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4 Advice to Choose a Metalized Paper

17, Mar. 2025

How to Choose Paper for your Printing Marketing Materials

The Best Business Card Paper, Brochure Paper and More

Choosing the best paper for your print marketing project can influence the impression your final product leaves on a potential client or customer. From final presentation to cost, paper stock is the core of your printed piece. Here are some tips for picking the right paper for different types of printed materials.

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Choosing Business Card Paper

Business cards should catch the eye, be memorable, and then get out of the way. When your prospect goes to find your card later, it should still look as good as the day you shared it with them. There are many paper stocks to choose from for business cards, and you can even get cards printed on plastic or other non-paper substrates.

Here are some tips for choosing the best paper for a business card:

Uncoated Stock: Pick an uncoated stock or a dull/matte stock if you want people to be able to write on your card. Uncoated stock is the best option when you want people to be able to write directly on the piece without smudges, but if you have important photos or graphics on your card they will look much more vibrant on the dull/matte stock than on the uncoated stock.
Metallics: Using metallic foils or metallic ink? Metallic inks should only be printed on gloss stocks, as the ink will not look metallic at all on uncoated or only slightly on dull/matte stocks.
Unique Coatings: Want something that feels interesting to the touch? Use a Soft Touch® coating that makes the card feel like velvet. Request a sample; you have to touch it to get the effect.
Protective Coatings: Worried about your cards getting scratched up in pockets and purses? Get UV coating to add greater protection for your card while adding a dramatic pop of color.

Paper Recommendations:

120# (14 pt) Dull/Matte Cover when you want a final piece that has crisp text and images, while maintaining the ability to write on.
100# (14 pt) Uncoated Cover is great for business cards that you'll be writing on and for certain demographics (attorneys, financial, other professional).
120# (14 pt) Gloss Cover works best if you're using metallic inks or if you want the professional look and feel of a glossy paper.
160# (18 pt) Gloss Cover is super stiff and thicker than most business cards. Get's noticed, but you can't keep as many in your wallet.
Magnet Stock keeps your message in front of your clients all year long. Our magnetic stock enables high quality printing with excellent color reproduction and will stick to most metal surfaces. Great for business cards from service industries that could be saved and referenced on the fridge.

Choosing Brochure Paper

Brochures, sell sheets, maps, menus and flyers can all benefit from using the right paper for the job.

Here are some tips for choosing the best paper for a brochure:

Plastic paper like SmartFlex® can create water and tear-proof products like maps or menus.
Heavier paper is more rigid, helping items stand up when folded. If you are folding your brochure, the maximum recommended thickness for 2 or more folds is 100# cover.
If the printed piece is going in the mail, it must be the correct thickness to meet postage regulations. The number of folds affects the final thickness. Call us for advice as the 2,000 page postal regulations manual changes often!
Thicker paper can make metallic foils and embossing look better, but as you go above 80# cover the amount of detail that is able to be shown in your embossed element will decrease.
If you're printing a lot of materials, thinner paper is usually cheaper and could potentially have a lower mailing cost.

Paper Recommendations:

70# Uncoated Text is great if you want to be able to write on the brochure, and want to add more than two folds. Text stock is lightweight, this paper is similar to the paper you'd find in a book.
80# Gloss Text is your choice for brochures that need the professional look of a glossy finish, need more than 2 folds, and that should be lightweight but still strong enough to hold their shape. This is an economical and very common choice for brochures.
100# Gloss Text is a great choice for brochures that you want to feel more substantial and that will hold up better to repeated use. This is a very popular stock for brochures.
80# Gloss Cover produces a thicker brochure; it's a light weight card stock that can be folded, but might not lay perfectly flat when closed.
80# Dull/Matte Cover. This matte coated stock makes images look good without excessive shine, and can be written on with certain pens.
Brochures can be protected with additional coatings, such as optional UV coating that provides additional protection and makes colors really shine.

