The best paper choice for print services


When it comes to deciding on the best paper for your project—because yes, there are more than one different types of paper to choose from—it’s best to think about the end product first. While this might seem counterintuitive, it will make sense in the long run, while also saving you from a few headaches. Determining what the final product is, the desired durability and the feeling you want the viewer to experience when interacting with the product are all details that will assist with the paper decision. Tailoring your design to the correct type of paper ahead of time will help the entire project come together successfully.

The type of paper being used says a lot about the piece itself and can speak to the time and care that was put into development. Paper has many variables to consider when deciding on which type to use. We decided to take a look at the basic capabilities printers offer and paper qualities that pair nicely with them.


It’s important to look at what kind of use the booklet will get and what types of content it will contain. Text, photos and graphics may require different paper needs. If the booklet contains photos and graphics, it may be better to choose a coated paper. Thinner or thicker paper may be used depending on preference. Take into consideration the amount of content because the thickness of the paper will influence the overall size of the booklet. The type of paper you choose should be chosen with the content in mind.

Sell sheets

Sell sheets are designed to attract attention, so think carefully about the paper you decide to use. Choosing a paper that has more weight to it will communicate the amount of detail used the printing process, while remaining durable and memorable.


Deciding on paper used for packaging includes considering the function of the paper as well as the look and feel. Look at the durability, flexibility, colors and surface. After choosing a paper that meets your packaging needs, the next step is making decisions regarding color and surface.


Two factors to pay attention to when choosing the best paper for posters are location and longevity. Consider where the posters will be hung and the length of time. These will determine the leading paper choice. Our tip: thicker paper will add to the durability of the poster while choosing an acid-free paper will keep the content from fading or yellowing.


Paper used for inserts can be determined by the function or purpose of the insert. If it is meant to be a brief mention of information, a thin and uncoated paper will suit the job. However, if the insert will be written on or kept for a longer period of time, a thicker paper is a better choice.


Postcards will require a thicker, more durable paper since they will be handled, held and read. Using a UV coating on the non-address side of a postcard will make your content stand out with a high shine finish, while also allowing for durability as well as clarity.


There are a variety of great paper options when it comes to printing brochures. Plastic paper can be used to create water and tear-proof products if you are creating content that needs last. Using a heavier paper is a great idea if you want the brochure to be able to stand. However, if your brochure requires more than two folds, it is best to stick with 100-pound cover paper. As usual, choosing between coated or uncoated can be determined by the type of content.

The majority of your paper decisions can always be made by preference (you’re allowed to break the rules in certain situations). Another factor to consider: different types of papers vary in price. Overall, these are the components to pay attention to when designing and printing any of the above. Contact us with questions about paper you have and let us know how we can help with your next print job.

Expressing Ourselves

Watch this space as we use our imagination, our experience and other people’s insights to entertain and inform.

Here's What We're Saying