What are the best practices for choosing the right paper for printing?

Choosing paper starts with a simple question: how will your audience interact with the finished piece? Image-heavy work and text-heavy work want very different stocks, so define the purpose first and let that steer the coating, weight, and finish.

• Image-rich pieces: coated gloss or photo stock makes colors pop and keeps detail crisp.
• Reading-focused pieces: matte or uncoated stock cuts glare and is easier on the eyes for long copy.
• Durability: anything handled repeatedly, like cards or menus, needs heavier stock so it holds up.
• Request a sample: always feel a printed sample before a large run, since screens never show true texture or weight.

Match the stock to how the piece is used and the decision gets much simpler.