Postcards

Postcards ' especially those sent in the mail ' have only a moment to get and keep someone's attention, but they do get handled, held, and read.

Here are some tips for choosing the best paper for a postcard:

Postcards that will be mailed have to meet US Postal Service regulations for size and thickness. In general, your postcards need to be printed on 100# cover or higher to mail. Check out our postcard mailing templates for sizes and layout tips.
Thicker and larger postcards stand out, but anything larger than 6' x 11' will be require a much higher 'Flats Rate' postage.
Use a UV coating on the non-address side to make your card pop with high-gloss elements while protecting the card from handling and the weather.
People touch a postcard so use Soft Touch® coating on the non-address side to give it a soft, velvety feel (you have to request a sample ' words don't do Soft Touch® justice).

Paper Recommendations:

100# Uncoated Cover. This bright white smooth #1 grade cover stock is a substantial paper, and the minimum thickness for a postcard going in the mail. You can easily write on this stock and is a great option for appointment or reminder cards.
120# Dull/Matte Cover. Our dull/matte cover is a substantial paper with a smooth, non-shiny coating. It is a heavy 14 pt stock well suited for detailed, crisp printing without sacrificing the ability to write on the paper. You can also get UV coating on the front of a dull/matte card to add pop to the side that isn't needed for writing. This is a popular choice for postcards.
120# Gloss Cover. This is one of our most popular papers, its glossy coating makes photographs and other images look beautiful. UV coating, often called liquid lamination, is a great addition to the 120# Gloss Cover for added pop and shine. Not recommended if you want to be able to write on the postcard.
200# Gloss Cover. At 24 pt, this is our thickest and sturdiest card stock. It has a glossy, smooth finish that prints well. It works really well for die cuts and foil stamping. If you're adding foil stamping or die-cuts to your postcard, you can't beat 200# cover stock.
Use an optional UV coating to protect your postcard from scratches and scuffs while making the colors pop.
Soft Touch® coating adds a velvety feel to the card that makes it stand out and grab attention, but save some money by only adding it on the non-address side.

Catalogs / Calendars

In print terminology, a catalog is anything that is saddle-stitched like a magazine, but unlike a magazine a catalog can have a range of paper types for the cover and interior pages.

Here are some tips for choosing the best paper for a catalog:

Catalogs are printed in 4 page increments, as each sheet is folded in half into 4 pages (front and back).
Catalogs are frequently printed with a thick cover stock and thinner text stock for the interior to minimize cost. It is important to match the cover stock and interior text stock so there's consistent color and image quality. For example, if you use 80# gloss cover stock for the cover and 70# uncoated text stock for the interior pages, and you have a consistent brand color on every page, it will look noticeably different on the cover than on the interior pages.

Catalogs can be saddle-stitched like a magazine, coil bound, Wire-O bound, or glued (perfect bound) like a soft cover book.
Consider a high-gloss, coated paper for catalogs where art and images are important, and use an uncoated paper you can write on for product lists where readers may want to circle something or take notes.
If your catalog will be mailed, be conscious of the total weight. You may need to use lighter papers to minimize the overall mailing cost.

Paper Recommendations:

80# Gloss Text. Standard glossy paper stock, about as thick as a quality magazine page. The shiny finish provides an excellent opaque base for four color process printing. This can be either perfect bound or saddle-stitched. Text stock, like this, is usually used for interior pages only unless weight is a factor in mailing cost.
80# Dull/Matte Text. This stock is finely coated with a non-gloss finish. It provides an excellent opaque base for easy to read, crisp typography.
100# Gloss Text. Similar to the 80# gloss text, but 25% thicker and heavier for a more substantial feel and extra durability. This paper is thick enough to be bound any way you'd like. It's sometimes used for a self-cover when cost or mailing weight are factors.
80# Gloss Cover. As a 'cover' stock, this paper is stiff, about like a postcard or baseball card. This stock has a glossy finish, making photographs and other images look beautiful. Glossy cover stock is hard to write on, however. Cover stock, like this, is usually used for the cover of a catalog, or for catalogs with only a few pages.
80# Dull/Matte Cover. This cover stock is well suited for detailed, crisp printing without a shiny finish. Colors pop with dull/matte stock and it is thick enough to be bound however you'd like.
Cover and interior papers can be coated with an optional UV coating to provide protection and a high-gloss look that makes colors even more vibrant.

