Best Paper Stock for Leicester Leaflet Campaigns: A Printer's Honest Guide

Paper weight in plain English

Paper weight is measured in grams per square metre (gsm). Higher gsm = thicker, stiffer, more premium feel. For leaflets, 130gsm to 350gsm covers everything you'd ever need.

130gsm — when it works

Cheapest option, around 12% to 15% less than 170gsm. Works for high-volume drops where the offer does the heavy lifting (takeaways, gyms, cleaning services).

Avoid for premium services, financial services or anything where the leaflet needs to feel substantial. 130gsm folds like a magazine page and gets binned faster.

170gsm — the workhorse

Our most-printed weight in Leicester. Substantial enough to feel like a real piece of marketing, light enough to be cost-effective at 5,000+ runs.

Pairs with silk or matt finish for almost any local business. If you're not sure what to pick, this is it.

250gsm — premium territory

350gsm to 400gsm with matt lamination feels like a postcard from a wedding. Use for premium services, dental, cosmetic, financial advisers, high-end home improvements.

Costs roughly 35% to 50% more than 170gsm but the response rate uplift in affluent LE postcodes (LE2, LE7, LE8) easily covers it for high-value services.

Silk vs gloss vs matt

Silk: subtle sheen, good for photo-heavy designs. Our default recommendation for most leaflets.

Gloss: high shine, great for vibrant colour. Slightly cheaper but can look cheap if the design is text-heavy.

Matt: no shine, premium feel, easier to write on. Best for executive, financial and B2B leaflets.