A business card serves as a tangible extension of a brand, often providing the first physical impression a potential client receives. The physical quality of this item communicates a company’s attention to detail, investment, and professionalism. The card’s thickness is a primary factor influencing its perceived quality and overall durability. Understanding how thickness is measured is essential for selecting the right stock to represent a brand effectively.
Understanding Thickness Terminology
The printing industry uses several distinct units to measure the physical characteristics of paper and cardstock, relating to both thickness and weight. The most common unit for measuring card thickness in North America is the “point,” abbreviated as ‘pt.’ A single point is defined as one-thousandth of an inch; for example, a 14 pt card is 0.014 inches thick.
Paper weight is measured using two systems: pounds (lb) and grams per square meter (GSM). The pound system, primarily used in the United States, measures the weight of a 500-sheet ream of paper cut to its basic size. This measurement is less precise for thickness because the basic size varies between paper types.
A more universal measure is GSM, or grams per square meter, standard in metric-system regions like Europe and the UK. GSM measures the actual weight of a one-square-meter sheet of paper, providing a reliable proxy for density and bulk. A higher GSM or a higher point number consistently indicates a thicker, more substantial cardstock.
Industry Standards for Business Card Thickness
Most printers offer cardstocks that fall within a narrow range considered the industry baseline, balancing quality with cost-effectiveness. In the North American market, the standard thickness for a business card typically begins at 14 pt (approximately 0.356 millimeters). This stock is a common choice for general-purpose printing and offers acceptable durability for mass circulation.
A more common baseline choice is 16 pt cardstock (about 0.406 millimeters). This stock provides a noticeably sturdier feel, balancing quality appearance and affordability, and is frequently recommended for general professional use. In metric-system regions like Europe, the standard is often 350 GSM, which is a widely accepted equivalent for a robust card.
While weight and thickness are not interchangeable, a 16 pt card often falls in the range of 340 to 350 GSM, depending on the paper’s density and coating. Selecting a thickness within this standard range ensures the card is durable without being excessively bulky or costly.
Choosing Premium and Extra-Thick Cards
Moving beyond the standard 14 pt and 16 pt options, companies can select premium stocks that offer a significantly more substantial feel. Thicknesses such as 24 pt, 32 pt, and 48 pt are available for those seeking maximum impact and a luxury presentation. These extra-thick options are typically created through duplexing or triplexing rather than using a single sheet of paper.
Duplexing involves adhering two separate sheets of cardstock together to double the thickness and rigidity. This method allows for unique customization, such as combining different colors or textures, which creates a visible color seam along the edge. Triplexing sandwiches three layers, often with a contrasting colored layer in the middle, to achieve up to 48 pt thickness.
These layered options enhance the card’s rigidity, making them suitable for elaborate finishing techniques like deep embossing or letterpress printing. Beyond paper, some premium cards utilize non-traditional materials such as rigid plastic, metal, or wood, which offer superior thickness and durability. Credit card-like plastic cards are commonly 30 pt thick, providing a robust tactile experience.
The Role of Thickness in Brand Perception
The physical thickness of a business card plays a substantial role in the psychological impression it leaves on the recipient. A noticeably thicker card translates immediately into a perception of higher quality, stability, and professionalism associated with the brand. The tactile experience creates a more memorable interaction, as the substantial feel requires the recipient to notice and handle it with care.
A thicker stock also provides practical benefits in terms of durability and longevity. Thicker cards are significantly more resistant to wear, tear, and bending, ensuring the contact information remains pristine even after being stored in a wallet or cardholder.