Greeting Cards / Note Cards / Event Notices

A great way to make a personal connection with your customers and prospects. We have a great selection of papers for greeting cards, note cards, announcements and custom stationery.

Here are some tips for choosing the best paper for a greeting card:

Use uncoated stock where people will be writing on the card, such as an RSVP response card, or for certain artistic effects.
Gloss coated paper will resist writing and leave smudges, but this issue can be minimized by choosing a dull/matte coated stock if your images require the superior print quality of a coated paper stock.
Our standard card stocks, 120# (14 pt) are optimal for embossing, foil stamping, and die-cutting, all popular options for event cards such as wedding invitations.
Use textured papers such as linen, ribbed, or parchment to give a sense of luxury or class. They can be custom ordered.

Paper Recommendations:

120# Gloss Cover. This is one of our most popular papers. It is a heavy 14 pt stock with a glossy, coated finish. It makes photographs and other images look beautiful. UV coating, often called liquid lamination, is a great addition to the 120# Gloss Cover for added pop and shine on the outside of the card. Not recommended for cards that need to be written on.
120# Dull/Matte Cover. Our dull/matte cover is a substantial paper with a smooth, non-shiny coating. It is a heavy 14 pt stock well suited for detailed, crisp printing without sacrificing the ability to easily write on the paper. You can also get UV coating on the front of a dull/matte card to add pop to the side that isn't needed for writing. This is an excellent choice for greeting cards and note cards.
100# Uncoated Cover. This bright white smooth #1 grade cover stock is 14 pt in thickness and matches the 70# text-weight stock we use for letterhead and envelopes. You can easily write on this stock and is a great option for appointment or reminder cards or when a 'natural' feel is desired.
Protect your cards with an optional UV coating that provides protection from the elements and makes colors more vibrant.

Coating Options

UV Coating, often called liquid lamination, is a highly protective, ultra-shiny gloss coating that we apply over regular coating and then cure on a special machine using ultraviolet light. The solvent-free UV coating provides an extremely hard finish that's chemical and abrasion resistant. It makes color and details really pop! On deep colors, it results in a stunning, almost wet appearance. Perfect when you want a durable, environmentally-friendly piece with a richer, high-end look and feel.

NOTE: UV Coating cannot be used on the addressed side of mailed pieces. Need help deciding which paper to use for your project?
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Detailed Guide on Various Types of Paper - Printing Partners

Detailed Guide on Various Types of Paper

Written by Kraig Downham, Marketing Director at Printing PartnersHaving trouble figuring out what all the different types of paper? This guide is here to help. It explains the different types of paper you can choose. Learn about glossy, matte, and uncoated paper. Each type has its own benefits for different printing jobs.

Coated vs. Uncoated: What's the Difference?

Coated sheets feature a glossy layer that enhances durability and makes colors pop'perfect for photographs and vibrant prints. Uncoated sheets, without this gloss, have a natural texture conducive to readability and writing. They absorb ink differently, yielding softer color reproduction, ideal for everyday printing where ease of reading is paramount.

Coated Paper: This type is often called gloss when it has a high shine and matte when it is less shiny. A coated finish is great for making images look sharp and vibrant.
Uncoated Paper: This is the most common type of paper used in offices. Ideal for printing documents that need to be easy to read, like reports and forms.

Coated Paper

Shiny Finish

Coated paper, with its glossy texture, improves print quality by providing clear details and reducing ink spread. Its special coating stops the material's fibers from soaking up ink. This makes images and text look sharp and bright, as though they have just come off the printer.

This type of paper is available in finishes such as gloss, matte, dull, and satin. These choices make it adaptable for kinds of projects.

