5 tips on choosing the right paper weight for your printed brochures

Beautiful brochures can be a linchpin in showcasing your business and all it has to offer for potential customers. So choosing the right look and feel for your brochure is something that needs careful thinking. Quite often the first things that people focus their attention on when creating their business brochures are the text and imagery – and of course these things are key to successful brochures. However, there are a number of other considerations which need to be taken, that are just as important if not more so. Questions like:

- How will the brochure be bound together?
- What kind of paper quality should you use?
- What weight of paper is suitable?
- Should the paper be coated or uncoated?

Sometimes these considerations require professional advice and support, and that is why we are using our experience of brochure printing London wide for many years to provide you with useful information and tips on understanding paper when it comes to brochure printing.

Tip 1: Cost

When thinking about paper weight you need to consider the cost of the paper but also the cost of the weight when delivering the brochures, if you are going to distribute them through direct mail. Strike a good balance between cost and weight based on what you need the brochure to achieve.

Tip 2: Branding

Your brochure may be giving your potential customers a first impression of your business so think about what the paper quality and finish is saying about your company and whether it matches your company branding and identity. If you want to give the customer the idea that your ‘no frills’ approach showcases good value for money for them, you may want to use a thinner or lighter quality paper. If you want to give the impression of a luxury brand you may want to choose a feel that is also luxurious

Tip 3: definition

Think about the content of your brochure, does it contain particular types of text or imagery that would suit certain papers or finishes better. A luxury paper may feel good initially but may not bring out the best of your chosen text or image. Equally, a high definition image may be damaged by cheaper quality paper.

brochure design & printing ideas

Tip 4: Durability

It’s important to consider what you want the brochure to endure, if you want it to be durable and robust then higher quality paper thickness or binding may be necessary. But if your information is likely to need updating each season or year and this is likely to incur cost, you may not need such durability.

Tip 5: Know your paper

Quite often printers quote their prices of paper according to gsm. This related to paper thickness. Here is our quick guide to gsm:

  • 80 – 100gsm: This is the standard weight of general office paper and rarely used for brochures.
  • 110 – 120gsm: This weight is commonly used for stationary such as letterheads or compliment slips.
  • 130 – 170gsm: This is heavier and more durable and is ideal for inside pages of a brochure.
  • 170 – 200gsm: This is somewhere between paper and card. The quality is excellent for brochure covers
  • 200 – 250gsm: This weight is the starting point of heavier card and can bring a very durable and robust finish to a brochure
  • 300 – 400gsm: Anything over 300gsm falls into the category of card board and generally the weight at which business cards start. They can be used for brochures covers, depending on the brochure, but the weight and cost may need careful consideration.

Remember, your brochure can be made up of different paper quality or finishes for different sections or features, inserts can be higher quality, pull outs can be lighter quality, the inside can be matt and the cover a laminated finish. So give the paper some thought and your brochure will be guaranteed to have an impact.