Paper and Stock Guide
Choosing the right stock is one of the most important decisions in any print job. The same design printed on two different stocks can look and feel like completely different products. This guide covers the stocks we use most, what they look and feel like, and what they suit. If you are not sure what is right for your job, get in touch and we will help you choose before anything goes to print.
SILK / SATIN MATT
What it looks and feels like
Silk/satin matt has a subtle sheen. It reflects light softly rather than sharply, which gives print a refined, premium feel without the high shine of gloss. In the hand it feels smooth and slightly soft. It is probably the most common coated stock in commercial print for good reason.
Best for
Brochures, catalogues, booklets, annual reports, presentation folders, and anything where colour reproduction and a professional finish matter. The matt surface handles photography and full colour design particularly well.
When to use it
When you want a quality result that feels considered without being flashy. Silk/Satin matt is the reliable, versatile choice for most commercial print jobs where a coated stock is appropriate.
When not to use it
Not suitable for anything that needs to be written on. Pen and marker do not adhere well to coated surfaces.
GLOSS
What it looks and feels like
Gloss has a high shine surface that makes colours appear vivid and saturated. It reflects light sharply and has a distinctly shiny feel in the hand. It is the most reflective of the coated stocks.
Best for
Flyers, posters, product labels, and anything where maximum colour impact is the priority. Photography and bold graphic design reproduce with strong depth and vibrancy on gloss stock.
When to use it
When colour punch is more important than subtlety. Gloss works well for retail promotions, event flyers, and product photography where you want colours to jump off the page.
When not to use it
Not suited to premium or considered brand applications where gloss can feel cheap. Not suitable for writing on. Can show fingerprints easily.
UNCOATED
What it looks and feels like
Uncoated stock has no surface coating which gives it a natural, tactile feel. It is slightly textured to the touch, absorbs ink rather than sitting on top of it, and has a matt, paper-like appearance. It is the stock that feels most like what people think of when they think of quality paper.
Best for
Letterheads, compliments slips, business cards (premium and specialty), wedding invitations, folded cards, notebooks, notepads, and any application where a natural feel is part of the brand experience. Also essential for anything that will be written on, stamped, or signed.
When to use it
When the tactile experience of the stock matters as much as how it looks. Uncoated stock communicates craft, consideration, and quality in a way coated stocks cannot.
When not to use it
Not the best choice for photography-heavy design. Colours appear less vivid on uncoated stock than on coated stocks. Fine detail in photography can look slightly soft.
TEXTURED UNCOATED
What it looks and feels like
Textured uncoated stock takes everything that makes standard uncoated special and adds a distinct surface texture that you can feel clearly when you run your thumb across it. Options include laid, linen, and felt textures among others. Each has a different character but all share a premium tactile quality that is immediately noticeable.
Best for
Premium business cards, wedding invitations, event invitations, high-end folded cards, and anything where the stock itself is part of the brand statement. A textured business card on quality board is one of the most impressive things you can hand someone.
When to use it
When you want the stock to do some of the brand work. Textured uncoated communicates craft and quality before the recipient has read a single word.
When not to use it
Not suited to photography-heavy design where surface texture can affect image quality. Also worth knowing that solid colours can look slightly uneven on heavily textured stocks. Best for typographic and graphic design rather than photographic content.
KRAFT
What it looks and feels like
Kraft has a distinctive natural brown colour and a slightly rough texture. It looks and feels organic and earthy. It is immediately associated with artisan, sustainable, and handmade brands. In print, colours take on a warm tone because of the brown base stock.
Best for
Coffee cup sleeves, food packaging, belly bands, swing tags, bags, and any brand that wants to communicate a natural, sustainable, or artisan quality. Particularly popular with food and beverage brands, cafe businesses, and anything in the organic or ethical market.
When to use it
When the natural, earthy aesthetic fits the brand. Kraft works particularly well when it is part of a considered brand identity rather than a trend choice.
One thing worth knowing: if your artwork is designed for white stock, you do not always need to print on kraft to get the kraft look. Using a kraft texture as a background image layer in your artwork and printing on standard white stock can give a similar result with more control over how colours reproduce.
When not to use it
Not suitable for colour-critical design. Because of the brown base, colours print differently on kraft than on white stock. Blues and greens can look muddy. Best suited to designs that work in black, red, and warm tones.
SYNTHETIC / WATERPROOF
What it looks and feels like
Synthetic stock looks similar to a standard label or coated paper stock but it is made from a plastic film rather than paper. It has a smooth, slightly waxy feel. It does not tear like paper and it does not absorb moisture which makes it ideal for wet or outdoor environments.
Best for
Product labels for bottles, jars, and containers. Outdoor labels. Freezer and refrigeration labels. Menus that get wiped down regularly. Anything that is going to get wet, handled heavily, or used in a demanding environment.
When to use it
Whenever the label or print is going to come into contact with moisture, condensation, or outdoor conditions. If in doubt between standard and synthetic for a label application, synthetic is almost always the safer choice.
When not to use it
Synthetic stock is not necessary for standard indoor print applications and costs more than paper stock. It is also not suitable for applications that require writing on the surface.
GSM QUICK REFERENCE GUIDE
| GSM | What it feels like | Typical use |
|---|---|---|
| 80 to 100gsm | Standard office paper weight | Letterheads, internal pages of booklets, notepads |
| 120 to 150gsm | Noticeably heavier than office paper | Flyers, brochure internal pages, menus |
| 170 to 200gsm | Substantial, feels quality | Brochure covers, posters, folded cards |
| 250 to 350gsm | Stiff, clearly card rather than paper | Booklet covers, postcards, folded greeting cards, swing tags |
| 350 to 400gsm | Heavy card, premium feel | Business cards, gift vouchers |
| 400gsm and above | Very heavy, substantial in hand | Premium and bonded business cards |