When printing brochures, paper stock matters more than you might think. How the paper feels, its finish, and even the weight can make a difference and leave an impression on how people see your brand. With the right choice, you can make your design pop, feel more professional, or simply hold up better in someone’s hands. So, how do you know which paper stock option is right for you?
In this guide, UPrinting breaks down the best paper options based on your goals, industry, and design needs so you can pick the stock that fits the job, not just any brochure.
Types of Brochure Paper Stocks
Different brochures call for different types of paper. Some need to be folded, some need to be written on, and others just need to look sharp on display. Here’s a quick overview of the most common paper stocks and what they’re best suited for:
| Need | Ideal Paper Stock | Why |
|---|---|---|
| Everyday marketing | 100 lb. Gloss | Bright colors, folds well, works for most uses |
| Something people can write on | 70 lb. Uncoated or 14 pt. Uncoated Cardstock | No coating, easy to write on |
| A clean, high-end look | 100 lb. Matte or 10 pt. Matte Cardstock | Smooth, glare-free, looks polished |
| A sturdy handout or menu | 10 pt. or 14 pt. Cardstock | Thick and durable for handling |
| Affordable printing in large amounts | 80 lb. Gloss | Lower cost but still looks good |
- 100 lb. Gloss – The most versatile and reliable choice for general marketing. It delivers bright colors and folds neatly, great for tri-folds or z-folds.
- 70 lb. Uncoated or 14 pt. Uncoated Cardstock – This paper stock is best for when the brochure needs to be filled out, signed, or written on.
- 100 lb. Matte or 10 pt. Matte Cardstock – This type of finish offers a professional look, suitable for text-heavy layouts, without the glare of gloss.
- 10 pt. or 14 pt. Cardstock – Heavier and feels more durable, the best option for menus or handouts that get passed around.
- 80 lb. Gloss– This paper stock is a lighter, more affordable alternative to the 100 lb. gloss and is a solid pick for bulk printing.
Best Paper Stock by Industry
When choosing a paper stock for your brochure, it’s also important to consider your industry’s needs. Here’s what we recommend for each industry:
Real Estate
Brochures with property listings or photos benefit from a glossy finish. Use 100 lb. gloss or 14 pt. gloss cardstock to make images pop and give your brochure a clean, high-quality feel.
Food and Beverage
Menus are handled and passed around often, so durability and cleanliness matter. A 10 pt. or 14 pt. matte cardstock holds up well and resists smudges. Matte also makes the text readable and gives your menu a more refined, modern feel.
Legal and Financial
These brochures are usually formal and text-heavy, so avoid anything too shiny. Go with 100 lb. matte or 70 lb. uncoated paper for a professional appearance that’s easy to read.
Healthcare
Patient brochures or clinic handouts should feel calm and clear. Choose 100 lb. matte for a soft, non-glossy finish that won’t distract readers from important information and is gentle on the eyes.
Retail and Fashion
For product catalogs or lookbooks, strong visuals are key. Use100 lb. gloss to give images sharp detail and bold colors and help your designs grab attention.
Nonprofits
If you’re printing donation forms, event flyers, or volunteer sign-up sheets, consider 70 lb. uncoated, as most people would need to write on these brochures. If you’re on a budget, 80 lb. gloss is an affordable alternative that still gives a polished look.
Small Businesses
Whether it’s a promo flyer or service menu, small businesses need a paper stock that balances quality and cost. Choose 100 lb. gloss for a vibrant, professional appearance, or opt for 80 lb. gloss if you’re printing large quantities and want to save a bit without sacrificing impact.
Choosing Function Over Looks
It’s easy to get caught up in the finish or price, but the best paper stock is the one that matches your brochure’s purpose. A glossy finish might look great, but not if people need to write on it. Thick cardstock feels premium, but it may not fold well for a tri-fold layout.
Before you decide, consider these questions:
Will someone need to write on this? Choose an uncoated finish if you need space for notes, forms, or signatures.
Does it need to be folded? Lighter paper stock is easier to fold, while cardstock prevents cracking.
Do you want a premium feel? Matte and thicker stocks leave a more polished, upscale impression.
Will it be handled a lot? Thicker stocks like 10 pt. or 14 pt. offer the right durability for menus or flat handouts.
UPrinting’s Paper Options at a Glance
Think you’re ready to order? Here’s a quick guide of UPrinting’s brochure stocks to help you choose the best material for your needs:
| Paper Stock | Best Use |
|---|---|
| 70 lb. Uncoated | Flyers, forms, anything to be written on |
| 80 lb. Gloss | Affordable handouts with a glossy finish |
| 100 lb. Gloss | Versatile brochures with vivid images |
| 100 lb. Matte | Clean, text-heavy designs |
| 10 pt. Gloss Cardstock | Menus or durable flat pieces |
| 10 pt. Matte Cardstock | Premium, subtle look for handouts |
| 14 pt. Gloss Cardstock | High-impact visuals, image-rich layouts |
| 14 pt. Uncoated Cardstock | Writable, signature-style materials |
The right paper stock is not just about what looks good with your design, but it’s also about how you want to set the tone for your message and your brand. Whether it’s a shiny gloss or a subtle matte finish, there’s a stock that fits your needs. When selecting a brochure paper stock, consider choosing one that aligns with your brochure’s function, brand identity, and budget.
frequently asked questions
A.
Gloss paper has a shiny, smooth finish, matte has a softer, non-reflective surface that’s easier to read, while uncoated paper has no finish at all, but feels more natural and is best for writing.
A.
Use gloss when your brochure is heavy on visual elements like product images, photography, or anything designed to catch attention.
A.
Matte is ideal for text-heavy brochures or professional services where readability and a polished look are top priorities.
A.
Uncoated paper is best for anything that needs to be written on, like forms, sign-up sheets, or note-friendly brochures.
A.
Paper (typically 70 to 100 lb.) is lighter and more flexible. It folds easily, making it ideal for tri-fold brochures, z-folds, or anything that needs to be mailed.
A.
Cardstock (usually 10 pt. or 14 pt.) is thicker and sturdier, so it’s better for flat brochures, menus, or anything that requires frequent handling.
A.
Yes, but it needs to be scored first. Scoring adds a crease that keeps the fold clean and prevents cracking.