Deciding between glossy vs. matte paper often comes down to the purpose of your printed material. Glossy finishes, with its vibrant colors and shine, is suitable for photographs and marketing materials that need to pop. Meanwhile, matte finishes offer a more subdued look that's easier on the eyes for reading.

Here are some of the Name Brand Coated Papers Available.

A gloss finish makes colors pop and sharpens images, perfect for high-quality photos and eye-catching marketing materials. The special coating prevents ink absorption, ensuring that images appear crisp and vibrant.Find Specific Information About Gloss Paper KindsSatin offers a perfect balance between gloss and matte, providing vivid colors with a lower reflection rate. This finish is ideal for creating professional book covers and high-end brochures. Perfect for clear images without excessive glare. Publishers often print coffee table books with a satin finished sheet.Learn More About Satin Paper

For situations where minimal glare is essential, matte is the preferred choice. Its non-reflective surface works well for materials that people handle frequently, like reports and posters. This finish enhances readability by reducing eye strain under direct light.

Matte vs. Uncoated Paper: What's the Difference?

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While both finishes reduce glare, matte paper has a smooth, coated surface that produces sharper images and more vibrant colors. Uncoated paper, on the other hand, has no coating, giving it a more natural texture and softer, muted print results. Matte is ideal for polished materials like posters and reports, while uncoated works well for stationery and projects requiring a classic, tactile feel.

Learn More About Matte PaperDull coated finishes strike an ideal balance by offering a subtle luster that captures attention without overwhelming glare. This finish is perfect for projects that require a touch of elegance without a high shine. It works well for corporate reports and art books.Learn More About Dull Coated Paper

Coated One Side (C1S) and Coated Two Sides (C2S)

One Side Coated (C1S) has a coating on one side that provides a smooth and glossy finish. Perfect for situations where the outside appearance is important, but the inside does not need to be as fancy.Learn More About C1S PaperPaper called C2S (also known as Coated 2 Sides) has a coating on both sides. This makes it ideal for high-quality marketing materials such as brochures and postcards. This attribute ensures vibrant colors and fine details on both sides, enhancing the overall aesthetic appeal.Learn More About C2S Paper

Uncoated Stocks:

People like uncoated paper because it has a natural finish. Perfect for writing and printing without any added shine. This material absorbs ink more deeply, resulting in a softer visual effect. Great for business stationery, books, and any project where a tactile feel and easy readability are important.

Numerous Uncoated Sheet Brands Exist

Wove or Smooth Paper

Wove paper, with its smooth finish, ensures that printed materials look impressive. Its construction provides both durability and flexibility, ideal for creating professional-grade prints. Additionally, its flexibility is well-suited for digital printing process. The substrate's surface holds ink effectively, reducing the risk of smearing or fading.Learn More About Wove Paper or Smooth Paper

Laid Paper

Laid paper is a unique and elegant textured finish, characterized by criss-cross ribbed lines on its surface. This quality makes it highly suitable for crafting distinct stationery items such as letterheads, envelopes, and business cards, enhancing the professionalism of corporate communications.Learn More About Laid Paper

Linen Paper

Linen paper is renowned for its textured, fabric-like finish that adds a touch of sophistication to any document. Ideal for business stationery, resumes, and invitations, linen sheet stands out with its high-quality feel. If you're considering linen finish for printing, remember it's best used where a touch of elegance is essential.Learn More About Linen Paper

NCR Carbonless

NCR (No Carbon Required) Carbonless Forms are a modern solution for making instant copies of documents. These forms have a special coating that uses pressure from a pen or printer to create duplicates. They are great for making multiple copies of invoices, receipts, and order forms without using a messy carbon slipsheet.

FSC® Certified Paper

At Printing Partners, we understand the importance of sustainability in printing. Our FSC® Certified Paper options reflect our commitment to environmental stewardship while ensuring high-quality print results. FSC (Forest Stewardship Council®) certification means that the paper is sourced from responsibly managed forests that provide environmental, social, and economic benefits.

