Paper Options


Coated Paper or Art Paper

Coated paper, also known as art paper, includes both gloss art paper and matte art paper. Art paper is best suited to be printed for photos, images, and colorful backgrounds, as this is one paper option that shows the color quite well. Where gloss art paper has a little shine on it, matte art paper feels like silk, perhaps the reason why matte art paper is also known as silk paper.

Gloss art paper: Gloss art paper is available in 80gsm, 105gsm, 128gsm, 157gsm, 200gsm, 250gsm, 300gsm and 350gsm. 

Matte art paper: Matte art paper is available in 80gsm, 105gsm, 128gsm, 157gsm, 200gsm, 250gsm, 300gsm.

Uncoated Paper or Offset Paper or Woodfree Paper

Also termed as offset paper or wood-free paper, uncoated paper is one of the best papers to be used for writing. Hence, for books in which the readers are required to write down, offset paper is the first choice for printing. Uncoated paper is available in 70gsm, 80gsm, 100gsm, 120gsm, 140gsm, 190gsm, and 250gsm. At Qin Printing, we also provide coated one side paper for novel covers, postcards as well as packaging boxes.

Special Paper and Material

Special paper including, texture paper, linen paper, parchment paper, tracing paper, waterproof paper, vinyl, cloth, etc. are used for cover purposes. Where some special papers are used for hardcover book end sheets, there are also some that are used for inner paper or tab pages.


Brochures are the most tried and tested marketing tool that has the power to compete with the technology-driven world. Between matte vs glossy brochure, which is better? Both are considered a hot commodity due to its ability to communicate vital company or product info effectively.

The custom brochure printing allows you to cover a lot of company and product-related information. It is versatile as well as a cost-effective medium to reach the essential information to your customers. However, a question that often comes into the picture while planning your brochure is, should you print a matte brochure or a glossy brochure?

4OVER4.COM is one of the best platforms to print your brochures and flyers. We can offer both matte and glossy types of paper used for brochure printing. But what kind of cardstock or printing are you looking for? Let’s help you choose the perfect custom brochure printing. Check out the pros and cons of gloss and matte paper types.

Matte Vs Glossy Brochure – Pros


  1. If you are planning a black and white brochure for print, sticking to the matte paper quality, is the best thing to do. The black and white print on the matte brochure adds texture and depth to your brochure. Matte papers are the best if you don’t have plans to add color to your brochure.

  2. If you are looking for a gentle, muted, or subdued finish in your brochure print, opt for the matte brochure printing and ensure right paper thickness. There are a few specific colors that look amazing on matte paper. For a subtle, smooth finish, use matte paper.

  3. Do you have a small budget and looking for the best value for money within low-cost? Use matte paper for printing brochures. Matte paper is a better economical option in many cases.

  4. Matte is a great option if you are searching for proper readability. As the gloss reflects light, too many texts on a glossy brochure make it a difficult read. Whereas, the matte paper does not reflect light and thus, easily readable.



  1. Do you have a range of colors and high-resolution images in mind for your brochure printing? In such cases, you would want the colors to pop and glossy paper is the best way to achieve it.

  2. If you want to stand out in the crowd, use the glossy coating paper. The sleek finish makes your brochure eye-catching that will surely grab your audience’s attention.

  3. You can have a lasting finish and durable brochure with smooth glossy paper and attractive finishes. It can easily survive the wear and tear.

Matte Vs Glossy Brochure – Cons


  1. The glossy paper is the widely used material for brochure and menus printing, and people perceive it to be high-end and attractive. In such a scenario, when you try to be unique using the matte brochure, people may not be convinced, and it may affect the perception of your audience.

  2. The matte finish is usually dull and less vibrant. When you get the colors and images printed on the matte paper, it appears less colorful and bright. It can be beautiful, but for the ones looking for color pops and vibrancy on print, matte brochures may not be the right choice.

  3. The matte paper is undoubtedly an economical option for printing, but it may not be durable. Moreover, matte is a delicate material so that prints may get fade with time.


  1. Are you looking for a brochure that has some weight? Then, matte is the right paper type for you. When you choose matte paper for printing, it gives a more substantial and thicker look and feels in comparison to the glossy printed product paper type.

  2. The glossy paper is prone to attract fingerprints and dust. It can surely make the color pop and make your brochure appear vibrant, but clients will not appreciate fingerprints on your beautiful brochure. So, decide to keep your audience’s choice in mind.

