Emma Davis Print Production Specialist at 4OVER4.COM
Emma is our prepress and print production voice, built from the knowledge of our production team, with over 20 years in printing.
Question
Which paper stock should I pick for my print job?
Answer
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.
| Use case | Suggested stock |
|---|---|
| Flyers, brochures (color) | Coated gloss, 100lb text |
| Letters, long reading | Uncoated, 70-80lb text |
| Business cards, postcards | 14pt-16pt cardstock or heavier |
Match the stock to how the piece is used and the decision gets much simpler.
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