Paper stock is the specific type, weight, and finish of paper chosen for a printing project. When a printer or designer refers to “stock,” they mean the actual sheet of paper a job will be printed on, defined by three main characteristics: its weight (how heavy or thick it is), its coating (glossy, matte, or uncoated), and its texture (smooth, linen, laid, and others). Understanding paper stock matters whenever you’re ordering business cards, printing brochures, or choosing cardstock for invitations, because the stock you pick affects how colors look, how the finished piece feels in someone’s hand, and how durable it is.
How Paper Weight Is Measured
Paper weight is the single most important spec on any paper stock, and it’s also the most confusing. In the U.S., weight is stated in pounds and refers to the weight of 500 sheets of paper in its uncut parent size. The catch is that different categories of paper have different parent sheet sizes, so “80 lb text” and “80 lb cover” are not the same thickness at all. Cover stock at 80 lb is significantly heavier and more rigid than text stock at 80 lb.
The metric system uses grams per square meter (GSM), which measures the weight of a single sheet cut to exactly one square meter. Because the sheet size never changes, GSM gives you an apples-to-apples comparison between any two papers. A 20 lb bond sheet, for example, is about 75 GSM, while an 80 lb cover sheet is roughly 218 GSM.
You’ll also see thickness measured in points (sometimes called mils), where one point equals 1/1,000 of an inch. This measurement is taken with a caliper and tells you the actual physical thickness of the sheet. Business card stock, for instance, is commonly described as 14-point or 16-point cardstock rather than by its pound weight.
Text Stock vs. Cover Stock
Nearly all paper stock falls into one of two broad categories: text weight or cover weight.
Text weight (sometimes labeled book, bond, writing, or offset) is lighter, thinner, and flexible enough to fold and roll easily. It’s the paper you load into a home printer, the pages inside a book, and the stock used for flyers, letterheads, and handouts. Common weights range from 20 lb bond (75 GSM) for everyday printing up to about 80 lb text (104 GSM) for higher-end brochures and inserts.
Cover weight (also called cardstock, bristol, or tag) is heavier and more rigid. You can’t fold it cleanly without first scoring it, meaning pressing a crease line into the sheet. Cover stock is what you’d use for business cards, postcards, greeting cards, invitations, presentation folders, and catalog covers. Weights typically start around 65 lb cover (177 GSM) and go up past 100 lb cover (271 GSM). Index stock is a related category that tends to be stiff but thinner than cover, commonly used for index cards and tab dividers.
Coated vs. Uncoated Finishes
After weight, the most consequential choice is whether your paper stock is coated or uncoated. Coated papers have a thin layer, typically clay, that seals the surface. This coating prevents ink from soaking into the paper fibers, so each dot of ink sits on top of the sheet in a crisp, well-defined shape. The result is sharper images, more vivid colors, and higher contrast. The glossier the coating, the less ink absorption you get.
Coated papers come in several finish levels: gloss (shiny and reflective), silk or satin (a softer sheen), dull, and matte (minimal shine). Gloss coated stock is popular for photo-heavy pieces like product catalogs, magazine covers, and postcards where color accuracy matters most. Matte coated stock works well when you want sharp printing but a more subdued, easy-to-read surface.
Uncoated papers have no surface coating, making them more porous. Ink absorbs into the fibers, producing a softer, warmer look. Text feels easier to read on uncoated paper because there’s no glare. Letterheads, novels, notebooks, and forms are almost always printed on uncoated stock. Uncoated paper also accepts handwriting well, since pen ink grips the surface instead of smearing.
Textured Paper Stocks
Beyond the coated-or-not decision, some stocks have a physical texture pressed into their surface during manufacturing. These textures add a tactile element that signals quality or formality.
- Linen has a crosshatched pattern of fine lines that mimics the feel of linen cloth. It’s a classic choice for stationery, business cards, and formal invitations.
- Laid features a subtle grid pattern that resembles handmade paper. It looks elegant on stationery, brochures, and wedding invitations.
- Vellum appears smooth to the eye but has a slightly waxy feel when you touch it. It’s a versatile finish used for books, catalogs, scrapbooking, and direct mail.
Textured stocks are almost always uncoated. They’re chosen for projects where the feel of the paper is part of the experience, like a luxury brand’s thank-you card or a law firm’s letterhead.
Choosing Stock for Common Projects
For everyday office printing, copying, and basic flyers, 20 lb bond (75 GSM) uncoated paper is the standard. Stepping up to 24 lb bond (90 GSM) gives a noticeably sturdier feel for resumes and client-facing letters.
Brochures and marketing handouts typically use 80 lb text or 100 lb text in a gloss or matte coated finish. This weight is substantial enough to feel professional but still folds without scoring.
Business cards are where stock weight matters most to first impressions. The most common choice is 14-point cardstock, which strikes a balance between quality feel and cost. Upgrading to 16-point cardstock gives a noticeably thicker, more premium card. For a luxury feel, 24-point and 32-point uncoated stocks are available, with enough thickness that you can feel the heft immediately. Specialty options like kraft cardstock (a natural brown fiber look at 18-point) or pearlescent metallic finishes add visual distinction.
Postcards for direct mail generally use 14-point to 16-point coated cardstock to meet postal durability requirements and showcase full-color graphics. Greeting cards and invitations often use 80 lb to 100 lb cover stock, sometimes in a linen or laid texture for a more formal presentation.
Why the Numbers Can Be Confusing
The U.S. pound-based system is notoriously hard to compare across paper categories because each category uses a different parent sheet size. A sheet of 60 lb text weighs the same in GSM (about 90) as a sheet of 24 lb bond, even though the pound numbers are completely different. They’re the same paper measured against different baselines.
If you’re comparing stocks across categories, convert to GSM or ask for the point (caliper) thickness. Those measurements use a single, consistent scale. Most online print shops list multiple measurement systems on their paper options for exactly this reason. When in doubt, request a paper sample. No spec sheet replaces the feeling of actually holding the stock in your hand before committing to a full print run.