Which Paper for Flyers, Posters and Business Cards: Weights and Types

Formats and sizes7 min read · Updated: 03.11.2026

Print the same design on thin gloss paper and on heavy matt board and you'll perceive it completely differently. The paper decides whether a flyer ends up in the bin within a second or stays on someone's desk, whether a poster survives a week in a shop window, and whether a business card bends in a wallet. Below you'll find specific paper weights, the differences between matt coated, gloss coated and uncoated paper, the types of finish available, and a table to help you choose the right stock for each product.

What does paper weight mean?

Paper weight (grammage) is the mass of one square metre of paper, given in g/m² – in the print trade you'll usually hear it shortened to "170gsm". The higher the weight, the thicker and stiffer the paper tends to be, but this isn't a hard and fast rule. Uncoated paper (offset or eco) of the same weight is noticeably thicker and bulkier than coated paper, so 300gsm uncoated can feel stiffer in the hand than 350gsm coated.

That's why, for an important order, it's worth asking the printer for a paper swatch book or a proof print. The number on the spec sheet alone won't tell you how a leaflet will behave once folded or how rigid a business card will be.

Which paper weight for flyers?

For flyers handed out in large quantities on the street or posted through letterboxes, 130gsm coated paper is enough. It's inexpensive, light and reproduces colour well. If the flyer needs to represent your business – for example sitting on a reception desk or being handed to customers in person – go for 170gsm, as it's noticeably stiffer and doesn't crease as easily.

Card-style flyers (often A6 or DL, similar to a postcard) are printed on 250–350gsm. They stay with the recipient for longer, but they cost more and add weight if you're sending them by post. With folded leaflets (e.g. A4 folded to DL), remember creasing: from around 170gsm, coated paper cracks along the fold, particularly with a dark background printed to the edge.

• A6, DL for mass distribution: 130–170gsm coated
• A5, A4 single- or double-sided: 130–170gsm coated
• Folded leaflet: 115–170gsm, creased from around 170gsm
• Premium card-style flyer: 250–350gsm, often with matt lamination

Matt or gloss coated paper?

Coated paper has a smooth surface coating that keeps the ink sitting on top, so colours are rich and sharp. Gloss coated paper brings out photos, strong colours and contrast, which is why it works well for restaurant, tourism and product flyers. Matt coated paper has no glare, makes longer text easier to read and looks more refined, although colours are a little more subdued.

A middle ground is silk coated paper (semi-matt), which combines good photo reproduction with a lower sheen. Without special treatment, you won't be able to write comfortably on any coated paper with a biro, so uncoated paper is a better choice for coupons and forms.

Uncoated and eco paper – when to choose it?

Uncoated (offset) paper has no coating layer, so the ink partly soaks in. Colours are less saturated and fine detail is slightly softer, but the paper has a pleasant, natural texture and you can write on it with a biro. It's a good choice for vouchers, fill-in coupons, notepads, letterheads and print with a natural, handcrafted feel.

Eco papers are most often recycled papers (grey, cream or with visible flecks) or FSC-certified papers, which confirm the fibres come from responsibly managed sources. They suit brands connected with nature, cafés, local produce and natural cosmetics. Bear in mind that lamination makes recycling harder, so eco paper is usually printed without it.

When printing on uncoated paper, it's worth preparing the design with a colour profile for uncoated stock and avoiding very dark, solid areas of colour. Dark backgrounds come out flatter here and can look patchy, and the printer may limit the total ink coverage.

Lamination, varnish and special finishes – what do they do?

A finish is an additional layer or effect applied after printing. It protects the print against scuffing, moisture and ink cracking at the edges, and changes how the piece feels in the hand. Finishes are most commonly used on business cards, covers, menus and premium flyers from around 250gsm. On thin 130–170gsm flyers they're rarely worth the cost.

• Gloss lamination – boosts colours and gives a mirror-like shine; good protection against moisture.
• Matt lamination – elegant, glare-free and scuff-resistant; the most popular choice for business cards.
• Soft-touch lamination – velvety to the touch and associated with premium products; colours are slightly muted.
• Protective (aqueous) varnish – a thin, invisible layer that protects the ink; cheaper than lamination.
• Spot UV – a glossy, raised effect on selected elements only (e.g. a logo), usually over matt lamination for contrast; requires a separate layer in the file.
• Foil blocking and embossing – gold or silver foil plus raised or debossed elements, used mainly on business cards and invitations.

Which paper for posters and business cards?

Indoor posters (shops, reception areas, noticeboards, clip frames) are usually printed on 135–200gsm coated paper – gloss for photos, or matt if the poster hangs opposite a window and would reflect the light. For outdoor posters pasted onto hoardings and boards, blueback paper at 115–135gsm is used; its blue reverse stops the old poster underneath from showing through. For longer outdoor display, synthetic or laminated materials are better, as ordinary paper quickly fades and soaks up water.

Business cards in the 85×55 mm format (the UK and Irish standard) or 90×50 mm are most often printed on 300–350gsm coated board, and the classic choice is matt lamination on both sides. On 300–350gsm uncoated or eco paper, a business card looks natural and you can jot a note on it. Business cards of 600gsm and heavier are usually several sheets laminated together, sometimes with a coloured core visible along the edge.

What to choose for each product – table

The summary below is a tried-and-tested starting point. The final choice depends on your budget, print run, distribution method and brand character, and different printers offer slightly different weights, e.g. 300gsm instead of 350gsm.

Whatever the paper, your print file should be at the trimmed size plus 3 mm bleed, with a safe margin for text. If you create your design in plakaty.shop (wielkareklama.eu studio), you'll get a print-ready PDF in exactly this layout, ready to send to the printer with your chosen paper.