How to choose the right paper for your brochure

How to choose the right paper for your brochure

Your company brochure is a window into your business and your brand. Whether its purpose is to show your products and services or to explain what you do, potential customers will make decisions on your business based on your brochure’s content, design, print quality and the paper on which it’s printed. So before your brochure is sent to your printer, think carefully about the paper. Poor print or the wrong paper choice will massively affect how your business is perceived, regardless of your brochure’s design and content. When choosing your paper there are two main things to consider:

Paper density

Paper density, also referred to as paper weight is measured in grams per square inch or gsm – the higher the gsm, the thicker the paper. For example, newspapers are typically printed on 35-55gsm while business cards start at 350gsm. For your company brochure, you’ll probably want around 130-150gsm paper so you don’t get show-through (where the reverse side of a page is slightly visible when you look at the front). You may need to go slightly lighter if your brochure has more pages, especially if your brochure is saddle stitched. You might also choose a slightly thicker paper for the cover although many brochures are self-covering meaning that the cover and internal pages are the same weight.


There are a number of paper finishes. Silk coated paper has a discreet sheen that makes the print look clear and distinct. Many brochures are printed with a gloss finish. The surface is smooth and shiny making colours appear sharp and bright. Both gloss and silk brochures look polished and professional making them a popular choice for businesses. Uncoated paper is absorbent so the colours appear a little flatter. It has a soft finish and is often used for more everyday print and brochures. There are also recycled options for silk and uncoated paper.

Many people have their brochure covers laminated. Lamination makes paper more durable and is available in matt and gloss. Obviously, gloss has a higher shine, but both matt and gloss lamination can help colours, especially bold or block colours, look more vibrant.

Luxury papers are often used for brochures offer a very high-end product or service. There is pearlescent, linen effect, metallic, laid and hammer effect papers and using these give a brochure – and the business – an extremely high quality and professional look and feel.

Still not sure what paper is right for your brochure? Contact our experts

We print brochures and booklets for all sorts of customers, from sole traders or start-ups to large corporations. We stock an extensive range of paper types, weights and finishes including recycled paper and a stunning luxury paper range. See our full range on our website or ask for a swatch book so you can both see and feel the quality of our entire range. Our expert print team are always happy to help so contact us or visit today and let us help you produce the perfect brochure for your business.

Published by DigitalPrinting

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