncoated paper is plenty. For brand invitations, event envelopes, or hotel and premium services, step up to a better uncoated stock, off-white paper or specialty paper.

Avoid paper that's too thick or too glossy for envelopes — it works against folding, sealing and writing. Especially when you need to stamp, write an address or apply a label, uncoated paper beats gloss.

• Suggested paper: 100gsm uncoated paper, higher-grade uncoated, off-white paper
• Good for: company envelopes, invitation envelopes, document envelopes, branded envelopes
• When to upgrade: if the envelope is part of a gift voucher, invitation, brand event or VIP document set, use a more tactile stock so the whole package feels complete.

Read our company envelope ordering guide

3. Letterheads

Letterheads usually use 80–100gsm uncoated paper. What matters is smooth writing, clean printing, no glare, and a cost that suits everyday, long-term use.

For day-to-day company letterhead, 80 or 100gsm uncoated paper is standard. For a more formal feel, choose the stiffer 100gsm. Avoid gloss for letterheads — the surface is too slick for writing and not ideal for everyday office use.

Design-wise, a letterhead usually carries the company logo, address, phone, website and email. The paper is simple, but with clean layout and the right white space it can still look very professional.

• Suggested paper: 80–100gsm uncoated paper
• Good for: company letterheads, quotation letters, formal documents, notices
• When to upgrade: for law firms, consultancies, hotels, clubs or high-end brands, consider a higher-grade uncoated or off-white paper to raise the sense of formality.

4. Paper folders

A paper folder has to hold documents, so it can't be too thin. Typically it uses 250–300gsm gloss or matte board. Too soft and it feels informal in hand — and it warps once documents go in.

Gloss board suits bright, eye-catching folders — exhibitions, student recruitment, event promotion. Matte board suits company profiles, proposals, and finance, insurance, education or hotel settings that call for a formal look.

For darker designs or a more premium result, add finishing such as matte lamination, foil stamping, embossing or spot UV. If it needs to hold a business card, allow for a card slot; if it holds a lot of paper, consider pocket depth and stock stiffness.

• Suggested paper: 250–300gsm gloss or matte board
• Good for: company profiles, proposals, exhibition packs, recruitment sets, insurance/finance document sets
• When to upgrade: if the folder is for client meetings, exhibition handouts or high-value proposals, don't settle for the most basic stock — the folder directly shapes how professional your company looks.

See folder printing

5. Flyers

The most common flyer stock is 128 or 157gsm gloss art paper. For mass street distribution, shop promotions or events, 128gsm gloss is the usual pick — easy on cost and bright in colour.

If the flyer will sit at a reception desk, an exhibition booth or an in-store display — or you simply want it to feel less flimsy — consider 157gsm gloss or matte. 157gsm is stiffer than 128gsm, though it costs a little more.

If the flyer is mostly images and promotional messaging, gloss is usually the better choice; for more formal content — brand introductions, healthcare, education, consulting — matte reads more comfortably.

• Suggested paper: 128 / 157gsm gloss or matte art paper
• Good for: event promotion, shop offers, exhibition handouts, course marketing, service introductions
• When to upgrade: if the flyer is meant to be kept, read closely or taken home rather than tossed, consider 157gsm matte — it feels better than the standard mass-distribution stock.

See flyer printing

6. Folded leaflets

A folded leaflet adds one consideration over a plain flyer: the fold.

A standard tri-fold or half-fold can use 128gsm gloss — it folds easily and works for large runs. At 157gsm and above, add a score line, or the fold may crack and show white edges, which is most obvious on dark backgrounds, full-bleed designs or large blocks of colour.

Folded leaflets usually carry more content — company services, menus, course outlines, exhibition information, product details. Too thin and it lacks body; too thick and it fights the fold, so you're balancing feel against practicality.

