Walk into any print shop and you’ll face dozens of paper choices: coated vs. uncoated, matte vs. gloss, 80 lb vs. 100 lb, recycled vs. virgin fiber. For most people who just want to print some marketing materials, it’s overwhelming. 

But here’s the truth: paper choice matters more than you think. The wrong paper can make a $10,000 direct mail campaign feel cheap. The right paper can elevate a simple postcard into something people keep on their refrigerator for months. 

Paper affects readability, perceived quality, printing costs, postage costs, and environmental impact. And if you’re printing anything that goes through Canada Post’s automated sorting equipment, the wrong paper can literally get your mail rejected. 

Let’s break down how to choose paper stock for your print projects without needing a degree in paper science. 

The Basics: Understanding Paper Terminology 

Before we get into specific recommendations, let’s define the terms you’ll encounter: 

Paper Weight 

In North America, paper weight is measured in pounds (lb), which refers to the weight of 500 sheets (a ream) of paper at its basic size. 

Common weights you’ll see: 

• 20 lb bond: Standard office printer paper 

• 60 lb text: Thin but professional (newsletters, brochures) 

• 80 lb text: Standard for most marketing materials 

• 100 lb text: Heavier, more premium feel 

• 80 lb cover: Sturdy (postcards, business cards) 

• 100 lb cover: Very sturdy (thick postcards, presentation folders) 

The confusing part: “Text” and “cover” refer to different paper categories, so 100 lb text is actually thinner than 80 lb cover. Yeah, it’s weird. 

What matters: Heavier paper feels more substantial and premium, but costs more and weighs more (affecting postage). 

Paper Coating 

Coated paper has a surface treatment that creates a smooth finish: 

• Gloss: Shiny, reflective surface (magazines, product brochures) 

• Matte (or dull): Non-reflective smooth surface (upscale brochures, annual reports) 

• Satin (or silk): Between gloss and matte (versatile middle ground) 

Uncoated paper has no surface treatment: 

• Natural texture, absorbs ink 

• Better for writing on 

• More environmentally friendly appearance 

• Common for letterhead, business stationery, newsletters 

Paper Brightness 

Measured on a scale of 1-100, brightness refers to how much light the paper reflects: 

• 92+ brightness: Very bright white (high contrast with text and images) 

• 85-91 brightness: Standard white 

• Below 85: Off-white or natural tones 

Why it matters: Brighter paper makes colors pop and text easier to read, but can feel stark. Natural tones feel warmer and more organic. 

Paper Finish 

Texture options for uncoated paper: 

• Smooth: Clean, modern feel 

• Vellum: Slight texture, classic business documents 

• Linen: Textured pattern resembling fabric 

• Laid: Visible parallel lines, traditional formal documents 

Choosing Paper by Application 

Let’s get practical. Here’s what to use for common print projects: 

Direct Mail Letters 

Recommended: 24 lb or 28 lb uncoated bond, white or natural 

Why: 

• Looks like business correspondence (not obviously marketing) 

• Easy to read 

• Accepts inkjet and laser printing well 

• Cost-effective at volume 

• Lightweight (lower postage costs) 

When to upgrade: If you’re targeting high-value prospects or want to stand out, use 70 lb or 80 lb uncoated text with a subtle texture (vellum or linen). 

Real example: A financial services firm in Toronto switched from 20 lb to 28 lb uncoated vellum for their client letters. Response rates increased 18%. Why? The heavier, textured paper signaled quality and importance—recipients were more likely to open and read it. 

Postcards 

Recommended: 14 pt (approximately 100 lb) cover stock, coated one or both sides 

Why: 

• Sturdy enough to survive mail handling 

• Coating protects images during transit 

• Meets Canada Post machinability requirements 

• Premium feel without excessive cost 

Coating choice: 

• Gloss coating: Best for vibrant photos and bold colors (retail, tourism, events) 

• Matte coating: More sophisticated, easier to write on (real estate, professional services) 

• UV coating: High gloss on images only, uncoated areas for writing (versatile hybrid) 

Canada Post requirement: Postcards must be at least 0.18mm thick (roughly 7 pt cover). Going thinner risks rejection or damage. 

Brochures and Flyers 

Recommended: 80 lb or 100 lb gloss or matte text 

Why: 

• Substantial enough to feel quality 

• Folds cleanly without cracking 

• Coating makes colors vibrant 

• Good ink holdout (images stay sharp) 

Budget option: 70 lb gloss text (thinner but acceptable for short-term use) 

Premium option: 100 lb matte text or 80 lb cover stock (for high-end presentations) 

The fold matters: If your brochure has multiple folds, don’t go too heavy or it won’t fold cleanly. 100 lb text is about the maximum for multi-fold pieces. 

