Choosing the Right Paper Stock for Premium Flyers and Brochures
The Tactile Experience of Your Brand
The paper stock you choose dictates the feel and perceived value of your marketing materials. A heavy, luxurious brochure signals a premium brand, while a lightweight flyer is better suited for mass distribution.
Paper Stock Guide
- **Mass-Market Flyers (Low Cost):** Use **100gsm or 120gsm** coated paper. This stock is lightweight, cost-effective for large quantities, and easy to distribute, but lacks durability.
- **Standard Brochures and Handouts:** Opt for **150gsm or 170gsm** coated paper (gloss or matte). This is the industry standard for marketing collateral, offering a good balance between quality and cost.
- **Premium/Corporate Brochures:** Use **250gsm or 300gsm** card stock. This weight is stiff, highly durable, and necessary for creating multi-page, prestigious materials like annual reports or high-end product catalogs.
**Coated paper** (gloss or matte finish) is nearly always recommended for marketing as it stops ink from being absorbed, making colors appear brighter and images sharper than on uncoated paper.