  3. Do you wish to include too many texts in your brochure? The gloss and shine on the paper can make the short texts readability miserable. It can become difficult for your client to read small text on your brochure when you opt for a glossy paper type

Print is unique among marketing tools because it is tactile. The paper weight is important because it directly affects the way the user will physically interact with your brochure. Paper weight speaks volumes about whether a piece feels  "cheap" or "high-quality."



by Ryan Casey, on May 11, 2018

How to Pick the Best Paper for Your Brochure




Over the last decade, marketers have watched as their industry has been turned upside down. According to research compiled by Hubspot, Digital media consumption increased 49 percent - and that's just since 2013. The small business marketing professional must stay in tune with marketing buzzwords, changes in SEO, data analytics, graphic design trends and new disciplines so they stay in the marketing game.

One piece of marketing that shouldn't be a struggle is your printed brochure. Your brochure is like a silent salesperson, a tangible tool to inform your customers, link them to your many forms of digital marketing, and ultimately leave a very important first impression.

One of the most common questions we get from clients who are getting ready to print a brochure, is "which paper should I choose?" It's a fair question because paper can be really confusing.

Fortunately, we have more than a hundred years of experience helping marketers get great results and we're here to help!

While many think of paper selection as the last step in a design cycle, it really should be one of the first. For example, if cost is one of your most important considerations, you need to opt for a design that works well with an inexpensive paper. On the other hand, if you are going for a distinguished piece on an unusual stock, having certain paper characteristics in mind will help you optimize your production and design.

What paper works best for brochures? The easy answer is that most brochures will look and feel good printed on 100 lb Silk Text. The weight provides just the right amount of heft to create a high quality feel without going overboard. The silk coating is light, has a silky feel, and makes photos pop while still keeping the text easy to read.

The longer answer is that "it depends," but here are three factors to consider to make the best selection.

A Weighty Matter:


Print is unique among marketing tools because it is tactile. The paper weight is important because it directly affects the way the user will physically interact with your brochure. Paper weight speaks volumes about whether a piece feels  "cheap" or "high-quality."

How important is the tactile "feel?" Research shows a direct relationship between emotions and sensory stimulation. A brochure doesn't just accomplish this through our visual senses; touch is just as important. In fact, Small Business Chronicle noted, "the rich sensory experience created by tactile techniques engages consumers." Think beyond the look of your design. and engage them (your customer) with a "high-quality" feel. 

Paper weight may also directly impact the overall cost of your project. Heavy paper costs more, but that doesn't necessarily make it better.

Here are some things to consider when choosing paper weight:

  • Cost: If your budget is extremely tight, a 70 lb. text stock would be the most inexpensive route because it is the lightest we typically recommend for a brochure. Even though a 70 lb. text is doable, it's not usually recommended because it lacks the structural stability that even a slightly heavier stock like an 80 lb. text stock would provide.  For example, think about the pages of a high end coffee table book or nice magazine, do you want your brochure to have the same feel? A 100 lb. text is usually the optimal pick if you want a high-quality look at a reasonable price. The paper feels substantial, leaves a good impression and works well for most standard brochure designs.

  • Reader Experience: The structure of your brochure also plays a part in choosing the best paper weight. While a 70 lb. text stock is on the flimsy side, a sturdy 100 lb. cover stock could be too thick. Successfully using a heavier cover stock may be tricky and depends on the structure of your brochure; it can work for a bi-fold, but it's not usually recommended for a letter-fold or z-fold. Think about trying to fold a playing card three ways; it's just too thick and bulky, and may not be as pleasant for the reader to peruse.

  • Purpose: If sales reps will be giving your brochure to potential clients in their office on sales calls, the 100 lb. text weight will probably be a good choice. Conversely, if they will be handed out at a trade show for attendees to stuff down in their bags with numerous other items, a cover stock like 80# cover might be a better choice because it will still look good the next week when it comes out of the backpack, briefcase, or shopping bag.

While most of the world measures paper thickness in Grams per Square Meter (GSM), in the US we use pounds. It is a cumbersome system, measured by weighing 500 sheets, at a specific "parent sheet" size, depending on paper type (text, cover, etc). This means that a 100 lb. text is actually less dense than 80 lb. cover because they have different parent sheet sizes. To make things a little easier, here are the most popular weights for brochures, in order from lightest to heaviest:

  • 70 lb. Text

  • 80 lb. Text

  • 100 lb. Text

  • 80 lb. Cover

  • 100 lb. Cover

Coated vs. Uncoated Paper


Right behind the graphic design, coatings (or lack thereof) are important in creating the visual appeal of your brochure. While there are seemingly endless varieties of coatings, most marketers stick with gloss, silk, or just go with an uncoated stock; it really comes down to the look you are trying to achieve, the design, and your organization's brand. The coating you choose should fit your message and be incorporated in your design. Ask yourself who  your audience is? Am I printing photos? Do I have a lot of text? How will my logo appear? Here's why these questions are important for each type of paper: 

Gloss Coated Paper

Glossy paper often appears prestigious and reflects higher quality; it's great for pieces with a lot of photographs or other artwork. Why? Glossy paper doesn't allow the ink to be absorbed into the paper fibers. Instead, the ink stays on top, giving depth to the images. While this is great for photos and illustrations, if you have a lot of text in your brochure, it might not be the best call. A glossy stock will produce a glare that makes it hard to read. 