Business Cards 

Recommended: 14 pt to 16 pt cover stock, with coating or special finish 

Why: 

• Thick enough to feel premium and durable 

• Resists wear in wallets 

• Coating protects against smudging 

Popular upgrades: 

• Soft-touch coating: Velvety matte finish (very popular with creative professionals) 

• Spot UV: Glossy highlights on matte background 

• Uncoated with letterpress or embossing: Classic, tactile, premium 

Canadian trend: Many Toronto and Vancouver businesses are choosing uncoated, heavier stock (18 pt) with letterpress or foil stamping for a luxe, tactile feel. 

Presentation Folders 

Recommended: 12 pt to 14 pt cover stock, gloss or matte coating 

Why: 

• Must be sturdy to hold documents 

• Coating prevents scuffing and fingerprints 

• Professional appearance 

Optional upgrades: 

• Spot UV on logo 

• Soft-touch lamination 

• Foil stamping 

Newsletters 

Recommended: 60 lb or 70 lb uncoated text 

Why: 

• Lightweight (keeps postage costs down) 

• Easy to read 

• Good for text-heavy content 

• Uncoated is easier on the eyes for extended reading 

When to use coated: If your newsletter is image-heavy or you want a magazine-style look, use 80 lb gloss or matte text. 

Booklets and Magazines 

Cover: 80 lb or 100 lb gloss or matte cover stock
Interior pages: 70 lb or 80 lb gloss or matte text 

Why: 

• Cover needs to be sturdy and protect interior pages 

• Gloss coating makes cover images pop 

• Lighter text weight for interior keeps postage costs reasonable 

Stationery (Letterhead, Envelopes) 

Recommended: 24 lb, 28 lb, or 70 lb uncoated text with subtle texture (linen or laid) 

Why: 

• Professional appearance 

• Accepts inkjet and laser printing 

• Easy to write on 

• Texture adds sophistication without being flashy 

Premium option: 100 lb uncoated cover stock (very substantial, luxury feel) 

Cost Considerations 

Paper costs vary significantly: 

Economy Options: 

• 20 lb uncoated bond: $3-5 per 500 sheets 

• 60 lb uncoated text: $8-12 per 500 sheets 

• 80 lb gloss text: $12-18 per 500 sheets 

Standard Options: 

• 28 lb uncoated bond: $6-9 per 500 sheets 

• 80 lb text (coated or uncoated): $15-25 per 500 sheets 

• 100 lb gloss/matte text: $20-30 per 500 sheets 

• 80 lb cover: $25-40 per 500 sheets 

Premium Options: 

• 100 lb cover: $35-50 per 500 sheets 

• Specialty stocks (linen, metallic, textured): $40-100+ per 500 sheets 

At scale: For a 10,000-piece postcard mailing, the difference between 80 lb and 100 lb cover stock might be $200-400. Often worth it for improved response rates. 

Environmental Considerations 

If sustainability matters to your brand, paper choice is important: 

Recycled Content 

Post-consumer recycled: Paper made from recycled consumer waste (newspapers, office paper, etc.) 

• 30% PCW: Common standard 

• 50% PCW: Moderate environmental choice 

• 100% PCW: Maximum recycled content 

Why it matters: Reduces demand for virgin timber, uses less energy and water in production. 

The tradeoff: Recycled papers may be slightly less bright or smooth than virgin papers, though modern recycled stocks are excellent quality. 

FSC Certification 

Forest Stewardship Council (FSC) certifies that paper comes from responsibly managed forests. 

Three types: 

• FSC 100%: All fiber from FSC-certified forests 

• FSC Mix: Mix of FSC-certified and recycled fiber 

• FSC Recycled: 100% recycled material 

Why it matters: Provides assurance that paper isn’t contributing to deforestation. 

Canadian context: Many Canadian printers stock FSC-certified papers as standard. Ask your print provider about availability. 

Carbon-Neutral Papers 

Some paper mills offset their carbon emissions through renewable energy or carbon credits. 

Brands to look for: 

• Mohawk (carbon-neutral manufacturing) 

• New Leaf (focus on environmental papers) 

Marketing benefit: If your brand emphasizes sustainability, mentioning FSC-certified or carbon-neutral paper in your materials resonates with eco-conscious audiences. 

Common Paper Mistakes (And How to Avoid Them) 

Mistake #1: Choosing Paper That’s Too Thin 

The problem: Trying to save money with the lightest possible paper. 

