GSM (grams per square meter) is the weight of paper. It correlates closely with thickness and stiffness. Pick the right GSM and your printed piece feels right; pick the wrong one and it feels cheap or wasteful.
GSM cheat sheet
| GSM | Feel | Used for |
|---|---|---|
| 70–80 | Very thin | Photocopy, newspapers |
| 90–100 | Standard letterhead | Letterheads, contracts |
| 110–130 | Light flyer | Flyers, leaflets, booklet inner pages |
| 150–170 | Sturdy flyer | Premium flyers, brochures |
| 200–250 | Postcard / brochure cover | Brochure covers, postcards |
| 250–300 | Standard business card | Business cards, invitations, premium postcards |
| 350–400 | Premium business card | Premium business cards, luxury postcards |
| 400+ | Luxury card | Luxury business cards, packaging |
What we recommend by use case
Letterhead: 100 GSM premium bond. Feels official, takes ink well.
Flyer (mass distribution): 130 GSM gloss or matte. Stiff enough to feel like real marketing, light enough to bulk-distribute affordably.
Tri-fold brochure: 170 GSM silk with matte lamination. Premium feel without bulk.
Brochure cover (with inner pages): 250 GSM matte or gloss for cover, 130 GSM inner.
Standard business card: 300 GSM matte. Sweet spot of cost and quality.
Premium business card: 350–400 GSM with soft-touch or spot UV. Memorable in-hand.
Luxury card: 400+ GSM cotton with foil stamping. Set-apart quality.
When higher GSM matters less
For thin items mailed in volume (postcards, flyers in newspapers), going above 200 GSM costs more in postage and printing without much perceived benefit. For business cards and high-touch items, GSM matters a lot — people unconsciously evaluate brand quality through paper feel.