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The Ultimate Guide to Paper Stock & GSM: Choosing the Right Weight for Your Print

Choosing the right paper stock can be the difference between a flyer that gets kept and one that gets binned. At SW19 Design and Print, we help businesses across Wimbledon and London navigate the technical world of GSM and paper finishes to ensure every print job feels as good as it looks.

Whether you're printing luxury business cards in SW19 or high-volume flyers for a London-wide campaign, here is everything you need to know about paper weights.

What is GSM? Understanding Paper stock Thickness.

GSM stands for "Grams per Square Metre." Put simply, the higher the GSM, the heavier and thicker the paper.


  • Low GSM (80–120gsm): Think of your standard office printer paper or letterheads.
  • Medium GSM (130–170gsm): The "sweet spot" for high-quality flyers, brochures, and posters.
  • High GSM (250–450gsm): This is cardstock territory, ideal for business cards, invitations, and premium covers.


Uncoated Paper : The Tactile Choice for Stationery

Uncoated paper stock is exactly what it sounds like—it has no sealant. This gives it a soft, textured feel and makes it perfect for writing on. At our Wimbledon print shop, we often recommend uncoated paper stock for:

  • Letterheads & Stationery (90–120gsm): Professional, easy to run through an office printer, and easy to sign with a pen.
  • Premium Brochures (150–300gsm): Often used by luxury brands in London to achieve a "natural," eco-friendly, or minimalist look.


Coated Paper Stock: Silk, Gloss, and Matte Finishes

If your design features high-resolution photography or vibrant colours, coated paper is your best friend. The coating stops the ink from soaking into the fibres, keeping the images sharp.

  • Gloss (90–350gsm): Shiny and reflective. Perfect for takeaway menus and high-impact flyers.
  • Silk (130–350gsm): A smooth, "eggshell" finish. It’s the most popular choice for London corporate brochures because it’s easy to read but still feels premium.
  • Matte (90–350gsm): Completely flat and non-reflective. Great for high-end magazines where you want to avoid glare.


Specialty & Eco-Friendly Paper Stocks

Looking for something unique? We provide specialty paper stock for projects that need to stand out:

  • Recycled Paper: Perfect for brands wanting to highlight their green credentials.
  • Textured Stock: Linen or "Laid" finishes for classic Wimbledon wedding invites or high-end business cards.
  • Synthetic Paper: Completely waterproof and tear-resistant—ideal for outdoor menus in Merton’s rainy weather!


Why Visit Our Wimbledon Print Studio?

Reading about GSM is one thing, but feeling the paper is another. Unlike "online-only" printers, SW19 Design and Print invites you to our studio in Wimbletech (Compton Road).

We can show you real-world samples of different weights and finishes of the paper stock, helping you avoid costly mistakes and ensuring your final product is exactly what you imagined.


Ready to Start Your Project?

Not sure which GSM is right for your booklets or business cards? Our local team is here to help.


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Want to find out more?

If you are looking for more information about paper stock, speak to our team for an instant quote and advice.

CONTACT US0800 599 9597