• Suggested paper: 128gsm gloss, or 157gsm gloss / matte; score at 157gsm and above
• Good for: company introductions, menus, course outlines, product intros, service flows, exhibition material
• When to upgrade: if the leaflet is for a reception desk, an exhibition or a sales meeting, 157gsm matte with scoring looks more formal and reads better at a slower pace.

See folded-leaflet printing ｜See tri-fold leaflets

7. Booklets & books

Start with the content mix. If it's mostly text, 100gsm uncoated paper reads naturally; if it's image-heavy and you want punchy colour, use 128gsm gloss or matte.

A common approach is a heavier cover — 157, 200 or 250gsm — with 100gsm uncoated or 128gsm gloss inside. The cover stays protective, the interior doesn't get bulky, and the whole book feels balanced.

For higher page counts, paper that's too thick fattens the spine and adds cost and weight. Too thin, though, and images show through and the feel suffers.

• Suggested paper: cover 157–250gsm gloss / matte; interior 100gsm uncoated / 128gsm gloss or matte
• Good for: company profiles, product catalogues, school publications, event programmes, brand story books, annual-report summaries
• When to upgrade: for brand introductions, investor pitches, exhibition sales or premium catalogues, give the cover matte lamination, spot UV, foil stamping or heavier stock for a stronger first impression.

See booklet printing

8. Raffle tickets

First ask whether the ticket needs to be filled in. If people write a name, phone number or email, the surface can't be too slick or it won't take pen — in which case use uncoated paper or a more writable matte.

If the ticket is only for admission or redemption and needs no writing, gloss gives brighter colour. If you need a stub, numbering or a perforation line, plan the positions before design and printing.

Raffle tickets often run in large volumes, so the stock has to keep an eye on cost. It doesn't need to be thick — just clear, easy to tear and easy to keep.

• Suggested paper: uncoated, matte or gloss paper
• Good for: event raffle tickets, admission tickets, stubs, registration tickets, redemption tickets
• When to upgrade: if the ticket needs anti-counterfeiting, numbering, tear lines or a more formal event look, add sequential numbering, perforation, a special size or a more tactile stock.

9. Coupons & cash vouchers

Coupons and cash vouchers come down to the value they represent. For short-term promotions — spend-and-save offers, event handouts — gloss works: bright colour, easy cost control.

But for cash vouchers, gift vouchers, dining vouchers or experience vouchers, don't go too thin. Customers treat these as something valuable, and flimsy paper undercuts trust and brand feel.

These can use matte paper or heavier board, and even add foil stamping, sequential numbering, spot UV or anti-counterfeit features. For hotels, dining, beauty and retail brands especially, the voucher is part of the brand packaging.

• Suggested paper: 157–250gsm matte or gloss paper, or board
• Good for: coupons, cash vouchers, dining vouchers, gift vouchers, experience vouchers, member reward vouchers
• When to upgrade: if the voucher shows a monetary amount, gift value or VIP use, choose heavier stock and add numbering, anti-counterfeit features or finishing so it doesn't look like an ordinary flyer.

10. Posters

Paper posters commonly use 128 or 157gsm gloss art paper. For indoor display, event promotion or short-term offers, that's enough — and the colour stays bright.

For larger sizes like A2, A1 or bigger, think about how and where it will be mounted. Paper posters suit short-term indoor use; for outdoors, shop windows, display boards or anything that needs to last, switch to large-format materials such as PP, photo paper, self-adhesive PP, backlit film or foamboard.

So a poster isn't only about paper — it also depends on where it goes, how long it stays up, whether it needs to be waterproof, whether it needs adhesive backing and whether it needs mounting.

• Suggested paper: 128 / 157gsm gloss; for large or special uses, consider large-format materials
• Good for: shop posters, event posters, campus promotion, indoor notices, short-term offers
• When to upgrade: if the poster goes outdoors, in a window, on an exhibition board or on long-term display, don't rely on ordinary paper printing — move to more suitable large-format or display materials.

