Paper GSM Guide: Which Paper Thickness for Which Print Job

GSM is the single most useful word to know when ordering print. It decides how a card feels in the hand, whether a flyer looks cheap, and whether a box survives delivery. This guide explains what GSM means and which paper weight suits each common print job in India.

What GSM means

GSM stands for grams per square metre. It is the weight of one square metre of a sheet of paper. Higher GSM generally means thicker, stiffer paper, though coatings and paper type also affect thickness. For comparison, everyday photocopier paper is about 70–80 GSM, while a typical visiting card is 300–350 GSM.

Quick reference chart

Print job	Typical GSM	Notes
Photocopies, internal documents	70–80	Standard copier paper
Letterheads	90–100	Bond paper feels more premium than plain maplitho
Bulk pamphlets for distribution	90–130	Light enough to fold and distribute cheaply
Flyers and leaflets	130–170	Gloss or matte art paper
Brochure inner pages	130–170	Matte reads better for text-heavy pages
Brochure and catalogue covers	250–300	Often laminated
Posters (indoor)	130–170	Thicker if they will be handled
Visiting cards	300–350	Anything below about 250 feels flimsy
Invitation and greeting cards	300–350	Textured or metallic stocks are popular
Hang tags	300–400	Thick enough to hold an eyelet
Mono cartons (product boxes)	250–400	Duplex or SBS board rather than paper

These are common ranges in Indian print shops, not fixed rules. Ask your printer to show you a sample swatch before a large order.

Paper types you will hear about

Maplitho

Uncoated, economical paper used for forms, bill books, notebooks and basic letterheads. Easy to write on with a pen.

Bond paper

Uncoated but smoother and stronger than maplitho. A good choice for letterheads and certificates. See our letterhead printing page for options.

Art paper and art card

Coated paper with a gloss or matte (silk) surface. Colours look sharper because ink sits on the coating. "Art paper" usually refers to lighter weights for flyers and brochures; "art card" means heavier weights for covers and cards.

Duplex and SBS board

Packaging boards. Duplex board has a grey or white back and is economical; SBS (solid bleached sulphate) is white throughout and looks cleaner when the inside of the box is visible.

Kraft

Brown, natural-looking paper used for bags, tags and eco-friendly packaging. Colours print darker on kraft, so light shades and fine text need care.

How GSM affects price

Paper is often the largest single cost in a print job, so moving from 130 to 170 GSM on 5,000 flyers is a visible jump. A few ways to stay sensible:

Use the lightest paper that does the job. Hand-distributed pamphlets rarely need more than 130 GSM.
Spend on covers, not inner pages. A heavier laminated cover makes a brochure feel premium even with lighter inner pages.
Check postage weight for anything you will courier or mail in bulk.

Our guides on brochure printing and business card costs show how paper choice changes the final quote.

Coated vs uncoated: which to choose

Choose coated (art) paper when colour and photos matter: flyers, brochures, catalogues and posters. Choose uncoated (maplitho or bond) when people will write on it — letterheads, forms, notebooks and bill books — or when you want a natural, understated look.

Frequently asked questions

What GSM is best for a visiting card?

300–350 GSM art card is the usual choice in India. Add matte or gloss lamination for durability. Cards below about 250 GSM tend to bend and feel cheap.

Is 70 GSM or 80 GSM better for printouts?

Both are standard copier papers. 75–80 GSM is a little thicker, feeds more reliably in machines and shows less ink through on double-sided printing.

Does higher GSM always mean better quality?

No. The right GSM depends on the use. A 350 GSM pamphlet would be expensive and awkward to fold, while a 100 GSM visiting card would feel flimsy. Match the paper to how the item is used.

What is the difference between gloss and matte paper?

Both are coated. Gloss makes colours look more vivid but reflects light; matte has a soft, non-reflective finish that is easier to read and looks understated.