FSC certified papers are ideal for businesses and individuals looking for eco-friendly printing solutions without compromising on quality. Whether you are producing corporate reports, marketing materials, or custom packaging, choosing FSC certified paper helps promote sustainable forest management and supports your green initiatives.

Specialty Papers

Specialty substrates cater to unique aesthetic and functional demands. Among the standout options:

Mirror Paper: (18pt C1S Brilliance Silver Metallic Polyester shown here) has a shiny finish that looks like a mirror. Perfect for making visually appealing presentations and premium business cards. The luxurious sheet catches people's attention with its design. Ideal for creating high-quality printed materials.
Recycled: Ideal for eco-conscious projects, made from post-consumer waste.
Metallic: Adds a shimmering luxury to invitations and upscale cards.
Translucent (Vellum): Provides an elegant, semi-transparent finish for overlays and special projects.
Water-Resistant/Waterproof: Essential for materials used in outdoor or damp conditions.
Security: Offers protection for important documents against forgery.
Kraft: Valued for its durability and natural look, perfect for eco-friendly packaging.
Self-Adhesive: Used for convenient labels and stickers that require easy application.
Synthetic Polyester and Magnet-Backed: Durable choices for challenging environments and promotional materials that need to adhere to metal surfaces.

Paper Weight

The sheet's weight is a key factor that impacts the durability, handling, and print quality of your projects. It is often measured in two ways: pounds and points.

Pounds (#): This measurement indicates the weight of a ream (500 sheets) of paper cut to a standard size. For instance, a text weight might range from 60 to 100 pounds, suitable for the inner pages of books and brochures, indicating a lighter, thinner paper.
Points (pt): One point equals 1/th of an inch. Paper described as "12 pt" is 0.012 inches thick. This measure is typically used to describe the thickness of cardstock or cover stock, providing a direct indication of paper stiffness and durability. Higher point numbers mean thicker, sturdier paper.

Measuring Paper Weight

Accurate measurement of paper thickness ensures that you select the right paper for your needs. Tools like calipers, thickness gauges, and micrometers are essential for measuring paper thickness precisely, confirming that the paper meets your project's quality standards.

Text Weight

Text weight ranges from 70# to 100#, thicker than standard writing weight but lighter than card stock, perfect for many uses. The 70# type is great for brochures and catalogs; thick enough to stop ink from bleeding through, vital for printing on both sides.

The 80# variant, is heavier, suits premium magazines and corporate reports that require a high-quality feel. The heaviest, 100# text weight, has a substantial feel, ideal for book covers and upscale marketing materials. As the weight increases, so does the thickness and opacity, providing a wide variety of options for different project needs.

Writing Weight

Writing weight, usually used for official letterheads and stationery, commonly includes 24# and 28#. The 24# strikes a balance between strength and usability, favored for business letterheads and professional documents. In contrast, the 28# is heavier than 24#. Perfect for upscale impressive look. This weight can feature a watermark, adding a sophisticated touch.

For everyday business communication, 24# paper works well, offering a professional appearance without being too thick. For more formal or high-level communication, the sturdier and more refined 28# paper is the choice. Writing weights are adaptable and fitting most printing methods. They also serve well for a range of personal and professional communication needs.

Cover Weight

Cover stocks, with their heavy weight and stiffness, are ideal for durable and high-end applications. Available in weights such as 65#, 80#, 100#, 120#, and 12pt, they are much thicker and stiffer compared to text or writing weights. Their robustness reduces folding and creasing, giving the final product a solid and luxurious feel.

65# cardstock is suitable for items such as report covers, business cards, and postcards. It's sturdy yet not overly thick.

For heavier types of paper, 80# and 100# cover stocks are better. They're thicker and firmer, ideal for high-quality book covers, fancy business cards, and invitation cards. The heaviest types, 120# weight and 12pt stocks. These are best for luxury items like high-end packaging and heavyweight business cards, where you need the most strength and a luxurious feel.