Matte Coated Paper

Matte stocks tend to be the No. 1 pick for brochures with a mix of photos and text. You won't have the glare that comes with glossy paper, which makes your text easier to read. Furthermore, there's still enough shine to make your photos look great; it's the perfect compromise. 

Uncoated Paper

Uncoated paper is a really popular trend right now, and that's driven by America's favorite generation to hate: Millennials. Like it or not, they will make up more than one in three workers by 2020 and Research shows that they want to buy from companies they believe have environmentally sustainable practices. Uncoated paper has a natural-looking, organic texture that reflects a low key, eco-friendly persona that helps to reach them.

In addition, according to Forbes, this rising generation in the workforce are also minimalists. To many, uncoated paper says "not too fancy," making it a good way to reach them. In addition, no coating means no glare - so this is definitely the best choice if your brochure is heavy on text. On the downside, uncoated papers don't provide the same look and feel for photos that a coated stock would, so your designer will have to keep that in mind.

Think Outside the Box


While brochures come in popular weights and coatings, you can think outside the box and go totally unique. To accomplish this, think about paper choice before your designer even gets started. Here are some unique ideas to really make your brochure engage the reader's senses.

  • Colored paper isn't what usually pops into your mind when you think of brochure design, but there are some options that will really give you a unique piece. Ask your printer if they can print with white ink. If they can, consider creating visual contrast by using white ink with a colored paper. Neenah is one of our favorite paper companies because they offer premium stocks in a wide variety of colors. Colored paper doesn't have to mean "bright" or "flashy" either; a "natural" or "off white" is a favorite of professional organizations such as banks and law firms.

  • Pearlescent is a type of a coating and isn't limited to a creamy, pearl color; it basically means a paper with an iridescent coating, and comes in numerous shades. It will give your design a classy sparkle, much like pearlescent automotive paint. If you're looking to really create some impact with your printed materials, request samples from your printer.

  • Special Textures can make your printed materials unique and enhance the tactile experience that it brings to the table. Some examples are super smooth, felt, embossed linen, vellum and wove. These all have varying textures from smooth to a subtle roughness to a very rough feel. Choosing one of these will add another dimension to your design. 

There are endless options for your brochure. Good collaboration between your designer and your printer is essential. Talk to your printer before getting started and tell them about your audience, objectives, goals and potential brochure content. An experienced printer will be able to guide you to a great paper that will give you just the look and feel you are going for. 

Need advice, or just need to order some great brochures?


About Ryan Casey


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Casey Printing Inc.
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Tips for Great Catalog Printing


Catalog advertisements generate a large portion of business for large companies such as Office Depot, Cabela’s, Sears and others. Even smaller businesses can take advantage of this marketing technique by following a few simple catalog printing tips. A mail-order catalog should not only attract the attention of potential customers, it must also be properly assembled, easy to browse through and filled with helpful information.

Select a Printing Company

Finding a reputable and reliable printing company is perhaps the first and most essential step of catalog printing. It is important to find a company that not only has experience in printing the type of catalog your business requires, but also has a reputation for providing prompt quality service.

Be Prepared – Know Your Printer

It is important that you are prepared before you visit a printing company. Make it a point to know how many catalogs you need, the number of pages desired and the size you want your catalog to be. Other factors to consider before visiting a printing company include color choices, paper type and, of course, content. Always double check the information within your catalog before sending it off to print. Make certain that all content is accurate and that customers are provided with all of the necessary information to purchase the product. While your selected printing company will provide you with various choices regarding colors and paper types, it is always a good idea to have some concept of what you want beforehand.

Catalog Cover

The adage, “Don’t judge a book by its cover,” simply does not hold true in the case of catalog advertising. Potential customers will immediately form an impression of your business and the contents of a catalog based upon the cover. The overall design and quality of your catalog’s cover is the primary advertising strategy that will attract potential customers, entice them to pick up your catalog and browse through it. The type of paper used for the cover of a catalog should be thicker than that used in the body. This paper is referred to as cover stock and will often determine the life of your catalog. Additionally, brighter colors are generally used on the catalog cover to attract the attention of potential customers. You might even want to consider using cover stock with a glossy sheen to draw more attention.

