How can you choose the right paper weight for a brochure?

1 Paper weight basics

Paper weight is usually expressed in grams per square meter (gsm) or pounds per ream (lb). The higher the number, the thicker and heavier the paper. However, paper weight is not the only factor that determines the quality and appearance of paper. You also need to consider the paper type, finish, and brightness, which affect the color, smoothness, and glossiness of the paper. For example, a 100 lb glossy paper will look and feel different from a 100 lb matte paper, even though they have the same weight.

2 Paper weight categories

Paper weight can be divided into four main categories: bond, text, cover, and index. Bond paper is the lightest and thinnest paper, usually used for letterheads, envelopes, and forms. Text paper is slightly thicker and heavier than bond paper, and it's suitable for flyers, newsletters, and magazines. Cover paper is the thickest and heaviest paper, and it's ideal for brochures, postcards, and business cards. Index paper is a stiff and smooth paper, often used for tabs, dividers, and folders.

4 Paper weight and brochure style

Another factor to consider when choosing the paper weight for your brochure is the style and design of your brochure. How many pages does your brochure have? How many folds does your brochure have? What colors, fonts, and images do you use in your brochure? These elements affect how your brochure looks and feels on different paper weights. For example, if your brochure has many pages and folds, you might want to use a lighter paper weight to avoid bulkiness and cracking. If your brochure has bright colors and photos, you might want to use a heavier paper weight to enhance the contrast and sharpness.

5 Paper weight and printing options

The final factor to consider when choosing the paper weight for your brochure is the printing options and costs. Depending on the paper weight you choose, you might have different printing methods, formats, and prices available. For example, some printers might not be able to handle very thick or very thin paper, or they might charge extra for special paper sizes or finishes. You also need to check the compatibility of your paper weight with your printer settings, ink type, and paper feed. To avoid printing errors and waste, you should always test your brochure on a sample paper before printing the final version.

6 Paper weight tips and tricks

When selecting the right paper weight for your brochure, you can use a paper weight chart or calculator to compare different paper weights and convert between different units. Additionally, it’s useful to order paper samples or swatches from your printer or supplier to see and feel the paper before buying it. Furthermore, think about the environmental impact of your choice and opt for eco-friendly options such as recycled or FSC-certified paper. Finally, experiment with different paper weights and combinations to create unique and eye-catching brochures.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?