The Importance of Texture: Enhancing Your Print's Feel

Paper texture can significantly enhance the tactile experience of your printed materials. Textures like paper texture linen and silk paper printing options provide a unique feel that can make your materials stand out. Whether you're looking to impress with business cards or want your wedding invitations to be memorable, the right texture can make a substantial difference.

Sheet Opacity

Understanding Opacity in Paper: Opacity refers to how much print shows through from one side of the sheet to the other. It's an essential characteristic to consider, especially when printing on both sides of the paper. Here's how different levels of opacity suit various printing needs:

High Opacity: Sheets with high opacity are perfect for double-sided printing as they prevent text and images from showing through the opposite side. Ideal for documents such as reports, brochures, and manuals where clarity and professionalism are crucial.
Medium Opacity: Suitable for single-sided prints and standard office documents. These sheets offer a balance, ensuring that the print remains clear without the added cost of high opacity materials.
Low Opacity: Often used for artistic purposes or specific effects, low opacity sheets allow some show-through and can be used creatively for overlays or nuanced design elements.

Types of Paper Conclusion

Choosing the correct subtstright and opacity levels is crucial for achieving the desired results in your printing projects. It ensures that your printed materials look professional, feel right, and convey your message effectively.

If you need help picking a finish, weight or printing tips, please reach out to us for more information. Contact Printing Partners if you have more questions. Our website has useful information for your printing needs. We want you to succeed in printing, and we're here to help you make smart choices that improve your projects.

Paper FAQs

Typically, standard uncoated paper is the most affordable option for everyday printing.Thick paper is often referred to as cardstock. Printing companies will understand it as cover weight. It's more durable and used for high-quality printing needs.Matte paper reduces glare, making it ideal for materials that need to be read frequently or are displayed under strong lighting.Paper weight affects both the feel and the durability of your printed material. Heavier papers are more substantial and resistant to wear and tear, suitable for documents that need to last.Cardstock is thicker and more durable than standard printer paper, making it ideal for projects like greeting cards, business cards, and other needs that require a sturdier paper.Recycled paper can be just as high in quality as standard paper, though it may have a slightly different texture or color due to the recycling process. It's an excellent choice for environmentally conscious printing.For archival prints, acid-free paper is the best choice as it won't yellow or deteriorate over time, making it ideal for documents and artworks intended to last for many years.Multi-purpose paper is usually recommended for high-volume office printers because it is designed to work well with various machines and is efficient for both printing and copying.Glossy paper is typically the best choice for vibrant color printing as it provides a smooth finish that helps colors stand out and provides excellent clarity and sharpness for images.Watermarked paper provides an additional level of security and authenticity, often used for official documents and high-end stationery. The watermark also adds a touch of elegance and professionalism.When choosing paper for a marketing brochure, consider the weight, finish, and brightness. A heavier, glossy paper can give a more luxurious feel, while a matte finish might be better for readability.Paper brightness affects how vivid and crisp the printed images and text appear. Higher brightness levels typically result in more vibrant prints, making details sharper and colors more vivid.For double-sided printing, choose a paper that is opaque enough to prevent show-through, typically heavier or specifically marked as suitable for double-sided use.For eco-friendly paper, consider papers that are recycled, FSC-certified, or made from alternative fibers like bamboo or hemp. These choices help reduce environmental impact while still providing high-quality print results.

Is your printing company having trouble sourcing printing paper?

We have made strategic moves to have the paper types you need.

About the Author

Kraig Downham is the Marketing Director at Printing Partners, a key player in the offset commercial printing industry. Joining the company in , Kraig has been instrumental in driving advancements in marketing, design, and technology. As a color expert, he is committed to delivering superior quality prints that meet the highest standards. His strong work ethic and dedication, honed during a 10-year journey with 4-H, have made him a pivotal figure in the company. For more about Kraig's professional endeavors, please visit his detailed profile.

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