How to Choose Paper Weight
Paper weight decides how a printed piece feels in the hand — and how well it carries a finish. A heavy sheet feels substantial and authoritative; a light one feels disposable. And finishes like engraving and embossing need enough weight to hold their impression.
Why weight matters
Two cards can carry the identical design and make opposite impressions because of the stock. Weight is the first thing a recipient registers, before they've read a word. It's also practical: an engraved or embossed detail needs a substantial sheet to hold its shape — press it into thin paper and the impression flattens out.
The confusing part: bond, text, cover, GSM
US paper weights are quoted in pounds, but the pound rating depends on the paper's category — so "20 lb" and "80 lb" aren't a straight comparison:
- Bond / writing — letterhead and writing paper.
- Text — heavier sheets, brochures and quality flyers.
- Cover — the stiff stock used for business cards and folders.
- GSM (grams per square metre) — the international measure, and the only one that compares cleanly across categories. When in doubt, ask for the GSM.
Common weights, in practice
- Letterhead: roughly 24–32 lb bond (about 90–120 gsm) — substantial enough to feel professional, still easy to fold and mail.
- Business cards: cover stock, typically 100 lb cover and up (300 gsm+). Premium engraved and letterpress cards often go heavier still.
- Invitations & announcements: heavy cover or cotton stock — weight is part of the occasion.
Cotton content is separate from weight
Cotton isn't a weight — it's what the paper is made of. Cotton stock is soft, durable, and takes letterpress and engraving exceptionally well. A 100% cotton sheet feels unmistakably different from wood-pulp paper of the same weight.
A simple rule
Match the weight to the impression you want and the finish you're using. The more the piece needs to feel permanent — and the more tactile the finish — the heavier the stock should be.
At Wells & Drew
We stock a wide range of weights and cotton papers and will recommend the right one for your project — and send samples so you can feel the difference before you commit.
Request a quote, or browse plain paper & fine stock.
Related: Specialty Printing Finishes · Engraving vs. Printing