See large-format posters / PP posters

Common paper-choice mistakes

Looking at gsm, not the use

250gsm is definitely stiffer than 157gsm, but that doesn't mean every product should use heavier paper. Street flyers are about cost and volume and may not need to be thick; folders, cards or premium proposal materials, on the other hand, need more feel in the hand.

Choosing gloss when you need to write

Gloss has a slick surface and isn't suited to a lot of writing or stamping. For letterheads, envelopes, forms, raffle tickets or anything that gets filled in, uncoated paper or some matte stocks are the better fit.

Thick folded leaflets with no scoring

If a folded leaflet uses 157gsm or heavier — especially with a dark design — score it before folding, or the fold may crack and show white and spoil the finished feel.

Booklet interiors that are too thick

Interiors that are too thick make the book hard to open, push up cost and can hurt the binding. A booklet usually has to balance feel, thickness, page count and reading experience.

Chasing premium paper while ignoring the content

If the design is mostly full-colour images, gloss may reproduce colour better than some specialty stocks; if the content is text and brand-led, matte or uncoated may suit better. Match the paper to the content — pricier isn't always better.

Still not sure? Answer three questions

You don't have to memorise every paper name up front. Just answer three questions:

1. Is your piece for handing out, for display, or for a formal proposal?
   Handouts usually come down to cost and colour; formal proposals call for feel and brand image.
2. Does it need to be written on, stamped or folded?
   If it needs writing, avoid slick stock; if it needs folding, don't blindly go thick.
3. What do you want it to feel like in the hand?
   Cheap-and-practical, clear-and-readable, or formal-and-premium each point to a different paper.

Answer those three and the paper choice is no longer hard.

FAQ: paper type, weight and thickness

1. What's the difference between gloss and matte art paper?

Gloss has a smoother surface, more vivid printed colour and higher shine; matte has less glare, a softer look, and usually a better reading feel and texture. Mass-distribution promo tends to use gloss; brand introductions, folders, business cards and booklets lean matte.

2. For flyers, is 128gsm or 157gsm better?

For mass distribution, 128gsm gloss is standard; if the flyer sits in-store, at an exhibition or a reception desk — or you want more body — consider 157gsm gloss or matte.

3. Can uncoated paper print colour images?

It can, but colour usually looks more muted than on gloss, never especially vivid. For image-led content, gloss or matte fit better; for text, writing or a natural paper feel, uncoated is the better match.

4. Should business cards be 260gsm or 300gsm?

A standard company card can use 260–300gsm matte board or matte laminated card. 300gsm feels stiffer in hand and suits a more formal or tactile card. To make it more memorable, add specialty stock, foil stamping, spot UV or rounded corners.

5. What goes wrong if a folded leaflet uses paper that's too thick?

Overly thick paper is more likely to crack and show white at the fold, especially on dark or full-bleed designs. At 157gsm and above, score before folding for a cleaner result.

6. Does a higher gsm mean a more premium result?

Not necessarily. A higher gsm usually means stiffer paper, but the premium feel also depends on the paper type, design, print result and finishing. Street flyers don't need to be thick; premium cards or folders do need a better feel.

7. Which paper should I choose for writing?

When you need to write, stamp or fill in details, go with uncoated paper, or a more writable matte. Gloss is too slick for a lot of writing.

8. Should a booklet's cover and interior use the same paper?

Not necessarily. A common approach is a heavier cover — 157–250gsm — with the interior chosen by content: 100gsm uncoated, or 128gsm gloss or matte. That balances cost, weight, readability and finished feel.

Need help choosing paper?

Send us your product type, size, quantity and intended use, plus whether it needs to be written on, folded or finished. We'll suggest the right paper, weight and finishing for the job — with delivery across Hong Kong and Macau. Message us on WhatsApp at +852 3001 5678; English is fine.

WhatsApp us for paper advice

You might need next

• Paper thickness & weight calculator
• Printing flyers? See sizes and paper options
• Printing folded leaflets? Understand scoring and fold placement
• Printing cards? See common stocks and finishes
• Printing a booklet? See booklet printing