Paper Weight Guide: Choosing the Right GSM for Flyers, Posters and Cards
Paper weight is one of the first choices you make when ordering printed materials.
The thickness of the paper affects how your leaflet feels, how durable your poster is, and how professional your marketing materials appear.
This guide explains what paper weight means, how GSM works, and how to choose the right thickness for common print products.
What does GSM mean in printing?
Paper weight is measured in GSM, which stands for grams per square metre.
This measurement refers to how much one square metre of the paper weighs.
Higher GSM numbers usually mean thicker and more durable paper.
Example:
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80gsm – standard office printer paper
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150gsm – typical leaflet paper
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250gsm – thicker promotional flyers
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350gsm – standard business card stock
Understanding these ranges helps you choose materials suited to your project.
Why paper weight matters
Paper thickness affects more than just how a print item feels.
It also influences durability, perceived quality, and how long the material lasts.
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Thicker paper feels more premium
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Heavier stock resists creasing
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Thinner paper reduces printing cost
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Different weights suit different products
Choosing the correct GSM is often the difference between a leaflet that feels disposable and one that feels professional.
Best paper weight for flyers and leaflets
Leaflets and flyers usually fall between 130gsm and 170gsm.
130gsm
Lightweight and cost-effective.
Suitable for large marketing campaigns and bulk distribution.
150gsm
A popular choice for promotional leaflets.
Balances durability and affordability.
170gsm
Feels more premium.
Often used for menus or higher-end promotional material.
Best paper weight for posters
Posters need to be strong enough to hang flat and resist tearing.
Typical poster weights include:
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170gsm – lightweight posters
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200gsm – stronger promotional posters
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250gsm – heavy premium poster stock
For outdoor posters or high-traffic environments, heavier materials or lamination may be used.
Best paper weight for business cards
Business cards should feel durable and professional.
The most common weight is 350gsm.
Some premium cards use even heavier materials or special finishes.
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350gsm – industry standard
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400gsm – thicker premium cards
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450gsm+ – luxury card stock
Coated vs uncoated paper
Paper weight is only one part of the material choice.
Paper finishes also affect how print looks and feels.
Coated paper
Smooth surface that produces sharp images and vibrant colours.
Uncoated paper
Natural texture with a softer appearance.
Often used for stationery and premium branding materials.
Quick GSM guide for common print products
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Flyers and leaflets – 130gsm to 170gsm
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Posters – 170gsm to 250gsm
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Brochures – 150gsm to 200gsm
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Business cards – 350gsm+
This range covers most common commercial print jobs.
Need help choosing the right paper for your print?
Tell us what you want to print and where it will be used.
We will recommend the best paper weight and finish for the job.