Catalog Body

The interior pages of a catalog are usually printed on a lighter weight paper stock than what is used for the cover. However, the weight of the paper you choose for the interior pages should be determined by the number of pages, as well as the types of products being offered. For example, if your company sells primarily industrial-type products, you can probably get by with a lighter weight paper. If you are advertising high-end products, such as jewelry, fashions, or home décor, you may want to consider thicker paper stock similar in quality to that used for the cover. The color choices are usually more subdued on the interior pages than the cover, but the type of products being offered should again be a consideration when it comes to selecting colors. With current printing technology, full four-color printing costs roughly the same as 2-3 color. However, for high-end products, you might consider a broader color scheme that will appeal to a wide audience.

Select the Right Binding

The type of binding used is largely a matter of preference, though consideration should be given to the number of pages. Many companies prefer to use saddle stitching for catalogs around 120 pages (this depends largely on the paper you select). Perfect binding, which involves gluing the catalog cover to the backbone, is often used for larger catalogs or those offering high-end products.

Prevent Delays

In order to prevent delays in the printing of your catalog, make sure that you have all details in place ahead of time and that your selected printing company is clear about your order. You may want to consider scheduling the printing your catalog at least a couple of weeks ahead of the date you will actually need it to ensure that all mail-order catalogs are sent out on time.

Types Of Paper In Catalog Printing

There are many things that are important to catalog design. Your images must be sharp and appealing. Your text and even the font you use for the text is important. The cover page design and the design of your catalog’s product pages all play important roles in designing a catalog that will bring in new customers and sales.

However none of the things mentioned above are more important than the type of paper you will choose to print your catalog on. The “feel” of your catalog is important to your potential customers. The longer they have your catalog in their hands, the more products they will buy. In this article I will go over some of the many paper choices you have to print your catalog on.

First you need to decide if the cover will be the same paper as the rest of your catalog. In most cases the cover will be of heavier weight then the interior pages.

Second you will need to choose coated or uncoated paper for printing your catalog. Coated paper is for the glossier layouts and uncoated is more economical, but can still display your products well.

So you have two things to consider first, “Will it be glossy paper or not?”, “Will my cover be the same weight as the interior pages of my catalog?”

Once you have answered those two questions the next decision is what the weight of the paper will be. Most catalogs go with 60, 70, or 80 lb. weights. So it would be 60lb uncoated or coated, 70 lb. Coated or uncoated. 80 lb. Paper usually is only chosen for 80 lb. Weight and above. Also, not all paper is measured by weight. Some is measured by thickness or “points”.

Now the above is really over-simplified. There are other types of special paper you can choose from. There is textured paper, photographic paper, and other more expensive paper to choose from if you are selling a high-end or expensive product.

There are also other considerations when choosing the paper your catalog will be printed on. Such as the method of printing you are going to choose.

If you are going to have your catalog printed on a hot-set web press, then you can choose uncoated or coated paper. The heat will dry the ink as it prints your catalog. If your printer uses a cold-set web press then the ink air-dries and is absorbed into the paper. A cold-set web press cannot print on coated paper.

If your printer uses a sheet-fed press then you can choose from any of the high quality papers they have available. The same goes for printers that do digital printing.

It will depend a lot on the printer you choose. You need to find out what type of paper is available and you will want to see samples of the paper to get a better idea of which one you want to print your catalog on. Also ask your printer to suggest the different types of paper they think will be the best for your catalog.

Here is a list of some of the types of paper your printer may have available for you to choose from or may be able to order for you.

Dull Coated Paper
Matte Coated Paper
Glossy Coated Paper
Antique Paper
Vellum Paper
Wove Paper
Smooth Paper
Felt Paper
Linen Paper
Fiber-added Paper
Laid Paper

Four things determine the quality of the paper, opacity, brightness, finish, and ppi. (Pounds per inch) Brightness affects the contrast and brilliance of the paper. It affects how your text will stand out on the pages of your catalog. Opacity is how much your ink is visible from the back of the page. If a paper is too opaque, your text and images from one page will be seen through onto another page that your customer is trying to read. The finish affects the feel of the pages and also how your images will look. The lower grade finishes produce grainier images while high quality finishes sharpen the look of your images.

Ask your printer to provide you with samples or swatch booklets and a price list for printing your catalog on the various types of paper before you decide. You know what your budget is and paper is only one of the expenses you have to consider.