Great print promotions don’t just need to look good and read well. How they feel matters to the recipient too.
Here’s how to ensure your material choices are a tactile hit:
What do you mean by paper weight?
The weight of the material you select for your print promotion will be measured in grams per square metre, which is normally abbreviated to gsm.
Why does it matter?
There are several reasons. Consider the impact that you want your printed materials to make and their end purpose. If you’re printing restaurant menus, for example, you’ll want them to be durable. Sending out newsletters via post? Remember that the weight of your item will affect the cost of postage. Need to run letterheads through your own printer? Select a laser-guaranteed sheet to be safe.
Guidelines at a glance
Up to 120gsm – Standard stationery items such as letterheads and compliments slips.
130 – 170gsm – Leaflets, flyers and posters with a short shelf life, as well as brochure inserts.
170 – 200gsm – Double-sided flyers, brochure covers and more durable posters.
200 – 250gsm – Approaching card territory. Ideal for brochure covers.
300 – 400gsm – The norm for business cards, although some may go above 400gsm for maximum impact.