Why it backfires: 

• Direct mail feels cheap, gets thrown away 

• Text shows through from the other side 

• Paper jams in printing equipment 

Solution: Don’t go below 60 lb text for marketing materials. The cost savings aren’t worth the quality loss. 

Mistake #2: Gloss Overkill 

The problem: Using high-gloss paper for text-heavy documents. 

Why it backfires: 

• Glare makes reading difficult 

• Can feel garish rather than premium 

• Fingerprints and smudges show easily 

Solution: Use matte or uncoated for text-heavy pieces. Reserve gloss for image-focused materials. 

Mistake #3: Wrong Paper for Canada Post Requirements 

The problem: Choosing paper that doesn’t meet machinability standards. 

Why it backfires: 

• Mail gets rejected or charged higher rates 

• Pieces get damaged in automated sorting 

• Delivery delays 

Solution: Work with a print provider who understands Canada Post requirements. For standard letter mail, stay between 60-100 lb text. For postcards, use at least 14 pt cover. 

Mistake #4: Ignoring Postage Weight 

The problem: Choosing heavy paper without considering postage implications. 

Why it backfires: 

• Postage costs can double if you cross weight thresholds 

• Canada Post rates jump at 30g, 50g, 100g, etc. 

Solution: Calculate all-in weight (paper + ink + envelope + inserts) before finalizing paper choice. 

Example: A 4-page newsletter on 80 lb paper might weigh 32g (over the 30g threshold), while the same newsletter on 60 lb paper weighs 26g. That difference could save $0.15 per piece—$1,500 on a 10,000-piece mailing. 

Mistake #5: Not Testing Before Production 

The problem: Approving a print job based on a PDF proof without seeing actual paper samples. 

Why it backfires: 

• Colors look different on different papers 

• Coating affects color saturation 

• Weight and finish affect perceived quality 

Solution: Always request physical paper samples before running large quantities. Many printers will provide “dummy” samples using your actual paper choice. 

Special Finishes and Upgrades 

Beyond basic paper choice, consider these finishing options: 

Aqueous Coating 

Water-based protective coating applied after printing: 

• Pros: Protects against scratches, affordable 

• Cons: Not as glossy as UV coating 

• Best for: Direct mail, brochures needing protection 

UV Coating 

High-gloss coating cured with ultraviolet light: 

• Pros: Extremely glossy, durable, fast drying 

• Cons: Can’t write on it, more expensive 

• Best for: Postcards, product brochures, magazine covers 

Spot UV 

UV coating applied only to specific areas (like logos): 

• Pros: Creates contrast, highlights key elements 

• Cons: More expensive than full coating 

• Best for: Business cards, premium brochures, presentation folders 

Soft-Touch Lamination 

Velvety matte coating: 

• Pros: Luxurious feel, distinctive tactile experience 

• Cons: Expensive, shows fingerprints 

• Best for: High-end branding materials, luxury product packaging 

Foil Stamping 

Metallic or colored foil applied with heat and pressure: 

• Pros: Eye-catching, premium appearance 

• Cons: Expensive, requires setup fees 

• Best for: Invitations, business cards, certificates 

How to Talk to Your Print Provider 

When discussing paper options, ask: 

“What paper weights do you recommend for this application?” 

• Get their professional opinion based on your specific project 

“Can I see samples of the paper options?” 

• Always request physical samples 

“Will this paper meet Canada Post requirements for my mailing?” 

• Critical for direct mail 

“What’s the price difference between paper options?” 

• Understand cost implications 

“Do you have FSC-certified or recycled options?” 

• If sustainability matters to your brand 

“How will this paper accept my printing method?” 

• Important for variable data or digital printing 

“Can we do a test print before the full run?” 

• Always recommended for large jobs 

The Bottom Line 

Paper choice isn’t just about aesthetics—it affects every aspect of your print project: 

• Cost: Both printing and postage 

• Quality perception: Cheap paper = cheap brand 

• Functionality: Some papers work better for specific applications 

• Environmental impact: Recycled and FSC options matter to some audiences 

For most business applications, you can’t go wrong with: 

• Direct mail: 24-28 lb uncoated bond or 80 lb text 

• Postcards: 14 pt cover with coating 

• Brochures: 80-100 lb gloss or matte text 

• Business cards: 14-16 pt cover 

• Stationery: 28 lb or 70 lb uncoated with texture 

When in doubt, ask your print provider for recommendations and physical samples. The few minutes spent evaluating paper options can make the difference between print materials that get noticed and ones that get thrown away. 

AIIM’s print specialists can help you choose the optimal paper stock for your project, balancing quality, cost, and performance. Let’s discuss your printing needs.