Printing Paper Stocks Explained, from Matte and Gloss to Linen and Kraft

Every print job starts with one decision that shapes everything after it: the paper. Matte, gloss, linen and kraft are the four stocks you will meet most often, and each one changes how your color reads, how the piece feels in the hand, and what it signals about your brand. Get the stock right and the design does half its work before anyone reads a word.

Here is the short version. Matte is smooth and glare-free for clean, readable pieces. Gloss is shiny and vivid for color that pops. Linen is woven and textured for a premium, tactile feel. Kraft is natural recycled brown for an eco, handmade look. The diagram below lines them up so you can see the surface difference at a glance.

Below we break down each stock, then walk through how to choose, what it costs, and how fast it ships. If you already know you want the natural look, jump straight to the Kraft printing collection and start an order.

Gloss is the opposite of matte. Its shiny, reflective coating makes colors deeper and contrast sharper, so photos snap and bright brand colors sing. If your piece lives or dies on vivid imagery, a menu with food shots, a real estate flyer, a product postcard, gloss is usually the right call.

Weight is part of the story. A 14 pt gloss cover is a common sweet spot: light and snappy enough to feel professional without the cost of the heaviest stocks. Step up to a laminated gloss and you add durability and a wipe-clean surface, which is why our gloss laminated business cards hold up so well in wallets and pockets.

• Best for photography, food, product shots and anything color-forward.
• Watch for glare under bright light and visible fingerprints on dark backgrounds.
• Pair it with a spot UV or matte-laminate accent for contrast between shiny and flat.

Want the full range of shiny stocks in one place? The gloss laminated printing collection covers cards, postcards and more.

Kraft is the stock that looks and feels honest. Made largely from recycled, unbleached pulp, it has a warm brown tone and a natural, handmade character that no coated white sheet can fake. It is the default for brands that want to read sustainable, artisanal or down-to-earth, and it is a favorite for packaging, hang tags and rustic branding.

Because it starts recycled and is recyclable again, kraft carries a lighter footprint than heavily coated stocks, which fits neatly with our eco-friendly printing collection and recycled printing. On cards, an ultra-thick kraft gives you that natural surface with real substance, and you can order it directly as ultra-thick kraft business cards.

Keep the natural look consistent across a whole product line by shopping the full Kraft printing collection, where the same recycled stock runs across cards, tags and packaging.

Paper price is not one number, it is a formula. Four things move it: the stock weight, the size, the quantity, and any finishing you add. A basic matte text sheet is inexpensive, a thick linen or specialty soft-touch cover costs more, and finishes like foil or edge painting add to both price and production time.

Quantity is the biggest lever by far. Because setup cost spreads across the run, printing 1,000 pieces is dramatically cheaper per unit than printing 100. That is true for every stock, from kraft to gloss. The best way to see it is to change the quantity on any product page and watch the per-unit price drop.

You never have to guess. On every 4OVER4.COM product page a live calculator shows the exact price the moment you choose your stock, size and quantity, with no surprises at checkout. The specs and price tables below pull straight from that configurator for a real kraft cover stock.