Paper GSM Explained: Choosing the Right Paper Weight for Your Print Job

By Rajesh Company · November 2026 · 6 min read

When you ask for a quotation, the first question we usually ask back is the paper. GSM, short for grams per square metre, is the number that describes how heavy a sheet is. It is a measure of weight, not quality, and picking the wrong weight is one of the most common reasons printed work feels cheap or behaves badly in use.

Illustration comparing paper thickness at 80, 130, 250 and 350 GSM for letterhead, brochure, cover and business card

What GSM actually tells you

A 100 GSM sheet weighs 100 grams per square metre. Higher GSM means a heavier, usually thicker sheet. Thickness also depends on the paper type, so two papers of the same GSM can feel different. A bulky uncoated sheet can feel thicker than a dense coated one at the same weight.

Weight matters in three ways: how the piece feels in the hand, how well it survives folding and handling, and whether ink or a pen shows through to the other side.

Coated and uncoated stock

Coated (gloss or matte art paper): smooth surface, sharp images, strong colour. Good for brochures, flyers, catalogues and covers.
Uncoated (bond, offset, textured): natural feel, takes pen and laser printing well. Good for letterheads, forms, registers and notepads.
Board (art board, duplex, kraft): stiff and structural. Used for cards, folders, cartons and tags.

Which weight for which job

These are common starting points. Your final choice depends on the design, the finish and how the piece will be used.

Business cards: heavy board, commonly in the 300 to 400 GSM range. Heavier feels more premium. See business cards.
Letterheads: uncoated bond, around 90 to 120 GSM. Coated paper does not take pen ink well. See letterheads.
Flyers and pamphlets: lighter coated paper, often 100 to 150 GSM, since they are handed out and read quickly.
Brochures: mid weight coated paper, commonly 130 to 170 GSM for inner pages and a bit more for a cover. See brochures.
Book and booklet covers: heavier, often 250 GSM or more, usually laminated.
Book inner pages: lighter uncoated or matte stock, chosen so a thick book is still comfortable to hold.
Cartons: folding board in a range of thicknesses, chosen by the product's weight and the box style. See our packaging guide.

Show-through and folding

Two problems appear when paper is too light for the job. The first is show-through, where print on one side is visible from the other. It matters most on dark backgrounds and double-sided designs. The second is cracking on folds, which affects heavier stocks that are folded without scoring. A crease before folding keeps the fold clean, which is why heavier brochure covers are scored as part of production.

Heavier paper is not always better. A 350 GSM flyer is wasteful and awkward to mail. A 90 GSM business card is flimsy. Match the weight to the way the piece is handled.

How to describe paper to your printer

Say what the piece is and how it will be used: handed out, mailed, filed, written on, or kept.
If you have a sample you like, send it or describe it.
Tell us if the piece will be laminated or varnished, since that adds a little stiffness and changes the feel.
Ask for the stock and weight to be written on the quotation so what you approve is what is printed.

Talk to Us

If you are not sure which paper to use, tell us the job and we will suggest options. A few sentences about the use case is enough. For how paper pairs with surface treatments, read our finishing guide.

Send details to +91 99101 48075 on WhatsApp or use the quote form on our homepage. Timelines depend on the product, quantity and finishing, and are confirmed when we quote.

Related products: Letterheads · Business cards · Brochures