What are the best practices for choosing flyer paper?

Picking flyer paper comes down to purpose first, looks second. Decide whether the flyer needs visual impact, easy reading, or durability, then choose a stock and finish that serve that job. When in doubt, order a physical proof so you can feel the weight and see the color before committing to a full run.

• Start with the goal: visual impact, clear information, or long-term durability.
• Consider where it lives: indoor handouts can use lighter stock, while outdoor or high-touch use calls for heavier or coated paper that resists moisture and wear.
• Match finish to content: glossy for photo-heavy designs, matte for glare-free text-heavy layouts read up close, uncoated for a natural, tactile feel that suits community events and is easy to write on.
• Match weight to use: economical 100 lb gloss text keeps large runs affordable for mass handouts and mailers, 14pt gloss cardstock is the sweet spot for general promotions, and 14pt to 16pt cover feels premium and survives handling in a display rack.
• Proof before the full run so color, weight, and finish match your expectation.
• Keep it consistent across your other printed materials so your brand feels cohesive.